1、Mind Maintenance Money Out Loud Mood Geisting Neo-Collectivism Next-Gen Naturalists Odd-ysseys Optimized Anatomy Platform Politics Play It Forward Rewild Resilience Roots Revival Sexual Liberation Stability Pursuit Stealth Mode Travel Right Unglossed Wealth Hacking Work-Life Boundaries Zero OutActiv

2、ist Awakening Artificial Creativity Body Debates Circular Aftermarkets Climate Credit Connection Quest Conscious Convenience Counter Cancel Crisis Hacking Data Rush Death Undone Future Utopias Gap Collapse Gender Rules Health Hedonism Helicopter Tech Inclusive by Design Kinder Cult Lab-Made World Li

3、quid Reality09 12 15 18 21 24 27 30 33 36 39 42 45 48 51 54 57 60 63 6669 72 75 78 81 84 87 90 93 96 99 102 105 108 111 114 117 120 123EDGE/ej/nounA meaningful cultural shift that has the scale and longevity to propel a brand toward a greater share of the future.Edges must be rooted in human values,

4、be recognizable through consumer behaviors,and lead to clear business implications.301WHAT IS AN EDGE?Cultural shifts must have sustained relevance for over a year before being declared an Edge,and should continue to matter for the foreseeable future.02Edges must be globally relevant,manifesting in

5、over half of Backslash-designated regions.03In 2023,culture is introducing a new benchmark for chaos and complexity.Were living in a time of crypto fraud and deepfakes of dead celebrities.“Permacrisis,”“goblin mode,”and“gaslighting”were deemed 2022s less-than-inspiring words of the year.Twitter is i

6、n absolute turmoil.And even Marie Kondo,the queen of tidying up,has admitted that her house is now a mess.Not only are the headlines hectic in naturetheyre also coming and going at a nauseating pace.The social media stage has turned everything into a“-core”and made it nearly impossible for subcultur

7、es to stay subcultures.And as soon as something gets big enough to feel relevant,Gen Z decides its no longer cool and moves onto the next thing.In short,its becoming harder to decipher whats actually worth paying attention to,and all too easy to fall into the trap of“vibe shifts,”aesthetics,and buzz

8、y terminology.4In the face of cultural complexity,our Edges offer a way to codify the chaos and map out a blueprint for the future.They also provide plenty of reasons to be optimistic about the year ahead,as youll see in this years 39 cultural shifts.A push to redistribute power at scale(pg.78);grow

9、ing calls for less polarization and more understanding(pg.30);a refreshing resurgence of play(pg.60);and a worldwide movement to future-proof our cities(pg.42)are just a few of the Edges pointing to a very promising 2023.When looking across this years Edges,youll also find that major topics like cli

10、mate change,mental health,and tech backlash now sit at the root of several separate but related shifts.Each of these conversations have become seismic pressures underpinning the rest.For instance,Crisis Hacking,Next-Gen Naturalists,and Lab-Made World illustrate how were adapting to resource scarcity

11、.Death Undone,Mind Maintenance,Money Out Loud,and Sexual Liberation together tell a larger story of cultural taboo toppling.And Artificial Creativity and Liquid Reality point to new debates around whats“real”in an AI-dominated world.5Contradictions between our Edges provide a different perspective:a

12、 plotting of cultural battlegrounds.Take Stealth Mode(rising demand for privacy)versus Helicopter Tech(the normalization of surveillance)as an example of the push and pull between the risks and benefits that come with increased tracking.Or,look to Optimized Anatomy and Death Undone as a nod to the b

13、attle between our desire to cheat death and embrace it.In matching,mixing,and remixing these cultural shifts,you can uncover even more compelling narratives.EDGES OFFER ASTRATEGICBLUEPRINTB A C K S L A S H E 2 0 2 3 So,what are brands to make of all this overlap and incongruity?Just as Edges are mul

14、tilayered and ever-evolving,so too are the opportunities for businesses.We see this as a positive.The nuance means there are several ways to solve a problem,and countless possibilities for collaboration.To help start the conversation,we teamed up with NEXT,TBWAs global innovation practice,to include

15、 provocations for the future of brand experiences.See the“WHATS NEXT”section of each Edge for specific calls to action,then consider what they might mean for your particular business.6With all 39 Edges,theres a massive opportunity to shape our shared future a feat that comes with great excitement,an

16、d even greater responsibility.So go forth,innovate wisely,and let Edges be your guide to the year ahead.WHATS A BRANDTO DO?A NOTE ON IMAGERYAll of this years images were generated by text-to-image AI Midjourney.All of the prompts and page layouts were generated by our 100%human design team.782023 ED

17、GE MAPZERO OUTCIRCULAR AFTERMARKETSSTEALTH MODESTABILITY PURSUITARTIFICIAL CREATIVITYPLATFORM POLITICSCRISIS HACKINGLAB-MADE WORLDCLIMATE CREDITUNGLOSSEDGAP COLLAPSEREWILD RESILIENCENEXT-GEN NATURALISTSLIQUID REALITYCONSCIOUS CONVENIENCEROOTS REVIVALHEALTH HEDONISMSEXUAL LIBERATIONDEATH UNDONEODD-YS

18、SEYSOPTIMIZED ANATOMYMOOD GEISTINGBODY DEBATESKINDER CULTGENDER RULESINCLUSIVE BY DESIGNMIND MAINTENANCEWORK-LIFE BOUNDARIESHELICOPTER TECHNEO-COLLECTIVISMCONNECTION QUESTFUTURE UTOPIASDATA RUSHACTIVIST AWAKENINGPLAY IT FORWARDMONEY OUT LOUDWEALTH HACKINGCOUNTER CANCELTRAVEL RIGHTB A C K S L A S H E

19、 2 0 2 3 From climate change to inequality,the worlds most urgent issues are reaching a critical tipping point.And inaction is no longer an option.Frustrated by the limits of individual choice,informed citizens are calling out corporate and government indolence and demanding immediate,large-scale ch

20、ange.With the threat of societal collapse right around the corner,accountability is inescapable.Were all activists now.Worldwide,61%of people trust businesses above government,media,and even NGOsgiving brands an advantage,and the onus,to make positive societal changes.Edelman,202220232023 TBWAWorldw

21、ide.Proprietary,all rights reserved.10ACTIVISTAWAKENINGCLIMATE COURT In October,Greta Thunberg made headlines yet again when she joined a group of 600 young adults in suing the Swedish government for insufficient climate policies.The news was just the latest example of how young people are bringing

22、their climate concerns to court.Earlier last year,five people between the ages of 17 and 31 brought a case to the European court of human rights,where they asked their governments to exit an energy charter that protects fossil fuel investors from financial loss,but fails to protect those directly im

23、pacted by climate disasters.For these young activists,the concern is that their generation will be impacted most by the climate crisisyet older generations arent doing enough to stop it.Over in Australia and New Zealand,this argument has led some lawmakers to push for a lower voting age,meaning 16-y

24、ear-olds could finally have a say in shaping climate policies.While these lawsuits differ in specifics,one thing remains constant:Gen Z and Millennials are demanding that governments put the planet before corporate profits.WORLD CUP CONTROVERSY Players werent just scoring points to win at the World

25、Cup in Qatar,they were also scoring points for human rights globally.Denmark wore black jerseys,the color of mourning,to honor the migrant workers who died while building the World Cup stadiums.Welsh players flew rainbow flags at their training camp to call out Qatars anti-LGBTQ policies.And the Aus

26、tralian Socceroos shared a video collectively denouncing Qatars World Cup“suffering”and calling for greater reforms.As sports become increasingly politicized,players and countries will be expected to use their influence to bring social issues center field.TINDER SAYS CARING IS SEXY Daters are swipin

27、g right on activism.According to Tinders 2022 Year in Swipe report,75%of all singles worldwide were looking for partners who are invested in or respectful of social issues.In the U.S.specifically,one of the biggest turnoffs is not voting,with nearly 50%of U.S.singles saying that an unregistered vote

28、r is an immediate deal breaker.Once a dating no-no,discussing politics is now a must as daters search for their morally compatible match.CHINAS BLANK PAPER PROTESTS A4 paper got a political rebrand as thousands of people across China took to the streets holding up plain,white sheets of paper in prot

29、est of the countrys ongoing zero-Covid policy.The protests kicked off after a fire killed ten people who were stuck in an apartment due to lockdown restrictions.But what initially started as a symbol of mourning turned into a widespread display of anger against the Chinese government.According to on

30、e protestor,the blank paper is worth a thousand words:“It means We are the voiceless,but we are also powerful.”11WHATS NE TWOMEN,LIFE,FREEDOM More borders are dissolving as women and men across the world join Iranians in their fight against oppressive gendered laws.Sisterhood is showing itself throu

31、gh viral haircutting and worldwide marches.And with Iranian women silenced,others are using their platform to give the cause a voice.One noteworthy example came from Joko and Klaastwo of Germanys biggest entertainers who handed over their Instagram accounts to Iranian activists“forever.”The women ho

32、sting the accounts now use the space to share live updates from Iran and educate their combined 2.3 million followers about the movement.THE TYRE EXTINGUISHERS SUV owners bewareactivists are coming for your tires.A climate activism group called The Tyre Extinguishers has been going around streets an

33、d deflating the tires of SUVs.The group has“disarmed”over 9,000 vehicles since launching in early 2022,and is currently active in the U.K.,U.S.,Austria,Germany,Switzerland,The Netherlands,Sweden,and New Zealand.The groups ultimate aim is to make it impossible to own an SUV in urban areas,saying the

34、large vehicles are“unnecessary luxury emissions flaunted by the wealthy.”Needless to say,the movement hasnt gone over well with SUV owners.But the Tyre Extinguishers are firm in their belief that“sabotage to save lives is legitimate and we need more of it.”BRANDS SUPPORTING UKRAINE With each bomb dr

35、opped on Ukraine,more and more companies pulled out of Russia to make their stance clear.Australian retailers took Russian vodka off their shelves,film studios cancelled movie releases in Russia,and automakers including Volkswagen and Renault halted production and sales in Russia.But boycotting Russ

36、ian business wasnt the only way brands showed their support.Airbnb was quick to act in a different waysetting up a way for people to“book”stays in Ukrainian Airbnbs in order to facilitate direct donations to those living in Ukraine.The brand also pledged to provide short-term housing for 100,000 Ukr

37、ainian refugees.EMPLOYEE ACTIVISM Employee activism can no longer be ignored.Worker-led protests related to everything from surveillance to climate inaction are only getting louder and more public,forcing employers to correct bad behavior or pay the consequences.At the same time,new tools are making

38、 it easier for prospective talent to find companies that align with their personal values.Glassdoor recently rolled out advanced features that allow people to search for jobs by factors such as DEI,LGBTQ-friendly policies,and moremotivating businesses to rethink their activism agenda.ACTIVISTAWAKENI

