EDGES
Staying ahead and understanding the latest shifts in culture is key.
The emergence of a new trend is something we call an EDGE, as it highlights territories that aren’t necessarily established yet, but are certainly emerging and growing.
An Edge is a meaningful cultural shift that has the scale and longevity to propel a brand toward a greater share of the future.
EDGES 2023
39 Cultural Shifts Shaping Our World
In 2023, culture is introducing a new benchmark for chaos and complexity.
“Permacrisis,” “goblin mode,” and “gaslighting” were deemed 2022’s less-than-inspiring words of the year. Not only are the headlines hectic in nature— they’re also coming and going at a nauseating pace. It’s becoming harder to decipher what’s actually worth paying attention to, and all too easy to fall into the trap of “vibe shifts,” aesthetics, and buzzy terminology.
In the face of cultural complexity, our Edges offer a way to codify the chaos and map out a blueprint for the future. They also provide plenty of reasons to be optimistic about the year ahead, as you’ll see in this year’s 39 cultural shifts. A push to redistribute power at scale; growing calls for less polarization and more understanding; a refreshing resurgence of play; and a worldwide movement to future-proof our cities are just a few of the Edges pointing to a very promising 2023.
Download the Full Report here.
INSIGHTS
sTORYTELLING IN THE NEXT CREATIVE RENAISSANCE
A brand's biggest creative efforts shouldn't be saved for key moments, but allowed to flourish every day.
In this report, we partner with TikTok to explore how brands can harness the power of creativity for their business, and the central role that technology plays in helping us tell meaningful, diverse stories that relate to a new generation of consumers.
HOW ASIA IS BATTLING THE LONELINESS EPIDEMIC
We’re simultaneously more connected and more isolated than ever before. With our world no longer built to facilitate face-to-face interactions, businesses are stepping in to fill the void with new social spaces, community concepts, and apps for intentional companionship.
'FUTURE OF' travel
Our report outlines how businesses can reset tourism the right way, by trading mass-produced solutions for more intentional services.
To achieve better balance, the category will need to shift focus from high volume to high value. Trips personally planned by locals will distribute visitors more evenly. And a nomadic new business class will stay longer, marking the end of disposable turnaround trips.
'FUTURE OF' RETAIL
Our global Future of Retail report identifies shopping trends that don't just impact how a brand communicates, but point to emerging sources of demand.
Within each opportunity we’ve outlined specific ways for businesses to take action, whether that be through addressing untapped audiences, introducing new services, or investing in product innovation.
dark social communities
Dark social is harder to measure and intercept, which creates barriers for brands to consider. But the high trust and engagement in these communities can provide valuable opportunities for brands if they are authentic and thoughtful in their approach.
TBWA\SMP Philippines explores these direct communication channels and their accelerated adoption since the pandemic.
HOW asian
beauty brands can stay ahead
Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base.
But they are also facing fierce competition from new beauty brands vying for the average US consumer’s attention and money.
WHAT IS THE NEXT WAVE OF WELLNESS
What is the next wave of wellness? TBWA released ED\GE, an interactive magazine that unpacks the cultural forces driving the $4.5 trillion dollar global wellness industry forward.
From sleep to science to sex, explore the digital edition of ED\GE to learn why we believe every brand is now a wellness brand.
THE ROLE OF GENDER IN ADVERTISING
For International Women's Day 2020, TBWA offices across Asia delved into some of the local nuances and cultural traditions that may be contributing to gender inequality.
We reflect on what role advertising might have played in creating gender stereotypes, and how the industry can do better going forward.
DIGITAL HEALTHCARE
In a span of ten years we have become tethered to our mobile devices, changing how we access dozens of services, among them, healthcare – which is moving ever faster toward being digitally delivered.
A look at trends and initiatives that are shaping healthcare's future, and the technologies that will help everyone access it.
SACRED TENANTS OF RURAL MARKETING
There are many conventions of rural marketing that have lived well past their expiry date. It is time to retire them and for brands to connect more richly with the emerging rural Indian consumer.
They should also see past the narrative of rural Indians being poor. Access and aspiration of rural Indian consumers is soaring to keep pace with their urban counterparts..
Virtual reality is, finally, the new reality
Most brands and marketers look at gaming as a place for a short-term public relations spike or as a new touchpoint to connect with ‘gamers’ as an audience. The truth is that gaming is a virtual reality (headgear optional) that’s an entirely new reality – and brands who underestimate its power are missing one of the biggest opportunities out there.
STORYTELLING
IN A UNIVERSAL LANGUAGE
It has been a core part of advertising since the early days of radio, as brands attempted to cement themselves into the audiences’ memories using jingles. But now, music plays a more important strategic role than simply trying to boost brand recall.
Nothing compares with its capacity to embrace diversity, transcend borders, and bring different people together. That’s why people call it the world’s universal language.
