2023 TREND CHECK

2023 TREND CHECK

2023
While we're obviously fans of performing monthly Trend Checks, we know that
the start of the new year will always be the ultimate trend-call to action.

TREND CHECK So, whether you're proudly pioneering or begrudgingly behind:

check, absorb, ideate and go!

Check your organization's Receive a related, juicy

1 Read each mega-trend intro 2 on-trendness
3 2023 opportunity
TABLE OF CONTENTS 2023 TREND CHECK

1 2 3 4 5
AGE OF HE ALING AIDED BY AI BEHAVI:OUR BR AND BEINGS CRE ATOR INC .
Consumers seek new routes Embedding assistive intelligence The rise of value-led From authenticity to The enterprization
to enlightenment into consumers’ lives segmentation action of consumers

6 7 8 9 10
FOR YOU FREEDONISM GL A SS BOX BR ANDS JOYNING METAPHYSIC AL
Curation that empowers Fun as the ultimate Are you ready for the Finding meaningful An evolved internet
consumers’ uniqueness fear antidote transparency revolution? connections in a lonely world

11 12 13 14 15
POWER TO THE
PREC AREIOUS SOL ACE A S A SERVICE STATE OF PL ACE UNCONSUMED
PEOPLE
Adjusting to an The emergence of Consumers look to Consumption is
People are taking
uncertain world conscious convenience reclaim their locale turned on its head
back control
AGE OF HEALING 2023 TREND CHECK

1
To what extent have you integrated this
Q:
trend into your business operations?

A We have yet to start working on wellbeing for our

own employees.

AGE OF Run with the COMMENCING innovation.

HEALING
Consumers seek new B We have started to explore partnerships with leaders
in the wellbeing field.
routes to enlightenment

Run with the ADVANCING innovation.

The relentless pursuit of self-improvement is giving way to self-
transformation, with the pandemic having acted as a catalyst for personal
C We're actively assessing how to minimize the
growth. People's definition of wellness is constantly evolving, moving negative effects our products and services have on
beyond the physical to encompass mental, emotional, spiritual and customer wellbeing.
social health. In fact, 76% of global citizens now say that mental health
and physical health are equally important. This reprioritization means Run with the PIONEERING innovation.
that every brand needs to ideate how to integrate wellness into 2023's
products, services, experiences, campaigns and more.
AGE OF HEALING 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

INTERNAL HEALING CARE COLLABS INTERVENTION AID

Workforce resilience = business resilience Boosting mental health Interrupting unhealthy consumer behavior
through creative partnerships
In June 2022, Tokyo-based logistics and media company Onken Early 2022, Dutch chocolate brand Tony's Chocolonely
launched employee badges displaying roleplaying game-style Pinterest announced a first-of-its-kind global partnership with announced it would face its own demon: sugar. The company
hit point gauges. Each employee received three different colored Headspace in October 2022, offering tools to manage stress, laid out a series of planned steps to battle overconsumption,
badges to help them express their current condition while increase positivity, and improve sleep. The partnership gave which includes running campaigns to help customers make better
indirectly letting their co-workers know how much capacity they hundreds of thousands of eligible creators access to a free six- choices (that is: eat less chocolate!), and pushing for a broad
have for extra assignments, overtime and work. month subscription to Headspace across 20 countries globally, sugar tax in the Netherlands.

When it comes to contributing to the AGE OF HEALING, look from Brazil to Japan. Let’s be real: consumers aren’t going to stop eating junk food
inward first. 41% of US employees say that their employer does Concerned that your brand doesn't have wellbeing expertise? or endlessly scrolling TikTok. But the brands that provide those
not offer resources to support them with mental wellbeing. Collaborating with organizations that do is essential. Check out products and services will increasingly be expected to counteract
Appoint a CPO, as siggi’s did, or consider providing tools to help Headspace's recent efforts — they have partnerships in nearly the poor habits they generate. This is not a trend to dive into
your staff monitor their work-life balance. every industry. The right partnership could help you cater to headfirst. Start small by first ensuring you’re connected with your
over 75% of people worldwide who say that mental health and workforce and their habits, allowing wellbeing to flourish from the
physical health are equally important. inside out.

How will you help your employees and What would a Headspace collaboration Which detrimental habits will you
colleagues achieve mental resilience? with your brand look like? help consumers counteract?
AIDED BY AI 2023 TREND CHECK

2
To what extent have you integrated this
Q:
trend into your business operations?

A We talk about AI, but it hasn't been translated into

something that benefits our customers.

AIDED Run with the COMMENCING innovation.

BY AI
Embedding assistive intelligence B We're currently running a few AI pilots.

into consumers' lives

Run with the ADVANCING innovation.

After decades of progress, artificial intelligence and robotics are moving

C AI is embedded into various strategic activities — time
out of the lab and becoming integrated into consumers' day-to-day lives.
to dream up completely new services.
Strong consumer uptake, combined with a growing skills shortage and
an urgent need for contactless solutions, has set the stage for a new wave
Run with the PIONEERING innovation.
of automation that promises to augment the human experience. This is
important, as 43% of consumers say technology advancements have
complicated their lives just as much as they have simplified things. Think
2023-2030 on this one.
AIDED BY AI 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

INFLATION SUPPORT FAIRNESS OPTIMIZERS ARTIFICIAL I

Time is money, literally The demand for ethical AIs and algorithms Unlocking the next level of creativity

