Navigating the big picture and the future of society forms the base of Vision 2025, and all four drivers are overarching global themes. 2025 will be increasingly global and technology-driven, and opportunity and challenge are equally present.

The year 2025 bridges 2020 and 2030 and marks the middle of this decade of change. The year 2020 started with the pandemic, and when we look back, a period of relative stability in geopolitics and economics ended there. In 2022 the pandemic was followed by the war between Russia and Ukraine. The war has fuelled inflation, undermined household confidence and purchasing power and increased risks globally.

Many people are emotionally overwhelmed because of great uncertainty about the times ahead. In the era of rapid information, the challenges of climate change, inequality, polarization, geopolitical tensions, economic downturn, demographic shifts, rapid developments in technology and geopolitical tensions reach us daily. All these things are related, which further complicates matters.

Living through uncertain times and uncertain futures can permanently change how people view their lives, work, money and safety nets. It can take people’s attention away from consumerism as a lifestyle towards being more concerned about others that experience difficult times. It drives change in the focus to profit-making as the primary priority for businesses towards valuing serving the greater good and improving the quality of life for people.

A paradigm shift for life is unfolding, and 2025 is the start of the second phase of the decade towards 2030, the target year for sustainable development goals. 2025 is a reality check if we are on the right track. Many companies have set new goals with a scope of 2050 as the current paradigm change is steady, but positive change and progress go slow. Clear and optimistic communication from credible sources helps establish trust and connection. A positive and hopeful outlook, aided by a forward-thinking strategy free of past biases, is necessary for progress and the ability to question "Why not?" becomes crucial.

Navigating the big picture and the future of society forms the base of Vision 2025, and all four drivers are overarching global themes. 2025 will be increasingly global and technology-driven, and opportunity and challenge are equally present. The drivers show how global developments are connected and how even taking control of our time and priorities is a challenge. There are opportunities for companies to make life more simple for humans and to give them back their time and agency.

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