When the 2022 New Year's bell rings, many people are probably not very happy, because the haze of the epidemic shrouded in the world has not yet dissipated, and the new year still seems to be a year "subject to the epidemic".
However, in their latest release, The Future 100, WPP-owned brand Wunderman Thompson took a more upbeat attitude towards the new year than last year.
In 2022 they tried to predict with 100 keywords. Creativity and playfulness are further encouraged, various fields are trying to provide a healthy and happy lifestyle, sustainable development Concepts further influence the decisions of governments, brands, and everyone's daily life, and the popularity of the metaverse means that a new digital age is coming...
Come on, lets see what Wunderman Thompson envisions for you in 2022.
Part 1 Culture
Top 10 Keywords
01 Create the Metaverse
02 Miniature Forest
03 "Korean Wave" affecting the world
04 Optimism
05 Virtual KOL
06 Liminal space
07 Sports Revolution
08 Social Media
09 Redefining intimacy
10 yuan society
▶ Optimism:
After an unpredictable two years, brands are looking ahead to 2022, encouraging entertainment and creativity, and 2022 will be a creative game that symbolizes freedom and growth. Pantone represents 2022 with Very Peri, to show a smart, cheerful attitude and energetic outlook; Adobe Stock has listed "powerfully playful" as one of the new year's themes when predicting 2022 trends.
Both colour and design are cementing this vibrant spirit, which will undoubtedly permeate advertising and marketing.
Part 2 Technology and Innovation
Top 10 Keywords
01 3D sound effects
02 The rise of super apps
03 Carbon Neutral Tracking
04 Limited social network
05 More advanced avatars
06 China's "Technology Sanctions"
07 Carbon Futures
08 Virtual Teleport
09 Cryptocurrency
10 Purification Technology
▶ 3D sound effects:
At the October 2021 press conference, Apple announced that its AirPods 3 and MacBook Pro will be equipped with spatial audio capabilities; in the same year, Sony launched two new home speaker systems, equipped with 360° spatial sound mapping technology, which can provide immersive audio listening experience.
Over the past decade, social media platforms such as Instagram have brought attention to visual elements to new heights. Now, especially as digital platforms mature and user engagement develops, attention is turning to multi-sensory elements—especially audio—for a truly immersive experience, and more immersive listening will lead the next generation audio experience.
Part 3 Tourism and Hospitality Services
Top 10 Keywords
01 Micro Adventure
02 Travel Simulator
03 Retreat Resort
04 Green Map
05 Top 3 Destinations
06 Meditation Tour
07 Knowledge Tourism
08 Comfortable aviation experience
09 China Tourism Economy
10 New Age Navigation
▶ Top 3 destinations:
Wunderman Thompson has selected three of the most popular tourist destinations in 2022 - Ljubljana, Valletta and Xishuangbanna, considering environmental tourism, epidemics and ecological wonders.
In terms of the epidemic, according to the BBC, Valletta, the capital of Malta, has the highest rate of vaccination against the new crown in Europe, with more than 80% of residents vaccinated. At the same time, they launched The Nomad Residence Permit in June 2021. A permit, also known as a remote work visa), allows remote workers to live and work in Malta for up to 1 year, giving you more time to experience the cultural life of the country.
Xishuangbanna, one of the most worthwhile places to visit in 2022 according to Lonely Planet. The diversity of plant ecology, the most complete tropical ecosystem in China, dense rain forests and huge waterfalls, as well as a variety of animals and unique cultural landscapes, are enough to open your eyes.
Part 4 Brand and Market
Top 10 Keywords
01 Low carbon advertising
02 Co-creation platform
03 Super Subscriber
04 Branded virtual world
05 Headless Brand
06 Emotional ads
07 Renewable
08 New business proposition
09 Dream ads
10 AR ads
▶ Co-creation platform:
Innovation is increasingly influenced and driven by technology, and digital tools have enabled a whole new world of creativity – one where creation can transcend physical limitations.
