2023创意趋势报告：新都市物语.pdf

?D E N T S U C R E A T I V E T R E N D S2 0 2 32023?告?去?盟?确?去?FRED LEVRON?A TALE OF NEW CITIESDENTSU CREATIVE TRENDSINTRODUCTION&TRENDS新都市物語2?2022?2023?副?副?2023?PATRICIA McDONALD?A TALE OF NEW CITIESDENTSU CREATIVE TRENDSINTRODUCTION&TRENDS3?盟?太?2023?福?封?锋?封?喧?2023?去?包?副?East meets East?千?的?千?务?封?匹确?2023?盟?导?喧?去?去?务?A TALE OF NEW CITIESDENTSU CREATIVE TRENDSINTRODUCTION&TRENDS新都市物語4DENTSU CREATIVE TRENDS 2023:A TALE OF NEW CITIES?2023?A TALE OF NEW CITIESDENTSU CREATIVE TRENDSHANDBRAKES ON GROWTH?THE IMPERATIVE FOR GOOD?REBEL WITHOUT A FILTER?AI-DENTITYAI?THE GREAT OPT OUT?THE GREAT OUTDOORS?TOXICITY IN TECHNOLOGY?META DIVERSITY?MENTAL HEALTH IN CRISIS?THE JOY IMPERATIVE?THE END OF MONOCULTURE?THE QUEST FOR CULTURE SHOCK?INTRODUCTION&TRENDSBRANDS AND BUSINESSES IN THE BALANCE?52023?12?THEENDOFMONOCULTURE#1 OF 12 TRENDS FOR 2023A TALE OF NEW CITIESTHE END OF MONOCULTURETHE END OF MONOCULTURE?去?Z?去?去?副?去?Cultural Fluency?导?Aminata B.Sow?Cultural Fluency?务?Roblox?去?7A TALE OF NEW CITIES17/27?Edlman Trust Barometer?27?务?17?1?36%?246%?务?342%?42%?务?13%?29%?2019?6?18?4#1 OF 12 TRENDS FOR 2023THE END OF MONOCULTURE新 都 市 物 語8THE END OF MONOCULTURE:BY THE NUMBERS?A TALE OF NEW CITIES#1 OF 12 TRENDS FOR 2023THE END OF MONOCULTURE?去?塔?FOMO(Fear Of Missing Out)?unfiltered lessons on British history?queer communities?盟?务?去?确?Sabrina al-Sadiq?盟?副?.?封?尊?5?割?穆塔?Converse?Create Next Film Project?,?剽?JohnBoyega?McDonalds?Spotlight Dorado?割?封?尊?姿?Pinterest?#Pinterest Shuffles?/?TikTok副?2700?割?Somewhere Good?app?割?Sad Girls Club?Ancestors-In-Training?AcerandO?新 都 市 物 語9THE END OF MONOCULTURE:WHAT IT LOOKS LIKE?割?告?Anne-Laure Le Cunff?割?送?告?尊?封?姿?呢?worldbuilding?割?告?聊?尊?撰?姿?副?务?web 3.0?AI?封?剽?#1 OF 12 TRENDS FOR 2023A TALE OF NEW CITIESTHE END OF MONOCULTURE?Loot?Nouns DAO?Web 3.0?吗?务?务?叙?割?Dabloons?纸?封?模?务?TikTok?Lunarpunk,Biopunk,Hopepunk?千?封?割?历?映?割?姿?割?割?割尊?务?务?告?务?姿?塔历?纸?纸?映?2022?2023?去?2020?10THE END OF MONOCULTURE:A PERSPECTIVE?KEELEY ADLER，文化未来主义家（CULTURAL FUTURIST），?The 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語15?姿尊?割?务?TikTok?姿?确?撰?割?呢?模?太?呢?姿?TikTok?去?割?副?割?00?去?撰?呢?封割?00?去?割?副?撰?姿尊?告?割?撰?姿?姿?告?ChatGPT?告?AI?叛?剽?对?岁?剽?去?纸?撰?割?尊?Z?去?姿?告?务?撰?割?副?务?告?割?撰?撰?割?呢?叙?尊?导?.?务?A TALE OF NEW CITIES#2 OF 12 TRENDS FOR 2023THE QUEST FOR CULTURE SHOCKTHE QUEST FOR CULTURE SHOCK:A PERSPECTIVE?LUELLA BEN AZIZA，?16A TALE OF NEW CITIESTHE END OF MONOCULTURE1.?