39、NGAWProvide utility:Social movements need support,not empty platitudes.So dont just take a stand,engage with the issue and provide the resources and tools needed to provoke action.Right your wrongs:Ensure your stance on a topic aligns with or acknowledges your history.As the call for brand reparatio

40、ns intensifies,cause-related actions born from past missteps can be the most powerful of all.Think like an employee:Would I want to work at a company that engages in this action,or treats their workers this way?Make sure you are walking the walk.AW20232023 TBWAWorldwide.Proprietary,all rights reserv

41、ed.B A C K S L A S H E 2 0 2 3 Creativity is undergoing an AI revolution.Giant leaps in the progression and availability of generative AI tools are driving a shift from purely logical,task-oriented applications to more artful,previously impossible outputs.As AI pushes further into creative industrie

42、s,culture wars around ownership,value,and definitions of“real”creativity will ensue.Say goodbye to the creative process as you know it.13ARTIFICIALCREATIVITYARTISTS VS.AI Fearful that AI will render their jobs obsolete,artists around the world are rallying together in support of#artbyhumans.An early

43、 wave of outrage came in September when an AI-generated picture took home first place at a state-fair art competition.Then came the bans.Online art communities including Fur Affinity,Newgrounds,and Inkblot have all outlawed the submission of AI-created work,arguing that the creations“lack artistic m

44、erit”since they are generated using existing art.Anime and manga illustrators in Japan are using similar arguments in their protests against AI,highlighting the high risk of copyright infringement.As platforms begin writing their own rules,we could see a sharp divide between the communities that do

45、and do not welcome AIs influence.DYNAMIC DESIGNS AI is taking the design world by storminspiring fantastical new ideas for architecture,fashion,consumer products,and more.And not all of these concepts are staying in the brainstorming phase.Branding agency Tasarit took things even further with the la

46、unch of the worlds first AI-designed fragrance.Midjourney created the product images,while the Rytr writing bot came up with the branding,the names of the three different scents,and the product descriptions.Tasarits Creative Director,Musa elik,believes it wont be long before the majority of products

47、 are designed by AI.“With AI,we can leave the dirty work behind and focus on creativity instead,”he notes.For more,watch Backslashs episode of Life on the Edge:AIs Creative Revolution“Creativity has been this last bastion of something that seemed untouchable from robots and AIa precious process beli

48、eved to be deeply human.But AI has myth-busted the belief that creativity is a protected entity.”Cecelia Girr,Backslashs Director of Cultural StrategyPROMPTS FOR SALE Text-to-image generators like DALL-E 2 and Midjourney have made it easy to churn out masterpieces in a flash.Whats not so easy,howeve

49、r,is coming up with a prompt that will deliver the exact look and feel you have in mind.Thats where PromptBase comes in.Rather than selling the art itself,PromptBase is selling tried and tested prompts starting at$1.99 each.Some top sellers include a vintage avatar generator,animal T-shirt designs,a

50、nd impressions of the future.With AI taking care of image creation,generating the perfect prompt will become its very own art form.TEXT-TO-VIDEO GENERATORS Youve heard of text-to-image generators,but what about text-to-video generators?Metas Make-a-Video and Googles Imagen Video are upending the pro

51、duction process with systems that let anyone turn text prompts into short,unique video clips.While the current outputs are still a little fuzzy and GIF-like,the tools will only become more impressive as the AI learns over time.We might also see an open source model emerge in the near futuresuperchar

52、ging creativity while also fueling concerns around deepfakes and misinformation.20232023 TBWAWorldwide.Proprietary,all rights reserved.14CREATIVITYARTIFICIALCULINARY CREATIVITY From inspiring Michelin-worthy dishes to developing original recipes,AI is stirring up anticipation in the food world.To pu

53、t AIs culinary chops to the test,New York Times cooking columnists challenged a chatbot called GPT-3 to come up with a Thanksgiving menu fit to their personal tastes.While the AI-authored recipes sounded plausible,the end results werent so appetizing.The disconnect between the imagined food and the

54、actual food highlighted the schism between AI and human capabilities.Sure,AI has the advantage of being able to reference thousands of online recipes in an instant,but thats very different from tasting and experiencing what actually works.Humans might have an edge on AI in the kitchen for now,but th

55、e tech is certainly pushing chefs to think bigger.WHOSE CODE IS IT ANYWAY?AI Training,the design technique used to train and build AIs knowledge,is under legal scrutiny thanks to a new lawsuit accusing Microsofts Co-Pilot of piracy.Co-Pilota tool that suggests blocks of code in order to help program

56、mers code fasterlearned its skills by analyzing billions of lines of computer code posted online.But who does that code belong to?The lawsuit claims it belongs to the programmers,and that“Microsoft violated the legal rights of millions of programmers who spent years writing the original code.”While

57、this is the first lawsuit of its kind,it certainly wont be the last.As AI pushes further into other sectors,deeper questions around data ownership copyright infringement will follow.CHATGPT SCARES&EXCITES AI has entered the chat.ChatGPT wowed the world when it became available for public use in Dece

58、mber,with over a million people signing up for the chatbot in just five days and countless ChatGPT conversations going viral on social media.Some challenged it to write jokes,others put its programming skills to the test,and a few people even used it as a therapist.But not everyone was so impressed.

59、Google recently issued a“Code Red”over fears that ChatGPT could reinvent or even replace traditional search engines as we know them.And universities and academic conferences have been quick to ban the tech due to“concerns about negative impacts on student learning.”In an effort to quell concerns,Ope

60、nAI is developing a watermark that will prevent people from passing off ChatGPT writing as their ownthough we can expect workarounds to be found.AI DRUG DESIGN AI isnt just shaking up art designits also disrupting drug design.Drug developers are using the same type of generative AI as DALL-E 2 to co

61、me up with designs for new proteins not found in nature.Boston startup Generate Biomedicines revealed a program called Chroma,which they describe as the“DALL-E 2 of biology,”and a team at the University of Washington has built a similar program called RoseTTAFold Diffusion.These programs can be dire

62、cted to produce designs for proteins with specific properties,such as size,shape,or function.This makes it possible to come up with new proteins to do very specific jobs on demandultimately leading to faster development of more effective drugs.“We can discover in minutes what took evolution millions

63、 of years,”says Gevorg Grigoryan,CTO of Generate Biomedicines.WHATS NE TEmbrace AI for inspiration:AI is becoming another tool for rapid creative explorationallowing us to access an infinite source of imagination,push the limits of the human mind,and execute the unexpected.Democratize creativity:The

64、 masses can now create complex outputs previously reserved for highly skilled artistsopening up new opportunities for co-creation and inclusivity.Unlock efficiency:Think of AI as an additional team member who is incredibly fast and never needs coffee or sleep.AI can take care of the mundane tasks an

65、d churn out hundreds of content variations in an instant.20232023 TBWAWorldwide.Proprietary,all rights reserved.B A C K S L A S H E 2 0 2 3 Our bodies are officially up for discussion.As conversations around reproductive rights,collective well-being,and population planning escalate,once-personal dec

66、isions will move to the center of very public debates.Its individual freedom vs.social responsibility,and everyone wants to have their say in deciding whats right.SOUTH KOREAS TATTOO UNDERGROUND While tattoos are accepted in most parts of the world,South Korea is one of the few countries where tatto

67、oing remains illegal.Even with the ban,however,South Koreas tattoo underground is thriving.Tattoo artists say shifting social norms have caused the industry to explode over the past decade.This rising interest is largely driven by younger generations who are regularly exposed to tattoo art on social

68、 media,as well as strong international demand for“k-tattoos.”Artists and customers alike remain hopeful for change,and are continuing to fight for legalization of the art form.“I cant wait for the moment where people feel safe or free to show their tattoos and express their feelings through tattoos,

69、”says Kim Ae-min,a tattooed teacher in Dongducheon.RESPONSIBLE FOOD MARKETING Unileverowner of Hellmans,Ben&Jerrys,Magnum,and moreis tightening its restrictions on food marketing targeted at kids.Under their new commitment,the FMCG giant will not target anyone under the age of 16 with food or refres

70、hment ads,and will stop working with influencers who appeal to children.Though the UK has strict marketing rules for the food and beverage industry when it comes to minors,most countries only restrict marketing to children under 13 years old.By taking it upon themselves to up the age limit,Unilever

71、is raising the bar for the entire industry.16BYPASSING ABORTION BANS When the U.S.Supreme Court overturned the constitutional right to abortion in June,businesses and healthcare providers rallied together to come up with workarounds.Following the decision,several major companies including Starbucks,

72、Amazon,Meta,Microsoft,and more reaffirmed their commitment to covering travel expenses for employees who no could no longer get access to reproductive care in their state.Weeks later,doctors proposed another solution to preserve abortion access:a floating clinic in the Gulf of Mexico,where bans dont

73、 apply.And thirdly,in November,Planned Parenthood teamed up with a physician to offer free vasectomies via a traveling mobile clinic.BODYDEBATESSMOKE-FREE GENERATION Last year,Malaysia became the second country after New Zealand to announce plans to completely ban the sale of tobacco for future gene

74、rations.If passed,the bill would prevent anyone born after 2007 from buying cigarettes and tobacco products.But reactions are mixed.Supporters say it will be a big win for the countrys collective health,where one in five adults smoke and there are more than 27,000 smoking-related deaths each year.Sk

75、eptics,on the other hand,worry that enforcement will be too lax to effectively curb the illicit tobacco market.Unsurprisingly,the nations leading tobacco industry group is also heavily opposed.The group called the bill a breach of basic human rights,insisting that“instead of creating a smoke-free ge

76、neration,we are creating a generation of criminals who are being punished for buying a product others can buy.”20232023 TBWAWorldwide.Proprietary,all rights reserved.DEBATESTHE POPULATION PARADOX On November 15,2022,the 8 billionth person on the planet was bornreigniting population debates around th

77、e globe.While some countries are desperately trying to turn around rock-bottom fertility rates,others are bracing themselves for decades of booming population growth.China famously sits in the first camp,and is continuing its attempts to boost birth rates with everything from tax breaks,to more gene

78、rous maternity leave policies,to housing subsidies.Japan,faced with a similar dilemma,has experimented with AI matchmaking schemes,fertility treatment coverage,and more.Meanwhile,places like sub-Saharan Africa find themselves on the opposite end of the spectrum.The regions population is expected to

79、double between now and 2050,sparking serious concerns over resource scarcity.“We are already overstretching what we havethe housing,roads,the hospitals,schools.Everything is overstretched,”says Gyang Dalyop,an urban planning and development consultant in Nigeria.Though its unlikely that well reach a

80、 global consensus on overpopulation vs.underpopulation debates any time soon,we can certainly expect more experiments and conversations to come.WHATS NE T17BODYLend employee support:Where governments take away rights or fail to provide resources,employers canand will be expected tofill in the gaps.A

