Marian Salzman Shaping the Future Through Disruption and Innovation

As Marian Salzman looks back on 30 years of trendspotting, she reflects on the milestone with a mix of nostalgia and intrigue, hinting that this might be her final annual report. But true to form, she leaves the door open for what’s next. Her reports aren’t just predictions; they’re roadmaps that shape how industries think, operate, and respond to what’s happening in the world. This isn’t just about spotting trends—it’s about using them to challenge norms and inspire change.

This year’s 10 Trends for 2025 report might be her most defining yet, touching on the chaos and uncertainty of the times while carving out space for optimism. It’s Marian at her best: a disruptor who thinks differently, boldly, and with a vision that pushes boundaries.

Marian’s ability to recognize what’s coming before anyone else has been her calling card for decades. She’s the one who introduced the world to “metrosexuality,” years before it became part of the cultural lexicon. In this year’s report, she revisits the societal shifts that have defined the last 30 years, including the evolving roles of men and the rise of single-person households. “These aren’t just stats,” she explains. “They’re stories about how people live, consume, and connect.” The rise of singletons, for example, has redefined industries—packaged foods, cars, housing—every corner of the consumer market has had to adjust to this global shift.

But Marian’s work is never just about observation—it’s about connection. In her 2025 report, she digs into the cyclical nature of trends, pointing to how “Cocooning” from the 1990s has evolved into today’s “Burrowing In.” This new take is about more than coziness; it’s about safety. “Homes aren’t just where we live anymore,” she says. “They’re where we feel protected from climate chaos, political instability, and the sheer noise of the outside world.”

Her focus on how individuals take control of these big, seemingly uncontrollable issues is what makes this report stand out. Marian doesn’t shy away from the hard stuff—she knows the challenges are real. But she’s just as quick to spotlight how people are stepping up. From stormproofing homes to using smart tech for crowdsourced environmental projects, she’s seeing a shift toward personal responsibility in climate action.

This ethos of disruption and ownership also defines her work at Philip Morris International. When Marian joined PMI in 2018, it wasn’t to do the expected—it was to rewrite the narrative of a tobacco company by leading its transformation into a smoke-free future. “The goal,” she says, “is to move cigarettes into museums.” That’s not just a tagline. It’s a massive cultural and scientific undertaking, one Marian has helped shape through storytelling and engagement with policymakers, advocacy groups, and consumers.

Her trends report ties into this broader mission. Take her take on AI: instead of focusing on its risks, Marian sees it as a tool for empowerment. “AI can open up creative spaces for people who never thought of themselves as artists or writers,” she says. “It’s not about replacing us—it’s about helping us stretch our imagination.” The same mindset fuels her work at PMI, where science and storytelling come together to create a future without cigarettes.

What stands out about Marian’s 2025 report is its balance. She’s tackling big, heavy topics—polarization, misinformation, climate change—but she’s also finding light in the chaos. Her focus on delight is an example. “Sometimes joy feels out of reach, but delight is immediate,” she says. “It’s in the little things—a birdsong, a great cup of tea, or opening a surprise-filled subscription box.” It’s not frivolous; it’s essential.

Marian also leans into pragmatism, a recurring theme in her work. “It’s easy to get caught up in ideological debates, but progress is about what works,” she says. That’s a perspective we need more of in tackling global challenges, from climate action to economic inequities.

What’s next for Marian Salzman? If this really is her last trends report, it’s a capstone that reflects everything she’s about: bold ideas, meaningful action, and a deep understanding of how culture shifts—and why it matters. But knowing Marian, this isn’t the end of the story. It’s just the start of another chapter.