100 Keyword Predictions for 2023 | Culture (01-10): Vitality, Strength and Excitement

WPP's brand Wunderman Intelligence released its latest trend report, which has a bright outlook for 2023. They predicted 100 keywords for 2023, and people are determined to fight against the ongoing difficulties with resilience, innovation and joy. This series shares 100 keywords predicting the trends in 2023 from 10 sections. The following is the first article in this series. I hope it will be helpful to everyone.

February 2023 is another year that WPP's brand Wunderman Thompson has released a trend report (it has been released for 5 consecutive years). This report is extremely valuable and forward-looking compared to various reports from other institutions because it is comprehensive, systematic and contains first-hand information.

There was no Chinese version of the 2022 report in the early stage, and Brand Ape spent a lot of time translating it. See "100 Keyword Prediction 2022丨Part 1 - 50 Trends in Culture, Science, Tourism, Brands, and Food", which is still of reference significance even now. Fortunately, the Chinese version of the "2023 Global Top 100 Trends Report" was directly released in 2023, and it is copied for your reference.

Preface

Community, creativity and color vividly paint the picture for 2023, as last year’s global optimism fueled a need for economic revitalization and entertainment.

All signs indicate that 2023 will continue to be a year of bleak prospects and chaos as unfavorable conditions such as economic turmoil, political instability and environmental degradation continue.

However, people have resolved to combat the ongoing adversity with a spirit of resilience, innovation and joy.

▲The picture comes from the "2023 Global Top 100 Trends Report" by Wunderman Intelligence

Chapter 1: Culture

1. The new reality - the metaverse - continues to gain momentum

As the hype about the Metaverse continues to grow, our view of emerging technologies becomes more nuanced, and these technologies become deeply integrated into our daily lives - shaping a new reality where physical and virtual life are indistinguishable.

• DoorLabs is using technology to increase accessibility in the virtual world. DoorLabs co-founder Kunho Kim said the company is exploring how to "use new immersive technologies in the metaverse to better assist people with different needs in the future."
• Imagine architect and director Liam Young is using virtual reality (VR) to inspire people to take initiative. Young: “It changes our perspective from being a passive spectator to being an active citizen. Being a citizen of an immersive world is a very different experience than being a spectator in front of a screen.”
• Apple CEO Tim Cook predicts that augmented reality (AR) will become an integral part of everyday life. In an interview with Dutch magazine Bright, Cook said: "AR will become so ubiquitous in the future that you won't even be able to remember how you lived without it.
• Leading tech brands are investing heavily in AR and VR, planning ahead for the coming era of immersive technology. Meta invested $36 billion in its metaverse and VR division, Reality Labs. Google invested about $39 billion in AR development. Snap is also working hard on AR technology - in its third-quarter 2022 financial report, the company listed investment in AR as one of its three strategic priorities.
• Recently, we have seen many major media companies withdrawing their investments in the Metaverse project. This is the future of the future, and even a brief ebb will help to gather more strength.

Why you should pay attention to this trend:

The next era of digital engagement will see immersive technologies multiply and diversify, further blurring the boundaries between digital and physical life—thereby creating a whole new reality.

2. Creator Community - The next generation of digital communities will be centered around creativity

Pools is a creator community that provides creatives and brands with tools to help them build their own cryptocurrency communities.

• Supermodel Coco Rocha, who invested in Pools, told Paper magazine: "Pools has the power to reshape our perception and attitude towards creators."
• In October 2022, the company launched Creator Worlds, a terrain and landscape generator that supports creators in building their own digital ecosystems.
• Pools partnered with beauty mall brand YSL Beauté to launch creator tokens for musicians Agathe Mougin and Kittens in June 2022. Holders of these tokens gain access to the two artists’ Pools communities and unlock custom content and experiences, VIP tickets to concerts, and access to related podcasts.
• “The traditional worlds of celebrity in Hollywood, Wall Street, and Silicon Valley are more integrated than ever before, forming a new market centered around creators and their audiences,” Pools said, noting that social tokens are “a new way to engage directly with creators and their fans through real-life and metaverse experiences, products, and events.”

Mona is also a platform to support the creator community.

• In June 2022, Mona raised nearly $15 million to build a metaverse platform for creators.
• Justin Melillo, CEO of Mona, said: “Mona is a metaverse, world-building platform and network built by creators for creators, based on Web3.”
• Melillo founded Mona to “put creators at the center,” with the mission of “making the Metaverse a social platform that fosters the prosperity of creators.”
• In July 2022, the company launched The Row, a members-only virtual community that promotes architectural designs from acclaimed creatives.
• Adobe is advancing creativity in the Metaverse.
• At the Adobe Max conference in October 2022, the company announced a new partnership and the launch of artificial intelligence features for its Creative Cloud applications.
• “We’re doubling down on collaboration,” said David Wadhwani, president of Adobe’s digital media business. “Creativity is increasingly about collaboration, whether it’s working with other creators or seeking feedback from stakeholders.”

