Scenario 2 - Everything is an experience

By 2025 the role of bricks and mortar retail changes out of all recognition. Branded experiences take over our shopping areas and malls, becoming exciting and theatrical social events. Global brands face stiff competition from small startups that are more meaningful to consumers. Every brand has to do more than tell a story – it has to be able to prove that the stories it tells are true.

Watch our second scenario of the world  in 2025. Scenarios are not predictions. They’re plausible versions of the future, extrapolated from trends we can see today.

From 2016 to 2025 - Everything is an experience