BHM Experts predicted what the world would look like in 2025; here’s a reality check
In 2021, a group of experts associated with BlackHouse Media (BHM), an international media and communications services company, offered their insights into what the world might look like by 2025.
Now, as we are in 2025, it’s time to evaluate the accuracy of these predictions against verifiable data and current trends. This article delves into ten of the predictions, providing a reality check supported by recent market analysis and statistics, complemented by infographics for a clearer understanding.
Rise of Health & Fitness, Technology, Spirituality, Entertainment, and Value Over Brand
Ayeni Adekunle, CEO of BHM Group, foresaw a significant boom across health and fitness, technology, spirituality, and entertainment sectors, alongside a mainstream shift towards ‘value over brand’ in consumer behaviour.
Reality Check: Highly Accurate.
Health and Fitness: The global wellness economy is indeed experiencing a massive surge, projected to hit $7 trillion by 2025. Digital fitness tools and apps have seen substantial growth, and a significant majority of consumers are prioritising health. Younger generations, particularly Gen Z and Millennials, are driving this trend, making fitness a core part of their identity.
Technology: The technological landscape, especially Artificial Intelligence (AI), has exploded. AI adoption is widespread across various business functions, with platforms like OpenAI’s ChatGPT demonstrating unprecedented user growth. AI is now a transformative force in finance, healthcare, manufacturing, and retail, moving beyond large enterprises to become more democratised.
Spirituality: The spiritual and wellness products market is on a robust growth trajectory, now expected to reach $9.6 billion by 2034. This growth is fueled by increasing global stress levels, a focus on mental and emotional well-being, and the integration of technology into spiritual practices. Consumers are also increasingly seeking eco-friendly and ethically sourced products.
Entertainment: Digital media continues to dominate the entertainment landscape. While traditional media still holds some ground, time spent on digital platforms, particularly social video, gaming, and ad-supported streaming, has significantly increased. The industry is adapting to fragmented audiences and evolving consumption habits, with a clear shift towards more personalised and flexible viewing options.
Value Over Brand: Consumer behaviour has indeed shifted, with a growing emphasis on value, sustainability, and ethical practices. Consumers are more informed and are increasingly making purchasing decisions based on a product’s inherent value and alignment with their values, rather than solely on brand loyalty.
Marketing Communications Agencies and the Rise of NoCode Tools
Prediction: Femi Falodun, CEO of ID Africa, predicted that marketing communications agencies would need to adopt NoCode tools and behave more like product companies to thrive in the coming decade.
Reality Check: This prediction is Highly Accurate.
The adoption of NoCode and Low-Code technologies has surged, with reports indicating that 70% of new enterprise applications now use these tools. Marketing and communication agencies are actively embracing NoCode to enhance efficiency, agility, and accelerate tasks like website development and automation.
The emergence of specialised ‘Top No Code Agencies’ further emphasises this trend, demonstrating a clear shift towards agencies operating with a product-centric mindset.
Nigeria’s Greenhouse Gas Emissions and Climate Change Efforts
Iretomiwa Akintunde-Johnson, Lead Adviser at ID Africa in 2021, suggested a slim chance of Nigeria achieving a 20% reduction in greenhouse gas emissions by 2025, proposing solutions in coal reserves, wind, and solar power.
Reality Check: Partially Accurate
While Nigeria has ambitious climate action plans, the target for a 20% reduction in emissions below business-as-usual (BAU) is now set for 2030, not 2025. Current emission trends make a 20% reduction by 2025 unlikely. The country is indeed focusing on renewable energy sources like solar and wind, with significant potential and growth in these sectors. However, the emphasis on coal reserves as a primary solution is less prominent in current policy discussions, which prioritise renewables and natural gas as transition fuels.
Electric Vehicle (EV) Adoption in America and worldwide
Samuel Ipinyomi, Public Relations Consultant at ID Africa in 2021, predicted that by the end of Biden’s first term in 2025, electric vehicles could become an everyday thing around the world.
Reality Check: This prediction is Partially Accurate.
EV adoption in the U.S. is growing substantially, with market share increasing and sales reaching significant numbers. The charging infrastructure is also expanding rapidly. However, the prediction of EVs being an “everyday thing around the world” by 2025 was overly optimistic. While the trend towards increased adoption is undeniable, global ubiquity has not yet been achieved. The pace of adoption varies significantly by region and country.
The Influence of Street Culture and Informal Networks
Sharon Grey, Adviser at ID Africa in 2021, posited that the next decade would highlight the power of “street mapping” and individuals/initiatives bridging the gap between “the street” and opportunities, tapping into a new source of passionate, raw, and real influence.
