DDB Latina – Trends, 2025

The main theme of the report is related to global consumer trends for 2025.

The document describes a world full of uncertainty, anxiety, and political polarization. Geopolitical tensions play an important role and affect people's lives. Artificial intelligence is becoming increasingly significant, causing political, economic, labor, social, and cultural transformations. Key trends include concepts such as 'Hostile World', 'Micro Happiness', 'Pure Nature', and others. Despite hostile tendencies, the importance of optimism and the opportunity for brands to surprise and bring value to consumers is emphasized.