
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.

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