At the Forecast 2025 conference, presented by Radio Ink and Radio + Television Business Report at the Harvard Club of New York City, consumer trends expert Matt Britton outlined the key consumer trends ‘A to Z’ that will shape business and society in 2025.

PRESENTATION SUMMARY

AI and the Next Generation

Britton opened with what he considers the most transformative force: Artificial Intelligence. Unlike previous technological innovations that might rank as a "1 to 10" in impact, he rates AI as "1,000." Through personal experience, he demonstrated how AI can be leveraged without coding expertise, sharing how he created a personalized health bot by feeding 20 years of medical data into a custom GPT.

The presentation introduced Generation Alpha (ages 0-15) as the first generation to grow up with AI as a household presence. This generation's expectations and behaviors will fundamentally reshape how businesses operate and interact with consumers.

Economic and Consumer Trends

The Barbell Economy

Britton highlighted the continuing polarization of markets, with opportunities concentrated at both premium and value ends while the middle market struggles. This trend affects everything from retail to content strategy.

The Creator Movement

Gen Z's preference for individual creators over traditional media sources is reshaping content consumption. The success of creators like Ryan Reynolds and Mr. Beast demonstrates the power of personal brands in moving products and driving engagement.

Digital Evolution

Several key technological developments were highlighted:

• Digital Twins: The ability to clone voices and create synthetic media is creating new opportunities and challenges

• Hyper-Personalization: AI-driven customization is making one-to-many communication obsolete

• Intelligent Content Discovery: First-party data is becoming crucial for content delivery and advertising

Media and Entertainment Shifts

Content Consumption

The presentation emphasized several shifts in how content is consumed:

• Fast Channels: The potential for streaming companies to control the "last mile" through TV manufacturing

• OTT Platforms: The blurring lines between traditional and creator-generated content

• Quick Hit Content: The growing preference for short-form, digestible content

• Social Video: Gen Alpha's preference for social video over paid streaming

Gaming and Music

Britton discussed the impact of sports gambling on entertainment and the revolution in music creation through AI tools like Suno.

Workforce and Education

Key insights about the future of work included:

• The rise of freelance work (over 50% of Google's workforce is freelance)

• The need to rethink traditional education in an AI-driven world

• The shift in valuable skills from data analysis to critical thinking and problem-solving

Economic Outlook

Britton warned of potential economic headwinds in 2025, citing concerning trends:

• Personal savings rates below 5%

• Credit card debt exceeding $1 trillion

• The impact of AI on job displacement and creation

Looking Ahead

The presentation concluded with emphasis on:

• The importance of local experiences and community connection

• The convergence of traditional and new media platforms

• The continuing influence of Gen Z and the emerging impact of Gen Alpha

The overarching message was clear: we're entering an era of unprecedented change driven by AI, demographic shifts, and evolving consumer behaviors. Success will depend on businesses' ability to adapt to these changes while maintaining authentic connections with their audiences.