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.
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!
The most interesting points of divergence? You’ve decided that these are the trends from Trendbook 2025 you want to hear even more about.
It's here! The first episode of the "War of Worlds" podcast! (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:
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
Przemysław Kuraczyk
Business Growth Director - IQS
Michał Kulawiak
Business Unit Director - IQS
Dorota Haller
Client Solutions Director - Ringier Axel Springer Polska, Vice President of IAA Poland, DE&I Council Member - IAA Global
Urszula Dziekańska
Shopper Insight Manager – IQS
Bartosz Bielas
Head Of Digital – Moonsteps
Dawid Bednarski
Creative Director – Imagine Nation