Reflecting on: Dentsu’s 2023 Creative Trends Report
Click here to read the full report.
Reading this report, you really get a sense of us and how we feel, not just limited to 2023, but these past two years living through a pandemic. The tsunami effect of how the pandemic affected every single aspect of our lives, was fascinating to read. The report gives some honest insights into specifically Gen Z and Millennial perspectives on brands as consumers, as well as highlights how they are affected. I have chosen a few key points from the report to talk more about and share my thoughts.
Death of Monoculture
The first topic I aim to delve into concerns Monoculture - or as the report terms it, 'The Death of Monoculture.' The notion that the words of our authorities are faultless is under scrutiny, with hyperinflation, anti-abortion laws, and broken promises serving as prime examples.
As an individual of color and a member of Gen Z, I have often found myself feeling inadequate compared to Western ideologies and cultures. However, this sentiment has been transient for us, as we have observed a growing mistrust of governments amongst people, particularly in recent years. This beautiful contrast is in stark contrast to our parents' era, wherein they had to endure decades of a false and contrived sense of inferiority to certain cultures.
This idea brings us to the incoming trend of writing our own narratives, rediscovering our own stories and histories, and in the end, building our own worlds. What do I think this means for brands:
Inclusivity is more important than ever, in all aspects of a brand. The idea and term ‘minority’ representation should shift to sharing untold stories and of different cultural perspectives. For example, I would like brands to include the Kashmiri and North Eastern people of India, not as just a face to support any agenda or inclusion, but more to let these lesser popular cultures share their stories and ways of living. This activates us as consumers, as we are living in a world where we want to be rid of normality and what are cultural norms, and we want to be, as Dentsu pointed out, culturally shocked.
Inclusivity is not just about adding a diverse cast of people to a brand's marketing materials. It's about authentically representing diverse perspectives and experiences in all aspects of the brand, from product development to customer service. Brands that prioritize inclusivity must take the time to truly understand and embrace the unique needs and perspectives of their diverse customers.
Brands that prioritize inclusivity must be willing to actively address systemic biases and inequalities within their own organization and in society at large. This means using their platform and influence to promote positive change and taking concrete actions to create a more just and equitable world.
Joy Imperative
The current state of the world has been characterized by repeated economic blows that have left people yearning for even the slightest glimmer of joy. There is a growing trend of ‘de-influencing’, which is a trend that I personally admire. This movement is empowering us to make decisions that not only benefit ourselves, but also help us feel validated and understood. As individuals, we are constantly seeking ways to find humor in our daily lives, particularly during these trying times. A simple smile or a hearty laugh has the ability to uplift our spirits, which often feel battered and bruised by the constant barrage of challenges we face.
Happiness is a resource that is renewable and abundant, but one that we are desperately in need of. What is my opinion on its effect on brands:
According to a statistic in the report, 90% of people are more likely to remember ads that make them laugh, while 72% of people would choose a humorous brand over a competitor. One way that brands can use humor to their advantage is by creating content that resonates with their target audience. The brand’s authenticity along with their ability to use humor to poke fun at themselves, which can help to humanize their brand and make them more relatable to customers, is I think what can truly build a connection between a brand and a consumer.
The report mentioned the music video Dentsu did with 7-eleven, that goes along with this theme of small joys. I personally wanted to share how much that resonated with me, as to some people it might seem mundane, but the act of these small treats to treat myself with genuinely uplifted me, and it is an interesting way to showcase that feeling.
Toxicity in technology
While there is an expanding universe being built as we speak, we need to address certain issues as highlighted in the report. I believe that we are getting the opportunity to build a world from scratch, the way we envision it. With such an opportunity at hand, we need to make sure that the discriminatory biases built in our society for centuries as well as centuries of transgression against certain groups, does not crossover to the other world.
With the development of the Metaverse, this juncture presents an unprecedented opportunity to shape a new world in accordance with our ideals. However, we must remain vigilant to ensure that deep-seated societal prejudices and historic injustices do not permeate into this nascent realm. Here are my ideas for brand building in the Metaverse and beyond, the right way:
Brands should be adopting inclusive and diverse policies in their hiring and marketing practices. This can help ensure that a wide range of perspectives are represented within the company and its messaging, all throughout the development within this world. A diverse workplace with everyone getting an opportunity to speak their mind would be an ideal way to ease into the system, the right way.
Another important step is to prioritize user safety and well-being in the metaverse. Brands can take steps to combat harassment, hate speech, and other forms of harmful behavior by implementing robust moderation systems and guidelines. They can also work with users and advocacy groups to identify and address potential areas of concern. This is extremely important as we have seen what hate speech in the internet era has garnered, and when we have a chance to prevent it, we should.
brands should also be proactive in educating themselves and their users about the potential risks and challenges of the metaverse, and take steps to mitigate these issues. This might include working with experts in areas such as cybersecurity and privacy to develop strong policies and protocols for data protection and user safety.