81、udit your ingredients:Food,beverage,and beauty brandsinspect your ingredients and rethink your packaging.With an overload of buzzwords and a lack of regulation,clear,informative labeling will be a must.NFL SAFETY The U.S.National Football League is no stranger to criticism over recurring player inju

82、ries.But calls for better protections become more urgent than ever before when Damar Hamlin,a 24-year-old safety for the Buffalo Bills,went into cardiac arrest during a game on January 2,2023.As fans and players prayed for Hamlins recovery,much larger questions about the future of the sport still re

83、main unanswered.“Should a civilized culture really be sanctioning this?Can a game played by men of such size and speed ever be safe?”asks Mark Leibovich in The New York Times.DECRIMINALIZED DRUGS British Columbia will become the first province in Canada to decriminalize the possession of small amoun

84、ts of cocaine,MDMA,meth,heroin,and fentanyl starting this year.As part of the three-year experiment,people over the age of 18 will be able to carry up to 2.5 grams of drugs without being arrested,sent for treatment,or having the drugs confiscated.The move is one of several efforts to combat Canadas

85、worsening drug overdose crisis,marking what the Mayor of Vancouver calls“a fundamental rethinking of drug policy that favors healthcare over handcuffs.”In a similar vein,Thailand became the first country in Asia to decriminalize marijuana in June of last year,while U.S.President Joe Biden took his f

86、irst major steps toward decriminalizing marijuana in October.DEBATE20232023 TBWAWorldwide.Proprietary,all rights reserved.B A C K S L A S H E 2 0 2 3 At the intersection of sustainability,scarcity,and hype culture lies a booming aftermarket economy.Old products are being recycled,reused,repaired,and

87、 resold,while new products are being created with end-of-life options built in.From modular tech to food waste fashion,the shift to circularity is unlocking ample opportunities for post-sale profits.AFTERMARKETSThe global secondhand apparel market is expected to grow 3X faster than the global appare

88、l market overall,reaching$218 billion by 2026.Thredups 2022 Resale ReportTRACEABLE LUXURY As counterfeits continue to be a major problem for high-end labels,the worlds largest luxury groups are turning to blockchain technology to verify the authenticity of their products.Just a few months ago,Prada

89、launched its very first fine jewelry collection made of recycled gold and traceable pav diamonds.Each piece of jewelry comes with an authentication card that verifies its material and manufacturing origins through the Aura Consortium Blockchain technology.With this digital stamp of authenticity,owne

90、rs will be able to confidently resell the custom pieces further down the line.SELLING SURPLUS Asia is responsible for more than half of all food wasted around the world.Slowly but surely,however,startups are bridging the food waste gap with techdeveloping apps that offer surplus food at a discount.S

91、ingapore app treatsure partners with hotel chains to sell“buffets-in-a-box”that would otherwise be thrown out.Hong Kong food rescue app Phenix allows users to pick up a“mystery basket”of food from local shops for a minimum 50%discount.And in Japan,Kurdashi sells imperfect or seasonally themed food f

92、rom manufacturers for up to 97%off.19CIRCULARRESELL TAGS Fashion brand Samsoe Samsoe is putting QR codes on its clothing tags to facilitate easier resale.When scanned,the QR code will automatically create a product listing on Facebook Marketplace and Instagram Shopping that details the garments styl

93、e,price,size,picture,location,and date of purchase.To sweeten the deal,Samsoe Samsoe will even pay for the resellers post to run across Facebook and Instagram through its“in-clothing media budget.”The feature will initially be tested in Denmark before rolling out across 100%of Samsoe Samsoe products

94、 worldwidemaking the resale process much simpler for Facebook Marketplaces 1 billion monthly active users.REPAIRABLE TECH The premise of the right-to-repair movement is simple:people should be able to fix their stuff.While consumers have been pushing for the right to repair for several years,lawmake

95、rs and businesses are finally catching up.In the U.S.,New York recently became the first state to pass the Digital Fair Repair Actforcing manufacturers to offer documentation,tools,and parts to customers and independent repair stores.And the impact is already apparent.Apple now offers an online Self

96、 Service Repair Store,and its latest iPhone 14 is the easiest to fix since 2016.Meanwhile,Framework is taking the concept even further with a fully modular,repairable,upgradeable laptop.The company launched an upgraded version of the laptop at the end of last year,which has been praised as a“right-t

97、o-repair refreshment.”TERMARKETS20232023 TBWAWorldwide.Proprietary,all rights reserved.20WHATS NE TPLASTIC EXPORT RESTRICTIONS The worlds third-largest container shipping company,CMA CGM,banned scrap plastic from its ships in April 2022.Consequently,the U.S.will have one less avenue to export its pl

98、astic waste overseas,forcing the country to rethink its waste management system and invest in more circular infrastructure for the long-term.CONSUMER ELECTRONICS SUBSCRIPTIONS Tech rentals are becoming an increasingly attractive option for consumers who care about the planet and want to save some mo

99、ney.Berlin-based startup Grover is evidence of this shift,recently raising$330 million to expand its consumer electronics subscription service.Through Grover,subscribers can rent out used phones,monitors,GoPros,electrics scooters and more,giving every product multiple lives FOOD WASTE FASHION With b

100、oth fashion and food under fire for wreaking havoc on our planet,the two industries are teaming up to transform waste into stylish fabrics.Danish cool-girl brand Ganni recently launched a tracksuit made entirely from banana waste,while Filipino brand Lakat Sustainable Sneakers is making sleek shoes

101、out of handwoven pineapple fabrics.Other up-and-coming solutions include coconut shell fabrics,silky textiles made from citrus juice by-products,and mycelium leathers.Rethink your physical footprint:What if stores stopped selling new products altogether?Serving instead as destinations for upcycling,

102、secondhand swaps,and repairs.CIRCULARAFTERMARKETSIncentivize circularity:Reward people for recycling and create programs that make it cool to turn trash into treasure.Embrace organic niches:This trend is pioneered by obsessive collectors,creators,and thrifters.Involve them in your brand and turn the

103、m into your biggest advocates.20232023 TBWAWorldwide.Proprietary,all rights reserved.With climate projections painting a bleak future,superficial solutions and empty promises will no longer cut it.Environmental initiatives we once applauded are now being put under the microscoperaising the bar for s

104、ustainability and exposing the urgent need for alternative solutions.Earning climate credit is more difficultand more necessarythan ever.B A C K S L A S H E 2 0 2 3 CREDITDEGROWTH BRANDS Fast fashion is out,“degrowth is in.Degrowth,the latest buzzword in the world of sustainable fashion,urges consum

105、ers to buy less.Early Majority,known as the first degrowth brand,goes a step further and encourages shoppers to only buy an item once.Their designs are adaptable for a range of activities,weather conditions,and weight changes,thus reducing the need for multiple items.Other well-known labels like Ral

106、ph Lauren are also exploring the potential of degrowth.Halide Alagz,Ralph Laurens chief product and sustainability officer,says that they have seen our financials getting better although we produce less units compared to five years ago.With global apparel consumption continuing to rise,degrowth coul

107、d be the business strategy that gets us back on track.2222ESG INVESTING FACES SCRUTINY One of the buzziest phrases in financeenvironmental,social,and governance(ESG)investingis a scam.At least,according to Hans Taparia and other economists who are calling for more scrutiny.Their argument is that whi

108、le ESG investing sounds like a good idea,current impact measurements dont actually account for how a company affects the environment or society.In fact,it does quite the opposite.ESG ratings are determined by the impact that society will have on a companys bottom line.With such a lenient rating syst

109、em,its not difficult for a company to be deemed environmentally or socially responsible.Just take one look at the Just 100 listan annual list of the top ESG companiesand youll see a range of questionable names.Taparia argues that“instead of measuring the risks that environmental and social developme

110、nts pose to companies,raters and investors should measure the risks to humanity posed by companies.”With more consumers wising up to corporate hypocrisy,we can expect this position to shape future investment strategies.“Anyone who believes in indefinite growth of anything physical on a physically fi

111、nite planet is either a madman or an economist.”Kenneth Boulding,EconomistCLIMATEPATAGONIAS CLIMATE PHILANTHROPY Patagonia set the ultimate bar for climate philanthropy when they announced that“ALL profits,in perpetuity,will go to our mission to save our home planet.”Founder Yvon Chouinard made it c

112、lear that the only shareholder Patagonia would report to from here on out is the Earth.In an environment where brands make empty promises and are exposed for greenwashing,Patagonia stands out for turning company values into actions.Patagonias board chair,Charles Conn,wrote that the company is dispro

113、ving the old shareholder capitalism axiom that corporate goals other than profit will just confuse investors.TREE BANKING Money may not grow on trees,but trees might just make you money thanks to“tree banking.”In Meenangadi,India,farmers are incentivized to grow and protect trees in the quest to be

114、Indias first carbon neutral village by 2025.Farmers who join the tree banking scheme are not only given free saplings to plant and grow,theyre also paid to look after them.As the trees mature and blossom,their fruits and byproducts then create new revenue sources for the farmers.Meenangadis tree ban

115、king program highlights the importance of integrating local communities into climate initiatives.As the executive director of the program says,“the message here is that climate change is being linked with climate justice.”20232023 TBWAWorldwide.Proprietary,all rights reserved.“OK DOOMER”“OK Doomer”i

116、s the new climate activist rallying cry.The phrase,a play on“OK Boomer,”is being used by a growing number of social media eco-creators to fight climate doomismthe idea that its too late to save the planet.These creators argue that spreading climate doom leads to inaction,whereas sharing climate wins

117、 actually creates positive change.“Its too late means I dont have to do anything,and the responsibility is off me,and I can continue existing however I want,”says Philip Aiken,a podcaster who intentionally focuses on solutions instead of fear.“OK Doomer”could be the movement that turns apathy into a

118、ction.THE BRIDGETOWN INITIATIVE Barbados,one of the Caribbeans most vulnerable nations to climate change,wants to change how rich countries finance poor countries in a climate crisis.Named the Bridgetown Initiative,the plan takes aim at a central problem:wealthy countries pay 1 to 4%interest when th

119、ey borrow money,while developing nations face rates of 12 to 14%.The Bridgetown Initiative wants to fix the broken system by changing the terms around how funding is loaned and repaid,asking development banks to lend an additional$1 trillion to developing nations for climate resilience,and setting u

120、p a new way to fund climate mitigation and reconstruction after a climate disaster.The plan made waves at the COP27 U.N.Climate Summit,generating support from World Bank shareholders like French President Emmanuel Macron and US special presidential envoy for climate,John Kerry.23UNIVERSAL CHARGING A

121、 single charging cable is coming to rule them all.Both the EU and India have finally approved a ruling that will require one common charging port to be used in nearly every electronic devicea law thats been in the works for 10 years now.The legislation aims to reduce electronic waste by allowing peo

122、ple to own fewer tech accessories.We generate about 50 million tons of e-waste a year,which is the same as throwing away 1,000 laptops every second.With waste in the spotlight,“buy more”business models will be traded out for sustainable,multifunctional designs.CARBON REMOVAL Once extremely expensive

