1、Before you read any further,you should know that this is not a trend report.It does not highlight the latest TikTok challenges(they would be irrelevant by the time this was published anyhow),nor does it cover the hot new aesthetics or here-today-gone-tomorrow fads.Instead,at Backslash,we focus on th

2、e deeper cultural shifts that have the scale and longevity to help brands gain a greater share of the future.And those shifts dont renew themselves on an annual basis just because the calendar said so.With that in mind,our 2024 Edge glossary offers a refreshed look at major global cultural shiftstak

3、ing a nuanced dive into the manifestations and tensions that are changing their trajectory.This year,we debut five new Edges that offer encouraging solutions to the thornier realities on the horizon.Realities like the need for protections against extreme weather(pg.62),the need to hold onto our huma

4、nness in the age of personal AI (pg.65),the need to reimagine tourism(pg.122)and mobility(pg.101)at scale,and the need to reinspire hope as end-of-times thinking takes root(pg.41).A YEAR FORIn many ways,these emerging shifts represent the new faces of survivalism in a rapidly changing and increasing

5、ly chaotic world.And as history tells us,to survive you must adapt.Thats why we believe 2024 is a year not for rapid innovation,but for adaptation.Because in many cases,we already have the answers to todays biggest problems.It has become abundantly clear that we need to consume less,repair and recyc

6、le more,work hand-in-hand with vulnerable and underrepresented groups to design for their needs,get back to IRL connection,and give people complete autonomy over their bodies and their data,among many other things.For businesses,the big challenge now is putting these solutions into action and pullin

7、g the right levers to change habits at scalefocusing on incentivizing positive behaviors as much as selling products.We hope our Edges serve as a blueprint for adapting to the inevitable twists and turns that lie ahead.Not just in 2024,but in the many years to come.ADAPTATIONThis is an independent r

8、esearch report by TBWA.None of the entities or individuals referenced herein has endorsed or otherwise participated in this report.Edges must be rooted in human values,be recognizable through consumer behaviors,and lead to clear business implications.WHAT IS AN EDGE?A meaningful cultural shift that

9、has the scale and longevity to propel a brand toward a greater share of the future.EDGE/ej/noun01Cultural 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 over

10、half of Backslash-designated regions.03OFCONTE-NTSTABLELiquid Reality Mind Maintenance Money Out Loud Mood Geisting Neo-Collectivism Next-Gen Naturalists Odd-ysseys Optimized Anatomy Platform Politics Rerouted*Rewild Resilience Roots Revival Sexual Liberation Stability Pursuit Stealth Mode Unglossed

11、 Untourism*Wealth Hacking Work-Life Boundaries Zero OutArtificial Creativity Body Debates Circular Aftermarkets Climate Credit Connection Quest Conscious Convenience Counter Cancel Crisis Hacking Data Rush Death Undone Demise Duality*Future Utopias Gap Collapse Gender Rules Health Hedonism Helicopte

12、r Tech Inclusive by Design Inclement Armor*Intimate AI*Kinder Cult Lab-Made World11 14 17 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62 65 68 7174 77 80 83 86 89 92 95 98 101 104 107 110 113 116 119 122 125 128 131*=New for 2024Culture drives technology,and technology drives culture.Thats why this ye

13、ar,we worked hand-in-hand with TBWAs global innovation practice,NEXT,to show how cultural shifts are both born from and elevated by technology.Each Edge has been tagged with the Emerging Technologies that we believe will unlock the greatest opportunities for innovation.These are not all inclusive,bu

14、t rather should serve as a starting point that inspires new ways to activate each Edge.Complete definitions for all Emerging Technologies can be found in the appendix on pages 134-135.To learn more about how NEXT turns intel into action,visit year,we are proud to introduce proprietary data powered b

15、y TBWAs Disruption Indexan industry-first data product spanning 29 countries.The Disruption Index allows us to quantify the Strength,Speed,and Spend of our 41 Edges.Strength measures how important an Edge is to someone personally.Speed measures velocity in the market,or how important an Edge is to p

16、eople around them.And Spend measures the percentage of respondents that would spend more on products or services related to a particular Edge in a particular category.Together,these metrics show us the disruptive potential of an Edge for a specific country,industry,or audience.For specific inquiries

17、 about the latest Disruption Index data,please reach out to .UNITED STATES Optimized AnatomyBetween Ozempic mania and a growing obsession with reverse aging,US adults are stopping at nothing to overcome the limits of their biology.71%of adults say it is important to them to“optimize their body to be

18、come healthier,stronger,or more attractive.”BRAZIL Future Utopias With over 16 million Brazilians living in favelas,the country is exploring radical approaches to transformation.82%of adults say it is important to them to“support the development of more sustainable,livable,future-proof cities and to

19、wns.”ARGENTINA Stealth Mode As the country experiencing the greatest YoY increase in cyberattacks in Latin America,Argentinas privacy paranoia is well justified.46%of adults would pay more or switch brands for technologies that“protect their work and identity from being tracked,stolen,or manipulated

20、 online.”SOUTH AFRICA Data Rush As the worlds most internet-addicted country,South Africa has much to gain from its online footprint.Services that allow people to own and monetize their data will offer a sense of stability.55%of adults would pay more or switch brands for technologies that allow them

21、 to“take back control and ownership of their personal data.”NIGERIA Mind Maintenance With money problems as a leading cause of stress,finance brands are in a unique position to help close Nigerias mental health care gap.48%of adults would pay more or switch brands for financial services that help th

