As David Bowie once said at the turn of the century during a conversation on creativity, “Tomorrow belongs to those who can hear it coming.”
As part of our annual series to ring in the new year, we ask industry leaders to share the trends they believe will shape 2025, while reflecting on the year just passed.
Next up, we hear from Unny Radhakrishnan, CEO of Digitas India, as he reflects on the past year, looks ahead at 2025, and shares the outcome of his 2024 New Year’s resolution.
Looking Ahead
What are three trends to look for in the coming year?
1. In 2025, corporates and brands will be far more cautious about making green claims to stay clear of greenwashing.
2. Short-term is the new long-term. Most businesses are becoming increasingly short-term focused given the rapid changes in technology and pressure from the street (stock markets).
3. There is no playbook for anything anymore. If we think so, we are delusional.
Looking Back
What was your favorite trend of 2024?
For me, the reference is India, and what I was happy to see this year was how Digital Public Infrastructure, a term popularized by India during its G20 presidency in 2023, is revolutionising digitisation in India by creating open technology stacks (commonly referred to as the India Stack).
Private entrepreneurs can create new products on this stack – it’s like the Government laying the roads, which private entrepreneurs then use to build and run many vehicles.
This is important because it is pioneering, with no parallels in the world. Many global countries are now adopting the India way, including developed countries.
What was your least favorite trend of 2024?
While I know AI is important, the cure-for-all hype is a bit tiring.
What was your 2024 New Year’s Resolution and did you keep it?
Read more and write more was the resolution. Reading happened, but not much on writing.
