Year in review for 2025: Ola Comstedt reflects on the past year

Now we stand here with a new year ahead of us, 2026, and hope for brighter times. Not just for us at Contrast, but for our country and the world at large.

The economic outlook is positive. At the same time, we know that decisions made on the other side of the Atlantic and by leaders in the East can have major consequences, even for us small business owners in Sweden. The only thing that is certain right now is that nothing is certain anymore.

This places demands on us. To be adaptable. To work agilely. And to stick to a clear plan, even when the world around us is in turmoil.

A year that demanded determination

As we entered 2025, we had a good feeling. Pretty soon, it became clear that the year would not turn out as we had imagined. Sales were sluggish, and at times the uphill climb felt steep.

At the same time, one might ask: what did we actually expect?

The interesting thing about a tough environment is that it often brings out something else. A determination. A focus.

The entire Contrast team rolled up their sleeves, adopted a determined attitude, and declared: let's get started!

When it turned around

Despite dark clouds in March, we managed to steer the year to a successful conclusion. When we closed the books in June, we were able to report a positive result.

Then it let go. The plug came out. Autumn became intense and powerful.

People at the center when (almost) everything is digital

We see that our segment within the communications industry is stable. Many traditional agencies are struggling to remain relevant at a time when AI tools are taking over more and more of the production process.

Our work is different. We work with communication in the real world. With meetings between people, something that is still difficult to replace with digital solutions.

There are more reasons why the event industry is seeing a bright future. In an increasingly digital world, the human touch is becoming more important. We still do business with people. We need to see each other, talk, listen, and gather around what is important.

We need to build culture, values, and context. That is how relationships grow. That is how we solve problems. It is together that we move forward.

A personal reflection

During the Christmas holidays, I watched the documentary about Live Aid. Forty years have passed since Bob Geldof rallied the world to fight famine in Ethiopia.

I was moved, both by nostalgia and by the power of so many people rallying around a common cause. As a 16-year-old, I sat in front of the TV and watched my idols make a difference.

Life felt simpler back then. Maybe it was because I was a teenager, but maybe life really was simpler.

Today, we are more characterized by individualism, our everyday lives dominated by screen time spent in solitude. That is precisely why we need meaningful connections with each other. Encounters where we truly see each other, get to know each other, and build relationships.

The meeting is the lubricant. Between people and brands, but also for society at large.

Because alone is not strong. We create change together. In big ways and small. Together with an audience of 400 million, or at work, in sports clubs, and at home around the kitchen table with the family.

Wishing you a happy new year in 2026!

// Ola Comstedt