22、em“proactively take care of their mental health.”A snapshot of key Edges to watch in countries across the globe,powered by data from TBWAs proprietary Disruption Index.Source:TBWA Disruption Index Proprietary Research in 29 countries,Q1 2024(n=13,100)UNITED KINGDOM UntourismUK citizens are looking t

23、o leave their unfavorable“Brits abroad”reputation behind them,opening the door to a new market of richer,greener travel experiences.35%of adults would pay more or switch brands for travel and hospitality offerings that help them“travel in a way that minimizes disturbances to the local culture,landma

24、rks,and the environment.”SINGAPORE Body Debates From sales of lab-made meat to the recent approval of elective egg freezing,discussions around body autonomy are heating up in Singapore.52%of adults would pay more or switch brands for health and wellness offerings that help them“make decisions about

25、their body and their health in their own best interest.”AUSTRALIA Rewild Resilience Rewilding projects are flourishing in Australia,coinciding with a collective embrace of Aboriginal culture.70%of adults say it is important to them to“protect biodiversity and take actions to help nature thrive.”JAPA

26、N Mood Geisting A culture known for masking emotions is looking to go deeper.51%of adults say it is important to them to“find new ways to understand and optimize their mood.”GERMANY Crisis HackingAs Germany emerges from an energy crisis,households will continue to look for ways to save resources whi

27、le saving money.63%of adults say it is important to them to“make lifestyle adjustments and find DIY hacks that help them respond to natural resource shortages.”CHINA Zero Out For Chinas notoriously burnt-out workforce,the ability to tune out the noise of the world is priceless.43%of adults would pay

28、 more or switch brands for media&entertainment that helps them“destress and simplify their life so they can reconnect with themselves.”Source:TBWA Disruption Index Proprietary Research in 29 countries,Q1 2024(n=13,100)GENERATIONS,DECODEDA single generation can propel a cultural shift forward.Using t

29、he Disruption Index,we selected a few of the unexpected Edges that resonated with each generation more than any other age group.Gen Z is toppling taboos and redrawing the boundaries of social normsbringing once-private topics like money and death into public discourse.Millennials are just as surviva

30、list-savvy as they are tech-savvy,proving their resourcefulness and tackling uncertainty head-on.Gen X is the most open to pleasurable and experimental health hacksdispelling ideas that the wellness craze is being led by todays youth.Baby Boomers are all about autonomy.From their data to their bodie

31、s,personal empowerment is paramount for this generation.DEATH UNDONE 60%say it is important to them to“break the taboo around death and be open to new end-of-life approaches.”MONEY OUT LOUD 65%say it is important to them to“reevaluate my relationship with money and talk about it openly.”NEXT-GEN NAT

32、URALISTS 74%say it is important to them to“learn forgotten survival skills and become more self-sufficient.”CRISIS HACKING 66%say it is important to them to“make lifestyle adjustments and find DIY hacks that help me respond to natural resource shortages.”HEALTH HEDONISM 86%say it is important to the

33、m to“make health and wellness an enjoyable part of my lifestyle.”OPTIMIZED ANATOMY 82%say it is important to them to“optimize my body to become healthier,stronger,or more attractive.”BODY DEBATES 93%say it is important to them to“be able to make decisions about my body and my health in my own best i

34、nterest.”DATA RUSH 82%say it is important to them to“take back control and ownership of my personal data.”Source:TBWA Disruption Index Proprietary Research in 29 countries,Q1 2024(n=13,100)2024 EDGESFUTURE UTOPIASREWILD RESILIENCEODD-YSSEYSUNTOURISMMOOD GEISTINGKINDER CULTGENDER RULESLAB-MADE WORLDI

35、NCLEMENT ARMORREROUTEDOPTIMIZED ANATOMYDATA RUSHSTEALTH MODEWORK-LIFE BOUNDARIESSEXUAL LIBERATIONCRISIS HACKINGGAP COLLAPSECLIMATE CREDITDEMISE DUALITYBODY DEBATESLIQUID REALITYHELICOPTER TECHZERO OUTMIND MAINTENANCEHEALTH HEDONISMUNGLOSSEDINTIMATE AICONNECTION QUESTDEATH UNDONEMONEY OUT LOUDSTABILI

36、TY PURSUITINCLUSIVE BY DESIGNWEALTH HACKINGCONSCIOUS CONVENIENCECIRCULAR AFTERMARKETSARTIFICIAL CREATIVITYPLATFORM POLITICSCOUNTER CANCELNEO-COLLECTIVISMNEXT-GEN NATURALISTSROOTS REVIVALAI is proving itself as a creative force to be reckoned withpushing the boundaries of our imagination and enabling

37、 the masses to become makers.As previously held notions of creativity are shattered,matters of ownership,the value of human-made vs.AI-made,and the preciousness of the creative process will continue to come into question.“MAKE IT MORE”ChatGPTs“make it more”trend is pushing images to the extreme.Here

38、s how it works:users ask ChatGPT to amp up its first draft of an image,then ask again and again until the output reaches max absurdity.For example,if you ask the tool to create a spicy bowl of ramen,you would keep asking it to be spicier until its so hot that its literally setting the world on fire.

