At the beginning of the year, I wrote about the main theme of Interdependence for 2023+. How have trends and drivers evolved and progressed since then? Exploring sector interdependency further reveals new themes to construct narratives that can guide Brand Engagement into the future.
NEW THEMES GIVE DIRECTION
Themes bring together elements and issues around a topic as one unifying idea. Themes are never about one thing, so they can be used to close the gap between strategy and creativity, blurring the lines between design, communication, culture and behaviour changes.
To find new themes I continuously scan the horizon to identify emerging signals of change across sectors and map them against behavioural shifts and culture changes. Exploring changes in a wider context helps to frame ideas and give direction for future-proof planning. It is a structured way of working with the future.
Revisiting Maximalist theme
A prominent theme that has clearly been influenced by Digitalisation and Generative AI is Maximalism. This time around Maximalism is not so much about excess or more-is-more attitude. Instead, it is about the wonder and awe of new types of creations that previously were unimaginable to make real. It is about creating a new design language by breaking boundaries and setting forms free from traditional squares and linear shapes.
1. VISUAL & CULTURAL ANALYSIS
MAPPING REVEALS NEW DIRECTIONS
Design research is conducted across categories like Art & Culture, Retail & Interiors, Stories & Communication to identify emerging signals of visual language and cultural cues which reveal new directions.
A new expression of out-of-this-world Maximalism is surrealistic, utopian, exaggerated, unique, weird, bold expression. It is a more risk-taking adventurous mindset.
2. CONTEXT ANALYSIS
What is the impact of drivers and signals of change across categories? Contextual analysis reveals new meanings of behaviour changes that explain how narrative is changing.
HOW IS DIGITALISATION EVOLVING
The Digitalisation cohort 2023+ has been evolving fast, especially with the explosion of GENERATIVE AI. Especially in creative applications like digital art and design, but also in physical design and communications creation.
WHAT IS DRIVING CHANGE
GENERATIVE AI tools
New digital tools enable creators to blend human creativity with machine intelligence, pushing the boundaries of traditional art. Generative AI aids in interior design, product, and fashion concepts by transforming sketches and descriptions into high-quality designs. These tools automate tasks, freeing up more time for creative experimentation.
CREATOR ECONOMY and WEB3
Power is shifting to creators and communities as AI Creator influencers collaborate with Web3 tools. NFT holders play key roles as co-creators and brand champions, shaping the membership experience. Exploring Metaverse retail and NFT use cases provides insights into the evolving creator economy.
DIGITALISATION IMPACT
GENERATIVE AI ->
More people can express their creativity, where they did not have the capabilities, skills or means to do so before.
WEB3 ->
Mass culture is disintegrating into a sea of niches, offering an endless supply of ideas, experiences and identities to explore. Youth are ‘trying on’ multiple selves, seeing what fits where, but the desire to be different is making identity harder to grasp.
(Source: Future of Youth Culture by Dazed 2023)
As a consequence, a new narrative is emerging around creative self-exploration.
3. TREND RESEARCH
WHAT IS IMPORTANT
Recent research pinpoints post-pandemic trends in how what is important to people is changing:
More than 75% of people say they just want to feel something, to feel alive and they feel like they are waiting for something good to happen.
83% actively seek out experiences that bring them joy and happiness.
(Source: The Age of Re-enchantment report by Wunderman Thompson 2023)
NEW NARRATIVE
From opulence and excess to joyful self-expression
The narrative is an outcome based on both visual and contextual cross-category analysis and trend research.
Joyful self-expression gives a lot of possibilities for brands to build new campaigns, products and services around the narrative. But it is just one very simplified example of the process of how to uncover emerging themes and craft new narratives.
More themes for 2024+ will be revealed in the coming months.
Trending Topics by Minna Takala 
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