To combat inflation and the rising cost of fuel, Australia's California-based Fairplay, which describes itself as a 'fairness- Launched in October 2022, InteriorAI is an AI-powered image
CommBank piloted a new in-app fuel finder feature that helps as-a-service' provider, uses AI to reduce algorithmic bias in generator that can show users different ways to redesign a space.
drivers find the cheapest prices in their local area. The AI- lending. The technology assesses whether applicants declined Users upload an image of their home, and browse through 17
powered tool learns the user’s fuel spending patterns to predict by the primary algorithm resemble 'good' borrowers in ways that preselected styles, such as 'tropical', 'maximalist', 'biophilic', or
when they may next need to refuel and then reminds them ahead weren't previously considered — meaning more applicants from even 'cyberpunk'.
of time about the cheapest option nearby. underserved groups can be approved for loans.
Ever since the rise of creative AI tools like DALL·E, there’s been
81% of UK and US consumers expect more self-service options As the use of AI and machine learning has scaled up, so too have an influx of services that help both consumers and businesses
than they’re currently being offered. Take into account various concerns that the technology perpetuates historical patterns of achieve next-level creativity. A magazine cover designed by AI?
crises and the subsequent pricing boom, and you’ll discover discrimination. And while this is particularly true in the financial Check. Turning thoughts and memories into vibrant colors? Been
that automated time-savers that help consumers deal with this services sector, it's something any industry — from mobility to there, done that. Even urban planning has received an automated
financial reality — and mitigate its impact — are considered the recruitment — that's deploying algorithms should be aware of. overhaul.
GOAT.

How will you leverage AI to help consumers How will you ensure your existing AI and How will you help democratize creativity
get more bang for their buck? algorithms are ethical and unbiased? by utilizing the influx of AI tools?
BEHAVI:OUR 2023 TREND CHECK

3
To what extent have you integrated this
Q:
trend into your business operations?

A We’re still dedicated to demographics as drivers of

our product development.

Run with the COMMENCING innovation.

BEHAVI:OUR
The rise of value-led B We’re increasingly looking beyond demographic
segmentation.
segmentation

Run with the ADVANCING innovation.

Using demographic segmentation to predict consumer behavior is a thing
of the past. Markers such as age, gender and social status are no longer
C We’re fully post-demographic and keen to help break
an indicator of the way consumers behave, and they haven't been for a down stereotypes even further.
while. Instead, catering to values, passions, convictions and attitudes is the
way to reach consumers' hearts. Targeting demographics just scratches the Run with the PIONEERING innovation.
surface. In 2023, will you dig deep or stay shallow?
BEHAVI:OUR 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

ACCESS FOR ALL BEYOND THE BINARY DEMOGRAPHIC DISRUPTORS

Accessibility is the new social justice frontier Enhancing usability by Repelling internalized demographic stereotypes
broadening demographic appeal
For people who suffer from hand tremors, using a smart device Dove launched a Roblox game, which it claims is the first to
can be highly challenging — involuntary shaking makes it tough Dating app Bumble allows women to make the first move. In July specifically help girls combat negative self-esteem. Super U Story
to read and navigate on touchscreens. Using a tablet's built-in 2022, the company expanded the options that users have when is situated at a school. Players dodge and destroy poisonous
accelerometers, a browser called Staybl can compensate for sharing their gender identity in dating profiles. Nonbinary folks negativity by finding their unique superpowers of flight, fire,
tremors by creating virtual countermovements. could choose from a list of identities, but after users changed water, or speed. It’s part of a broader set of commitments Dove
their gender from 'woman' to 'nonbinary,' they were blocked is making to challenge the representation of girls, women, and
When thinking of ways to apply BEHAVI:OUR to your business,
from initiating a conversation. beauty in gaming.
the first step should be to assess whether or not your offering is
accessible to everyone. Can people who are illiterate use it? How Bumble responded by updating its app, allowing nonbinary Although society is moving towards a post-demographic world,
about people living with disabilities? Basically, can it be used by folks to start the conversation with their matches, regardless some demographic groups struggle to shake the shackles
everyone? If the answer is no, check how your offering holds up of gender. In 2022, 42% of brands are still making consumers of the past. Think queer people struggling with internalized
against Universal Design principles. feel unwelcome because of their gender, race, age, religion, or homophobia, BIPOC dealing with generational trauma, and
sexuality. children weighed down by gender-related norms.

How will you turn barriers into How can you embed post-demographic thinking How can you help consumers transcend
expectation-setting innovations? into every part of your business operations? their demographic stereotypes?
BRAND BEINGS 2023 TREND CHECK

4
To what extent have you integrated this
Q:
trend into your business operations?

A Our brand is not connected to any significant social

change.

BRAND Run with the COMMENCING innovation.

BEINGS
From authenticity B We’re connected to a few social causes.

to action
Run with the ADVANCING innovation.

In today's hyper-competitive, increasingly values-driven consumer

C Our purpose is social change.
arena, authenticity is mandatory — it's not a guaranteed way to stand out.
Consumers will appreciate brands that are open and vulnerable, but they'll
Run with the PIONEERING innovation.
advocate for, celebrate and show loyalty towards those that make real
progress on social and environmental change and empower them to do
the same. In 2023 and beyond, brands are expected to be at the forefront
of purposed change.
BRAND BEINGS 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

ROAD MAP TO ROAD TRIP PROFIT PROPHETS THE LAW OF THE BRAND

Consumers as a catalyst for do-good initiatives Fighting inequality through Progressive brands combat restrictive legislation
wealth decentralization
Alibaba launched a carbon ledger program dubbed Carbon88 Apple’s legal team announced that it’s collaborating with
across its ecosystem in August 2022. Users earn points for In Q1 2022, Utah-based TAB Bank launched TAB Flow, a debit policymakers and advocacy groups to develop strategies, file
uploading proof of their low-carbon choices, such as riding card that rewards customers with fractional shares of stocks every court briefs and recruit allies from other big companies to oppose
public transport and bringing their cups to coffee shops. The time they make a purchase. The bank calls it spendvesting. A free, bills in multiple US states that target gay and transgender people.
accumulated points unlock digital badges and discounts on the basic account earns cardholders 0.5% stock rewards on eligible Apple’s executives have urged other large brands to join the
platform. purchases from brands like Amazon, Disney and Starbucks. effort.