123、,recent tech advancements have helped make carbon removal more feasible.The worlds largest carbon removal project,dubbed Project Bison,is set to launch later this year.The project will take carbon from the air and compress it into water stored undergroundultimately removing amounts of carbon equival

124、ent to driving 1 million cars in a year.Carbon removal isnt limited to land,either.Hawaiian startup Heimdal is removing carbon from the ocean,a mighty feat considering the ocean has absorbed a third of human-generated excess carbon.WHATS NE TBe prepared to make sacrifices:Goodbye to making lofty cli

125、mate goals that youll inevitably fail to meet.With higher standards for whats considered“sustainable,”brands will be forced to rebuild their entire business model around environmental priorities.Reward everyday actions:What if loyalty programs rewarded consumers for reducing emissions in their daily

126、 lives?Reframing climate action as an everyday decision rather than an insurmountable task.Invite people in:What if companies opened up participation in carbon capture projects?Creating new business partnerships and allowing locals to get involved on the ground.CLIMATECREDIT20232023 TBWAWorldwide.Pr

127、oprietary,all rights reserved.Were simultaneously more connected and more isolated than ever before.With our world no longer built to facilitate face-to-face interactions,businesses are stepping in to fill the void with new social spaces,community concepts,and apps for intentional companionship.The

128、connection economy is booming,and our collective well-being is at stake.B A C K S L A S H E 2 0 2 3 AI COMPANIONSHIP AI is being trained to become your new BFF.Voice-activated care companion ElliQ is eliminating loneliness for aging populations.AI chatbot Replika is trained to be your confidante,the

129、rapist,life coach,or friend.And Japanese startup Gatebox is taking things a step further with personified AI.Their 3D holographic characters adapt to you and your needs,becoming a live-in best friend.With all of these technologies,the more you interact with the AI,the more it gets to know who you ar

130、e and whats important to youallowing it to become just the companion you need.But while these tools have been proven to boost mental health,they also carry a risk.The more personalized they become the more addictive they are,which can potentially cause human relationships to fall by the wayside.MENS

131、 SHEDS In Tasmania,Mens Sheds have become key locations for older males to find friendships through collaborative activities and skill-based work.Though the concept started in the 1990s,its continuing to increase in popularity in the wake of the pandemic.The number of Mens Sheds in Tasmania has rise

132、n by 30%over the last three years,and Australia and Ireland are a few of the countries ramping up government funding for these projects.25About one-third of adults worldwide experience feelings of loneliness.Statista,2022CONNECTIONQUESTGOODNIGHT TEXTS FOR SALE Knowing that a simple message could mak

133、e someones night,Wong Biynag started“A Person Selling A Good Night in a Deserted Land.”For$0.15,people across the world can request a personal goodnight text from Biyang.Biyang crafts a special message based on what people share with her.The content and depth of what people share varies,but all 30,0

134、00+requests are rooted in a common desire to connect and be seen.Biyang explains the power of a text best:“A simple good night is a lighthouse for every lonely person at night.”SPONTANEOUS SOCIALIZING Umity is making meetups more casual and carefree.The app offers a real-time interactive map of soci

135、al experiences,ideas,and events around youmaking it easy to find people to join you for a hike,lunch hangout,museum tour,or whatever youre in the mood for.Just specify your preferred activity,location,and group size,and be prepared to meet up with someone in as little as five minutes.Its spontaneous

136、 socializing on demand.20232023 TBWAWorldwide.Proprietary,all rights reserved.26WHATS NE TQuality over quantity:Were done resting our laurels on how many likes,matches,and followers we rack up.Individuals are desperate for interpersonal relationships that bring substance and depth.Create common grou

137、nd:Break people out of filter bubbles based solely on similar interests.How can you bring people together who would have otherwise never met?Experiment with formats:Go beyond talking,texting,and typing,and find more immersive ways to connect people.RELATIONAL FITNESS We talk a lot about physical fit

138、ness,but what about relational fitness?The founders of SoulCycle are aiming to make relational fitness a priority with Peoplehood,a new physical space where people gather to open up and listen to others do the same.The conceptdubbed“modern medicine for the loneliness epidemic”is being piloted in NYC

139、 with plans to expand elsewhere.“We are thinking about a way to put this in the zeitgeist that makes it joyful and uplifting and meaningful,also create a brand around it that makes it cool to work on your relationships”the founders say.In our busy,increasingly siloed lives,creating dedicated time an

140、d space for connection will become a common practice.CORPORATE DATING APP Over 800 companies in Japan are using an AI-powered dating app to help their employees find love.The app,Aill goen,usually costs about$52 per month,but many of the countrys largest businesses are adding the service as a free e

141、mployee benefit.Aill goen believes that finding romance through a professional network will boost worker productivity and happiness.“Employers were worried about the mental health of their workers,who were largely staying at home with almost no physical interaction during the pandemic,”says China To

142、yoshima,CEO of Aill Inc.NEIGHBORHOOD REVIVAL Remember when neighbors actually met up and talked to each other?Israeli app Venn wants to re-create that sense of local community.Through the app,apartment dwellers in Tel Aviv and Brooklyn can find and plan in-person activities with those who live aroun

143、d them.According to Venns research,having more local friendships strengthens residents sense of belonging and decreases the likelihood that theyll move.Theres a strong commercial case for building community too.Venn Neighborhoods contributed a 240%boost in local spending,and the company recently rai

144、sed$60 million to expand to new cities around the globe.NICHE SOCIAL If the first generation of social networks was about connecting you with anyone and everyone,the next generation of social media will focus on cultivating smaller,more meaningful online communities.A prime example is Niche,a new de

145、centralized social app that organizes users around shared interests.The app has a group for everything from rock climbing enthusiasts to Star Wars memorabilia collectorsleading to richer interactions among more intimate crews.Other community-focused players to watch include Chinese social network So

146、ul and inclusive audio app Somewhere Good.CONNECTIONQUEST“There arent great places to meet new people as an adult these days.Dating apps are really image-focused,and spaces that used to serve important functions in society,like religious institutions,arent resonating as much.”Luna Ray,Founder Of Blo

147、om Community20232023 TBWAWorldwide.Proprietary,all rights reserved.An economy built on“me,”“more,”and“now”is turning a new page.As consumers wake up to the fact that one-click commands come at a cost,theyll start thinking twice before sacrificing sustainability for speed,or workers rights for saving

148、s.The convenience economy is growing a conscience.B A C K S L A S H E 2 0 2 3 28CONSCIOUSCONVENIENCE“Our elevated eco consciousness will shape purchase behaviours towards buying less,but we will have high expectations of the products we do buy.New levels of multifunctionality will obliterate the nee

149、d for multiple bottles,jars and tubs and category-specific products.Imagine foundation packed with serum actives,head-to-toe beauty bars,and sunscreen supplements.”Lisa Payne,Head of Beauty,StylusCARBON RECEIPTS When grocery shopping,it can be tempting to quickly grab whatever looks good without muc

150、h thought.But would shoppers think twice about buying steak if they knew its carbon footprint?Based on findings from Oda,one of Norways largest online grocers,the answer is yes.In 2021,the company partnered with climate research institute Cicero to categorize products as either high,medium,or low-em

151、ission generators.Since then,Oda customers have purchased over 50%more fresh produce than the typical Norwegian consumer.Meat alternatives have also seen an 80%increase in popularity,which is above the national average.“Our customers told us that they find it close to impossible to know what is eco-

152、friendly,climate receipts arrived because of what they asked for,”says Odas sustainability director Louise Fuchs.SOLVING FOR SHIPPING WASTE While theres been a great deal of e-commerce innovation aimed at delivering more goods,faster,the infrastructure has not evolved to keep pace with all the waste

153、 being created.Boox is hoping to change that with reusable shipping boxes and bags.The company supplies brands with multi-use packages as well as the reverse logistics services to collect,refurbish,and redistribute those packages.Lululemon,REN Clean Skincare,Boyish Jeans and Ouai are among the sever

154、al brands that have already made the switch.MADE-TO-ORDER MANUFACTURING Most clothing brands place orders at factories six to nine months in advance,making educated guesses about which styles and sizes will be in demand.But those guesses result in a lot of wasted inventory.Of the more than 100 billi

155、on garments made every year,an estimated 30%is never sold.Enter:made-to-order clothing.While most shoppers assume that customized clothing is out of their price range,companies like Unspun are making it more accessible with the help of 3D body scanning technology.The brand recently launched their fi

156、rst-ever physical store in Hong Kong,where shoppers can get scanned for custom-fit jeans and bring in an old pair to be repurposed.20232023 TBWAWorldwide.Proprietary,all rights reserved.CONVENIENCECONVETRUE PRICE True Price is a Netherlands-based nonprofit helping businesses realize the hidden socia

157、l and environmental costs of their products.To get these costs,they evaluate the harms related to raw materials,labor,and the environment,then calculate how much it would cost to balance out the negative impact.In addition to driving awareness,True Price also contributes to global policy changes.In

158、2021,they worked with the United Nations Food Systems Summit to calculate the cost of all the food produced in the world.They found that the true cost of the global food system is more than$20 trillionnearly double the worlds“normal”food expenditure of$11 trillion.With more transparent pricing,shopp

159、ers will come to realize that cheap goods come at much larger cost.GREEN LABEL CERTIFICATION Foodpanda,Asias leading on-demand delivery platform,is making it easier to eat green.Through their Green Label initiative,foodpanda will assess restaurants against a detailed set of sustainability criteriasu

160、ch as whether they offer vegan or plant-based alternatives,use single-use plastic,engage in carbon-offsetting,donate food waste,offer reusable packaging,and more.Restaurants who meet the requirements will be granted a Green Label certification and will show up under the apps“sustainability made simp

161、le”section.29WHATS NE T Enable mindful shopping:Empower people to choose wisely with product labels and digital platforms that detail carbon emissions,worker treatment,product lifespan,and more.Get smart:Solutions like made-to-order manufacturing,AR clothing try-ons,and smarter demand forecasting wi

162、ll help retailers minimize returns and reduce excess inventory.FAST-FASHION WARNING LABELS What if fast fashion came with a warning label?ThredUps CEO,James Reinhart,thinks it should.His argument is that if fast fashion continues to go unregulated,it will end up becoming the next Big Tobacco.Just as

163、 tobacco was marketed as cool to young adults,Reinhart says,fast fashion is intentionally designed to keep teens hooked.According to ThredUp data,half of college students watch fast-fashion hauls on social media on a weekly basis.And though it wont end fast fashions reign altogether,tighter governme

164、nt regulation and transparent labeling could prompt more mindful consumption.At the very least,it would help young shoppers weigh the environmental costs of cheap clothing.THE END OF FREE RETURNS Despite what me might want to think,our returns dont always end up in another happy shoppers hands.Nearl

