Trendbook 2025

WAR OF THE WORLDS

This year’s edition of the Trendbook breaks away from conventions and confronts perspectives by presenting two distinct interpretations of the main themes, referred to as "points of divergence." Within each point of divergence, we outline two possible trends. By creating this publication, Focus Nation (IF Nation Group), with the support of IAA Global, engages experts with international experience to help marketers navigate the rapidly evolving world of communication. Our goal is to educate the industry, provide insights into the trends shaping brand-building strategies, and inspire informed decision-making in the face of upcoming changes.

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7 points of divergence and 14 polarizing trends, supported by professional research

17 experts with international experience

Nearly 100 pages packed with inspiration

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SPOILER ALERT

What can you expect from the 3rd edition of Trendbook? Of course, only the best and most substantive content. Below is a little sneak peek of our work—enjoy!

PODCASTS

The most interesting points of divergence? You’ve decided that these are the trends from Trendbook 2025 you want to hear even more about.

#1 Retromania vs. Tech-centrism

(with English subtitles!)

Does nostalgia and authenticity triumph over technology and digital convenience? How do these two worlds shape marketing and consumer choices? Don’t miss this inspiring conversation with our experts:

Aleksandra Laudańska – Editor-in-chief of #Pokolenia, creator of wolniodmetryki.pl
Przemysław Kurczyk – Business Growth Director at IQS
Wojciech Samborski – Editor-in-chief of aboutMarketing.pl
Edyta Złomaniec – Strategy Manager at Focus Nation

#2 IMMERSION IN TECHNOLOGY VS DIGITAL DETOX

(with English subtitles!)

Does the future belong to full immersion in digital worlds, or rather to a conscious distance from technology? In the second episode of the podcast "War of the Worlds", we explore two opposing trends shaping the future. Our guests discuss which direction is likely to dominate our lives – and whether it's possible to find a golden mean:

Przemysław Kurczyk – Business Growth Director at IQS
Dawid Bednarski – Creative Director at Imagine Nation, Certified Mindfulness Teacher
Michał Mango – Project Manager & Entertainment Strategy Consultant at Focus Nation
Edyta Złomaniec – Strategy Manager at Focus Nation

COMMENTARIES

Trendbook 2025: "War of the Worlds" is supported by 17 experts with international experience!

Dagmara Szulce

Managing Director IAA Global

Agnieszka Szlaska

Communication & PR Director IF NATION GROUP: Focus Nation & Imagine Nation & Moonsteps

Agnieszka Sora

Regional Consulting Director - Northern Central Eastern Europe; NielsenIQ, President of IAA Poland

Włodzimierz Schmidt

President of the Management Board of IAB Polska

Michał Sacha

CMO, Omni-Commerce Leader - Leroy Merlin Poland, Statutory Representative of Leroy Merlin in IAA Poland

Małgorzata Piwowarska-Pinilla

Marketing Director - Krosno Glass

Agata Pilacińska-Jakubowska

Omnichannel Retail Lead - Google Poland, Participant of the IAA Poland Marketing Masterminds Program

Barbara Pasterczyk

CMO ING Bank Śląski, Statutory representative of ING Bank Śląski in IAA Poland

Ewa Opach

Director of Education and Certification DIMAQ, IAB Poland

Alina Lempa

CEO - OFBOR, CEO - IQS

Aleksandra Laudańska

CEO - FemTechnology Group, Editor-in-chief - „#Pokolenia – Warszawski Miesięcznik Seniorów (#Generations – Warsaw Senior Monthly) and wolniodmetryki.pl