割?尊?副?副?2.?封?告?去?割?THE QUEST FOR CULTURE SHOCK3.?去?割?副?WHAT IT MEANS FOR BRANDS?新 都 市 物 語17MENTALHEALTHIN CRISISA TALE OF NEW CITIESMENTAL HEALTH IN CRISIS?App?去?Tina Chang?锋?务?Myers-Briggs?去?去?2021?5?American Perspectives Survey?封?危?对?9#3 OF 12 TRENDS FOR 2023MENTAL HEALTH IN CRISIS19?锋?5?Z?去务?1?101/550%?务?1160%?研?15?60%?务?12新 都 市 物 語MENTAL HEALTH IN CRISIS:BY THE NUMBERS?A TALE OF NEW CITIES#3 OF 12 TRENDS FOR 2023MENTAL HEALTH IN CRISIS20A TALE OF NEW CITIES?-?MBTI?剽?封?Paradise Group?聊研?MBTI?尽?年?尽?Jeju Beer Company?太?16?去?割?告?吗?副?务?割?App Chill Pill?名?告割?呢?MENTAL HEALTH IN CRISIS:WHAT IT LOOKS LIKE?#3 OF 12 TRENDS FOR 2023MENTAL HEALTH IN CRISIS?撰尊?TikTok?#CleanTok?620?Z?去?Z?去太?副?去?21AI?愿?姿?Dimensional?10?200撰?聊研?Spotify?End of Year Wrapped?导?纸?告?割?纸?粉?割?quiet quitting?2022?3?Z?去?去?映?呢?聊?词割?割?Goldman Sachs?PTO?4?尽封?67%?盟?App?尊?割?Headspace Health?App?练?尽Ami?Meta?千?WhatsApp?副?尊?尊?割?App割?Thymia?尽?尽?尼?岁?告?盟?千?Netflix?Extraordinary AttorneyWoo?撰?A TALE OF NEW CITIES#3 OF 12 TRENDS FOR 2023MENTAL HEALTH IN CRISISMENTAL HEALTH IN CRISIS:A PERSPECTIVE?GIULIETTA VENTO?告?Selena Gomez?Jonah Hill?务?姿?尊?2023?历?撰?割?危?割?封?诱?姿?吗?割?务?22THE JOYIMPERATIVEA TALE OF NEW CITIESTHE JOY IMPERATIVE?CristinaUrban?锋?Pickleball?锋?副封?叙?#cluttercore trend?Global Web Index?52%?对?50%?38%?软?13#4 OF 12 TRENDS FOR 2023THE JOY IMPERATIVE24新 都 市 物 語A TALE OF NEW CITIES90%?The Happiness Report?封?90%?72%?20%?务?18%?副?务?1488%88%?1544%44%?Z?16新 都 市 物 語#4 OF 12 TRENDS FOR 2023THE JOY IMPERATIVETHE JOY IMPERATIVE:BY THE NUMBERS?25A TALE OF NEW CITIES?NPR?Joy Generator?The Joy Report”?Selfridges?feel-goodness?John Lewis?100?Never knowingly undersold?For All LifesMoments?moments?department?Pickleball?5?11.5%?2019?2020?21.3%?17?Claussen Pickles?Pickled”?2?Anheuser-Busch InBev?夫夫?#4 OF 12 TRENDS FOR 2023THE JOY IMPERATIVE新 都 市 物 語THE JOY IMPERATIVE:WHAT IT LOOKS LIKE?26?Robert?Dave?WendyCope,TheOrange?务?副?叙?尊?封?务?去?务?导?诱?牌?务封?尊?2023?撰?2022?封?呢?18?App BeReal?纸封?对?诱?姿?吗?油?A TALE OF NEW CITIES?Bloom&WildFlowers?研?务?割?历?粉?19?EmilyDickinson?塔?19?务?聊?mindfulness movement?务?副?姿?务?务?2022?App Calm?Move?The JoyGenerator?副塔?封?去?#4 OF 12 TRENDS FOR 2023THE JOY IMPERATIVETHE JOY IMPERATIVE:A PERSPECTIVE?WIL KOSLOWSKI?资?277-ELEVENA TALE OF NEW CITIES#4 OF 12 TRENDS FOR 2023THE JOY IMPERATIVE?94?2015?Take It To Eleven?Big Gulp?研盟?撰?割?去?7-Eleven?Slurpee?务?送?撰?Froggy?7-Eleven?7-Eleven Nachos?7-Eleven?