9 business trends to watch in 2025

As we make our way through the first quarter of 2025, key shifts in business trends, media, and culture are reshaping the way companies operate and how individuals build influence.

Below are nine emerging business trends that will define the landscape for entrepreneurs, executives, and content creators in the coming year.

1) The rise of high-end in-person events

There is a growing demand for exclusive, high-quality physical events and curated experiences. While remote work and international collaboration will continue to thrive, premium networking opportunities will primarily cater to high-income entrepreneurs rather than the digital nomads focused on cost efficiency. The luxury experience sector is poised for significant expansion.

2) Leaner, more efficient teams

With rapid advancements in technology, businesses will increasingly be driven by ultra-lean teams of one to four people achieving what once required large organisations. OpenAI’s CEO, Sam Altman, has even predicted the rise of billion-dollar businesses operated by a single individual. The era of glorifying large teams is fading and entrepreneurs now recognise that the most effective teams are those under seven members.

3) Scaling will come more from media than code

While coding remains important, artificial intelligence has made it increasingly accessible, reducing the barrier to entry for tech solutions. As a result, influence and trust will shift from proprietary software to content-driven communities and creator-led media brands. A strong media presence will be the new key to scaling a business.

4) Creators who speak boldly will win

The digital landscape is favouring outspoken personalities over those who play it safe. Audiences are drawn to entrepreneurs who express strong, authentic opinions, even at the risk of controversy rather than those who seek to avoid difficult topics. Consumers increasingly align with individuals who reflect their values rather than faceless corporate brands.

5) Personal brands will outshine traditional media and corporate identities

The credibility of traditional media outlets is declining globally, while individual voices are gaining trust and influence. Entrepreneurs, industry experts, and independent journalists operating under their own name will wield more authority than legacy media brands or corporate entities.

6) The explosion of direct communication

Historically, businesses and public figures relied on intermediaries, press releases, media interviews, or PR agencies to reach their audience. Now, top figures are bypassing traditional media entirely. Athletes like Novak Djokovic are addressing controversies directly, while Cristiano Ronaldo has launched his own YouTube channel. As media production costs continue to drop, every entrepreneur, athlete, and creator is becoming their own fully-fledged media brand.

7) AI standardises, personality differentiates

While artificial intelligence accelerates efficiency, it lacks a distinct voice. In a world where AI-generated content is becoming the norm, creators and brands with a strong, unique identity will stand out. The era of watered-down, mass-market appeal is giving way to businesses that embrace bold, distinctive personalities.

8) A cultural counter-movement against woke politics

The US is moving past the height of its “Culture War” with a growing fatigue over political correctness and ideological extremes on both sides. This shift towards moderation is expected to influence Europe soon, driving a more pragmatic, middle-ground approach to business and media discourse.

9) The decline of performative “socially conscious” business models

The trend of businesses positioning themselves as socially or politically engaged – often as a marketing strategy- is losing credibility. Consumers are increasingly sceptical of corporate virtue signalling and are prioritising brands that deliver tangible value over those that merely project socially acceptable narratives.

What these business trends mean for your organisation

As 2025 unfolds, businesses that adapt to these shifts will gain a competitive edge. Lean operations, direct audience engagement, strong personal branding, and a commitment to authenticity will define the next wave of successful entrepreneurs and industry leaders. The coming year will be a turning point. Those who embrace change and differentiation will thrive. To discuss any of the trends outlined in this piece, or to chat about how I could support with your talent strategy, reach out directly.