Why you should pay attention to this trend:

“We see creators and developers as the backbone of the Metaverse,” said Melillo. “As digital engagement moves from passive consumption to active creation, the role of brands is evolving.”

Creativity is becoming the new identity symbol in the next digital age—and brands are promoting their products and services as a link between consumers and creative people.

3. Taking refuge in nature - Is it possible for us to "take refuge" in nature?

Is it possible for us to adopt a more nature-friendly way of thinking and behaving? This is the question posed by the BBC in a May 2022 article.

"We can all find this sense of wonder and meaning in nature," wrote Lindsay Baker, author of the article. "It's not just because of our connection to nature, but also because nature can provide us with a sense of hope and renewal."

Gamers are embracing eco-friendly video games that encourage ecological restoration initiatives.

• Terra Nil, expected to be released in early 2023, is one such reverse city-building game that will guide players in rebuilding ecosystems after the climate crisis.
• According to the Wunderman Intelligence report "New Realities: Into the Metaverse and Beyond", 81% of global consumers said they have "turned on" relaxation mode. Gamers not only seek mental relief from screens and consoles, but also participate in nature-loving movements to make their entertainment activities closer to nature.
• In May 2022, American outdoor brand LL Bean encouraged its audience to replace shopping consumption activities with ecotherapy. The American outdoor brand replaced the Instagram grid with a typographic design of "fishing" and redirected its social media links to the website's landing page, which featured a message encouraging shoppers and social media fans to get close to nature in order to achieve physical and mental health.

Why you should pay attention to this trend:

Environmentally conscious consumers are following nature-loving brands and entering an era of conversion to nature and sustainable development. While prioritizing their own mental health and sustainable lifestyles, they are cultivating environmentally friendly living habits and participating in rebuilding their own ecosystem.

4. New ownership – There is an emerging digital framework that is introducing a new type of ownership

In the coming Web3 digital age, users can not only jointly create their own digital experiences, but also jointly own such experiences.

For example, Niche

• In the past, if a user created some content and posted it to Instagram, then the content belonged to Instagram. But platforms like Niche have chosen to give the control of the content back to the users. "Members are the owners."
• “In traditional social media, all the content people create is owned by one company, and all the data is locked up in that company’s servers,” said Zaven Nahapetyan, co-founder and CTO of Niche. “Decentralized social media platforms distribute data to other people. It democratizes the process, meaning people can take ownership and control of the data and content they create.”

Flyfish Club

• Flyfish Club is piloting a system of NFT-based ownership, or non-fungible tokens. The members-only restaurant, scheduled to open in 2023, will allow members to lease their NFTs, which function like membership cards, giving people temporary membership status.
• David Rodolitz, founder and CEO of Flyfish Club, told Wunderman Intelligence that NFTs have “changed the company’s value proposition for members. Users can earn memberships, rather than just renting a social experience. Members own their access.”

The best brand practice is Starbucks' Odyssey Project. For details, please see Brand Ape's article "Is Starbucks' Odyssey Project Really for Entering the Metaverse?"

In Odyssey's new membership plan you can see:

• "Journey Stamp NFT". Members can receive collectible digital "Journey Stamp" NFT rewards by participating in the Starbucks Odyssey "journey", such as playing games and checking in at coffee shops.
• "Limited-edition stamps NFT". Members can also purchase "limited-edition stamps NFT" through the app's built-in market.
• "NFT Trading". Each "Limited Edition Stamp NFT" will contain a rarity point value that measures the key indicator of NFT value, and its ownership can be guaranteed on the blockchain. "Stamp NFT" can be bought and sold between members. The more the number, the more points will be added, thus obtaining unprecedented "unique benefits and experiences".
• “Unique benefits and experiences.” These include virtual espresso martini-making classes, collaborations with unique merchandise and artists, invitations to special events at the Starbucks Reserve Roastery, and even a trip to the Starbucks Hacienda Alsacia coffee farm in Costa Rica.
• Compatible with Starbucks Rewards. Odyssey is compatible with Starbucks Rewards, and Starbucks Rewards members can use their club login credentials to access the program and participate in Odyssey's "Journey" series of activities.
• Independent chain. The entire Odyssey project is issued on the Polygon chain (third party); this means that the NFTs obtained by users, employees, dealers, etc. are no longer controlled by Starbucks, but become an independent existing and developing economic system.

Why you should pay attention to this trend:

Social media platforms are experiencing a new shake-up. Decentralization is democratizing digital platforms — ushering in new ownership models that will transform the way brands and consumers interact with digital goods, services, and content.