Brands and institutions are, and will always be, responsible for It caters to those who don't have the time or knowledge to start As right-wing politics continue to gain ground across the globe,
turning the climate crisis around, but with 1 billion Asian citizens investing on their own and addresses the growing number so do the number of laws created to restrict bodily autonomy,
set to join the middle class by the end of this decade — alongside of consumers who are increasingly uncomfortable about the stigmatize marginalized communities and limit freedom of
middle-class growth in other regions — it's crucial to nudge inequalities generated by global capitalism. Rethinking the stake speech. What legal challenges do your consumers face and how
people in the right direction. Turn your sustainability road map your staff, customers and the earth (Patagonia!) have in your can your brand rally behind their cause?
into a joint (green!) road trip with rewards for tagging along. business is one way to supercharge your value.

How will you redistribute profits in pursuit How can your brand pressure governmental
How will you incentivize purposed behavior?
of a better, more equitable future? institutions to act in everyone’s best interest?
CREATOR INC. 2023 TREND CHECK

5
To what extent have you integrated this
Q:
trend into your business operations?

A We have yet to make the most of entrepreneurial

staff, let alone our customers.

CREATOR Run with the COMMENCING innovation.

INC.
The enterprization B We've launched a pilot to support enterprising
customers.
of consumers

Run with the ADVANCING innovation.

A desire to combine work and purpose continues to merge with new,
even lower-friction creator tools and media platforms - transforming old
C We've gone even further and are collaborating with
economic models and standards. Whether it's through creating content, multiple other brands, too.
selling goods and services or renting out excess assets, even more
consumers in 2023 will become their own businesses. Almost one-third Run with the PIONEERING innovation.
of global citizens say that they have started a business at some point —
and they're looking to brands for assistance. How will you co-create and
perhaps co-lead with this soon-to-be majority?
CREATOR INC. 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

IN-HOUSE INVENTORS SIDE-HUSTLE HEROES BOTTOM-UP BRANDS

Tapping into employee ingenuity Building a creator economy The rise of decentralized co-creation
that goes beyond the 1%
Since 1935, The Metropolitan Museum of Art has held a yearly DeStore is a DAO-operated brick-and-mortar retail store, meaning
exhibition of staff artwork. While all submissions are accepted, the TikTok now provides all users access to a beta platform for that (in theory), anyone can become a co-owner of the brand. To
show itself has always been off-limits to everyone but employees creating augmented reality filters, a service that was previously get in, partners-to-be buy one of three NFT keys, each unlocking
and their guests. But in June 2022, The Met let the public in. Art limited to just 450 creators. The platform’s Effect House offers different perks ranging from access to a chat group for owners, to
Work: Artists Working at the Met features pieces by 450 of the tools and documentation to help people make their own AR managing profits and voting on product and brand curation.
museum's workers. filters. TikTok’s initiative demonstrates how brands can lower DAOs and conventional business models can co-exist, similar to
Drawing on your employees and colleagues as a creative force barriers to entry for the Creator Economy. how NYX Professional Makeup launched GORJS, a DAO focused
is a secure way to dabble in the Creator Economy. It provides This isn’t a niche segment, as 70% of Gen Z and 67% of on developing 3D artistry and digital make-up. The transferable
room to experiment and try new things before expanding your Millennials globally say they’re considering earning additional insight? DAOs supercharge creativity through decentralization
co-create efforts outside office walls. Will you feature staff in your income through a side project in the coming year. How to and open up new avenues of co-creation that weren’t accessible
next campaign or allow interns to design your next product line? facilitate SIDE-HUSTLE HEROES? Simplify payment processes, before.
provide a platform for selling their services, or simply offer them a
place to work.
What's the web3 version of your current
product offering? And how can you leverage
How will you utilize the creative skills of Identify how your brand can become and incentivize online-first communities to
your workforce, from interns to CEO? part of the creator ecosystem. make the next leap?
FOR YOU 2023 TREND CHECK

6
To what extent have you integrated this
Q:
trend into your business operations?

A We’re keen to partner with expert curators.

Run with the COMMENCING innovation.

FOR YOU B We’re actively ideating new, curated services.

Curation that empowers
consumers' uniqueness Run with the ADVANCING innovation.