39、Other examples include a bodybuilder getting progressively more muscular,and a quaint scene in Switzerland becoming more Swiss.The trend is proving that when it comes to AIs imagination,the limit does not exist.COPYRIGHT CONUNDRUM In a legal first for China,a Beijing court granted copyright protecti

40、on to artwork created using AI with human guidance.Over 170,000 viewers tuned in to watch the livestream of the proceedings,where the court ultimately ruled that AI-generated images should be legally protected“as long as they demonstrate human originality and intellectual input.”According to the cou

41、rt,a machine cannot be considered an author since it has no free will.This decision is in stark contrast to the US,where the Copyright Office has ruled that AI-generated art cannot be copyrighted.CLASSROOM CHATBOTS Schools and universities around the world are divided over their stance on ChatGPT.So

42、me are reverting back to paper exams and handwritten essays in order to prevent plagiarism,while others are leaning in and using chatbots to fuel creativity and foster critical thinking skills.For those embracing the technology,use cases include asking students to critically evaluate the chatbots re

43、plies,or using ChatGPT to generate essay outlines before writing them longhand.Teachers incorporating ChatGPT say it has helped lead to richer discussions and pushed students to think differently.And its not only students who are taking advantage.According to a 2023 survey,one-third of teachers have

44、 used ChatGPT to come up with“creative ideas for classes.”“AI thrives when our need for originality is low and our demand for mediocrity is high.”Ray Nayler,Time MagazineTHE UNCREATIVE AGENCY The Uncreative Agency is the worlds first fully automated creative agency,powered by AI.The initiative launc

45、hed last year courtesy of global creative network DDB,and has since been used by some of the worlds most famous brands as well as leaders of the biggest ad agencies.The process is relatively straightforward:users submit a simple one-sentence brief,and the tool churns out a unique creative proposal i

46、n a matter of minutesno budget or human input required.While the ideas generated arent yet award-worthy,the tool is proving out the potential for AI to become a useful(and much more affordable)partner in the creative ideation process.AI-GENERATED CONTENT LABELS While some platforms have flat-out ban

47、ned AI-generated content,others are putting rules in place to ensure AIs role is clearly called out.Both YouTube and TikTok now require creators to label their AI-generated content,especially if it looks realistic.And over in the publishing world,Amazon is requiring authors to disclose when self-pub

48、lished content is“AI-generated”or“AI-assisted.”Amazons move came after hundreds of e-books crediting ChatGPT as an author flooded the site,which sparked serious backlash among literary circles.12 2024 TBWAWorldwide.All rights reserved.ARTIFICIAL CREATIVITYTEXT-TO-MUSIC Youve heard of AI text-to-imag

49、e and text-to-video generators.Next up:text-to-music.In May,Google released MusicLMan experimental AI tool that creates original songs based on users text and sound prompts.In search of post-modern latin jazz-rap?How about chill acoustic vibes for a dinner party?MusicLM can do it all,homing in on re

50、quests for certain instruments,genres,and emotions.For now,MusicLM wont generate any songs with specific artists or vocals in order to avoid rising concerns around deepfaked music.That said,though,some still argue that text-to-music generators violate music copyright by“learning”from other artists w

51、orksa debate that could soon be settled via several ongoing lawsuits.CALL IT OUT The use of watermarks,disclaimers,and labels will be essential to clearly differentiate AI-made outputs from human-made ones.EMBRACE CO-CREATION Invite fans to leverage AI to come up with your next product design,campai

52、gn,or out-of-the-box idea.13UNLOCK EFFICIENCY Lean on AI to take care of the mundane tasks and churn out hundreds of content variations in an instant,so that your human team members can focus on the truly creative tasks.2024 TBWAWorldwide.All rights reserved.ARTIFICIAL CREATIVITY80%of Americans thin

53、k presenting AI content as human-made should be illegal.AIPI Survey,2023NEXT TECHNOLOGIESGENERATIVE AIAVATAR IDENTITIESUNTETHERED AUDIOEXTENDED REALITYWHATS NE TFUTURISTIC FLAVORS AI may not have taste buds,but thats not stopping companies from trusting it to come up with futuristic flavors.One exam

54、ple comes from German beer brand Becks,which celebrated its 150-year anniversary with the worlds first AI-made beer.The technology was not only used to generate the recipe and the name,but also to design the logo,container and advertising campaign.Similarly,Coke leaned on AI to co-create its latest

55、mystery flavor and understands how fans envision the future through emotions,aspirations,colors,flavors and more.The drinkcalled Coca-Cola Y3000 Zero Sugar was meant to represent what Coke would taste like if we jumped ahead to the year 3000.But according to some critics,the flavor should stay in th

56、e past.DREAM PRODUCT GENERATOR Have an idea for what you want to purchase but dont know where to start your search?Googles new shopping tool is aiming to speed up that process by allowing users to type in a description of what theyre looking for,then generating images of imaginary products based on

57、that prompt.Users can then select the AI image thats closest to what theyre looking for,and shop actual products that resemble it.Beyond personalizing the online shopping experience,search data gained from the tool could also inspire the creation of entirely new products or designs.Our bodies are of

58、ficially up for discussionand theres little consensus on whats right.As conversations around everything from drugs to diets escalate,once-personal decisions will move to the center of very public debates around the right to bodily autonomy vs.the need for regulation.CONSPIRITUALITY Covid may have ju

59、mp-started conversations around health-related conspiracy theories,but the conversation hasnt ended there.There are now conspiracies about sunscreen,the causes of cancer,and wifiamong other alleged illsand they are going global.This merging of New Age spirituality and extreme right-wing anti-science

60、 activism is known as“conspirituality,”or,as British journalist James Ball calls it,“the-wellness-to-fascism pipeline.”People attracted to this movement are generally skeptical of mainstream medicine and are in search of alternative explanations.As for the people spreading the lies,theres another mo

61、tivation:profit.Many promoters of anti-vaccine falsehoods,for example,are making millions selling their own“natural”wellness products.The first step in fighting back against conspirituality?Improving health literacy among the general public and arming people with scientific counter-arguments.SCHOOL

