Tariffs. Protectionism. Trade wars. In the current political climate, particularly highlighted by the recent tariff debates dominating headlines in the US, it may feel like globalisation is under threat. But now, more than ever, it’s crucial for ventures to think beyond borders.

As we move towards 2025, it’s easy to get caught up in the next big innovation or technological breakthrough. However, amidst the rapid advancements, some fundamental aspects of consumer behaviour and expectations will remain constant. Here are five things that won’t change, no matter how advanced our world becomes.