165、y half of all returned stock gets discarded,adding 2.3 million tons of waste to landfills annually.To mitigate the high business and environmental cost,fashion giants like Zara,Boohoo,and Uniqlo have all recently introduced a return feeforcing shoppers to purchase more mindfully.Other brands are tak

166、ing a slightly different approach.Canadian clothing company Good for Sunday offers an EcoDrop option,whereby customers can get a full refund for their returns by shipping the product directly to the next customer.Otherwise,theyll have to pay a$12 return fee.CONSCIOUSCONVE20232023 TBWAWorldwide.Propr

167、ietary,all rights reserved.A hyperpolarized society is ready to trade toxic intolerance for a commitment to progress.As the war on“wokeness”rages on,a growing group of people are refusing to participate in a divided world.The Counter Cancel movement will call people in to learn rather than calling t

168、hem outtrading public shaming for healthy,nuanced conversation.B A C K S L A S H E 2 0 2 3 “Social media is trying to erase imperfectionand imperfection is who we are.To see this tidied-up world,its going to make everybody feel like a failure,constantly.People have to be able to redeem themselves;th

169、ey have to be able to make mistakes.”Marilyn Minter,Educator and ArtistI WAS WRONG ABOUT In our age of public criticism and polarization,it can be hard to admit when youre wrong.Its especially hard for journalists,who are constantly called upon to shape our ideas,share truths,and get it right every

170、time.But The New York Times challenged that idea by sharing eight columns titled“I was wrong about”In the essays,Opinion writers reflect on why they have changed their minds about previously published predictions and advicecovering topics from“I was wrong about Trump voters”to“I was wrong about Chin

171、ese censorship.”“Here at Times Opinion,we still hold on to the idea that good-faith intellectual debate is possible,that we should all be able to rethink our positions on issues,”reads the site.In doing so,they hope we can all see the value of admitting when were wrong.RETROACTIVE MEDIA EDITS Last y

172、ear,both Beyonc and Lizzo altered their lyrics after listeners took offense to their use of the word“spaz,”which has been described as a slur against those with disabilities.The changes signal a wider theme emerging across the media landscape.For example,Disney+has famously tried to erase its racist

173、 history by pulling some old cartoons and adding disclaimers to others,Stranger Things fans have called out the Duffer brothers for retroactively editing past episodes,and in 2020,Netflix hid search results for award-winning independent film Cuties after it was accused of promoting pedophilia.While

174、many people have applauded these changes,it also begs the question of how far well go to cover up controversy.31CANCEL31COUNTER“YOU DONT HAVE TO POST ABOUT EVERY TRAGEDY”Cole Arthur Riley wants people to know that they dont have to post about every tragedy.With 24/7 real-time access to the terrors o

175、f the world,its become expected for people to weigh in on every tragic or controversial event via social media.In fact,the pressure has become so great that many people fear their values will be brought into question if they dont post.But by trading this performative social media theater for moments

176、 of silence,Riley says,we can heal in a different way.“In the silence,we can wrap our wounds.What do we hear when we listen?”she asks.“I NEVER THOUGHT OF IT THAT WAY”If theres one question Mnica Guzmn wants you to ask more often,its“What am I missing?”Guzmn is part of Braver Angels,a nonprofit dedic

177、ated to political depolarization.In her new book,“I Never Thought of It That Way,”she lays out how to have difficult conversations with people at the opposite end of the political spectrumurging people to replace certainty with curiosity,and to stop dismissing people we dont see eye-to-eye with.Only

178、 then,says Guzmn,can we engage in respectful dialogue that allows us to see the person behind the politics.CANCEL CULTURE LAWS Singapore may include rules around cancel culture in future legislation.The consideration comes as the country repeals a law that criminalizes gay sex,which has led to both

179、religious groups and LGBTQ groups being attacked online for sharing their reactions.“We should be encouraging people to be able to express their viewpoints on all sides as long as its not offensive and doesnt descend to hate speech,”said Law Minister K Shanmugam.“If we find the right solutions,yes,t

180、hat should be something that we could see in legislation in the near future.”20232023 TBWAWorldwide.Proprietary,all rights reserved.COUNTERCANCELWHATS NE TBreak the echo chamber:Cultivate platforms,features,and IRL experiences that expose people to diverse viewpoints and foster open,respectful dialo

181、gue.Be thoughtful,not reactive:Before rushing to weigh in on every tragedy,brands would be wise to do thorough research,consider the issue from various perspectives,and craft a meaningful plan of action.Oftentimes,being effective is more beneficial than being first.Own your mistakes:Brands,dont be a

182、fraid to acknowledge your past wrongdoings in the pursuit of a better way forward.Taking accountability requires full transparency.32GAY RODEO ORAL HISTORY PROJECT When you think of American cowboys,you probably think of straight,conservative white men.The reality,however,is that one in four rural A

183、mericans are people of color,and 15-20%of LGBTQ people in the U.S.live in rural regions.Historian and researcher Rebecca Scofield is highlighting this more diverse narrative through the Gay Rodeo Oral History Project which collects interviews from members of the International Gay Rodeo Association.D

184、r.Scofield argues that by erasing skewed perceptions of Americas rural cultures,we can stop viewing the country through the lens of an urban-rural divide,and start humanizing each other.THERAPISTS AGAINST CANCEL CULTURE A growing number of therapists are speaking out about the dangers of cancel cult

185、ure after seeing the toll it takes on peoples mental health.Shirani M.Pathak,a psychotherapist and DEI consultant,argues that cancel culture creates an us-versus-them dynamic that amplifies the problem rather than addressing it.”Other experts warn that it can quickly become more about entertainment

186、than accountability,and that it can even backfire by causing people to double down on their claims out of retaliation.20232023 TBWAWorldwide.Proprietary,all rights reserved.B A C K S L A S H E 2 0 2 3 People around the world are settling in for a prolonged period of less:less energy,less resources,l

187、ess of all they were used to.As we say goodbye to abundance,new eco-innovations will be born from the scarcity.Whether reactive or proactivecrisis hacking is officially an essential practice.34CRISISLOAD-SHEDDING SPIKES South Africa is taking a load off.While not new,load sheddingthe practice of tem

188、porarily turning off parts of a power grid to prevent major blackouts and shutdownsis continuing to rapidly increase in South Africa.The country experienced 150 days of load shedding last year,which was three times higher than in 2020.Though necessary,this practice comes with detrimental social and

189、economic impacts.Companies will be expected to come up with solutions that reduce our reliance on finite energy sources in response,such as hand-powered lights from Deciwatt.GOODBYE ABUNDANCE With climate change and Russias invasion of Ukraine disrupting the energy supply,Europe is saying goodbye to

190、 abundance.Paris is just one of the several European cities turning the lights off and enforcing blackouts in order to conserve dwindling resources,while Germany and Spain have both implemented restrictions on the use of heating and AC units.Beyond households,the energy crisis is also forcing busine

191、sses to reconsider their habits.Italys biggest bank,Intensa Sanpaolo,is considering moving to a four-day work week in order to save energy.And LVMH has committed itself and its employees to reducing energy consumption by 10%between October 2022 and October 2023.UNDERWATER GREENHOUSES In the depths o

192、f the ocean,Sergio Gamberini is growing the future.His project,Nemos Garden,is testing the viability of underwater greenhouses as a sustainable,water-conserving alternative to on-land agricultural practices.Only requiring a bit of water to get started,these submerged biospheres are rigged with plant

193、 seeds,fans,and hydroponic equipment that make them self-sustaining.With droughts challenging our food system,sustainable agriculture solutions will be what feeds us in the years ahead.WATER TARIFFS Nature-based solutions(NbS)are helping cities fight water scarcity.One city leading by example is Moy

194、obamba,Peru,where a water tariff helps fund watershed and rainforest conservation projects.Since implementing the tax in 2007,the city has reforested some 500 hectares(1,236 acres)of land and developed awareness programs to teach locals the importance of conservation.Inspired by the success of Moyob

195、amba,Peru is now investing in policies to scale up similar nature-based solutions on a national level.OFF-GRID AIR CONDITIONING Israeli company Green Kinoko is trialing the worlds first liquid nitrogen-powered air conditioner.Because it is not connected to the grid and doesnt blow out heat,the elect

196、ricity-free system is more easily transported and less harsh on the environment compared to conventional AC units.The company already has interest from at least 40 different countries,and is gearing up for mass market production by mid-to-late 2023.Its expected that demand will only continue to grow

197、 as our world gets hotter.HACKING“We are living the end of what could have seemed an era of abundancethe end of the abundance of products and technologies that seemed always availablethe end of the abundance of land and materials including water.”Emmanuel Macron,President of France20232023 TBWAWorld

198、wide.Proprietary,all rights reserved.35WHATS NE T Play within constraints:Limitations can fuel creativity and spark ingenuity.Start by reimagining what your product or experience would look like if it used as few resources as possible.Unlock DIY solutions:Give consumers the tips and tools to use les

199、sfrom simple ways to cut back their energy consumption to grow-your-own produce kits.ENERGY TOURISTS While going on holiday to escape the cold is nothing new,a growing number of travelers are now also fleeing their high energy bills.These“energy nomads”are mostly Northern Europeans who have come to

200、realize that a winter holiday in Spain is cheaper than paying to heat their own homecausing bookings at some Spanish hotels to increase by 50%.This spike in energy costs is largely due to the soaring price of natural gas triggered by the war in Ukraine.And its only getting worse.In October,U.K.resid

201、ents annual energy bills increased by an average of 80%.While energy tourism offers a creative short-term solution,more sustainable coping strategies will be needed going forward.PEECYCLING Our urine might save agriculture as we know it.Fertilizer shortages caused by the war in Ukraine are driving u

202、p global food prices,and researchers believe human urine could be the next best alternative.Its nutrient-dense with nitrogen,phosphorus,and potassium,is less polluting than synthetic fertilizers,and best of alltheres plenty of it to go around.Urine-collecting toilets are already being deployed in th

203、e U.S.,and Paris is planning to install 600 toilets that can divert pee into separate basins for the citys tree nurseries and green spaces.As similar projects scale up around the globe,we could all soon save resources with a single flush.AT-HOME KITCHEN HACKS With utility bills through the roof,clev

204、er solutions are helping people cook faster and more responsibly.In the UK,grocery retailer Iceland and power supplier Utilita are hosting free in-person workshops that teach people how to save money by using less power in the kitchen.Elsewhere,designers at the University of Nigeria have come up wit

205、h a solar cooking system that can be used outdoors,while Indian Oil Corporation has created a solar-powered stove for indoor use.And finally,more meals are being planned with an eye toward efficiency.Blue Apron and Panasonic are promoting dishes that can be prepared in Panasonics energy-saving four-

206、in-one oven,and influential British chef Jamie Oliver is putting a spotlight on One-Pan Wonders that save both energy and water by using fewer dishes.CRISISHACKINGHAC20232023 TBWAWorldwide.Proprietary,all rights reserved.The days of data free-for-alls are coming to a close.As regulation tightens and