62、DRESS CODE DEBACLES Goodbye plaid skirts and stiff collared shirtsBangkok is easing school dress codes.An order issued by the Bangkok Metropolitan Administration is requiring all 437 schools within the Bangkok metro area to let students wear casual clothes at least one day a week and to loosen restr

63、ictions on hairstyles.The move aims to respect childrens“individuality,diversity,religious beliefs and gender preference,”and comes in response to recent protests against strict uniform policies.Last June,an uproar was sparked when a 15-year-old student was barred from enrolling in a prestigious sch

64、ool because she dyed her hair pink and refused to wear a uniform.Some Thai teachers have also been known to humiliate students by chopping off their hair in front of the entire school.The strong reactions to the new orderboth positive and negativeare highlighting deeper cultural tensions around disc

65、ipline versus freedom of self-expression.84%of adults globally say its important to“be able to make decisions about my body and my health in my own best interest.”TBWA Disruption Index Proprietary Research in 29 countries,Q1 2024(n=13,100)DIETITIAN CORRUPTION Dietitians on TikTok are getting paid of

66、f by the food industry.Earlier this year,the World Health Organization warned consumers about using artificial sweeteners like aspartame to control their weight.Following that announcement,groups like American Beverage(a trade and lobbying group representing Coca-Cola,PepsiCo,and more)and Canadian S

67、ugar Institute hired dietitians to post videos debunking the WHOs findings,driving over 2.7 million views of#safetyofaspartame videos on TikTok.Its estimated that at least 35 popular creators have been paid to encourage viewers to continue drinking diet soda and consuming other highly processed food

68、s or unproven supplements.With this kind of manipulation undermining the credibility of the wider health industry,consumers will be looking for trusted brands to clear up the confusion with science-backed facts.OZEMPIC SIDE DISHES Barclays predicts the global market for obesity drugs will reach$100

69、billion by around 2030.For food companies,this raises an interesting question:will lower appetites result in lower sales?According to Walmart execs,the answer is yes.And some big name brands are already creating new products in anticipation.Nestle,the worlds largest food company,is working on compan

70、ion products like shakes and bars that would supplement vitamins and minerals and reduce loss of muscle mass.Abbott Laboratories is developing a new protein drink specifically for weight loss drug patients.And even General Mills is experimenting with high-protein products that will pair well with th

71、e drugs.As these drugs become cheaper and more widely available,we can expect even more brandsfrom fitness companies to restaurantsto begin introducing Ozempic-inspired innovations.15BODY DEBATES 2024 TBWAWorldwide.All rights reserved.AUDIT YOUR INGREDIENTS Food,beverage,and beauty brandsinspect you

72、r ingredients and rethink your packaging.With an overload of buzzwords and a lack of regulation,clear,informative labeling will be a must.LOOK OUT FOR YOUR EMPLOYEES Where governments take away rights or fail to provide resources,employers canand will be expected tostep in and support.TOXIC PRODUCT

73、DETOX In a time when every day brings a new headline about a food or household product that could be slowly killing you,its no wonder why people are rethinking what they put in and on their bodies.This is especially true in places like the US where loose and out-of-date government regulation is forc

74、ing consumers to do their own research around whats safe versus whats toxic.Some of the latest products being put under the microscope include scented candles,Skittles,anti-aging creams,and cleaning products.Resources like the Environmental Working Groups Healthy Living app are aiming to clear up th

75、e confusion by allowing people to search for a product and identify ingredients of concern.It also provides a score based on the number of hazards linked to various chemicals.SMOKE-FREE FUTURE While efforts are underway to ban smoking for the next generation,the path to a smoke-free future isnt exac

76、tly straightforward.Last year,for example,New Zealand made headlines when it passed a groundbreaking law that would effectively ban smoking for the next generation.Now,the countrys new right-leaning coalition government is scrapping that plan in a move that health experts say will cost the country b

77、illions in health care.Similarly,Malaysias proposed smoking ban is facing continued delays.On the other hand,England,Ireland,Wales and Hong Kong are all exploring ways to become smoke-free within the decade.And until laws in Hong Kong are made official,the health chief is encouraging a less conventi

78、onal strategyasking citizens to stare judgingly at anyone who lights up a cigarette in areas where it is banned.TRANSGENDER SURGERY REQUIREMENTS A growing number of human rights advocates in Japan are campaigning for the abolition of a clause that requires transgender individuals to undergo steriliz

79、ation surgery in order to have their gender changed on official papers.While the law has been in place since 2003,Japanese courts are now moving to declare the surgery requirement unconstitutional,with a family court recently saying that forcing such“grave and irreversible”operations on people viola

80、tes their human rights.One man personally affected by the law,Kanata Kimoto,currently runs a popular YouTube channel,where he answers questions about his life as a trans man and shares his experience undergoing mandatory sterilization surgery.“I dont want to see the future of younger people ruined b

81、y the lack of choices,”he says.FINANCIAL BLOCKS Finance companies are no stranger to controversial industries.But as laws and cultural norms related to body autonomy continue to evolve,so too will their policies.In July,for instance,MasterCard told payment processors and banks in the US to stop allo

82、wing marijuana transactions on debit cardsa move that will certainly make it less convenient for MasterCard holders to buy weed,but wont stop them from finding crafty workarounds.Another attempt to block transactions is underway in Texas,where Republicans are introducing bills that would ban credit

83、card companies from processing payments for abortion pills.BODY DEBATES16UNPACK THE TENSION What the science says isnt always in alignment with what society believes.Openly acknowledging the tensions is the first step to bridging the gap.NEXT TECHNOLOGIESWHATS NE TBIO-MATERIALSEMOTION AINEURAL CONTR

