With the year winding down and the next one just around the bend, it’s that time again to consider what’s up ahead while looking back on what has passed.
As part of an annual series, we asked industry leaders to share what they expect in the year to come, along with their reflections on the year just past.
Next up, we catch up with Penny Shell, Chief Strategy & Product Officer at Zenith in Australia.
Penny offers her outlook for the year ahead, her take on the year behind, and an update on how she fared with her 2025 New Year’s resolution.
Looking Ahead
What are three trends to look for in the coming year?
1. Live, together and on the ‘big screen’
We can expect people to put down their phones and step away from the algorithms to share more events and media moments together in 2026.
In response to high demand and the relative scarcity of major event access, I’d love to see live broadcasting of concerts and festivals – mirroring the highly-rated broadcasts of global sporting events.
This prediction is no doubt fueled by my personal distress that Beyoncé’s Cowboy Carter tour did not include an Australian leg.
Sharing real-time ‘in the moment’ experiences is a growing cultural currency, so greater enablement of group viewing and connectivity via a swing back to broadcast with live concerts and events will be highly valued. Imagine how many people would have tuned in to Oasis live!
2. The ‘gamification’ of everything
We’ve become obsessed with app-driven ‘streaks’, closing our fitness rings, and sharing our Spotify Wrapped. With the advancements in tech and AI, we can anticipate even more gamification of everyday experiences.
We’ve already seen gamified practices infiltrate entertainment, fitness, retail (particularly loyalty programs) and automotive categories. Expect to see more ‘rational’ categories, including finance, grocery and services, implement interactivity, rewards and playful assets.
3. Content done differently
People are realising their power when it comes to content creation – from Google’s Nano Banana to the content created in response to the viral video of the couple at the Coldplay concert, the potential of user-generated content has been supercharged. Content will continue to drive culture, conversation and currency; however, expect to see a change in how and who the creators are.
Content will continue to drive culture, conversation and currency; however, expect to see a change in how and who the creators are.
We can also expect a surge of brand-funded entertainment and storytelling beyond traditional advertising formats – where brands not only integrate and sponsor content but co-create series, films and publications with cultural and entertainment partners for audience affinity and meaning.
We’ve already seen Elf Beauty go from integrating in 2024’s Mean Girls Musical film to now creating content across multiple genres on their own platforms.
Looking Back
Your favorite or least favorite trend of 2025?
My favourite has to be the new platforming of the written word and independent journalism through Substack.
Words, original opinion and human voices are essential, and valuing authenticity through an owned platform that is truly representative feels like an important counter trend to relying on AI for all the answers.
If you could sum up 2025 in one emoji:
🎢
High highs, low lows, the occasional moment of nausea… But, overall, a fun ride!
One of your favorite campaigns of 2025:
Nike ‘So win’ – A bit of a cliché to tout Nike as a favourite campaign, but I loved seeing the unapologetic stance on ambition, winning, and defying societal conventions, as well as seeing female athletes given the Super Bowl stage.
What was your 2025 New Year’s Resolution, and did you keep it?
Do things that I’m proud of.
I do think I kept this resolution. Thanks to our wonderful Zenith Australia team, our partners and my incredible family, there was much to be proud of in 2025. This remains my push forward for 2026.
Would you like to share your calls on the year ahead and your take on the year past? Drop us a line.