207、 power shifts in favor of users,well see the end of vague privacy policies and the start of a more formalized data exchange economy.One where data is assigned an indisputable value.And where users own their data from the start.B A C K S L A S H E 2 0 2 3 37DATA RUSHThe global Data Broker market is e

208、xpected to grow at 4.5%from 2022 to 2029,reaching nearly$365.71 billion.Maximize Market ResearchDATA FOR DOLLARS A growing number of companies are turning the data power dynamic on its headallowing everyday people to control and profit from their data.Privacy-focused web browser Brave pays its 42 mi

209、llion worldwide users 70%of the revenue it generates from the ads they see.The Foursquare Labs app,where people can share and save the places they visit,rewards people with gift cards for sharing their location.Datacy allows people to profit from their browsing data.And the Clture app pays Black use

210、rs to upload their data from sites like Netflix,Amazon,YouTube,and Uberthen sells that data to businesses seeking insight into Black consumers habits.PREPPING FOR A COOKIELESS FUTURE In the latest update on its plans to replace third-party cookies for advertising,Google says it will now hold off unt

211、il 2024 in order to allow more time for proper testing.The second delay comes as digital advertising giants and e-commerce companies take a hit from Apples operating system privacy updates,which limits advertisers from accessing an iPhone user identifier.Though it remains to be seen how a cookie-fre

212、e future will play out,Googles majority 63%share of the global browser market means we can expect the companys actions to set the data tracking standard.“An unprecedented amount of value is being created by everyones data.And yet theres a total disconnect between the creation of that value and who r

213、eceives it.”Frank Mccourt,Founder of Project LibertyPERSONAL ONLINE DATA STORES(“PODS”)Sir Tim Berners-Lee,the man who invented the World Wide Web over 30 years ago,isnt too happy with how things have turned out.With his latest project,Solid,Berners-Lee is aiming to put data back in the hands of use

214、rs.The core idea is that instead of your personal data being scattered all over the internet for anyone to grab,it should all be stored in one place under your control.That one place is called a Pod(“personal online data store”).It would then be up to individuals to give businesses access to their d

215、ata on a case-by-case basis,such as to deliver a personalized ad or process an online application.While skeptics say his vision is too ambitious,several supporters are optimistic that Sir Tim Berners-Lee could once again change how the internet works.ABORTION DATA DELETION When news broke that the U

216、.S.Supreme Court could overturn Roe v.Wade,government access to reproductive health data was urgently called into question.Concerned privacy experts were quick to point out that everything from search history,to personal messages,to period-tracking app data could now be used to identify people who t

217、ry to get an abortion.One location data firm was even caught selling information about abortion clinic visits for about$160.In response,Senator Elizabeth Warren announced sweeping legislation to ban the sale of location and health data.“With this extremist Supreme Court poised to overturn Roe v.Wade

218、 and states seeking to criminalize essential health care,it is more crucial than ever for Congress to protect consumers sensitive data,”said Warren.Soon after,Google also announced that it would delete location data that shows when a user visits abortion clinics as well as other sensitive locations

219、like domestic violence shelters and addiction treatment facilities.20232023 TBWAWorldwide.Proprietary,all rights reserved.38WHATS NE TMake it tangible:Help users visualize and quantify their data,turning something abstract into something more comprehensible.Enable exchanges:When users own their data

220、,itll be up to them how they spend it.Prepare to give people the option to monetize their data,exchange it for discounts,or even donate it to a good cause.Be transparent:Consumers may be willing to trade their data for a more personalized experience,but only if youre upfront about the benefits and i

221、mplications.SYNCING HEALTH&FITNESS DATA Google and Samsung are making it easier to sync data across health and fitness apps.Through their jointly-released Health Connect app,users can choose which apps have access to which types of data through centralized privacy controls.“For example,Android users

222、 will now be.able to sync and get credit for their Peloton workouts in apps like Oura,MyFitnessPal,WeightWatchers and Lifesum,”said Google.This means one health app could integrate data from your workouts,your sleep tracker,your nutrition app,and moreproviding a more holistic picture of your overall

223、 health.In a future full of even more apps and smart devices,these types of integrations will be key to helping people get the most out of their data.DATA RUSHMARRIOTT MEDIA NETWORK With third-party cookies on their way out,a slew of companies have launched their own advertising networks.Walmart,for

224、 example,is letting advertisers use its data to send targeted digital ads to online shoppers,while DoorDash,Kroger,and CVS Health have also been offering advertisers more ways to reach customers using retailer data.Marriott International joined that list last year with the launch of the Marriott Med

225、ia Network.The network will allow advertisers to use the hotel chains data to target consumers on Marriotts app,website,the TVs in their room,and in hotel lobbies,gyms,and bars.For brands,this opens up a massive opportunity to target travelers who have very specific needslike ground transportations,

226、personal items they may have forgot to pack,entertainment options,restaurant recommendations,etc.And with 164 million Marriott rewards members,the potential is not to be underestimated.PERSONAL DATA VALUATION How much would you be willing to sell your data for?For the average American,the answer is$

227、1,452.25 according to a 2022 survey by CouponBirds.The study raised key questions around how we might begin putting a price tag on personal data.Is$1,450 fair?Should some peoples data be worth more than others based on things like gender,spending power,and location?As we inch closer to a world where

228、 people have ownership over their data from the start,these questions will only become more important.20232023 TBWAWorldwide.Proprietary,all rights reserved.The push to die better is forcing an antiquated end-of-life industry to change its tune.Unsatisfied with current limitations,society is breakin

229、g the stigma and ushering in a more proactive,personalized,and experimental approach.The reexamination of death is just beginning.B A C K S L A S H E 2 0 2 3 40Gen Zers are four times more likely than boomers to talk to family about mortality,create a bucket list,and visit a death caf.Aura,2021GRIEF

230、 TALK The days of keeping your grief to yourself are coming to a close.CNN Anchor Anderson Cooper is sharing his personal stories of loss through an emotionally charged podcast called“All There Is.”On it,he discusses his own experience with losing family members,and invites guests to open up about t

231、heir own grief.The podcast reached No.1 on the Apple Podcasts charts upon its 2022 release,with the eight episodes exceeding 4 million downloads.Other popular podcasts demystifying grief include“Griefcast”and“Whats Your Grief.”HUMAN COMPOSTING As death wellness comes out of the shadows,were seeing a

232、 growing number of people opt for nontraditional burials.One such alternative is human compostingwhereby human remains are transformed into nutrient-rich soil thats given back to the earth.The process is currently legal in five U.S.states and is steadily gaining acceptance from lawmakers elsewhere.B

233、esides the emotional appeal of being able to return to nature,human composting offers some practical benefits as well.For one,its much more sustainablesaving about a metric ton of CO2 per person compared to conventional burial or cremation.And secondly,it doesnt take up land,which is an increasingly

234、 important factor considering were running out of space for burials.For more,watch Backslashs episode of Life on the Edge:Dying Green DIY DEATH PREP In the push to die well,more people are preparing for their death on their own terms.One way to do that is by planning your funeral in advance a proces

235、s made easy thanks to apps like Everdays,which allow you to prearrange your end-of-life service within minutes.Similarly,Cake lets people organize all their death wishes in one place.This includes everything from healthcare wishes,to financial planning,to how you want to be rememberedsignificantly r

236、educing the logistical burden for your bereaved relatives.DEATHUNDONE20232023 TBWAWorldwide.Proprietary,all rights reserved.41WHATS NE TDEATHUNDONEDIGITAL IMMORTALITY Thanks to modern tech,were closer than ever to bringing the dead back to life.Companies like HereAfter AI and Somnium Space are using

237、 peoples data to reincarnate them in the form of a chatbot or avatarthus allowing loved ones to interact with your digital replica long after youre gone.Similarly,Amazon recently unveiled a feature where Alexa can read stories aloud in a deceased loved ones voice after hearing just one minute of tha

238、t persons speech.“While AI cant eliminate that pain of loss,it can definitely make their memories last,”said Rohit Prasad,senior vice president and head scientist for Amazon Alexa.PSYCHEDELIC END-OF-LIFE COMFORT A 2022 study has revealed that much like a near-death experience,psychedelics can dramat

239、ically reduce fears of death.The researchers hope the results will advance efforts to medically treat end-of-life anxiety with substances like psilocybin.For example,to offer comfort to cancer patients who are depressed due to their life-threatening diagnosis.“There will be many within our culture w

240、ho are going to face that existential crisis and be very distressed by it,so its a hugely applicable therapeutic indication,”says Roland Griffiths,the senior author of the study.DIGITAL LEGACY PLANNING Between social media accounts,digital currencies,photos,and online subscriptions,digital assets re

241、ally add up over the course of someones life.Thankfully,more people are beginning to think about what happens to all that data when they die.More than two-thirds of estate planners are now incorporating digital tools and assets into their clients plans.And companies like GoodTrust are offering a sim

242、plified one-stop shop for digital legacy planning.With the dead expected to outnumber the living on Facebook by 2070,these types of services will be essential to helping us put our digital footprint to rest.UNCONVENTIONAL MEMENTOS Save My Ink Forever is offering a new way to remember your loved ones

243、:postmortem body ink recovery.The company preserves peoples tattoos after they die,then has them framed like artworkthus immortalizing a symbol that the deceaseds loved ones saw regularly.Tattoo preservation is just one of several unconventional offerings being explored in the deathcare space.Other

244、startups are turning ashes into everything from fireworks,to diamonds,to vinyl records.And design companies are creating colorful urns that double as art objects.Looking forward,memorial offerings will be as unique as the individuals themselves.Open the conversation:Reframing death in a realistic ye

245、t approachable light will turn avoidance into action.Brands can help by creating moments for open conversation,and uniting unlikely partners to facilitate proactive planning(think financial advisors X death doulas).Digital inheritance:What if declaring your post-death account wishes was a mandatory

246、part of every sign-up processfrom cloud storage services,to social media profiles,to crypto wallets?Ensuring that digital inheritance was never an afterthought.20232023 TBWAWorldwide.Proprietary,all rights reserved.Cities around the world are being reimagined for an uncertain futureaccounting for ri

247、sing sea levels,declining health,and dwindling resources.With these urban planning experiments will come a mix of old and new ideas,and a fresh appreciation for resilient,self-sustaining designs.Expect future-proof cities to redefine aspirational living.B A C K S L A S H E 2 0 2 3 43Without curbing

248、emissions,its predicted more than 800 million people,living in 570 cities around the world,could be at risk from sea level rise by 2050.C40 CitiesFLOATING CITIES Floating city concepts are gaining popularity as rising sea levels threaten communities around the world.Construction has already begun on

249、 a floating city in the Maldives,and another is set to be built in the waters off South Korea this year.Similarly,the worlds first eco-friendly floating homes are currently being developed on Panamas north coast.Beyond just moving from land to water,these floating cities are also serving as a model