84、OLAt the intersection of sustainability,scarcity,and hype culture lies a booming aftermarket economy.Old products are being recycled,repaired,and 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 unlockin

85、g ample opportunities for post-sale profits.PROFESSIONAL THRIFTERS The style box craze is getting a circular upgrade.Thanks to the rising popularity of thrifting,fashion influencers are curating personalized thrift hauls for their followers.The process kicks off with customers sharing a Pinterest-st

86、yle mood board of their ideal looks.Then,the shopper will scour the thrift stores on their behalf and ship a box of unique,specially selected finds straight to their door.These thrifted style boxes have become so popular on TikTok that stylists are struggling to keep up with demand.By personalizing

87、the secondhand shopping experience,thrifted items are elevated from a strangers discard to an exclusive find.WEDDING RENTAL SERVICES With many brides and grooms wanting to hold on to their wedding outfits and decor as a keepsake,it may not be the first industry youd imagine to move into the rental b

88、usiness.But planet-conscious and price-conscious couples are proving everyone wrongas evidenced by wedding rental companies reporting significant increases in sales.This includes services like Australia-based Stillwhite,an online marketplace for pre-worn wedding dresses;Bloomerent,which allows peopl

89、e to reuse florals from someone elses wedding while theyre still fresh;and Verstolo,which offers rentable diamond bling.Who says sentimental events cant go circular?18CIRCULAR AFTERMARKETSCLOTHING REPAIR BONUS Ripped jeans?Shirts with missing buttons?Broken heels?If you live in France,dont throw tho

90、se items in the trash.As of October 2023,the French government offers a“repair bonus”that allows people to reclaim between 6 to 25 of the cost of mending their clothes and shoes.With an estimated 700,000 tons of clothing thrown away in France each year,the new waste-cutting scheme will have a major

91、impact.RESALE STORYTELLING On Xianyu,Chinas biggest secondhand trading app,sellers share personal memories about the items theyve listed.These entries are often so lengthy and detailed that theyve given rise to a special genre:“Xianyu Literature.”Some might share the special memories they made in a

92、beloved outfit;others might talk about what a particular toy meant to them as a kid;or maybe theyll post a story about the games they used to play on a laptop theyre now passing on.While most people consider pre-loved items to be worth less than new ones,this element of organic storytelling adds sig

93、nificant emotional value to what might have otherwise been a forgettable purchase.TRASHY EATS Squash scraps,ugly shrooms,leftover dough,and beautiful surplus greens are just a few of the ingredients you might find on the menu at Shuggies Trash Pie.The San Francisco restaurant builds its entire menu

94、around foods that would otherwise go to wastesuch as irregular or surplus produce,byproducts from food manufacturing,or offcuts from the meat or fish industry.Though other restaurants are also incorporating food-saving strategies where possible,very few have proudly made waste their primary focus.“C

95、ircular and ethical practices are a necessary prerequisite for the new luxurynot a luxury of thought in themselves.”Vogue UK 2024 TBWAWorldwide.All rights reserved.RETHINK YOUR PHYSICAL FOOTPRINT What if stores stopped selling new products altogether?Serving instead as destinations for upcycling,sec

96、ondhand swaps,and repairs.TELL A STORY Consider how the backstories of pre-loved items could add value and build emotional appeal.THE FOOTWEAR COLLECTIVE Footwear competitors New Balance,On,Reformation,Target,Crocs,Inc.,Brooks Running,Ecco and Vibram are teaming up to transition the industry from a

97、linear system to a circular one.The initiative,called the Footwear Collective,outlines three pillars for collaboration:circular materials,where companies agree to use sustainable materials into their supply chains;infrastructure,where the brands commit to changing their infrastructure to allow more

98、circularity at scale;and consumer behavior,where brands fuel enthusiasm around circular consumption.While plenty of shoe brands have set out to make more sustainable shoes on their own,this marks a majorand very necessarypush toward cross-company collaboration.MODULAR HEADPHONES The Kibu Headphones

99、are promoting circularity for the next generation of consumers.These modular headphones are made from 100%recycled materials and are designed to be assembled and customized by children,so the product can grow alongside them.If a wire breaks or a headband no longer fits,replacement parts can be order

100、ed directly from Kibu.Kibu is also committed to remanufacturing,renewing,dissembling or recycling the headphone at the end of their lifespanteaching kids that the best electronics are ones that last a lifetime.19INCENTIVIZE CIRCULARITY Reward people for recycling and create programs that make it coo

101、l to turn trash into treasure.NEXT TECHNOLOGIESCIRCULAR AFTERMARKETSHAIRY TEXTILES Hair clippings are proving to be a useful(albeit unusual)waste source.In the Netherlands,a company called Human Material Loop works with participating hairdressers to collect human hair,which it processes into textile

102、s and sometimes turns into garments.And its not just human hair thats being given a second life.So too is pet hair,with efforts underway to turn wasted dog and cat fur into fine fabric.FIXIT CULTURE Dont be so quick to give up on your broken goods.Instead,take them to a Repair Caf and enjoy some cof

103、fee while volunteer“fixers”go to work.These community repair sites are on the rise globally as more people look to salvage their stuff,ranging from broken vacuum cleaners to lamps and even phones.In 2023,55%of British adults chose to repair an item rather than replacing it.For Australians,its 79%.On

