2024: A Year of Farewells, 2025: A Year of New Beginnings
As a researcher, I can confidently say that 2024 amazed us with the capabilities of artificial intelligence. Tasks that previously required significant time, such as Excel operations or manual coding, were taught to AI, allowing us to bid farewell to these methods in 2024. Additionally, we transitioned to conducting our analyses using Python and R. The speed with which we could now perform analyses took us by surprise. This year, the large datasets we worked with outgrew the capacities of Excel and SPSS, prompting us to explore new horizons.The support we received from our clients during this transition pleasantly surprised us, and we extend our sincere thanks to each one of them.
While we said goodbye to traditional ways of working, consumers also parted with several norms. For instance, paying extra fees for expedited shipping in online shopping became unacceptable. Delays in online food deliveries were no longer tolerated. In banking, loyalty faded as consumers quickly severed ties with banks imposing high fees, showing inflexibility in loans, or being overly conservative with interest rates.
In the food sector, expectations rose sharply. Brands that continued to offer the same products at ever-increasing prices without investing in innovation disappeared from consumers’ shopping lists. Similarly, in the retail sector, brands that neglected customer experience lost their customers at an unprecedented rate this year. The economic conditions of 2024 prompted consumers to set firm boundaries. Brands and institutions that adhered to these boundaries moved ahead, while those that failed to comply faced consequences.
Our B2B clients also prioritized efficiency in 2024. They focused on adopting new ways of conducting business, expanding sales and marketing activities to new countries. Inefficient departments, unproductive research methods, and ineffective sales channels were left behind. Talent management took on greater importance this year, with many of our B2B clients embracing regional responsibilities, moving beyond purely local operations.
Farewells and endings have given way to innovation, creating room for new beginnings in consumers’ hearts and within institutions. This is why 2025 is a year that excites us all. In the coming period, shaped by economic conditions, we expect the following trends to emerge among brands and institutions:
- Innovation: New products, services, and business practices will take center stage for both B2C and B2B clients.
- Efficiency: Awareness of the functionality of products and the efficiency of business practices will grow. Multifunctional products and more efficient ways of working will become increasingly preferred.
- Globalization: In the new year, not only products but also parts of production and services will expand internationally, strengthening regional ties. Recent developments in Syria will also open up significant opportunities.
- The Wellness Trend: The concept of human well-being will continue to evolve and expand. Organic products, dietary supplements, spiritual education, work-life balance applications, and personalized medicine and treatment methods will gain greater prominence.
- Ethical Values: Leadership, both within institutions and brands, will increasingly be shaped by spiritual and ethical principles. The value of brands and leading institutions being aligned and self-aware will grow, offering a significant competitive advantage.
Wishing you all a happy, successful, and healthy year ahead,
Çiğdem Penn
Founder – XSIGHTS Research & Consultancy