【英文】Wunderman Thompson智库报告：未来100：2023年的趋势和变化（226页）

英文研究报告 2023年02月09日 07:49 管理员

All signs should point towards a bleak and chaotic year as a rocky economy, political instability, and environmental deterioration persist. However, people are determined to show resilience, innovation, and joy in the face of continued hardship. Pantone’s bright choice for its Color of the Year 2023, Viva Magenta, captures the spritely sentiment: it’s “an unconventional shade for an unconventional time,” the brand says (page 18). A joyconomy is in motion this year, with brands offering uninhibited play for all ages (Ageless play, page 91) and exercise classes that mimic the feeling of tossing confetti (Joy workout, page 186)—sign us up, please (with arms waving profusely). The stress of the past years has put an emphasis on optimizing both the mind and body to empower an elevated self (The Superself, page 182). Businesses are increasingly leading with emotional intelligence and making mental health a priority in their brand mission (see Psychodermatology, page 119, and Psychobiotics, page 184).

A holistic approach to health is evident across all categories as people expect to positively enhance their wellbeing at every touchpoint, suggesting that every brand needs to be a health brand. Community, creativity, and color vibrantly paint 2023, as last year’s unbounded optimism shifts to an exuberant need for uplift and play. The lightning pace of technology sees the evolution from building to living the metaverse. Every aspect of life is being explored in the metaverse—from our digital identities (page 32) to the prospect of virtual families (Virtual nurturers, page 22) to constructing virtual homes (Digital nesting, page 154). More importantly, the metaverse is opening the door to a 3.0 future as a decentralized era slowly takes shape in the form of Web3. Communities, creators, and brands are invited to form a democratic internet that truly belongs to everyone, introducing new formulas for everything from ownership (New ownership, page 13) to community engagement (Crypto clubs, page 160) to retail (Cocreative commerce, page 141).