Inundated with an avalanche of new products, services and information, C We're ready to help customers take control of their
own curation.
consumers are seeking out curation. And while the need for curation has
been around for decades, new tools and tech offer consumers the chance
Run with the PIONEERING innovation.
to explore interests, values and even identities in a way that’s only limited
by the boundaries of the user’s imagination. This means that mainstream
culture is dead to many, so crafting that personal and seamless formula
has become essential. Relevance-as-a-service is the name of the game. The
rules? One size fits one.
FOR YOU 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

CHOICE RELIEF VALUE VENTURES CURATED IDENTITIES

Taking control of choice-saturation Personalization that goes deeper Helping consumers curate themselves

Spotify Advertising and easyJet teamed up in August 2022 In June 2022, Sterling Alternative Finance launched Altinvest, April 2022 saw adidas Originals collaborate with Ready Player
to help those experiencing wanderlust — but feeling a little Nigeria's first ethical investment platform. Investment options Me on personality-based, AI-generated avatar creation. Users
wander-lost — find their next travel destination. With easyJet’s are centered on various sectors such as agriculture and real answered questions relating to their style and personality to
new Listen & Book tool, listeners can find suggestions for their estate, but all are focused on wealth creation for investors and create a digital self that can be taken to other avatar platforms;
next European vacation based on the music they listen to. (And supporting economic activities directed toward inclusion, growth Ready Player Me offers interoperability with 1,500+ metaverse
yes, this would have been even cooler if initiated by a railway and development. apps and games.
company 😉 )
When a product is anchored in purpose, it allows for deeper The online world has long enabled people to build their own
The initiative speaks to those entering the purchasing process levels of personalization — and therefore brand connection — identities, but new tools provide near-limitless opportunities for
unaware of what they want. In fact, 60% of consumers say their based on core values and principles. Why does that matter? 79% creation and curation. It’s not surprising that 2 in 5 US members
priorities keep changing due to everything that’s happening in of people globally said that they make a special effort to buy from of Gen Z say self-expression in the digital world is more important
the world. But they do know they want brands to help them make brands that are aligned with their personal values. than expressing themselves in the physical world.
the right decision.

How can you guide consumers toward How can your brand help people
customized recommendations? How will you provide choice curation explore and communicate every aspect
Preferably without a survey in sight! that moves beyond the superficial? of their identity in virtual worlds?
FREEDONISM 2023 TREND CHECK

7
To what extent have you integrated this
Q:
trend into your business operations?

A Our services and campaigns offer no fun whatsoever.

Run with the COMMENCING innovation.

FREEDONISM B We’ve built a few fun elements into our services.

Fun as the ultimate
fear antidote Run with the ADVANCING innovation.

C We’re actively bringing our customers bursts of joy.

Pre-pandemic, consumers faced daily challenges — climate change, rising
income inequality, threats of terrorism and more. But COVID-19 was one
Run with the PIONEERING innovation.
threat too many, and a state of global anxiety ensued. One powerful
remedy to combat the feeling of languishing? FUN! With 2022 being the
year when permacrisis reached popular vernacular, it makes sense that
72% of Gen Z worldwide now name fun as their number one value. How
will you help spread this state of (purposed) play across demographics in
2023? Consumers are counting on you.
FREEDONISM 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

INFORMAL INFO CARELESS CARE PURPOSE JOLTS

Finding a common language When entertainment and wellbeing converge Complex situations require daring solutions

Recognizing the power of a good song, the Indonesian Ministry In time for Star Wars Day 2022 (aka May the 4th), the franchise To encourage women to perform regular self-exams, breast
of Communications and Informatics teamed up with two well- collaborated with Headspace on breathing exercises voiced by cancer nonprofit Macma hosted an interactive exhibition at a
known Indonesian musicians to create 'Berani Bersuara <3<3.' Star Wars characters, as well as themed sleepcasts. For time- Buenos Aires museum in Q2 2022. Full-scale copies were made
The song encourages speaking up and thinking before acting to stretched Jedis, the mindfulness app released 'Breathe with Star of paintings by Rembrandt, Rubens and Raphael, featuring
counter online hazards like the spread of false information and Wars' —short, animated exercises featuring Yoda and other well- 3D-molded breasts showing signs of what might have been
hoaxes, as well as unethical behaviors such as intimidation, hate known characters. cancer.
speech and fraud.
The deeper layer? Ongoing polarization and inequality are When it comes to complex and potentially unnerving information,
Those dangers ring true globally, as 70% of people across 19 prompting many to seek out new forms of escapism. Innovations showing usually beats telling. Check out vegetable-themed
surveyed countries see the online spread of misinformation as that infuse mini-mental-mindbreaks with wellbeing benefits – condoms for over-65s and paint made from actual human blood
a top threat. And that doesn’t just apply to politics. Think of how see Age of Healing for more on that – are sure to attract praise, for some risqué inspo. Of global consumers, 75% approve of
you can bust persistent myths within your industry and explore especially at a time when mental health is under immense brands providing light-hearted content. But one consumer’s
how you can engage consumers while doing so. pressure. From kids to adults, the need for easy and entertaining hilarious is another's deeply offensive, so tread carefully!
self-care is one for all.

How will you provide consumers How will you make practicing self- How will you translate complex matters
with some truth serum? care fun and effortless? into an easy-to-understand message?
GLASS BOX BRANDS 2023 TREND CHECK

8
To what extent have you integrated this
Q:
trend into your business operations?

A Our brand feels like a windowless room.

GLASS BOX Run with the COMMENCING innovation.

BRANDS B We’ve opened a few shutters, here and there.

Are you part of the ongoing
transparency revolution? Run with the ADVANCING innovation.

C We're as transparent as they come.