The next generation of digital platforms is putting creative power in the hands of users. Changes in online habits have given consumers more control, and they are becoming a new batch of creative people who carefully create avatars, personalities and self-expression. For younger Gen Alphas and Gen Zers, customization and creation are an important part of their experience, and for many brands and merchants, you're not creating content that people consume, you're creating content that people then use.
Part 5 Dining
Top 10 Keywords
01 Foraging Cocktail
02 Immune Support Nutrient Solution
03 Advanced Vegetarian
04 Artificial coffee
05 Zero Carbon Wine
06 Blue Zone Diet
07 Three popular raw materials
08 Accelerate maturity
09 New planting area
10 Taste bud travel
Part 6 Beauty
Top 10 Keywords
01 New Beauty Tab
02 Mineral skin care
03 The demise of "standard beauty"
04 Absurd Dress Up
05 Metaverse Beauty
06 Acidic ingredients
07 Friendly Packaging
08 Micro dose skin care
09 Inclusive Hairdressing
10 Robotic Nail Art
Part 7 Retail and Commerce
Top 10 Keywords
01 DTA mode
02 Diversified retail
03 Private sector
04 Virtual Flagship Store
05 Alpha Generation Retail
06 Department Store Innovation
07 Digital Twin
08 Brick-and-mortar retail by tech giants
09 NFT Market
10 Retro Retail
▶ DTA mode:
From B2B and DTC to DTA, the latest business model is for brands to release digital products directly on the screen.
From business-to-business (B2B) to direct-to-consumer (DTC), fashion brands are launching a new DTA, Direct-To-Avatar consumption model in 2021. In December 2021, Nike acquired the encrypted trendy brand RTFKT. Before that, Balenciaga released a series of game clothing in the game "Fortnite", and Ralph Lauren also launched 50 digital clothing last year... Major brands are beginning to try to launch virtual products.
Part 8 Luxury Lifestyle
Top 10 Keywords
01 Hypnotherapy
02 Simple luxury
03 Crypto Elites
04 Long recovery spa
05 Suburban luxury
06 Fight against fakes
07 The prescription for happiness
08 Extension of stay
09 Luxurious sound enjoyment
10 Ultra-luxury airships
▶ Crypto Elite:
The emergence of NFTs gives you a whole new way to show your social status.
From sports stars to rappers to tech entrepreneurs, the rich and famous are snapping up NFT avatars. NBA star Steph Curry paid $180,000 for an NFT of Bored Ape Yacht Club in a tweed suit and used it as a Twitter avatar; former boxing champ Mike Tyson Tyson has a Cool Cat, and Serena Williams' husband, tech entrepreneur Alexis Ohanian, has a chunky Pudgy Penguin, who also bought 7 CryptoPunks for his wife... Christie's And Sotheby’s both auctioned off high-priced NFT art.
Part 9 Health
Top 10 Keywords
01 Prescription Game
02 "Men's Health" Startup
03 TikTok Treatment
04 Metabolic Health Brand
05 Mental Health Pharmacy
06 Sound Healing
07 Antibody Health
08 Next Generation Mental Health
09 5G health service
10 Emotional Health
Part 10 work
Top 10 Keywords
01 Metaverse Work
02 Chief Impact Officer
03 Wilderness of office space
04 Encryption process
05 Micro Entrepreneur 2.0
06 Female friendly
07 Gen Z workforce
08 Retraining
09 Digital Nomad Economy
10 Metaverse Hire
▶ Chief Impact Officer:
CIO, chief impact officer, chief impact officer is becoming a new role in many corporate executives, aiming to demonstrate the impact of brands on communities and society.
In recent years, with the increasing demands of consumers on brands, the participation of executives in consumer-related work has been strengthened. The Chief Impact Officer is a senior public-facing leader of the company who ensures that the brand impacts the community and consumers in a positive way through a variety of activities, including philanthropy.
The full report can be downloaded from Wunderman Thompson's official website:
https://www.wundermanthompson.com/insight/the-future-100-2022
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