We’re keeping this article updated throughout 2023 with links to the latest trend reports across consumer trends, marketing, design, fashion and more as they become available.

Big, overblown headline statement? Check.

Haughty tone and unshakeable conviction in the face of uncertainty? Check.

Provide your contact details plus those of your colleagues, family and dog so that you can be marketed to forever more in return for that juicy trend report ebook? Check.

I’m glad we’ve got that out of the way, now you know for sure that you’re in a trend report and it’s too late to back out.

While trend reports are easy to mock, the good ones can provide a useful understanding of consumers people and their needs. Ignore the major ones at your peril (such as WGSN), as they have become so influential that they end up influencing public tastes, the ultimate self-fulfilling prophecy.

Advertising, research and strategy

The mega trends

1. Hyper fatigue, permacrisis and numbness

And you thought 2022 was bad

“Desensitisation has emerged as a defence mechanism against emotional overload and led to greater apprehension about the future, which has been dubbed “FOFO” (fear of finding out).” (Mintel)
“The pandemic, rising cost of living, energy crisis, geopolitical unrest, and climate crisis are taking their toll, leaving consumers feeling overwhelmed.” (Mintel)
“As growing numbers of people internalize instability as a norm, the way they adapt will affect what they buy, and how they view brands and their employers—so companies need to be ready.” (Accenture)

2. Authenticity

Could influencers’ days be numbered?

“Rather than [social media] accounts portraying the perfect life, real people want to see and connect with real people, complete with shortcomings and vulnerabilities. BeReal has rapidly gained in popularity with over 10 million daily active users—the concept is simple and is a far cry from the edited and staged content on almost every other platform.” (Accenture)
“Real is Radical pushes back against idealized and curated content by celebrating candid and unvarnished moments, experiences, and realities. The trend has major presence across social, brand campaigns, and wildly successful new apps like BeReal and Locket.” (Adobe)

3. Brand activism

Voting with your wallet

“Consumers are shaping brands with their dollars and their voices. Beyond conceding that ‘the customer is always right’, this will be an evolution where consumers are investing, co-creating and voting for change alongside brands.” (Mintel)
“In 2023, more members of Gen Z will use their dollars to support causes and communities. While 30% of Gen Z is old enough to vote, teens use platforms like Instagram to vote with their wallets.” (TikTok)

www.backslash.com/reports

www.accenture.com/us-en/insights/song/accenture-life-trends

www.mintel.com/press-centre/mintel-announces-global-consumer-trends-for-2023

www.campaignasia.com/article/the-only-2023-marcomms-trend-report-you-actually-need-to-read/482749

www.wgsn.com/en/blogs/introducing-your-future-consumer-2023