250、for a more sustainable way of life.South Koreas OCEANIX Busan,for example,will have urban farm areas to grow food,will be 100%powered by solar,and each neighborhood will be responsible for recycling resources and replenishing its own water.META-UTOPIAS South Korea is going all in on the metaverseoff

251、ering a new blueprint for civic engagement.Last year,Seoul launched a first-of-it-kind virtual platform that allows residents to get in touch with city officials,access public services,join community events,and explore historical landmarks.The same plan is also shaking out in the South Korean city o

252、f Seongman,where virtual residents will soon be able to access civil services and events via an NFT token.Governments around the globe are now following South Koreas lead,with Dubai,Madeira,and Shanghai among the several other cities investing in metaverse developments.FUTUREUTOPIASSAUDI ARABIAS WAL

253、LED CITY The Saudi Arabian desert will be home to a futuristic walled city by 2030.Called“The Line,”the city will stretch 170 kilometers long,500 meters tall,and only 200 meters wide,and will be enclosed by a mirrored faade in order to maintain an ideal temperature year-round.The city will also run

254、entirely on renewable energy,and is expected to house nine million people once completed.Transportation is another unique element.Everything residents need will be no more than a five-minute walk away,and a high-speed rail will be able to transport people from one end of the city to the other in jus

255、t 20 minutescompletely eliminating the need for cars or roads.15-MINUTE CITIES Calls for“15-minute cities”whereby residents can access the essentials of daily life within a 15-minute walk or bike rideare growing louder.Though the concept has been around for a while,it was most recently popularized b

256、y Paris.Sweden even pushed the idea one step further with plans for a hyperlocal“one-minute city.”Now,the C40 Cities Climate Leadership Group is partnering with Nordic Real Estate Partners(NREP)to bring the concept to life in at least five additional cities around the world.The goal is to cut emissi

257、ons and prove the benefits of“reclaiming space in cities from polluting vehicles back to people.”Through the pilot programs,C40 and NREP will establish hyperlocal design standards that can be replicated globally.20232023 TBWAWorldwide.Proprietary,all rights reserved.44WHATS NE TSMART LIVING South Ko

258、reas Eco Delta Smart City offers a glimpse into the future of data-driven living.Residents are required to wear a smartwatch that tracks their household energy consumption,lets them engage with the city,alerts them when food in their refrigerator is expiring,and more.The device also monitors their h

259、ealth data,which can be displayed across the homes smart mirrors.The Eco Delta Smart City is currently home to 56 tenants who live rent-free in exchange for giving up their data.Once the three-year pilot is over,the learnings will be used to demonstrate how an entire smart city could eventually be b

260、uilt from scratch.Globally,investments in smart cities have doubled since 2018,reaching$158 billion in 2022.Other projects to watch include Japans Woven City(developed by Toyota),the Suita Sustainable Smart Town(developed by Panasonic),and government smart home pilots in Helsinki and Amsterdam.3D-PR

261、INTED ECO VILLAGE A 3D-printed village made from recycled cacao is coming to Ecuadors coast.Poised to be“the Silicon Valley for circular economy innovators,”the Cacao Eco Village will house a chocolate factory,an education and research center,and co-working and co-living spaces.The villages modular

262、designmade from cacao shell waste and local materialsalso makes it self-sufficient.The roofs will facilitate rainwater collection,for instance,and the buildings will have natural ventilation systems.“In the not so distant future,we will be able to design buildings made entirely of natural materials

263、and recycle them at the end of their life cycle,”says renowned architect Valentino Gareri.Prototype and test:Use this as an opportunity to trial new technologies and ways of living.From smart appliances to disaster-proof building materials,the time to shape the next era of urban planning is now.Expa

264、nd the role of your physical footprint:As citizens strive for a happier,greener way of life,businesses should reevaluate which emerging needs and desires their stores and office spaces can fulfill.Go local:Consider smaller store formats closer to places of residencereducing the need for transportati

265、on.FUTUREUTOPIAS#CITIESTOK Urban planning talk is thriving on social media.On TikTok,a growing number of architecture and city planning enthusiasts are breaking down topics like housing and transportationoften with an activist spin.Dispelling the myth of the suburban utopia,advocating for car-free p

266、olicies,and explaining gentrification are just a few popular themes.Meanwhile,over on Twitter,some amateur urban planners are using DALL-E to visualize what cities would look like if they were built for pedestrians instead of cars.With growing access to knowledge and online tools,everyone can have a

267、 say in the future of urban development.METAVERSE PALEONTOLOGY Threatened by rising sea levels,the island nation of Tuvalu is replicating itself in the metaverse.The idea is that going digital will allow Tuvalu to preserve its likeness and culture in the event that the island is wiped out due to cli

268、mate change.Doing so,says Tuvalus foreign minister,“is the only way they can remind their children and grandchildren what their home once was.”Up to 40%of the islands capital is already underwater at high tide,and the entire country is expected to be fully submerged by the end of the century.If glob

269、al warming continues unchecked.Tuvalu wont be the last nation to go digital.The global market for smart citiesencompassing the AI,IoT and data management systems that will enable many of their promised functionsis expected to top$2.7 trillion by 2027.Business Wire,202220232023 TBWAWorldwide.Propriet

270、ary,all rights reserved.The fight against inequality is growing more nuanced.No longer just a wealth gapthe climate gap,health gap,education gap,and digital divide are exposing the very real consequences of rising inequality.And human rights are at stake.In the race to rebalance the scales,unlocking

271、 access is the next big market opportunity.B A C K S L A S H E 2 0 2 3 46BRAZILS URBAN GARDEN With 811 million people around the world facing hunger,its clear that our current food system is broken.One example of how we might begin fixing it lies in Brazils efforts to build the worlds largest urban

272、garden by 2024.The project is part of Hortas Cariocas,a government program that aims to bring healthy produce to disadvantaged communities.Once complete,the garden will be as large as 15 soccer fields and will be able to produce about 160 tons of food a yearbenefitting up to 100,000 families every m

273、onth.In addition to being a fresh source of produce,the garden also provides a helpful source of income.Those who work in the garden receive anywhere from R$500($98)to R$1,000($192)a month depending on their involvement.Only about half of the produce is actually sold,however.The other half is donate

274、d directly to those in need.FREE PERIOD PRODUCTS Scotland made waves when it became the first country in the world to offer free period products last year.A survey of more than 1,000 women in Scotland,which helped drive support for the bill,found that a fifth of them had experienced period poverty a

275、t some point in their lives.Those who couldnt afford tampons or pads often resorted to using less sanitary alternatives like toilet paper or rags.While Scotland is the first to make menstrual products free on a national scale,it wont be the last.Northern Ireland is considering a similar measure,and

276、New Zealand and Seoul already offer free menstrual products in schools.SHRINKING SOUTH AFRICAS HEALTHCARE GAP Only 16%of South Africans have access to private healthcare,putting major strain on an already overextended public healthcare system.Oyi is helping South Africans save up for private treatme

277、nt with a prepaid medical card thats accepted by every healthcare provider in the country.Savings on the card can only be used to cover medical expenses,ensuring that users have a safety net in times of need.Another benefit is that the card can pay for the treatment of family members or dependentsof

278、fering a major advantage over most insurance schemes.DEMOCRATIZED DISASTER PREP One-third of people globally live without access to natural disaster warning systems,putting them at much greater risk of dying from extreme weather events.The UN is setting out to close the preparedness gap by ensuring

279、that everyone on the planet is protected by early warning systems within the next five years.The Global Commission on Adaptation found that just 24 hours notice of an impending hazard can reduce the ensuring damage by 30%,creating huge potential to save lives and prevent economic loss.The aggressive

280、 goal will require partnerships not only between the UN and state governments,but also with forward-thinking businesses.COLLAPSEGAPCOLLAP20232023 TBWAWorldwide.Proprietary,all rights reserved.COLLAPSEGAP47WHATS NE T Unlock access to the essentials:Health,food,education,finance,energy,and telecom bra

281、nds,listen up.As inequality worsens,businesses will increasingly be expected to make up for gaps in government services.Think beyond one-time aid:What kind of tools and resources will continue to provide and protect for the long term?Open-source generosity:In addition to spreading physical resources

282、,businesses can spread intel and ideas in order to solve shared problems.FINANCIAL INCLUSION It might be all about the money,but having a place to save that money?Not so easy.Especially if you are unhoused,undocumented,or unemployed.Filipino state bank Landbank is looking to bring more Filipinos int

283、o the financial system with the Piso accounta product that allows customers to open a savings account with a minimum deposit of just one peso.In a similar vein,the UAEs Now Bank is opening financial doors for migrants by removing documentation and account balance requirements.FACILITATING RICH-POOR

284、FRIENDSHIPS Reducing inequality?Thats what friends are for.A study released in Nature found that friendships between rich and poor individuals are a better predictor of upward mobility than any other characteristic studied yet.To help cultivate cross-class friendships,school districts are urging mor

285、e low-income students to participate in sports by offering free equipment,physical exams,and transportation to practice.Similarly,on a college level,Yale University places incoming students with groups of roommates from a variety of backgrounds.E-COMMERCE ENTREPRENEURSHIP Indias online shopping scen

286、e is mainly reserved for the biggest cities.To bring e-commerce to rural Indians,CityMall is championing a localized model that empowers micro-entrepreneurs to run and grow their own virtual stores.The retail app has so far recruited over 100,000 community leaders who are able to learn the business

287、by assisting with local sales,marketing,and last-mile delivery.With over$110 million in funding,CityMall could very well change how India shops.TIKTOK PILOTS FREE WI-FI Thirty percent of the world still lives without access to the interneta stark divide between developed and developing nations.To he

288、lp bridge the digital divide,TikTok partnered with ThinkWifi to pilot 50 free wifi hotspots throughout South Africa.“With this pilot,we hope to encourage more people to join digital spaces such as ours,to not only create content but to learn new skills and educate fellow community members about thei

289、r passion and interests,”said TikTok director Fortune Mgwili-Sibanda.COLLAP20232023 TBWAWorldwide.Proprietary,all rights reserved.B A C K S L A S H E 2 0 2 3 Our gender no longer defines us.And we dont want it to.From fashion to family dynamics,were unraveling the roles that gender boxed us into and

290、 doing away with binary gender divisions.As we move past male/female stereotypes,well lean into new identity markers that transcend our physical sex.49GENDERRULESTHE BAD BUNNY EFFECT Disrupting an industry is no easy feat,but Bad Bunny makes it look easy with every single he drops.Hes elevated regga

291、eton to the mainstream and shattered the genres sexist and violent stereotypes along the way.From writing songs in the female perspective,to calling out the murder of a Puerto Rican transgender woman on live TV,the Puerto Rican artist has continued to challenge ideas of what a male reggaeton star ca

292、n stand for.Fellow Puerto Rican singer Ricky Martin says Bad Bunny“resonates with a generation that is,at the moment,discovering who they really are.”“It is very refreshing to witness in an industry known for its machismo,”he continued.“SINGLE AND PROUD”India remains a largely patriarchal society wh