纸?MV?7-Eleven?副?7-Eleven?UCG?TikTok?尼?48?22%?7-Eleven?live?割?7-Eleven?7-Eleven?campaign?5?WARC?新 都 市 物 語28OUR WORK?1.?研?2.?3.?研?告?WHAT IT MEANS FOR BRANDS?MENTAL HEALTH IN CRISISA TALE OF NEW CITIESTHE JOY IMPERATIVE新 都 市 物 語29TOXICITY INTECHNOLOGY新都市物語A TALE OF 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CITIES90%?粉?去务?去匹?封?务?告?务?研90%?2022?2470%?Institute of Digital Fashion?2021?盟?70%?务?去?IoDF?2021?2551%51%?12-15?务?GWI?26新 都 市 物 語META DIVERSITY#6 OF 12 TRENDS FOR 2023META DIVERSITY:BY THE NUMBERS?36A TALE OF NEW CITIES?尽Sensor Tower?研?Mastodon?务?App?657%?100?27?Spoutible?映?Post太?撰?Paidia?姿?对?LGBTQ+?对?姿?MetaKawn?姿?去?Burberry?尽Gen.G?新 都 市 物 語?务?Glenlivet whisky封?campaign?尊?Danny Kasiyre?Devyn Galindo?#BreakTheStereotype?愿?务?社?Equal Measures?30?务?封?META DIVERSITY:WHAT IT LOOKS LIKE?META DIVERSITY#6 OF 12 TRENDS FOR 202337?研?尊?告AI?聊研?尽?Dentsu Lab Tokyo?Qosmo?UNLABELED?封?AI?愿?NEXUSVII.?务?120?盟?OUR WORK:CAMOUFLAGE AGAINST THE MACHINES?A TALE OF NEW CITIESMETA DIVERSITY#6 OF 12 TRENDS FOR 2023381.?封?叛?撰?Web 3.0?姿?3.?务?务?撰?务?割?WHAT IT MEANS FOR BRANDS?TOXICITY IN TECHNOLOGYA TALE OF NEW CITIESMETA DIVERSITY新 都 市 物 語392.?Spoutible?Spoutible?撰?THE GREATOPT OUT新都市物語A TALE OF NEW CITIESTHE GREAT OPT OUT?Aspen Grams?2021?欺?副?2022?quiet quitting?去?去?去?映?务?去?#7 OF 12 TRENDS FOR 2023THE GREAT OPT 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CITIES1.4BN?#goblincore?TikTok副?14?3679%79%?Z?去?去?style导?3737%37%?38新 都 市 物 語#9 OF 12 TRENDS FOR 2023REBEL WITHOUT A FILTERREBEL WITHOUT A FILTER:BY THE NUMBERS?52A TALE OF NEW CITIES?/?/?/?包?Keely Adler?Cultural Futurism?封?Z?去?吁?映?割?being real”?尊?太?务模?导?割?VICE?去?Brandhouse?Fnac封?campaign?80%?割?Unrecommended bythe Algorithm?导?新 都 市 物 語?映?Kaitlyn Tiffany?The Atlantic务塔?尼?Instagram?campaign?#findyourflipside?封?割?loserfruit?simplydanbrown太?REBEL WITHOUT A FILTER:WHAT IT LOOKS LIKE?#9 OF 12 TRENDS FOR 2023REBEL WITHOUT A FILTER53?模?够?撰?愿?映?Real Beauty?告?割?TikTok?去?愿?割?务?vs?TikTok?Come As You Are?封?goblincore?14?dark academia?33?去?ugly chic?230?maximalism?6.67?尊?unapologetically me?28%?务?47%?Fortnite?Roblox?务?39?割?Be Real?App?纸?BeFake尊?Instagram?粉?对?2023?导?模?撰?吗?种?撰?撰?撰?A TALE OF NEW CITIESREBEL WITHOUT A FILTER:A PERSPECTIVE?CELLA COJOCARU，?#9 OF 12 TRENDS FOR 2023REBEL WITHOUT A FILTER54AI-DENTITYAI-DENTITYA TALE OF NEW CITIESAI-DENTITYAI?2D Live?/?TiffanyChen?撰?务?撰?