Dentsu held its Dentsu Day together with partners, clients, and collaborators: and presented its study on the future of the consumer worldwide: “Consumer Vision 2035 / Vision of Consumers for 2035”.
The event brought together executives from its global network such as Philippe Seignol, CEO Dentsu México; Jeff Greenspoon, Global President for Integrated Solutions; Paola Máximo, CEO Dentsu Media México; Said Gil, CEO Dentsu Creative México: Carlos Buenfil, Chief Strategy Officer, Dentsu Creative México, as well as Bibiana Díaz, Head of Data Driven Media, and Samuel Herrera, Strategy Director Dentsu México; among others.
Philippe Seignol began the presentation, welcoming the guests and introducing his main speaker: Jeff Greenspoon. “We are excited to share the study we carried out to understand the future and begin taking concrete actions with our business partners”. The executive was in charge of presenting the findings and trends that will determine the future of technology, culture, consumers and brands, from this year to 2035.
“Consumer Vision 2035” notes that in the next decade, technology will completely envelop our experience of reality. At the same time, the limitations created by what is happening to the environment and the world’s population will force us to reexamine the principles of culture and the way we think about economic growth.
“This report is not only data, it is valuable information that will encourage us to generate new ideas, creativity and technology with the aim of innovating to make this a better world. We must really focus on what people want to make new decisions based on upcoming trends.”Greenspoon explained.
The study’s conclusions make it very clear that we are just entering the next era of transformation in technology, culture and consumer expectations. Greenspoon commented that in an AI-filtered world, the future may seem distant, but it is already becoming a reality and consumer interactions with brands will change radically over the next 10 years. Business leaders and brand creators must start preparing for this new landscape with technology and creativity today.
After concluding the presentation of the report, DENTSU DAY organized three panels in which executives from Dentsu and companies such as Televisa, Alsea and Netflix shared points of view on the transformation of the industry, the future of media and consumers.
During the panel “The future of the media” which included the participation of Paty Molina, Vice President of Sales of Televisa, and Philippe Seignol, both agreed that the media has had an increasingly dynamic advance, where different media have a place because each one has a specific role.
“The discourse that traditional media is going to die always happens when a new media arrives, but the reality is that it is not true, no one dies. The important thing here is to learn and adapt. In this sense, for Televisa the most important thing is to generate specific high-quality content to attract, but above all, entertain.”Molina explained.
In the talk about “Ad Personalization: A Day in the Life of the Consumer” which brought together Bibiana Díaz and Samuel Herrera, from dentsu, as well as Matías Carracedo, Head of Strategic Partnerships Mexico at AmazonAds, and Mario Guzmán, Marketing Director at JCDecaux México, explained that they also obtained, analyzed and curated data, work must be done to democratize access to data.
“It is necessary to integrate all the information to have a 360, to impact the audiences at the right time and with the right message, and this will be achieved if the audiences are further profiled.”, summarized Bibiana Díaz.
“Women transforming the industry: It’s women’s time!” It was the talk in which Paola Máximo, CEO Dentsu Media México; Rosa María Gardea, Executive President of the AVE; Carmina Arzate, Marketing Shared Services Head of Alsea; Sandra González, Media Manager of Mexico, and Karla Del Valle, New Business Director of Taptap, touched on core points that encouraged attendees to analyze the important role of women.
The speakers pointed out that women in management positions must support other women, not only inspiring them, but also training and guiding them to unleash their professional potential in a safe environment, where they can develop, along with sowing sisterhood and respect.
“At dentsu, innovation is in our DNA; “The future excites us and we dedicate our talents to impacting our clients’ businesses, connecting cultures, creatively transforming, and above all, leaving a positive impact on the world,” concluded Philippe Seignol.
Consumer Vision for 2035
One of the findings refers to the fact that half of consumers around the world say that in 2035 they would like to have an AI clone of themselves that would take care of purchasing, administration and communication tasks.
The study by dentsu also points out that the next decade will see the proliferation of “AI gatekeepers” that consumers will look to to take charge of recurring purchases, examine ads and promotions sent by companies, and participate in groups of discussion on their behalf, so they can more easily make their preferences known to brands.
Likewise, the “Consumer Vision 2035” shows a growing level of comfort among consumers with an increasing number of administrative and commercial activities managed by AI on their behalf.
Regarding how climate change will impact consumer decision-making, it is indicated that 4 out of 5 consumers around the world predict that in 2035 they will have to modify some of their daily activities due to the climate.
Regarding the future of brands, the study indicates that to be successful in the next decade, they must be able to move from knowledge to foresight to present consumers with emotional and instinctive solutions that will determine not only whether they prefer a brand, but also whether a brand crosses your radar into a cultural and AI-filtered environment as part of reshaped reality.
The study has been prepared with the support of Foresight Factory, a leading agency in consumer trends. The analysis is based on different sources:
- Expert Interviews: A panel of some of the world’s leading futurists, academics, authors and experts to help identify our trends.
- Primary consumer surveys: Foresight Factory and dentsu’s own consumer surveys, covering more than 26 countries and more than 30,000 people, conducted online in 2024.
- Exploration of innovations and patents: A comprehensive review of the upcoming and possible industrial, technological and scientific advances of the next decade.