293、ere women are taught to aspire to marriage and motherhood.This is especially true in rural India,where single women are considered a burden and thousands of widows are banished to holy towns.But a growing number of Indian women are now flipping the script and choosing to be“proudly single.”Some of t

294、hese women have banded together through a Facebook group called Status Single,where they celebrate their independence and bond over their shared values.“I meet a lot of women who say they are single by choice,they reject the notion of marriage because its a patriarchal institution thats unjust to wo

295、men and is used to oppress them,”says Sreemoyee Piu Kundu,founder of Status Single.HOUSEWORK SCHOOLS Strict gender roles have long governed domestic life in Japan.So much so,that its common for men to retire without ever having cooked,cleaned,or washed a dish.But fed up wives are demanding change.Th

296、e only problem?Most men dont know where to start.In search of guidance,a growing number of men are now attending housework schools where they learn to clean,iron,do laundry,and cook.In addition to men who want to be better husbands,courses have become especially popular among older widowers and divo

297、rcees who are figuring out how to look after themselves in the absence of a partner.SURNAME EQUALITY A top Italian court has ruled that newborn children should carry both parents surnames by default.The court said that automatically assigning children just the surname of their father is constitution

298、ally illegitimate.Instead,parents can now decide whose surname comes first(as Italian women typically keep their last name when they marry)or,they can choose just one of their namesmarking the first time its possible for children to carry their mothers last names.With Italys gender equality score cu

299、rrently falling below the EU average,supporters believe the landmark judgment will help erase outdated ideas of a patriarchal family.56%of millennials and 50%of Gen Z agree that traditional gender roles and binary gender labels are outdated.Bigeye,202120232023 TBWAWorldwide.Proprietary,all rights re

300、served.50WHATS NE TFlip the script:Beyond just avoiding stereotypes,brands can spur positive cultural change with advertisements that completely turn gender norms on their head.Check yourself:Are you categorizing products“for men”or“for women”in a way thats limiting?Is your branding or packaging rei

301、nforcing outdated gender ideals?Break the bias:Host experiences that cross gender lines and prove biases wrong.A lived experience can be more powerful than a digital message.GENDERRULESFLUID FASHION Chinese label Pronounce is challenging fashions gender norms.Though widely considered a menswear bran

302、d,Pronounce refuses to be put in a box and says it is designed for anyone“who is curious,who loves new and desirable stuff,who wants to be confident.”Gender fluid in form and function,Pronounces larger goal is to combat old-school ideas of masculinity in Chinawhere the state media has banned“effemin

303、ate”men on TV.FAIR PLAY Under new guidelines,New Zealand is allowing transgender athletes to play community sports in the gender they identify withno proof or justification required.While transgender participation has proved controversial at both amateur and elite levels,New Zealands move marks a bi

304、g leap toward fair play.As part of the update,Sport New Zealand is also encouraging local sport leaders to appoint inclusion officers,rethink gender-specific uniforms,and make bathrooms and changing rooms trans-friendly.UNGENDERED TOYS Spain is banning gender stereotypes from childrens toy ads.The n

305、ew ruling,which came into effect in December 2022,prohibits the“exclusive association”of girls with toys that reproduce roles of“caregiving,domestic work,or beauty”and boys with“action,physical activity,or technology.”It will also ban ads that use blue or pink to imply that their products are for bo

306、ys or girls.The ruling follows the lead of several other European nations,including France and Britain,who have recently adopted similar rules.For the next generation,breaking the gender binary starts with fostering more inclusive play.GENDER-NEUTRAL SIRI The stereotype of the female assistant might

307、 be gone in the workplace,but it persists virtually with the onslaught of female digital assistants like Alexa,Siri,and Cortana.Seemingly innocuous,the feminization of digital assistants reflects biases toward women being submissive caretakers.Apple heard the criticism and responded with a gender-ne

308、utral voice option for Siri.Voiced by a member of the LGBTQ+community,the genderless solution sounds more human and less robotic.As gender constructs continue to unravel,businesses will be forced to reflect on how their designs may be reinforcing outdated ideals.20232023 TBWAWorldwide.Proprietary,al

309、l rights reserved.B A C K S L A S H E 2 0 2 3 A once-sterile healthcare industry is taking cues from the pleasurable parts of wellness,ushering in a more holistic and hyper-personalized approach.As wellness fuses with everything from beauty,to entertainment,to fashion,everyday rituals will get a sel

310、f-care makeover.Who says the journey to better health cant be enjoyable?52HEALTHHEDONISM3D-PRINTED PERSONALIZED MEDS Traditionally made in small batches and carrying a hefty price tag,personalized medication has been largely inaccessible.Until now,that is.Finnish healthtech startup CurifyLabs is dem

311、ocratizing the process with a 3D printer that allows hospitals to print pills according to a patients exact needs and preferences.Global spending on precision medicine is expected to surpass$132 million by 2027(a 270%increase from 2022),further proving that bespoke solutions are the future of health

312、care.MENOPAUSE VACATIONS Between hot flashes,mood changes,and insomnia,menopause is no walk in the park.To help women navigate the changes of midlife and cope with its symptoms,a growing number of wellness resorts and spas are now offering menopause-specific retreats.Hormone lectures,nutrition tips,

313、and intuitive dance sessions are just a few of the services youll find there.While menopausal women have previously been underserved by the medical community,these vacations reflect a new level of attention around the topic.One renowned wellness resort,Canyon Ranch,has seen a 50%increase in the numb

314、er of inquiries about menopause-related concerns over the past three years.MICROBIOME BEAUTY The line between health and beauty is blending away with the advent of microbiome skincare lines.Studies out of China and Japan have revealed that problematic skin can be caused by low microbiome diversity,e

315、ncouraging people to test their skin microbiome with at-home testing kits from the likes of Singapore-based Sequential Skin.Renown German brand Dr.Strum and Indian line LactoSporin are also capitalizing on these insights with new acne treatments that use pro-,pre-,and postbiotics to rebalance skin r

316、ather than harming it with harsh chemicals.But with ingredient consciousness on the rise,brands will need to ensure that their claims are well-proven before tapping into beauty buzzwords.CANNABIS PHARMACY South Africa has legalized its first cannabis-only pharmacy.Located in Johannesburg,THC Pharmac

317、y supplies card-carrying medicinal cannabis users with up to 120 grams per month.But its not your average pharmacy.In a unique twist,the pharmacy also employs a chef that shows customers how to use cannabis in different recipes.As healthcare becomes more lifestyle-oriented,we could see more partners

318、hips between doctors and chefs in the future.“Products and services claiming well-being benefits are thriving in a world dominated by health-related fear and uncertainty.Shrewd brands are finding ways of injecting little pockets of wellness into the everyday lives of their consumers.”Lisa Payne,Head

319、 of Beauty,Stylus20232023 TBWAWorldwide.Proprietary,all rights reserved.53WHATS NE TLend some motivation:Monetary incentives,playful challenges,and gamification can make the more dreaded aspects of healthcare fun.Avoid elitism:To shed its exclusionary reputation,health and wellness brands will need

320、to unlock affordable forms of self-care for the masses.Provide proof:When everything is being sold as“wellness,”the word can quickly lose its meaning.Wellness brands can gain credibility by partnering with medical professionals and backing up their claims with clear scientific evidence.WORKOUT LIVES

321、TREAMS Stuck inside due to ongoing Covid lockdowns,people in China are turning to workout livestreams to make fitness fun.The current star of the livestream scene is singer and actor Liu Genghong,who gained more than 64 million followers in a single month last year.And the growth is set to continue.

322、According to smart fitness platform Keep,revenue from Chinas online fitness market is expected to increase from 786.6 billion yuan in 2021 to 1,479.3 billion yuan in 2026,with a CAGR of 13.5%(versus the global growth rate of 4.8%).Even further down the line,the digital fitness space could get a VR m

323、akeover.Meta is already making its VR headsets“sweat-proof”in anticipation.GUCCI X OURA RING Feeling“Gucci”never looked so good.Wearable health tracking startup Oura Ring teamed up with Gucci to create a specially branded 18 carat gold smart ring that tracks heart rate,sleep quality,fitness levels,a

324、nd more for a premium price of$950.While other labels like Tory Burch have made flashy FitBit accessories in the past,the design partnership between Gucci and Oura Ring suggests that more cross-industry collabs are on the horizon.HEALTHHEDONISMHEALTHY LIVING REWARDS Wellness apps Ness in the US and

325、Caterpillar in the UK are rewarding healthy choices.From working out to buying vegetables,every healthy action is tracked and turned into points that can be redeemed for shopping and entertainment discounts.Meanwhile,Romania and Moldavia are taking wellness incentives one step further with the creat

326、ion of a special healthy rewards currency.With preventative care as a common priority,we can expect to see more health-driven loyalty schemes from retail,finance,and health brands going forward.CIRCADIAN HACKING Between endless screen time,far too little sleep,and indoor livingmodern life is somewha

327、t of a circadian rhythm nightmare.But a new wave of solutions are aiming to reset our internal clocks for better overall health.Tech company Arcascope is using customized circadian rhythm recommendations to help shift workers get better sleep;Polars Ignite 3 fitness watch is designed to help balance

328、 your workout schedule with your unique circadian rhythm,pinpointing the specific time of day youll be most alert;and beauty brand Nobel Panacea created a Chronobiology Sleep Mask that releases ingredients according to your overnight circadian rhythm.20232023 TBWAWorldwide.Proprietary,all rights res

329、erved.B A C K S L A S H E 2 0 2 3 Governments and brands are monitoring our every move.Whether via smart devices in our homes or cameras on our street corners,surveillance is being normalized both with and without our consent.But while 24/7 tracking is becoming the price of admission into modern soc

330、iety,the fight for privacy isnt over just yet.55HELICOPTERTECHMENTAL HEALTH APP VIOLATIONS Sharing your deepest fears and concerns shouldnt come at a cost.Unfortunately,seeking help and guidance from mental health apps is indeed costing people one very precious thing:their privacy.Mozilla found that

331、 most mental health apps track,share,and capitalize on users recorded moods and biometrics,often selling this personal information to advertisers.Some of the worst offenders even save private therapy chat transcripts.To regain trust,apps will need to implement safeguards and practice radical transpa

332、rency.“The widespread adoption of surveillance technologieseven ones that offer supposed benefitscreates an environment where even more surveillance is deemed acceptable.After all,there are already cameras and microphones everywhere.”Chris Gilliard,The AtlanticGREECES SPYWARE BAN Greece is saying“no

333、 thanks”to surveillance by becoming the first country to explicitly ban commercial spyware.Under the law,anyone caught selling,using,or purchasing spyware will face a prison sentence of up to two years.But Greek lawmakers are not stopping there.Theyre also reforming rules for legally sanctioned spyware(AKA wiretapping).After revelations that multiple party leaders and journalists had been the vict