New Year, New Look Back?

By Marty Molloy

It’s the beginning of a new year, which usually means it’s time for (good or bad) predictions. What will be the hot trends, what will influence a specific industry. Given the unpredictability of 2025, looking back is as valuable as trying to guess what’s next.

The new (if it can still be called that) century is a quarter over and there are a handful of lists that highlight the best of the 21st century so far. I’ve found these helpful because in many ways, the last 25 years has felt like a stagnant, homogeneous blur in many ways.

One of my favorite lists is the New York Time’s, 100 best films of the 21st Century.

Source: New York Time’s, 100 best films of the 21st Century

The top twenty alone is an interesting reflection of how far we’ve come and provides some context for the evolution of social media and gay rights.

Another interesting list is Kirkus Review’s list of the best books of the 21st Century.

Source: Kirkus Review’s list of the best books of the 21st Century

Sort the list by publication date and you get a good look into how realism, dystopian fiction, and memoir evolve.

If you really want to see changing fashions and debate your friend’s, Rolling Stone has made a Top 250 Greatest Songs of the Century So Far.

What I find interesting about these lists is that they show change and evolution that we don’t necessarily see or feel in our daily lives. They’re anything but stagnant or homogeneous even if the daily grind feels that way. In a culture constantly worried about now or the next ten minutes, they’re a good reminder that some context and perspective are always helpful.

Leveraging this perspective and context is at the heart of what good market researchers should be doing. The whole idea of our industry is to listen to consumers (or the appropriate audience) and tease out what’s really happening and what is actually meaningful.

As for 2026? I’d like to predict that there would be more thoughtful consideration across categories, less ubiquitous AI, more brands looking for meaningful connection and quality products, less ever-present gambling and prediction markets, and a little less daily chaos but I wouldn’t bet on it.