Global – Dentsu Creative’s 2024 Trends Report digs into the impact of optimism in an unpredictable future by combining the research and viewpoints of strategists, futurists, and innovators across its global network.
In an era of increased uncertainty about the future, “The Futures Less Traveled” urges brands and enterprises to use the opportunity to craft, innovate, and actively pursue the vision of the future they want to see.
In addition to a number of sub-trends for more research, the paper explains five macro trends for 2024 and beyond. Every trend brings to light unexpected possibilities, such as the role that happiness plays in reducing worry, the power of narrative to effect change, and the capacity of profound local insights to promote linkages between disparate communities throughout the world.
Speaking about the report, Yasuharu Sasaki, global chief creative officer of Dentsu, said, “Against the backdrop of this uncertain world our report turns to hope as a deliberate choice, to empower us to take control and design our own futures. Through creativity, armed with the powers of technology and storytelling, we hold potential to pave ways for many exciting ‘Futures Less Traveled’, borne of core principles of optimism and ambition.”
Meanwhile, Pats Mcdonald, chief strategy officer, EMEA, Dentsu Creative, said, “Hope is not a strategy but it is a choice. At a time of exponential change, no one can predict with certainty what the future will bring. But we can design for the future we want to see. We see consumers around the world taking control of a chaotic world through small but powerful acts of connection and self-care.”