5. Climate Optimism - Generation Z's climate anxiety is gradually turning into climate optimism

In its 2021 Regeneration Rising report, Wunderman Research found that 66% of respondents were anxious about the impact of climate change on them personally, with this proportion rising to 72% for Generation Z.

Today, Generation Z is beginning to take action to combat their anxieties and the impacts of climate change.

According to new data from Wunderman Research, 85% of respondents are prepared to rethink their lives and consumption patterns in order to address climate change, and 70% are prepared to make major adjustments to their lifestyles to help address this issue.

• In a series of articles in the UK's The Guardian, several Generation Zs were highlighted for their environmental initiatives and positive attitudes towards life, taking small steps to improve their communities.
• In July 2022, environmentalist Zahra Biabani founded In the Loop, the first sustainable fashion rental marketplace, on her mission to help her generation engage with brands that champion sustainability and environmentalism. “Climate optimism is just a framework to help unlock the full potential of the climate solutions we so desperately need,” Biabani (23) told The Guardian.
• Good People Inc is an environmentally friendly, values-based sales platform that aims to provide an alternative to the large companies in the online sales space.
• In Louisiana, USA, Franziska Trautmann founded the state's only glass recycling plant, Glass Half Full, which aims to turn glass into sand to save the state's eroding coastline.
• In Florida, Caulin Donaldson posts videos of himself picking up beach trash every day to his fans on TikTok (the international version of Douyin), and as of November 2022, his number of fans has reached 1.6 million. His positive attitude towards protecting the environment has infected many people and made him a breath of fresh air on the social media platform.
• As of the end of November 2022, the #climatechange topic on TikTok has been viewed 3.7 billion times, #eco has been viewed 2.1 billion times, and the climate advocate community #ecotok has been viewed nearly 774 million times.

Why you should pay attention to this trend:

Gen Z is transforming their climate anxiety into climate optimism through meaningful action. Brands should respond to consumers’ optimism by conveying an inspiring and empowering sentiment when addressing the climate crisis.

6. The color of the year with a bold personality

Energy, strength and excitement are three words that can bring hope to 2023, mainly by encouraging people to express themselves and empower themselves.

Viva Magenta is Pantone’s choice as the 2023 Color of the Year, with the company describing the bold and vibrant color as “an extraordinary color for extraordinary times.”

In the face of an unfavorable global environment such as the looming economic recession, environmental uncertainty, and continued soaring inflation rates, Pantone is bringing light and hope to the world by channeling people's inner strength. Executive Director Leatrice said: "This color symbolizes boldness and fearlessness, and can convey emotions of optimism and joy. It is a fearless, fun and all-encompassing color."

American paint manufacturer Benjamin Moore has echoed the sentiment, naming Raspberry Blush its 2023 color of the year.

Andrea, its development director: Raspberry red has a lively and bright tone. It is an impeccable color that exudes positive energy. "It also has a very cheerful quality. I think we really need to add some fun to our lives.

Luxury brands are lighting up the catwalks with bold colors. Women's Wear Daily reported that at Paris Fashion Week, "bright and bold colors were everywhere, conveying optimism." Miles Socha, editor-in-chief of Women's Wear Daily, wrote in his series review that Jean Paul Gaultier's 2022/2023 Fall/Winter show was filled with pink, red and blue in a monochrome layout, conveying a "fun and uninhibited feeling."

Valentino's 2022/2023 Fall/Winter Haute Couture collection also uses lively tones, with "rainbow tones" including royal blue, neon green and bright orange, and paired with bold and exaggerated shapes. Valentino's creative director Pierpaolo Piccioli said: "Beauty is a kind of tenacity, not escape."

Why you should pay attention to this trend:

People use these colors to inject unrestrained, powerful energy into the new year in order to give people hope, joy and happiness in this era of uncertainty.

7. Artisan Economy

Growing dissatisfaction with the 9-to-5 job is driving a resurgence in craftsmanship.

As the industrial economy declines, experts predict the rise of a new artisan economy.

In his book Return of the Artisan, published in July 2022, anthropologist Grant McCracken describes the rise of an American craft movement that is moving from the margins to the mainstream. Under the pressure of the post-epidemic economic downturn, disillusioned office workers are abandoning their nine-to-five jobs and turning into professionals such as cheese makers, bakers, and jewelers. This kind of manual professional life seems to provide people with a sense of control and relief.

In an interview with The Guardian, McCracken estimated that two out of every three new jobs in the US are now linked to the craft movement.

This trend is not only seen in the United States, but also in other countries.

• In July 2022, The Sydney Morning Herald reported that Australians were seeing a surge in interest in training courses that teach crafts, with people keen to learn skills ranging from knife making to pottery.
• In the UK, a report written by Metro Dynamics for the Amazon Handmade platform in November 2021 showed that as of 2020, handicraft businesses had generated £4.8 billion ($5.8 billion) in output value for the UK economy.
• Amazon Handmade has undoubtedly noticed this emerging trend and has begun showcasing the creative process of its handmade sellers through a new video content series.

