Dentsu’s latest report, ‘Mothers of Reinvention’
Dentsu released the third edition of its Consumer Vision series, titled “Mothers of Reinvention.” At the heart of the report was data from 30,000 consumers in 25 countries, exploring how technology, culture, consumers, and brands will be reshaped in the next 5 to ten years.
AI was at the forefront of the study, and Dentsu worked with 20 experts and futurists in cultural sociology to identify four major forces that will impact the relationship brands have to consumers. The report identifies a set of trends behind each force, as well as a section on how marketers must adapt and act.
For example, Force 01 is identified as “The Future of Technology,” and sees a future where consumers rely heavily on agentic platforms, meaning brands must engage not only with humans, but their digital proxies. One suggestion the report makes is that marketers “build an infrastructure that allows them to communicate with the proxy but also across proxies.”
In a statement, Kaminkow said, “What stands out in this year’s findings is that consumers are not simply asking brands to become smarter or faster. They are looking for brands that can help them progress, pursue their ambition to reinvent themselves, and mentor them in their journey into the next. That has implications not just for media and creativity, but for product design, customer experience and the role brands play in people’s lives.”To read the full report, click here.