104、line communities for handy folks are thriving as well,with subreddits like r/fixit attracting over 300k worldwide members.EMBRACE ORGANIC NICHES This trend is pioneered by obsessive collectors,creators,and thrifters.Involve them in your brand and turn them into your biggest advocates.WHATS NE TBIO-M

105、ATERIALSCOMMUNITY COMMERCEMODULAR DESIGNASSISTIVE ROBOTICS 2024 TBWAWorldwide.All rights reserved.Superficial sustainability solutions and empty environmental promises no longer cut it.With climate projections painting a bleak future,efforts we once applauded are now being put under the microscopera

106、ising the bar for sustainability and exposing the urgent need for large-scale change.Earning climate credit is both more difficult and more necessary than ever.PLANT-BASED ACTION PLAN As a follow-up to a 2021 climate agreement,Denmark recently unveiled the worlds first national action plan to promot

107、e plant-based foods.The plan involves training chefs in both public and private kitchens on how to prepare vegan meals,as well as prioritizing plant-based diets in schools and the education system.It also outlines initiatives to expand the exports of locally produced vegan food through embassies,and

108、 to invest more in plant-based research and development.If successful,Denmarks plan could very well serve as inspiration for the rest of world.CONSERVATION BASIC INCOME Imagine if governments paid people a basic income to protect nature.Thats the idea behind conservation basic income(CBI),which woul

109、d transfer money to people living in or using key conservation areas throughout the world,from Indigenous people in the Amazon to cattle herders in East Africa.The researchers behind the proposal estimate that a global CBI would cost at least$351 billion in order to pay about 232 million people annu

110、ally,which is significantly less than the estimated$500 billion that governments spend to subsidize harmful industries each year.The main goal of a CBI would be to alleviate the poverty traps that often force conservationists to overexploit natural resources and sell their labor to destructive indus

111、tries.While there is not yet evidence that a global CBI would work,evidence from similar programs is promising.In Indonesia,for example,unconditional payments to hundreds of thousands of the poorest families also reduced deforestation.As a next step,the researchers are pushing for locally led pilot

112、programs that put the concept to the test.21CLIMATE CREDITGREENHUSHING Fear of being called out for greenwashing is giving rise to a counter trend:“greenhushing.”The term refers to companies keeping quiet about their sustainability practiceseven if plausible or well-intentionedin order to avoid crit

113、icism.For instance,if 50%of a companys hotels are using fully renewable energy,they might decide not to publicize their progress out of fear that people will question why its not yet 100%.But this kind of silence could be slowing momentum.Research has shown that sharing environmental updates creates

114、 a positive ripple effect,often inspiring laggards to take action.So rather than avoiding the conversation,companies should practice full transparencyexplaining whats already been done,and being upfront about how far they still have to go.CARBON CREDIT CATASTROPHE Verra,the worlds leading carbon cre

115、dit certifier for major corporations like Disney,Gucci,and Shell,is facing a credibility crisis.Findings from a nine-month investigation have revealed that more than 90%of Verras rainforest offset credits do not represent genuine carbon reductions.In fact,according to the investigation,the projects

116、have had no measurable impact,and in some cases where the impact has been measurable,the projects have actually resulted in deforestation.While Verra challenges the conclusions drawn by the investigation,theyve since announced that they will be transitioning to a new model.The Verra scandal is addin

117、g serious pressure for regulatory bodies to set clear and measurable standards not just for the unregulated carbon credit industry,but also for the growing carbon label market.More than half of consumers globally(55%)are skeptical of brands sustainability claims.YouGov,2023 2024 TBWAWorldwide.All ri

118、ghts reserved.BE PREPARED TO MAKE SACRIFICES Its the end of making lofty climate 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.22NEXT TECHNOLOGIESCLIMATE CR

119、EDITCLIMATE CHANGE WORKSHOPS The hottest ticket for a night out in Paris?Climate change workshops.During these three-hour sessions,attendees are asked to arrange 42 cards representing the different causes and consequences of climate changefrom the use of fossil fuels to the melting of glaciers.Theyr

120、e hosted by a nonprofit called Climate Fresk,and theyve become so popular in France that theyre now part of introductory courses at several elite French universities and are taught at major companies such as the bank BNP Paribas.Participants say they leave feeling empowered to make changes in their

121、personal lives,whether by cutting back on their meat consumption or lobbying their employers to institute greener practices.LEGOS LEARNING LESSON Not every sustainability goal goes according to plan.Just ask Lego,which recently abandoned its plans to make bricks from recycled plastic bottlesa move t

122、hey first announced back in 2021.Upon further testing,the toy giant found that switching to recycled bricks would require extra ingredients for durability as well as greater energy for processing and drying.On top of that,theyd have to switch to all new manufacturing equipment,which ultimately would

123、 have led to a higher carbon footprint.Although disappointing,the reality is that the path to sustainability isnt always straightforward.By practicing transparency and giving consumers full insight into the reasoning behind their decision,Lego is building trust for the long term.PLASTIC FREE DATABAS

124、E Designers aiming to ditch plastic should look no further than PlasticFree,an online platform that provides subscribers with in-depth reports on over 100 sustainable plastic alternatives.Part material library,part design tool,the platform helps people avoid the“minefield of misinformation”around al

125、ternative materials and highlights applaudable case studies from projects around the globe.The most impressive materials included in the database are fossil-free nutrient-based materials such as Notplas edible seaweed packaging or Mirum plant leather,which are able to go back to the earth as nutrien

126、ts.REWARD EVERYDAY ACTIONS What if loyalty programs rewarded consumers for reducing emissions in their everyday lives?Reframing climate action as a daily decision rather than an insurmountable task.PROGRESS OVER PERFECTION Rather than waiting until a big climate goal is reached,businesses can inspir

