- Introducing the 5 major creative trends that will occur in 2024 and beyond -
The Dentsu Group (brand: “dentsu”, headquarters: Dentsu Group, Inc., base: Minato-ku, Tokyo; representative: Hiroshi Igarashi, President and Global CEO; hereafter, dentsu) announced the “Dentsu Creative Trend Survey 2024 ~ The Futures Less Trapped (Unstepped Future) ~ (hereafter, “this survey”). In this survey, experts centered on DentSU Creative, which is DentSU's creative agency brand, introduced 5 important trends that can suggest design, innovation, and pursuit for the future we want to realize, based on knowledge accumulated globally.
This survey presents hope as a conscious choice that brands and companies can take in a modern society where it is difficult to see the future, which continues to change rapidly. “Unstepped Future,” which is also the title of the report, calls for designs for the future we want to see.
[Comment from Dentsu Global Chief Creative Officer Yasuharu Sasaki]
“The future is uncertain in today's age, but advanced creativity that appropriately combines technology and storytelling should pave the way for a number of 'Future L ess' (unstepped future). I am convinced that the future can be brighter with the power of people-centered ideas. Hope isn't a strategy; it's a choice. In a period of dramatic change, no one can reliably predict what will happen in the future. But we can design the future we want to make happen.”
The main creative trends in this survey from 2024 onwards are as follows.
1. ODE TO JOY
・Subtrend 1: Fun Resistance
・Subtrend 2: Self-care as an act of rebellion
・Subtrend 3: pure play
2. The Memes of Making Your Own (THE MEMES OF PRODUCTION)
・Subtrend 1: Creating a virtual world. Build a better world.
・Subtrend 2: Changing the story. Change the future.
・Subtrend 3: Everything in our lives becomes a meme.
3. OUR LOCATION (HERE WE ARE NOW)
・Subtrend 1: Empathy
・Subtrend 2: Local Luxury
・Subtrend 3: Cozy Web
4. THE MAGIC IN THE MACHINE (THE MAGIC IN THE MACHINE)
・Subtrend 1: AI Imagination
・Subtrend 2: Touch humanity
・Subtrend 3: Borderless commerce
5. Myself and Us (ME, MYSELF AND US)
・Subtrend 1: “I” within a group
・Subtrend 2: My generation (and intergenerational relationships)
・Subtrend 3: Digital Doppelganger
A detailed report (Japanese version) of this survey is provided free of charge. You can download it from the following URL.
URL:https://www.group.dentsu.com/jp/news/pdf/dentsu-creative-trends-2024-jp.pdf
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[Contact information for inquiries regarding the release]
Dentsu Group Inc. Group Corporate Communications Office Kojima, Shimazu
Email:group-cc@dentsu-group.com