Why you should pay attention to this trend:

The concept of micro-enterprises that began to take off two years ago is now evolving into a new artisan economy that redefines the way we work and consume.

This trend has become more vital after integrating with Generation Z in China.

8. Virtual Parenting and Pet Raising – Platforms that make it easy for digital caregivers to find virtual playmates are emerging.

Catriona Campbell, an artificial intelligence (AI) expert from the UK, predicts that virtual children will appear in the metaverse within the next 50 years.

Campbell believes the technology to create these virtual newborns will be popular with consumers of the "tamagotchi" that became popular in the 1990s. She predicts that these virtual children will care for their "parents" and be able to play and interact with people in their digital habitats.

At a time when many younger generations are reconsidering whether to form their own households, this path of choice has the potential to attract a new generation of digital caregivers.

• Petaverse is a platform developed using the Polygon blockchain where consumers can mint NFT cats and purchase furry digital playmates.
• Petaverse Network provides a gamified NFT experience, fostering an emotional connection between users and digital pets and offering true digital pet ownership.
• Digital Pets Company, the developer of digital 3D dogs, has launched AI dogs certified as NFTs, an evolution of Nintendogs for modern digital pet lovers. Owners will be able to interact, play and care for their digital dogs in virtual reality worlds, mixed and augmented reality platforms, mobile and web browsers.

Why you should pay attention to this trend:

People are forming digital families in this era of the Metaverse and Web3, giving a whole new meaning to this “hybrid family”.

9. Local innovation

Indigenous technologies are providing people with various ecological restoration methods to manage and protect the environment.

The various techniques developed by local indigenous peoples over millennia can help to address the climate crisis by enabling us to work with nature, rather than against it.

Designers and engineers are re-evaluating indigenous approaches to address pressing issues ranging from flood or drought management, sustainable food production, forest fires to carbon sequestration.

• Symbiocene is a multimedia work produced for the Our Time on Earth exhibition at the Barbican Museum in London in 2022. It imagines the future urban environment of 2040 and the changes that our adoption of indigenous knowledge and technologies will bring to our urban environment.
• Using regenerative cultivation methods is a growing focus for designers. For example, the Khasi hill tribe in northeastern India is famous for cultivating rubber tree roots to build living bridges that can withstand monsoons. The Madan people in southern Iraq live in floating thatched villages, living in symbiosis with their surroundings, providing a living example of a future water-based development model.
• Super Vernaculars is a series of the Bio 27 design biennial to be held in Ljubljana in September 2022, which aims to explore the possibility of people returning to local traditions and values ​​to address climate and biodiversity challenges.
• The British Pavilion at the 2023 Venice Biennale will showcase the role of diasporic craft cultures in "non-extractive" design.
• Central Saint Martins in London is encouraging students to join its first MA course in Regenerative Design.
• Watson, author of Lo-Tek: The Design of Radical Localism (2019), said: “Designers should reframe their own knowledge systems by exploring local philosophies, thereby generating new knowledge and dialogues that can guide our thinking about sustainability and climate change.”

Why you should pay attention to this trend:

According to the World Bank, during this global crisis, indigenous peoples have contributed 80% to the conservation of existing biodiversity, and people are increasingly valuing their expertise and skills.

Indigenous practices, techniques and technologies can help shape an era of ecological restoration, where we learn to coexist with nature.

10. Dating relationships – Generation Z is redefining intimacy

Today’s younger generation is consciously entering into casual partnerships, accepting a relationship that switches back and forth between “friends” and “more than friendship.”

• In a September 2022 special report, the BBC highlighted that Generation Z tends to accept grey-area relationships, namely temporary partnerships and the accompanying "companionship" commitment.
• Elizabeth Armstrong, a sociology professor at the University of Michigan, said: "Right now, these relationships satisfy people's needs for sex, intimacy and friendship, but they may not have long-term prospects."
• The topic is also a prominent trend on social media, with videos on TikTok tagged with #situationship having been viewed over 1.9 billion times as of January 2023.

Cami, a 27-year-old Londoner, defines dating relationships for Wunderman Intelligence as: "The fuzzy line between friendship and romance. I think a lot of what you call a relationship is that blurry line between friendship and romance, it's the transition between the two."

Cami went on to explain why this type of relationship has become so popular recently. "The world is full of uncertainty, both environmentally and politically. If you're not sure about the future being stable, you're less likely to enter a traditional monogamous relationship."

Why you should pay attention to this trend:

For the younger generation of romantic partners, a dating relationship is a legitimate relationship based on open communication and tolerance. Gen Z is embracing this middle ground in a healthy way, being open to some of the shifting boundaries of relationships.

Author: Brand Yuan, WeChat public account: Brand Yuan (ID: brand-yuan)