The connected world has ushered in an era of radical transparency, one
where an organization's internal processes are an increasingly important
Run with the PIONEERING innovation.
part of its external-facing brand. Consumers are keen to engage with
brands that reflect their social and environmental values, inside and out.
This will not diminish in 2023, to say the least, as 70% of consumers
globally report feeling wary about corporate sustainability claims and
commitments. As trust in brands continues to dwindle, the time for honesty
is now.
GLASS BOX BRANDS 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

MISTAKE RE-TAKE METRICS OVER MARKETING TANGIBLE VALUES

The moment of truth is now Brands’ ethical business Action as the ultimate truth teller
claims are under the spotlight
Polarn O. Pyret, a Swedish children's apparel company, On a wall above a bar in Rio de Janeiro, a Heineken billboard
announced in October 2022 that it was ceasing production of Chocolate maker Koa is turning to the blockchain to show proclaims that it's cooling your beer. The billboard is made of
rainwear and rain boots. The move aligns with the brand's goal consumers exactly how much it’s paying farmers in Ghana. Every solar panels connected to a Brewteco bar below. The out-of-
to only use sustainable materials, a requirement that the brand's time the Swiss brand makes a mobile payment to a farmer, the home campaign is part of a comprehensive strategy by the beer
waterproof clothing cannot currently meet. amount of Ghanaian cedi paid is automatically logged on a brand to help 50% of its points of sale switch to renewable energy
blockchain, along with the farmer’s name and the kilograms of by 2030.
Actions like these are slowly becoming the norm, especially
when targeting younger consumers, as Gen Z ranks authenticity cocoa beans or pulp they sold. When 'what does sustainability mean?' is still the most Googled
as being more important than almost any other product and These extensive measures are necessary in a time where nearly sustainability-related phrase of the year, educators, governments,
company attribute. Your response? Being transparent about 6 in 10 consumers globally say their default tendency is to distrust climate activists and businesses (!) aren’t getting through. To
your impact on both planet and consumer, and admitting when something until they see evidence that it’s trustworthy. Time to reach consumers, prioritize green initiatives that are easy to grasp
mistakes are made. elevate your ethical stories with irrefutable facts. and clearly impactful.

How will you bring your sustainability

What does a completely honest version How will you put your social and activations to life and highlight the
of your brand look like? Be honest! ;) ethical metrics front and center? tangible values they offer?
JOYNING 2023 TREND CHECK

9
To what extent have you integrated this
Q:
trend into your business operations?

A We haven't really started helping our customers make

connections.

Run with the COMMENCING innovation.

JOYNING
Finding meaningful B We’re looking to help customers connect with their
inner circles.
connections in a lonely world

Run with the ADVANCING innovation.

Even as endlessly evolving technologies and platforms for digital
encounters continue to reshape the way we connect with each other, more
C We're ready to build next-level communities.
and more people around the world feel lonely and isolated. Because
even though pandemic lockdowns are (hopefully!) a thing of the past,
Run with the PIONEERING innovation.
33% of people worldwide experience feelings of loneliness. Therefore, in
2023, consumers will value and show support to brands that help foster
connections that are genuine, supportive, and meaningful.
JOYNING 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

CONNECTIVITY CULTIVATORS CROWD NURTURING FANDOM FORGING

Facilitating conversations over shared interests Cultivating connections The emergence of brand communities 3.0
with those who really matter
Built by a diverse team of engineers from Nigeria, Egypt, India Scotch & Soda collaborated with Salesforce and AE Studio to
and the US, Agbora caters primarily to African citizens and the Remento, an LA-based company focused on preserving family transform the Dutch fashion brand's traditional loyalty program
African diaspora. The platform was developed as a place for stories, recently launched a new app that provides conversation into an NFT-driven web3 community called Club Soda 3.0. The
professionals to express themselves, grow their circles of friends prompts to inspire family members to share stories about their September 2022 launch included minting one of 1,000 Founder’s
and contacts, facilitate meaningful relationships and promote lives. Consumers — whose expectations are primed by the digital Pass NFTs, which serve as a key to the web3 community and its
opportunities by helping users share experiences and learn from services that transformed their connections to strangers — bring a exclusive experiences, events and brand offers.
each other. new mindset to bear on close relationships with family members, Web3 is ushering in a new era of brand communities, as it
Agbora is part of a larger wave of initiatives that help people friends and local communities. allows companies to launch token-gated initiatives and enables
bond with like-minded folks over common interests. Whether it’s Over the course of the pandemic, those communal bonds grew consumers to own aspects of the communities they’re part of.
travel, Pokémon Go or digital nomadism, people are looking for closer. Now, people are looking for tools that assist them in With 47% of US Gen Z having joined a digital community, the
meaningful connections and expect brands to help kickstart the finding time, dealing with logistics and enhancing experiences time to launch one of your own is now.
conversation. when they connect to those that mean the most.

How will you help consumers connect What can you offer to help people strengthen How will you foster a brand community
over the values you represent? bonds within their inner circles? that’s mutually beneficial?
METAPHYSICAL 2023 TREND CHECK

10
To what extent have you integrated this
Q:
trend into your business operations?

A We’re still kinda Web 2.0.

Run with the COMMENCING innovation.

METAPHYSICAL
B We’re dipping our toes in web3.

An evolved internet Run with the ADVANCING innovation.

C We ARE the metaverse.

