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 2022
36 Cultural Shifts Shaping Our World
The big question we’re asking ourselves in 2022 is “what does progress look like?”
For too long, progress has meant advancement at all costs. A relentless push toward “more,” “faster,” “richer,” that left a mountain of excess in its wake — further widening inequalities and further endangering our planet. But that’s set to change. As we come to a collective realization that we’ve been living without foresight, we’ll embrace a fresh take on progress.
Our 2022 Edge glossary explores this redefinition of progress in three chapters:
HINDSIGHT IN ACTION \ Looking to the past as our guide forward
HACKING THE MATRIX \ Liberating ourselves from the rules and institutions that no longer work for us
HIDDEN FUTURES \ Bravely forging ahead into the unknown
Download the Full Report here.
INSIGHTS
WHAT'S NEXT FOR VIRTUAL INFLUENCERS IN SOUTH KOREA?
We take a look at the use of virtual influencers in brand marketing and the importance of building authentic character, connection, and context.
brIdGing the attribution gap between creativity and business growth
TBWA\Asia explores the impact of creativity and its effect on brand growth.
ROOTS REVIVAL
We dive into ‘Roots Revival’ in Asia, a growing cultural movement of people taking more interest in exploring and evolving their heritage and roots – and what it means for brands.
'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.
THE PROGRESS CARD OF EDUCATION
The report encapsulates how technological leaps, increasing investment in education, changing mindsets, and new policies are leading to a paradigm shift in the education sector of India
'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.
'FUTURE OF' FINANCE
'Future of,’ are quarterly reports that explore what will—and more importantly what should—come next in must-watch categories.
Our debut report, ‘Future of Finance,’ leverages cultural intelligence to unlock four opportunities for disruptive growth in finance.
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.
marketing TRENDS in
SOUTH KOREA
With subscription marketing, live commerce and tech marketing emerging as the dominant forces shaping the future, marketers should transform their business methods and product design to face a new wave of disruption.
From Bland
to brand
How to avoid getting lost in the sea of digital sameness.
TBWA\Melbourne outlines how brands can avoid becoming forgettable in the race to be seamless, frictionless, personalised and data-driven.
the changing cultural flavours of india
A report by TBWA\India identifies the changing relationship with food culture, the evolving mindsets of India and ways in which the pandemic is changing the palate of the country.
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.
COMMUNITY SPIRIT IN THE PHILIPPINES
While the pandemic has reshaped how people interact with the world around them, the communal spirit is not something new to Filipinos and is a deeply ingrained custom commonly referred to as the “Bayanihan Spirit”.
How to gamify a country
Digital tourism experiences, which bring the world closer to home, are in demand and tourism brands are striving to deliver.
We provide a walkthrough of Tourism New Zealand’s PLAY NZ campaign and explore how tourism marketing can embrace new ways of storytelling.
COVID
RAMADAN & EID
After five weeks, observing, experiencing and capturing cultural changes during the recent Covid-Ramadan and Eid in Indonesia and Malaysia, we have created a special report evaluating how the pandemic has created new behaviours and values among Muslim communities in Nusantara.
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.
generational differences
We examine the reality of generational differences in Indonesia and explore if brands miss out on opportunities when targeting solely based on generational assumptions. Is there more commonality across generations in Indonesia than marketers are made to believe?
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.
REPOSITION
WITH RIGOUR
We examine how changing the frame of reference for brands creates new opportunities for unlocking growth.
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.
THE MACHINES
HAVE RISEN
First in a series of articles presenting our Rise of the Machines research in partnership with Hall and Partners, with contributions from innovative marketers and digital leaders discussing the rise of the machines and whether brands are ready.
THE CASE OF CLOSED DOORS
AND BROKEN CEILINGS
TBWA\India explores the impact of the COVID-19 pandemic on the lives of women in India.
