In the age of data, only 25% of marketing professionals say they know their target audience very well. We are overwhelmed by data, signals… we go crazy trying to track every marketing action we take, but in the end… we get lost in the mass of raw data, tools, and noise.

China has traditionally been seen as a rather distant and hard-to-read country: one that sparked curiosity because so little was widely understood about what was happening there, and one that attracted business interest for its ability to manufacture almost anything, almost immediately, at extremely low prices. But it was not necessarily seen as a country that generated warmth or sympathy towards its society. But something is shifting on TikTok. A new cultural wave is emergin

We explore the 13 marketing, communication and technology trends that we believe will have the greatest impact in 2025.

Generation Z and Its Impact on the Future of Brands: How They Think and Behave