Influence is no longer peripheral

2025 WAS

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A year of reckoning and recalibration. The year opened with geopolitical flux but the mood changed meaningfully in the second half. GST reforms and supportive monetary policy revived consumer confidence, allowing the industry to close the year with renewed optimism.Digital decisively established itself as the industry's centre of gravity. Even in a constrained environment, digital and e-commerce spending held firm, reinforcing their position as the most outcome-driven components of the marketing mix. Social media and influence cemented their mainstream status—no longer peripheral levers, but essential engines of discovery, engagement and cultural rel