Reality Check: Highly Accurate
The concept of “street mapping,” interpreted as understanding and leveraging the social and cultural dynamics of urban environments, has gained significant traction. Street art is widely recognised as a powerful medium for social change and cultural expression. Streetwear continues to be a dominant trend, and activism is increasingly intertwined with street culture.
Informal networks now play a crucial role in societal resilience and significantly influence urban culture. The ability of individuals and initiatives to connect these informal spheres with broader opportunities has indeed become a potent source of influence.
Ethical Business Practices and Corporate Social Responsibility
Precious Nwachukwu, Lead Consultant, BHM, predicted that by 2025, “being good” would be an integral part of every business decision and activity, moving beyond mere mandatory contributions.
Reality Check: Highly Accurate.
There is overwhelming evidence that ethical and socially responsible practices are being integrated into the core of business operations. Companies are increasingly recognising the business risks associated with neglecting CSR, and genuine investments in sustainability are on the rise. CSR has evolved from a peripheral activity to a powerful driver of retention, profitability, and brand reputation.
The growing number of companies recognised as “World’s Most Ethical Companies” and the widespread integration of ESG (Environmental, Social, and Governance) principles into business strategies signify this fundamental shift, driven by consumer demand and regulatory pressures.
Digital vs. Traditional Media and User Experience
Tomide Adeyeye, PR Consultant and Information Analyst at ID Africa in 2021, argued that if digital technology remained abstract without improving the user experience, it would be considered second-best to traditional media, especially in areas like e-books versus physical books.
Reality Check: Highly Accurate.
While digital media has undoubtedly become ubiquitous and continues to simplify daily life, the concern about its “abstract form” is valid. The digital media landscape is actively addressing this through advancements in AI-driven personalisation, generative AI content, and immersive experiences, all aimed at enhancing user engagement.
However, the enduring preference for physical books, even among digital-native generations, strongly supports the idea that the sensory and experiential aspects of traditional media remain highly valued. This highlights the ongoing challenge for digital platforms to offer a comparably rich and engaging experience beyond mere functionality.
Streaming vs. Cinema Popularity
Njideka Akabogu, Lead Adviser at ID Africa in 2021, believed that despite the growing popularity of streaming, it still had a long way to catch up to the allure of the cinema, and that movie theatres would survive.
Reality Check: Partially Accurate
Movie theatres have indeed survived the challenges posed by the pandemic and the rise of streaming, showing signs of market growth. However, the assertion that streaming still has a “long way to catch up” is now debatable.
Streaming has experienced explosive growth, dominating in terms of user base and revenue. The rapid shift of major cinema releases to streaming platforms indicates a significant change in consumer behaviour and industry strategy.
While the communal experience of cinema retains its appeal, the convenience and accessibility of streaming have made it a formidable competitor, and in many metrics, it has surpassed cinema in popularity and reach. The prediction accurately foresaw the survival of cinemas but perhaps underestimated the extent of streaming’s current dominance.
Consumer Privacy Concerns and Regulations
Fayokemi Fadeyi, Consultant at BHM in 2021, predicted that increasing consumer awareness of privacy issues would lead to more cautious product use, selective feature engagement, and ultimately stricter laws and new realities.
Reality Check: Highly Accurate.
Consumer awareness regarding data privacy is at an all-time high. A significant majority of consumers express concerns about how their data is used and are willing to cease doing business with companies that mishandle their sensitive information.
This heightened awareness has directly contributed to the implementation of more stringent data privacy laws and regulations globally, shaping new realities for product companies. The trend towards greater transparency and user control over personal data is a direct response to these evolving consumer demands and regulatory pressures.
PR Industry Evolution and Narrative Change
Adebimpe Sanusi, Lawyer and PR Consultant at BHM in 2021, emphasised the need for PR professionals to be intentional with their narrative to secure a brighter future for the profession.
Reality Check: Highly Accurate
The Public Relations (PR) industry is undergoing a profound transformation, driven by technological advancements, particularly in AI, and a dynamic media landscape. There is a strong and growing emphasis on authenticity, digital transformation, and effective crisis management within the profession.
The global PR market is projected for significant growth, with key trends including the adoption of AI-powered PR strategies, a focus on visual storytelling, and the integration of ESG (Environmental, Social, and Governance) principles. These developments indicate that the PR industry is indeed taking a proactive and intentional approach to shaping its own narrative and future, aligning perfectly with the prediction.
The 2021 predictions for 2025 demonstrate BHM’s remarkable foresight into several key global trends. While some predictions were overly optimistic in their timelines or the extent of certain shifts, the core directions identified by the experts have largely materialised.
The rapid advancements in technology, evolving consumer behaviours, and increasing societal awareness around issues like privacy and sustainability have indeed reshaped our world in ways that many foresaw.
