By Ben Chesser
As we step into 2025, one thing is clear: we cannot swim against the tide. We live in a digital-first world. That might sound like a bold statement when the physical world surrounds us every day, but the reality is undeniable—when given the choice, people prefer digital interactions over in-person ones. And let’s be honest, many of us would rather spend time at home with our screens (and dogs) than in large crowds.
This shift isn’t just a phase. It’s a fundamental change in how people engage with the world, and we must embrace it. For too long, industries have been led by brilliant minds who built their careers in a different era. But as leaders, we need to recognize the new landscape and adapt to it, not resist it. The question isn’t, “How can digital complement our physical spaces?” but rather, “How do we make physical places relevant in a digital-first world?”
In 2025, we will witness some of the largest mall operators fully commit to this strategy. Even those who have traditionally waited on the sidelines are preparing to dive headfirst into digital transformation. If you’re not engaging with shoppers, workers, or residents digitally, you risk losing them entirely. The challenge is to meet them where they are—on their screens, in their homes, and at their convenience.
Physical spaces must blend seamlessly with the digital world, rather than compete against it. While mixed-use projects such as coworking and residential units can offer some value, these are incremental steps. The heart of placemaking now lies in forging meaningful digital connections on a larger scale.
To move the dial, you need to be relevant in the digital lives of millions of people. Be on their screens; start conversations, don’t just send communications. Find ways to connect with them at the time and place they want and in a way they enjoy. A word of hope here—the live entertainment industry is now bigger than ever, despite predictions that MTV and YouTube would kill it. Figure out what people love and give it to them.
My advice: gather in a physical room, explore future possibilities, and determine how your places fit in. A platform for digital engagement and ongoing conversations with your audience will be crucial. The world has shifted, and we must too.
Ben Chesser
Ben Chesser is CEO of Coniq, and Member of the ACROSS Advisory Board.