As physical and digital worlds continue to converge, we're witnessing the
next online evolution. While yesterday’s web was dominated by websites
Run with the PIONEERING innovation.
and the infinite scroll of social media, the next iteration is defined by
virtual worlds, metaverses and augmented realities. And even though the
metaverse isn’t quite here yet, web3 and all of its implications are already
impacting most frontiers of society, as 64% of consumers globally have
already purchased a virtual good or taken part in a virtual experience or
service. Crunch time is now.
METAPHYSICAL 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

VIRTUAL EDUCATORS META-DEMOCRACY DIRECT-TO-COMMUNITY

Getting ready for digital take-off Virtual spaces enable equal opportunities When brands are (virtual) communities first

In June 2022, Brazilian future studies school Aerolito announced HSBC's annual Red Hot Festival is one of Hong Kong's most A blockchain-based, direct-to-community video platform, Shibuya
a five-day program focusing on innovation. Aerolito’s learning notable brand activations. In August 2022, HSBC took it into the offers creators a way to crowdfund videos and web series while
process kicks off with a class hosted in the metaverse, giving metaverse, creating a SUMMERverse experience within Minecraft. giving their backers a say in creative direction. One of the first
participants a first-hand experience of one of the technologies Any player could collect treasures to enter a draw for a cash shows on the platform, an anime series called White Rabbit,
covered in the program. reward, showcasing how virtual spaces can be leveraged to allows users to decide between two options on what happens
democratize access to otherwise exclusive events. after the pilot. Viewers need to purchase and mint a Producer
These types of educational programs are much-needed. Despite
Pass NFT and stake it to cast a vote for either path.
the hype and headlines, 13% of workers globally say they don't Similarly, Rock in Rio and Coca-Cola hosted Rock in Verse, a
know what 'metaverse' means. So let’s start with the ABCs of digital twin of the IRL event that allowed new audiences to Shibuya shows how leveraging web3 tech can completely
NFTs, web3 and everything in between. Because even though experience one of the world’s largest festivals without paying revolutionize the consumer-brand binary, offering deeper levels
predictions vary, the direction of travel is clear. How will you for tickets – priced at nearly half the country's monthly minimum of engagement than were ever possible with web2. See our
prepare for a new e-conomy that’s set to grow with a CAGR of wage – or travel and accommodation. NICHE NETS trend briefing for more.
39.4% from 2022 to 2030?

How will you develop virtual experiences

Before entering the metaverse, you need that provide real-world value while How can you utilize web3 tech to claim
to understand its core principles. also democratizing access? your spot in the community economy?
POWER TO THE PEOPLE 2023 TREND CHECK

11
To what extent have you integrated this
Q:
trend into your business operations?

A Our brand is seen as establishment.

POWER TO Run with the COMMENCING innovation.

THE PEOPLE B Our brand sides with the people.

Citizens taking
back control Run with the ADVANCING innovation.

C Our brand is of the people.

Roe v. Wade, the war in Ukraine, COP27, protests in Iran… Unprecedented
social and environmental challenges have gone hand-in-hand with a
Run with the PIONEERING innovation.
loss of trust in central authorities, mainstream ideologies, institutions,
and 'the elites'. Around the world, people are taking their frustrations
to the streets, to chat rooms and their employers, exposing social and
ecological injustices while building a new system. A large majority of
youth worldwide is now involved in a social or political cause, fighting for
a system without gatekeepers that's powered by — and crucially for — the
people.
POWER TO THE PEOPLE 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

ACTS OF REFLECTION CULTURE CATALYSTS FOR & BUY

Getting ready to stand by the people Brands stepping in as culture preservers Creating equity from the ground up

Munroe Bergdorf — a model and ambassador for French Motorola unveiled its Cherokee interface as part of an effort Stackwell is an investment platform aimed at encouraging Black
cosmetics brand L’Oréal — has talked openly about how the brand to safeguard the endangered Indigenous language through families in the US to invest. It offers robo-investing, so users don't
used its past errors to build a more inclusive company culture. In younger generations, building on the brand’s earlier addition need extensive investment knowledge. More than just an easy-to-
2017, Bergdorf was fired as an ambassador for comments made of support of South America’s endangered Kaingang and use product, Stackwell was designed to reduce social and cultural
on social media about systemic racism but was swiftly rehired Nheengatu languages. Cherokee speakers can now entirely barriers to investment.
in 2020 after calling L’Oréal out on its hypocrisy for publicly navigate their smartphones in Cherokee.
As stock ownership is split dramatically along racial lines – white
supporting Black Lives Matter.
The initiative is one of many that indicate a shift from an era Americans own nearly 90% of all stocks in the US – efforts need
In a time when brands are already working with collectives for where brands existed to sell products, to one where brands are to be made to redistribute wealth and create a more equitable
greater accountability, how can you take it one step further? designed to create culture – the culture is now the product. As and honest economic system. Helping marginalized communities
Now’s the time to conduct a – preferably external – JEDI audit. If groups around the world are put under pressure, whether as a acquire assets is one way; involving them in every step of your
you don’t, somebody else will! result of globalization or geopolitical tension, the role of culture business operations is another.
guardian will only become more important.

How will you objectively measure where

you stand on the gatekeeping spectrum, How will you adapt your offering to be FOR
Which local voices can you boost and spotlight?
both within and outside your office walls? & BUY the groups you’re trying to serve?
PRECAREIOUS 2023 TREND CHECK

12
To what extent have you integrated this
Q:
trend into your business operations?

A We offer our customers no resilience whatsoever.

Run with the COMMENCING innovation.

PRECAREIOUS B We’re partnering with other organizations to deliver

on the need for resilience.

Adjusting to an uncertain world

Run with the ADVANCING innovation.