127、e action by publishing regular progress reportsdetailing the intermediate wins as well as the mistakes and ongoing challenges.WHATS NE TBIO-MATERIALSMODULAR DESIGN 2024 TBWAWorldwide.All rights reserved.Were simultaneously more connected and more isolated than ever before.With our world no longer bu

128、ilt to facilitate face-to-face interaction,new social spaces,apps,and business models are stepping in to fill the void.The connection economy is booming,and it might just heal our collective well-being.COMMISSION ON SOCIAL CONNECTION The World Health Organization is making loneliness a global health

129、 priority with the launch of a new Commission on Social Connection.For the next three years,the commission will focus on ways to address the global epidemic of loneliness,reviewing the latest science and designing strategies to help people deepen their social connections.“For too long,loneliness has

130、 existed behind the shadows,unseen and underappreciated,driving mental and physical illness,”said US Surgeon General Dr.Vivek Murthy.“Now,we have an opportunity to change that.”HUMAN REBOOT Between Covid isolation and increasingly online lifestyles,things one thought to be basic human skills are no

131、longer proving to be so basic.Just look to the workplace,where more employers have started incorporating“soft skills training”after noticing that Gen Zers were struggling to make conversation and give face-to-face presentations.Or,look to Japan,where some people are taking classes to relearn how to

132、perfect their smile after three years of pandemic masking.For a society desperate to reconnect with confidence,updating our social software will be an essential first step.MENS RETREATS While women have long been taught to open up and embrace their emotions,the same cant be said for mena problem tha

133、ts now being attributed to a worsening male friendship recession.Not only do men around the world have fewer friends than women,but men also report being less emotionally connected to the friends they do have,making them much more susceptible to feelings of loneliness.Mens retreats are hoping to rev

134、erse that trend by giving men dedicated time and space to meaningfully connect.These retreats come in a wide array of stylesranging from those focused on emotional literacy,such as EVRYMAN and Junto,to those that create connection through physical activity,like Rewilding Surf Retreats in Cornwall.As

135、 interest in these gatherings rises,we could one day see mens retreats be prescribed for both mental and physical health.24CONNECTION QUEST Pinterest Predicts,2024Pinterest data confirms our craving for deeper connections,showing significant increases in searches for“questions for couples to reconne

136、ct”(+480%YoY),“deep conversation starters”(+185%YoY)and“emotional intimacy”(+40%YoY).DAZI As Chinas Gen Z looks to reclaim their social lives post-Covid,the search for dazi“(activity partners)is on.The majority of these relationships are formed by inviting strangers to hangout through social platfor

137、ms like Xiaohongshu and WeChat,with activities ranging from hiking to weekend travel.But dont confuse dazi with friends.The goal isnt necessarily to get to know one another on a deeper level or to develop a lasting relationship,its to simply enjoy an activity together and move on.Participants say th

138、e activity-focused approach is a practical,low-pressure way to connect IRL with no strings attached.THOUGHTFUL APP We already have apps that remind us to drink more water,meditate,and meet our daily fitness goals.But what about an app that reminds you to check in with your friends?Thats the idea beh

139、ind Thoughtful,a new app that assesses your connection style then offers personalized daily suggestions for reaching out,acknowledging important dates,and deepening your connections.This might mean getting a notification to wish someone good luck before an important event,or being asked to reply to

140、a prompt such as“Who was the last person you gave a compliment to?”Relationships are a marathon,not a sprint,says psychiatrist Samantha Boardman,MD,who advised on the apps development.Its by way of those micro-moments of checking in and showing up for people that friendships are sustained over time.

141、2024 TBWAWorldwide.All rights reserved.FAKE IT,FOR REAL For those struggling to find friends,new social spaces are helping people fake it until they make it.In South Korea,for example,nonprofit NEET Connect has created a program for unemployed people to come together and“play office”in a simulated w

142、ork environment.The goal isnt to get rich(in fact,you dont get paid a dime),but rather to connect with people in a similar situation and see that youre not alone.Similarly,at Tokyos Tomodachi ga Yatteru Cafe(Cafe Run by Friends),the staff are actors who pretend like theyve known you for years.Theyll

143、 greet you with a smile and an“Its been a while!”And they might even ask how your mom is doing(never mind the fact that theyve never actually met her).The familiarity doesnt stop at the staff,either.From drinks with names like“the same thing as last time,”to the single,long table that forces people

144、to sit together and chat,the entire experience is designed to make guests feel like theyre at home and among friends.While the idea of manufactured friendships might seem a little sad,people who visit these spaces often end up forming very real relationships along the way.MATCHMAKING REVIVAL Dating

145、apps gave people access to a seemingly infinite pool of potential suitors.Now,choice overload is sparking a contemporary return to old-school matchmaking services.While such services typically cost thousands of dollars,modern apps like Lox Club”a members club for Jew-ish ppl with ridiculously high s

146、tandards”are aiming to make it more accessible.A Lox Club membership costs$96 for a full year,and comes with access to professional matchmakers who set users up with one another and give personalized feedback on your profile.As it turns out,finding“the one”may just get easier when you ditch the algo

147、rithm and focus on quality over quantity.CROSS-GENERATIONAL GATHERINGS A daycare center for the elderly in Chiba has won Japans highly prestigious Good Design Grand Award.The facility draws inspiration from the traditional Japanese porch known as“Engawa,”which encourages members of the community to

148、visit in a relaxed,informal manner.Most notable,though,is that the center welcomes people of all ages rather than keeping seniors isolated from the rest of society.Families are encouraged to visit the residents and help out with their daily lives,while children are taught to assist with tasks like w

