Dentsu Creative has released its 2024 Trends Report, exploring the power of hope in a volatile world.
The theme is inspired by The Road Not Taken by Robert Frost, a poem about choices and the power of storytelling to make sense of choices
“Against the backdrop of this uncertain world our report turns to hope as a deliberate choice, to empower us to take control and design our own futures,” says Yasuharu Sasaki, global chief creative officer.
“Through creativity, armed with the powers of technology and storytelling, we hold potential to pave ways for many exciting ‘Futures Less Travelled’, borne of core principles of optimism and ambition.”
The report, drawing on the research and insights of strategists, futurists and innovators from across dentsu’s global network, sees powerful engagement with all things local and homegrown, in response to a world that can feel overwhelming and a cost of living crisis.
The post-pandemic “revenge travel” boom shows signs of fading but in its place, dentsu sees a desire to engage with local spaces and places.
“This does not mean a parochial turning away from other places and cultures,” the report says.
“We see a hunger for authentic human stories wherever they come from, a recognition that the most compelling story of all is humanity. Those travelling look beyond the surface to understand the real story of the countries and cultures they visit.”
The key trends:
ODE TO JOY
“In a world where joy can seem in short supply, it becomes more important than ever. As we look around at the close of 2023, we see joy, softness and play emerging as protection against a chaotic and volatile world.”
Joyful Resistance: “Moments of joyful surrealism emerge in response to a world in chaos, while advertising rediscovers the transformative power of humour.”
Self-Care as Subversion: “Be it the refuge of an ‘Everything Shower’, or the rise of the ‘soft life’ and ‘lazy girl jobs’ in rejection of hustle culture, a quiet rebellion against the fast-paced, high pressure, lifestyle is underway.”
Unadulterated Play: “Adult responsibilities are unattainable or being deferred in favour of play, as seen in the boom in ‘Kidult’ toys, the popularity of a basic #GirlDinner or a new wave of experiences that merge art galleries and soft play.”
THE MEMES OF PRODUCTION
“In a related trend, we see creators reclaiming genres and formats easily underestimated as soft, superficial or trivial as forces for change.”
From world-building to building better worlds: “A generation raised on world-building and co-creation are taking those skills and expectations with them into adulthood, with heightened expectations of agency and empowerment.”
Change the story, change the future: Broadcasters and curators are embracing storytelling over factual content to help audiences digest the complexity of our times, recognising the power of new narratives to unlock new possibilities.
The meme-ing of life: Like parables or cartoons before them, memes and reels have emerged as a way of distilling complex ideas or scathing commentary into brilliantly bite-sized, shareable and endlessly repeatable formats. Be it #Fintok, #Cleantok or social justice, no topic is too complex to go viral.
HERE WE ARE NOW
“Perhaps in response to a world that can feel overwhelming, perhaps in response to a cost of living crisis, we see a powerful engagement with all things local and homegrown.”
Empathy in Action: “Personal truth is a new imperative, seen in the rising popularity of neighbourhood media and the growing importance of indigenous populations in shaping a new and more equitable travel industry.”
Local Luxury: “The post-pandemic world relies less on international networks, with an increased appreciation for goods and services closer to home that draw on local traditions and iconography.”
The Cosy Web: “A desire for a more rooted sense of place in the world is also being reinforced in the digital space. The idea of the ‘cozy web’ is replacing vast social platforms as a safe space for more intimate online conversations.”
THE MAGIC IN THE MACHINE
“As AI both impresses and perturbs, perhaps in equal measure, we ask ourselves, what is the role of technology in augmenting our humanity? How can technology unlock imagination and shape new experiences that bridge physical and virtual world?”
AImagination With ChatGPT: “The fastest growing app in history, we will see not only unfettered imagination but more practical and scalable use cases designed to enhance the customer experience.”
In Touch with Humanity: ”Despite exponential leaps forward in artificial intelligence, we see enduring power in experiences that connect technology and humanity through touch, haptics, voice, gesture and beyond.”
Borderless Commerce: “Technologies such as Augmented Reality, Image Recognition and virtual worlds are blurring the boundaries between online and offline commerce beyond all recognition.”
ME, MYSELF AND US
“Changing demographics prompt us to re-evaluate our relationship with the communities and collectives that define us, while the emergence of “digital twins” poses fascinating questions about identity and autonomy.
The “I” in Collective: “Traditionally individualist Western culture is opening up to a more collective existence, while in contrast, traditionally more collective cultures are exploring a new sense of individuality.”
My (Inter)generations: “An increase in intergenerational living is giving rise to a reappraisal and appreciation of the older generation, demonstrated through an increase in fashion brands engaging mature ambassadors and the enduring popularity of the #grandmillennial trend.”
Digital Doppelgangers: “The rise and rise of AI also prompts us to explore the nature of our own identity, as artists, gamers and time poor individuals explore the potential of digital doppelgangers to act on their behalf.”
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