Safety is the most basic of human needs. But in today's world, it's
C We’re going all-out in helping our customers future-
increasingly fragile. Nearly one in eight people globally are on the
proof their lives.
move, 92% of world citizens are concerned about the risk of a recession,
while 70% of consumers across 19 surveyed countries see the spread
Run with the PIONEERING innovation.
of misinformation online as a top threat… Facing a future that's more
uncertain than ever before, consumers are looking for brands to help them
build resilience. In 2023, how will you equip them with the tools needed to
survive and thrive?
PRECAREIOUS 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

CRISIS COMPANIONS FACT FINDERS RESILIENT FUTURES

Acting as first responders in times of crisis Brands help consumers sort fact from fiction Help consumers gain knowledge
and skills for long-term change
Hard seltzer brand White Claw unveiled a temporary mural In September 2022, Brazil’s Supreme Electoral Court and
designed during a heatwave in London that saw temperatures WhatsApp released digital stickers to combat misinformation The COVID-19 and Climate Resilience Program from NGO
hit record highs. The brand installed a six-meter cooling wall, during general elections. The release included 12 stickers plus an Women Initiative for Sustainable Environment (WISE) provides
covered in heat-proof paint and cooling mats. Overheated animated one, all aimed at engaging young voters and offering leadership, strategy and technical training for 60 women to
passersby could stand by the wall to lower their body additional information to prevent the spread of false news scale their climate initiatives. Offering a global alliance of peers,
temperature. through WhatsApp. mentors and funders, September 2022 saw WISE host an event in
Kaduna State, Nigeria to reach local women.
Increasingly, consumers care little about what brands say; it’s all Disinformation campaigns on social media continue to influence
about what they do to make the world better. Agility isn’t limited elections around the world. In 2020, the Oxford Internet Most consumers believe that governments alone can’t tackle
to startups, so leverage your resources to respond near-instantly Institute found evidence of organized social media manipulation challenges posed by the climate crisis, job automation and rising
in a crisis. For more opportunities, see how the White House campaigns in 81 countries, up from 70 in 2019. Real-time sharing inequality. They're looking to businesses (see Natwest and Accor)
and the Heritage Foundation help people manage the effects of can help citizens police, educate and protect each other. Can you to gain the knowledge, skills, connections and platforms they
climate change. help the crowds spot misinformation? need to thrive in a disrupted future.

In a crisis, ask what existing infrastructure Use your internal expertise and reputation Facilitate new habits and lifestyle changes that
or services you can immediately employ. to let the truth shine through. help consumers future-proof themselves.
SOLACE AS A SERVICE 2023 TREND CHECK

13
To what extent have you integrated this
Q:
trend into your business operations?

A We’re all about instant-everything, no matter the

human or environmental cost.

SOLACE AS Run with the COMMENCING innovation.

A SERVICE
The emergence of B We’re carefully shifting to convenience with fewer
harmful side-effects.
conscious convenience

Run with the ADVANCING innovation.

The impending purpose economy is on a collision course with demands
for universal convenience, as instant anything often comes at an
C We've placed solace at the heart of our activities.
environmental and social cost. For many conflicted consumers, there's a
growing tension between purchase and purpose. But as inflation bumps
Run with the PIONEERING innovation.
into the shift towards more conscious consumerism, more consumers will
assess the value an item or service delivers both now and in the long term.
Your call to action? Soothe their struggle and offer convenience without
the culpability.
SOLACE AS A SERVICE 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

MINDFUL POSSESSIONS AUTOMATED WELLNESS NORM-NUDGING

Making it easier for consumers to shop better Making it easier for consumers to feel better Making it easier for consumers to act or live better

In September 2022, Canadian debit network Interac released LG Electronics presented its table-top air purifier, the PuriCare Sweden-based Electrolux introduced GRO, an AI-powered
a music track to promote mindful spending. According to the Objet Collection, in August 2022. Available in three colors kitchen concept that explores how kitchen products can
interbank network, two-thirds of Canadians are practicing and two shapes, the furniture combines aesthetic design and contribute to eating more sustainably. The modular system
‘intentional spending’ — making purposeful purchasing decisions air purification while integrating wireless charging and mood nudges people to eat less but better meat by discovering local
that live up to their financial goals and personal values. lighting. LG also announced collaborations with artists such as sources of protein and harnessing techniques previously used to
Kim Sun-woo. prepare meat, such as smoking.
Spending ‘better’ doesn’t just mean being mindful. JD.com’s
green-labeled products delve into eco-credentials within the When it comes to their health, many have good intentions: 60% Electrolux is questioning whether home design can encourage
supply chain; chocolate maker KOA uses blockchain tech to of people from 31 markets say they want to be healthier, but just people to adopt more sustainable and healthier habits. With
promote transparency around paying cocoa farmers. The best 28% have made major changes. This gap between aspirations the scale of global problems sometimes leading to inaction,
MINDFUL POSSESSIONS are smartly-designed products that offer and action opens an opportunity for accessible monitoring tools brands can inspire consumers to adopt a more purposed lifestyle
benefits without consumers even noticing. and products that make mental and physical health changes through small, incremental steps.
easier than ever before.

As habits change, how might you

Could your forward-thinking solutions nudge people towards better behavior?
help consumers spend better before How can you tackle wellness taboos and Bonus points for integrating into a
they even spot a problem? ensure healthcare access is available to all? consumer's immediate environment.
STATE OF PLACE 2023 TREND CHECK

14
To what extent have you integrated this
Q:
trend into your business operations?

A We're locally aware but could do much more.

STATE OF Run with the COMMENCING innovation.

PLACE B We’re involved in local for-and-by campaigns.

Consumers look to
reclaim their locale Run with the ADVANCING innovation.

