VML – The Future 100, 2025

The report by VML "The Future 100 2025" explores emerging cultural and technological trends shaping the future, with a focus on reality shifting and generational perspectives. In 2025, cultural phenomena like reality shifting, where individuals attempt to experience alternative realities, are gaining traction, especially among Generation Z. This trend reflects a broader desire for escapism and manifesting aspirations in challenging times. The report highlights how Gen Z's "delulu" culture—embracing optimistic delusions—serves as a coping mechanism and form of hope. Brands and creators are leveraging AI and other technologies to explore new creative frontiers, emphasizing the importance of fostering real-world connections to counteract feelings of detachment.