20/25 VISION
WHAT’S UP WITH THE CRAZIEST TIME SINCE LOCKDOWN…
Remember when lockdown broke the internet, the economy, our sourdough skills and our brains?
Well, 2025 is shaping up to be the sequel. Except this time, we’re navigating war, economic whiplash, culture clashes, mass burnout, and the biggest technological leap since the birth of Google: generative AI.
And while the world scrambles to keep up, the smart ones—the ones with vision—aren’t just watching. They’re adapting, anticipating, and reshaping the game.
I’ve spent my career navigating chaos, helping businesses position themselves in complex markets—from the frontline of media and marketing, to the boardroom battles around brand, gender intelligence, and transformation. I’ve worked with powerhouses, underdogs, and every org chart in between. And if there’s one thing I know for sure: the future doesn’t reward fear, it rewards foresight.
Let me share 5 emerging truths we’ll only fully understand in hindsight—what I’m calling 20/25 Vision.
1. “Doing Nothing” is Now a Strategy… for Irrelevance.
Standing still used to be safe. Now, it’s a trap. In a world being reshaped by AI, economic flux, and cultural shifts, brands that pause too long become background noise. Blink and you’re Blockbuster.
In hindsight: 2025 will be the year we look back and say, “Why didn’t we move faster?”
2. AI is Not the Threat—Unintelligent Application Is.
Everyone’s scrambling to "do AI" without stopping to ask, “Why?” or “How?” The winners won’t be the ones who automate the fastest, but the ones who humanise their strategy while leveraging the tools.
In hindsight: AI was never about replacing us—it was about augmenting our insight. The smartest leaders used it to get closer to their audience, not further away.
3. DEI Is Not Dead—It Just Needs Better Reframing.
Many are quietly backing away from diversity initiatives, afraid of the backlash or eye-rolls. But audiences still care. So do employees. And smart brands? They’re reframing DEI through a commercial, strategic and audience lens.
In hindsight: This was the moment DEI grew up—and got smarter.
4. Gender Intelligence = Market Intelligence.
You can’t afford to ignore the nuance between how women and men experience your brand, product or message. Understanding gendered behaviours isn’t “woke,” it’s just good business.
In hindsight: The businesses who saw gender as a lever for growth—not an HR problem—won big.
5. Creativity is Now a Survival Skill.
When the world’s burning, it’s not logic that saves us—it’s imagination. The ability to reframe, reposition, rewrite the script. Creative thinking, branding, and design have never been more vital to cut through noise and build trust.
In hindsight: The most resilient businesses had ideas—not just spreadsheets.
So, What Now?
We’re not going back to “normal.” We’re not even sure what “next” looks like. But if you want to survive—and thrive—you’ll need more than a product, a pitch, or a policy.
You’ll need perspective.
You’ll need audience intelligence.
You’ll need a brand that actually makes sense to humans.
And yes, you’ll need a partner who’s been here before—through downturns, disruptions, and every strange rebrand in between.
That’s where we come in.
At BB.CO, we work with leaders who want to stay ahead of the curve, not under it. We help you see the invisible forces shaping your brand, your customers, and your bottom line.
If you’re ready to lead with 20/25 Vision—we’re ready too.
🔗 bridesonbennett.co
✉️ Let’s chat. Or rant. Or plan.