C We're deeply involved in purposeful and lasting

The now near-universal celebration of place tends to focus on authenticity,
support of local communities.
relevance, local pride and storytelling. And while consumers appreciate
brands that help them embrace place, moving forward they will have
Run with the PIONEERING innovation.
particular affection for the brands that also actively work to make those
spaces better in 2023 (read: more sustainable and equitable).
STATE OF PLACE 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

SHARED SPACES REGENERATION NATION LASTING LOCALITY

Combating isolation through shared spaces Bringing people together to make cities greener Brand-assisted public spaces
that make a lasting difference
August 2022 saw Instituto Socioambiental open Floresta no As part of the Bosk project (hosted during Arcadia art festival),
Centro, a store in downtown São Paulo selling decorative and volunteers walked 1,000 native trees through the city center of The Coast Mountain College opened a building on the ancestral
edible goods. Meaning 'forest in the center', products are made Leeuwarden, Netherlands, calling on inhabitants to reconsider lands of the Tsimshian Kitsumkalum First Nation in Terrace,
by indigenous, quilombola or riverine communities who defend the link between humanity and nature. At the end of the 100-day British Columbia, to provide culturally supportive housing for
Brazil’s wilderness. The store hosts regular events to share their project, the trees were given a permanent home in the local area. indigenous students. HCMA collaborated with local First Nations
stories. representatives on the design and materials.
As work continues to become untethered from offices, brands,
From tech-fueled lifestyles to aging populations, consumers are governments, and local authorities will need to do more to Pop-ups are fun, but consumers expect brands to make lasting
battling a rising sense of social isolation. Physical retail spaces can incentivize urban living. Brands can create spaces that enhance commitments to their local area, becoming effective agents of
tap into peoples’ pride of place, narrow the gap between urban wellbeing and focus on urban healing, using green spaces local civic transformation and, in some cases, even replacing
and rural populations, and support nature’s guardians. to promote more equitable and sustainable societies — even public services. To safeguard heritage and the future, co-creation
avoiding premature deaths. is a viable option — just ensure you’re demonstrating values
shared by the community and your brand.

How can you strengthen local ties through How can you embed human connection
activations that also allow consumers How can your brand nurture cities that prioritize and cultural expression into the
to (re)connect with each other? wellbeing and create urban healing? (lasting) spaces you occupy?
UNCONSUMED 2023 TREND CHECK

15
To what extent have you integrated this
Q:
trend into your business operations?

A We’re still trotting down the path of unbridled

consumption.

Run with the COMMENCING innovation.

UNCONSUMED
Consumption is turned B We occasionally encourage customers to refrain from
buying something new.
on its head

Run with the ADVANCING innovation.

The consequences of unbridled consumption weigh heavily on the
conscience of a growing number of people. This group will embrace more
C We’re actively rethinking our business model to place
mindful modes of consumption (think: refrain, reduce, regenerate) that UNCONSUMED at the heart of our strategy.
don’t just tackle the adverse effects of consumption and indulgence, but
actually cut out entire parts of their usual buying habits. 87% of business Run with the PIONEERING innovation.
leaders expect to increase their sustainability investments in 2023/24. Are
you ready to take it to the next level and become UNCONSUMED?
UNCONSUMED 2023 TREND CHECK

COMMENCING ADVANCING PIONEERING

(R)E-WASTE WASTE AWAY COUNTERFAKE

Reducing electrical waste Ensuring your products leave fewer traces Demonstrating that unnatural
through recycling and repair can trump au naturel
KFC Singapore is trialing food packaging that can be converted
Nigeria-based Quadloop turns electronic waste into products into commercial-grade fertilizer. The packaging is made from a US-based Aether makes lab-grown diamonds from carbon that’s
such as solar lanterns and aims to source 70% of its materials mixture of paper and plant-based plastics; further collaborations been removed from the atmosphere, using carbon collected by
from e-waste, including recycling lithium batteries from old to make the system scalable will follow. Climeworks in Switzerland. Aether announced B Corp status in
laptops. Quadloop's lamps help small businesses stay productive February 2022, which it says makes it the only diamond company
'Grab-go-throw' is dead! Consumers believe it’s up to brands and
during power outages. The startup came third in the 2022 Gulf with the certification.
governments to change: 85% of Britons are concerned about
Information Technology Exhibition.
plastic packaging, but just 3% believe the responsibility lies with It's harder than ever to distinguish real from fake. From fake
In 2021, globally discarded e-waste weighed more than the them. Beyond reducing your product’s impact, limit the amount of news to deep fakes, we're well-versed in the damaging impact of
Great Wall of China and just 17.4% was properly recycled. If you waste produced in the first place — see CoffeeB and Woolybubs. hoaxes. But when compared to their conventional counterparts,
can’t reduce social and environmental impacts of extraction and Do the work for your consumers and create alternatives that are many lab-grown, synthetic, cell-cultured alternatives have
manufacturing, then reduce the amount of e-waste entering more compelling and more convenient. improved sustainability benefits and ethical credentials. Turn
landfills (see Elkjøp), or keep devices in use longer with repair 'fake' into a more desirable option, if not a better one!
and resale systems instead.

What incentives can you offer to How will you help consumers give a second Satisfy a new kind of status amongst consumers
consumers to recycle their e-waste? life to the waste your products leave behind? where guilt-free trumps exclusive.
 2023 TREND CHECK

Time to trendify
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you and your colleagues are trend-driven all year long.

How? Cue Amplify, our trend platform, which puts trends, tools and
training at your team's fingertips. All at a disruptively affordable price.

What better way to turn 2023 into an ongoing opportunity?

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 2023 TREND CHECK

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 2023 TREND CHECK

This edition had

many hands behind
it, including:

WORDS DESIGN &

PRODUCTION

Erick Smet Riz Razak

Caitlin Hughan Nikki Ritmeijer
Vicki Loomes Sanya Gurung
Franziska Füsting
Camilla van Grembergen
Bruna Boucinha
 2023 TREND CHECK

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about anything?
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