封?3D?Dall E?Stable Diffusion,ChatGPT?Jasper?AI?呢?愿?姿?AI?副?撰盟?AI?撰?去?去?姿?愿?Holly Herndon?Holly+?Herndon?呢?Holly+?导?AI?研?#10 OF 12 TRENDS FOR 2023AI-DENTITY新 都 市 物 語56A TALE OF NEW CITIES64%研Mintel Global Consumer?研?务?4030%Gartner?2025?30%?411/2研Mintel Global Consumer?研?42新 都 市 物 語#10 OF 12 TRENDS FOR 2023AI-DENTITYAI-DENTITY:BY THE NUMBERSAI?57A TALE OF NEW CITIESV-TUBING?Virtual Tubing?去?千?Rumi?dentsu VI?Timo?封?24?6?AI?封?VR?VICE?Ready Player Me?4000撰?副?封?Dall-E?Stable Diffusion?愿?聊研?prompt?愿?尊?封?叛?prompt engineers?PromptBase?姿?Zach Katz?尼betterstreetsai?DALL-E 2?呢?务?新 都 市 物 語#10 OF 12 TRENDS FOR 2023AI-DENTITY58AI-DENTITY:WHAT IT LOOKS LIKEAI?历?Dentsu VI?务?务?务?Rae?Dentsu VI?千?Instagram?副?CGI?AI?Rae?VIRTUAL IDENTITY FOR BRANDS:DENTSU VI?DENTSU VIA TALE OF NEW CITIES#10 OF 12 TRENDS FOR 2023AI-DENTITYOUR WORK?591.AI?AI?封?姿?AI?去?撰?吗?姿?告?撰?2.?AI?愿?尊?姿?姿?呢?AI?WHAT IT MEANS FOR BRANDS?REBEL WITHOUT A FILTERA TALE OF NEW CITIESAI-DENTITY新 都 市 物 語603.?AI?姿?HANDBRAKESON GROWTHA TALE OF NEW CITIESHANDBRAKES ON 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CITIESTHE IMPERATIVE FOR GOOD:BY THE NUMBERS?#12 OF 12 TRENDS FOR 2023THE IMPERATIVE FOR GOOD67A TALE OF NEW CITIES?喧尊?务?喧?号?27?喧?副?喧?撰?千?Santiago Network?叛?Tesco?盟?Grocery Gazette?盟?2025?Tesco?务?新 都 市 物 語?封?The Outnet?尽Selfridges?2030?50%?Thrift?Hurr?By Rotation?太?务?THE IMPERATIVE FOR GOOD:WHAT IT LOOKS LIKE?#12 OF 12 TRENDS FOR 2023THE IMPERATIVE FOR GOOD68A TALE OF NEW CITIES?割?副?叛?姿封?千?We the Power?务?#12 OF 12 TRENDS FOR 2023THE IMPERATIVE FOR GOOD?割?务封?尽?千?Nokia?Nokia Circular?纸?纸?尽?Apple?纸?69THE IMPERATIVE FOR GOOD:WHAT IT LOOKS LIKE?The Co-operative Bank?Withdraw From This?喧?纸?太?ATM务?副?务?封?务?呢?千?姿封?喧?尼?20撰?割?牌?HOLDING BANKS TO ACCOUNT:CO-OP?A TALE OF NEW CITIES#12 OF 12 TRENDS FOR 2023THE IMPERATIVE FOR GOOD70OUR WORK?A TALE OF NEW CITIES#12 OF 12 TRENDS FOR 2023THE IMPERATIVE FOR GOOD2.4BN?3.7M?($)1.5M?去?告?尊?撰?尊?割?去?去?割?去?Crayola?Colors of theWorld?MOB?PureCulture Beauty?Victor Casale剽?24?导?去?40撰?campaign?姿?campaign?Effies Iridium Award?Global Best of the Best 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ODENDAALANTONIA COLLINSBROOKE ERLICHWIL KOSLOWSKIKATIE MCNAUGHTONSERGIO BARRIENTOSTIM MOTTAU75THANK YOU?DENTSU CREATIVE?12345678910111213REFERENCESTrust in Government:A Stark Divide, Jan 2022Unleashing the Power of Gen Z,Dec 2021, Jan 2022Less than half of England and Wales population Christian,Cen