DENTSU CREATIVE 2023 Trends Report: A Tale of New Cities- 大数跨境

DENTSU CREATIVE 2023 Trends Report: A Tale of New Cities

电通创意

2023-03-17

导读：DENTSU CREATIVE 2023 Trends Report 'A Tale of New Cities' explores an age of volatility and hope wit

DENTSU CREATIVE launched its 2023 Trends Report ‘A Tale of New Cities’, exploring an age of volatility and hope.

2022 showed us that progress is not as inevitable, and top-down authority is not as dependable, as we’ve been led to believe. Instead, volatility, conflict, recession, climate change and inflation have become our global reality. In response, new patterns of influence are emerging as people look to new sources of leadership and inspiration.

“A Tale Of New Cities” explores the modern dualities of progress and regression, optimism and anxiety, a shifting balance of old and new, technology and humanity, and innovation and tradition.

DENTSU CREATIVE identifies 12 trends that will drive and disrupt the industry in 2023. Packaged in six pairs, with both the challenge and opportunity for society examined for each, DENTSU CREATIVE unpacks what the best of times and the worst of times will mean for brands.

For full report, please visit DENTSU CREATIVE global website below.

www.dentsucreative.com/news/trends-2023

1 2 T R E N D S

S H A P I N G 2 0 2 3

THE END OF

MONO CULTURE

Top-down sources of authority and inspiration are less relevant in a world where younger generations can see all too clearly the havoc their elders have created. A generation are looking at the systems and stories they have inherited and daring to imagine something different.

THE QUEST FOR

CULTURE SHOCK

As Western economies struggle, young consumers seek new sources of inspiration - craving genuine culture shock after “lost” pandemic years. The rise of Korean culture continues, while Asia Pacific embraces the full richness and diversity of the region for inspiration versus looking further afield, a trend we call “East meets East.”

The Unfiltered History Tour by DENTSU CREATIVE Bengaluru

MENTAL HEALTH

IN CRISIS

Rising anxiety levels fuelled by a bleak economic outlook are powering a mental health crisis. In China, we see the gamification of mental health and self analysis. Meanwhile, Europe is facing a “mental health recession” as post-pandemic anxiety meets a cost-of-living crisis.

THE JOY IMPERATIVE

Set against a darker macro-economic crisis we see the desire for small moments of joy and play. “Pickleball,” a playful and silly racket game is one of the fastest-growing sports in the world while small luxuries such as flowers have become everyday acts of self care.

Take It To Eleven by DENTSU CREATIVE US

TOXICITY IN

TECHNOLOGY

Consumers are questioning their relationship with technology after years of accelerated growth during the pandemic. Concerns over privacy, cyber-bullying and misinformation have eroded consumer confidence while a challenging economic outlook slowed the adoption of NFTs and cryptocurrency. Screen fatigue has set in, while growth in eCommerce sales slipped backwards post pandemic.

META DIVERSITY

In parallel, independent voices are campaigning for greater inclusion, representation and accountability within the metaverse and the wider online space. Consumers are campaigning for much greater diversity of representations, while engaging in social media through smaller, niche networks. The balance between privacy and anonymity is being debated with more nuance than in previous years.

THE GREAT

OPT OUT

Building on 2021’s Great Resignation, 2022 gave rise to the “Quiet quitting” phenomenon; a response to hustle culture where employees simply decided enough was enough. Performative play -think competitive sourdough baking-is being replaced with “low stakes” hobbies and a desire to just be, and be together, rather than relentless self-improve.

THE GREAT

OUTDOORS

While opting out of the hustle, we are opting into nature. Chinese consumers have embraced camping in their millions while parents have embraced a post-pandemic desire to give their children the freedom of the great outdoors. Meanwhile, new city models are emerging based on clean air and quality of life.

Jardim Sonoro's ‘Unimaginable’ by DENTSU CREATIVE Portugal

REBEL WITHOUT

A FILTER

Consumers are drifting away from polished images towards more authentic personas that embrace their inner geek and confound the algorithm. “Goblincore”, “dark academia” and “ugly chic” and the rise of platforms such as Be Real show that surrealism and silliness win versus polished perfection.

AI-DENTITY

Dall E, Stable Diffusion and others are creating new models for how we think about creativity, work and identity. V Tubers use avatars to maintain privacy but engage their fandoms in authentic dialogue. Some consumers are, ironically, finding it easier to engage with two-dimensional idols and personas.

DENTSU VI

HANDBRAKES

ON GROWTH

A perfect storm is creating a challenging environment for growth. The rising cost of living meets the rising cost of goods together with ongoing supply chain problems to act as a handbrake on economic growth. Major economies are predicted to narrowly avoid, or experience, recession.

THE IMPERATIVE

FOR GOOD

As a result, businesses are realising that growth and good can no longer be pursued in parallel and that a fundamental reset is required to align commercial success with new business models that rely less on a relentless cycle of consumption.

Crayola's Colors of the World by DENTSU CREATIVE

What these tensions reflect is a shifting balance: the very new and the very old, the embrace of technology to propel us forward and the desire to step back and disconnect. The sense that progress and regression, optimism and anxiety are more finely balanced than ever. The best of times and the worst of times. Whether our personal outlook is glass half full or glass half empty, it is clear that for 2023 a tale of new cities, new cultures and communities is there to be written.

Pats McDonald, Chief Strategy Officer, DENTSU CREATIVE says, “As 2023 begins, we see both alarming steps backward as a society with talk of power cuts, rationing and hyper-inflation-and green shoots of hope. Perhaps most exciting is the sense that individuals and communities are writing their own narratives, rejecting a sense of top-down, homogenous cultural influence. Our predictions for 2023 acknowledge the tensions, volatility and struggles facing society today and, on the flip side, the opportunities, tools and platforms that exist to enable communities to build the worlds they want to see.”

Fred Levron, Global Chief Creative Officer, dentsu says，“The new year is riddled with uncertainties. War, inflation, crisis upon crisis. As a society, there are huge challenges coming our way. But there are also many certainties. Creativity wins. Emotion wins. Innovation and collaboration wins. Challenging times are no time for business as usual. Our DENTSU CREATIVE trends report explores the challenges coming our way but also the opportunities for brands with the courage and imagination to embrace a new modern creative toolkit and create culture, imagine a better future and make it possible.”

Developed by strategists and futurists across the DENTSU CREATIVE network, the report offers a rich diversity of perspectives. For any reposts or quotes of DENTSU CREATIVE’s 2023 Trends Report ‘A Tale of New Cities’, please contact us for authorization.

For more information:

DENTSUCREATIVEChina@dentsu.com

-ENDS-

ABOUT DENTSU CREATIVE

DENTSU CREATIVE is Dentsu sole global creative network that transforms brands and businesses through the power of Modern Creativity. 2022's Cannes Lions Agency of the Year, it is made for integration with Dentsu's Media and Merkle networks through Horizontal Creativity. Led by Dentsu International's Global Chief Creative Officer Fred Levron, 9,000 creatives across the globe are connected to 34,000 media and CX experts to deliver ideas that Create Culture, Shape Society, and Invent the Future.

ABOUT DENTSU
Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Taking a people-centered approach to business transformation, we use insights to connect brand, content, commerce and experience, underpinned by modern creativity. As part of Dentsu Group Inc. (Tokyo: 4324; ISIN: JP3551520004), we are headquartered in Tokyo, Japan and our 65,000-strong employee-base of dedicated professionals work across four regions (Japan, Americas, EMEA and APAC). Dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society.

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