149、atering the garden.“Everyone helps each other,”says architect Hiroshi Naito.“It reminds us of old times.QUALITY 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.CREA

150、TE COMMON GROUND 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.CONNECTION QUESTNEXT TECHNOLOGIESWHAT

151、S NE TAVATAR IDENTITIESCOMMUNITY COMMERCEDECENTRALIZED SOCIALTHIRD PLACE GAMING25 2024 TBWAWorldwide.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 think twice before sacrificing sustaina

152、bility for speed,or workers rights for savings.The convenience economy is growing a conscience.FITCHIX How free are free-range chickens,really?Thanks to a new chicken fitness tracker from Australia-based Honest Eggs Co.,you no longer have to guess.The company is using the FitChix trackers to measure

153、 exactly how many steps their chickens take,then printing that number directly on the eggs you find at the supermarket.Besides making for a memorable campaign,FitChix is drawing attention to the fact that the category is full of empty marketing terms that make it seem like animals are being treated

154、better than they actually are.The next era of transparent labeling is about letting the numbers do the talking.GEN Z SHUNS SHEIN Despite Sheins not-so-shiny reputation,the fast fashion giant has continued to generate growing sales from price-sensitive,trend-obsessed Gen Zers.But the tide is slowly t

155、urning.One notable wave of backlash came in June,when Shein invited a group of American influencers to share footage from their tour of a Shein factory located in Guangzhou,China.“I expected this facility to be so filled with people just slaving awaybut honestly,everybody was just working like norma

156、l,like,chill,sitting down.They werent even sweating,”one influencer said in a video that has since been heavily parodied.This attempt to improve the brands image ended up having the opposite effect,with many describing the content as propaganda.That month,the brands net favorability among Gen Z cons

157、umers fell nearly 20 points year over year.Purchase consideration also fell 10 points.Despite this data suggesting an ethical awakening,experts worry that Sheins recent move to go public in the U.S.could help it evade necessary scrutiny on its labor and production practices.27CONSCIOUS CONVENIENCETH

158、E END OF“FREE”RETURNS As it turns out,“free”returns are extremely costly for the environment and for retailers.MIllions of tons of returned stock end up in landfills each year,and for the items that do get resold,the process of shipping,unpacking,reviewing,and reselling them(often at a discount)ends

159、 up costing companies an average of$30 per return.This harsh reality prompted almost 90%of retailers to revise their return policies in one way or another last year.About 44%of companies now charge return shipping fees,which is up from 33%in 2021.Other companies are preventing returns by simply maki

160、ng more items final sale.And in the most extreme move,a growing number of retailers are adopting“keep it”policies for the cases where the cost of returning the item would exceed its value.According to returns services firm goTRG,a whopping 59%of retailers have adopted these so-called“return-less ref

161、unds,”though few publicize it for obvious reasons.CONSCIOUS SHOPPING TOOLS New features from Klarna are making it easier for people to shop based on their personal values.They include a new conscious shopping dashboard,which offers access to sustainable products as well as environmental educational

162、content;additional sustainability certification filters from third parties like PETA;and an enhanced CO2 tracker with data for over 122 million products.In addition,the global fintech giant added a dedicated filter in the search and compare tool to highlight conscious brands that have earned sustain

163、ability ratings of 4(good)or 5(great)according to partner organization,Good On You.These updates were made based on findings that despite a widespread desire to shop ethically,almost 80%of consumers say they are struggling to identify environmentally friendly companies that align with their interest

164、s and values.Maxine Bedat,Fast Company“In the midst of global climate and biodiversity crises,the planet does not need another$2.00 T-shirt.”2024 TBWAWorldwide.All rights reserved.SO LONG,SINGLE USE While plastic has long been associated with convenience,new laws are marking the end of throwaway cul

165、ture and the start of a more mindful era of consumption.England and France were the latest countries to ban plastic packaging of food and drinks from restaurants last year,forcing familiar fast food favorites like McDonalds,Burger King,Subway,and Starbucks to pivot to reusable tableware.For France,t

166、his development is just one step in a much larger plan to ban all single-use plastic waste by 2040.ENABLE MINDFUL SHOPPING Empower people to choose wisely with product labels and digital platforms that detail carbon emissions,supply chain processes,worker treatment,and more.It can be as simple as sc

167、anning a QR code on a food wrapper or clothing tag.GET SMART Solutions like made-to-order manufacturing,AR clothing try-ons,and smarter demand forecasting will help retailers minimize returns and reduce excess inventory.28NEXT TECHNOLOGIESCONSCIOUS CONVENIENCEETHICAL PRICE TRANSPARENCY The largest s

168、upermarket chain in the Netherlands,Albert Heijn,is making hidden costs visible.Between April and June 2023,customers who bought a self-service cup of coffee at select AH to go stores saw two prices:the standard retail price,and the True Price.The latter accounts for CO2 emissions,water use,resource

169、 consumption,and labor conditions related to the production of the coffee and milk.If a double espresso usually costs EUR 2.25,for example,its True Price might come to EUR 2.33.This also means that oat milk was actually cheaper than cows milk due to its smaller environmental footprint.All extra reve

170、nue generated from the 15%of shoppers who opted to pay the True Price was donated to the Rainforest Alliance.As similar pricing models are eventually integrated across entire business models,we could finally see ethically made products become the obvious choice.PLANT-BASED PRICE PARITY Lidl is makin

171、g sure that cost isnt a barrier to plant-based eating.The German supermarket chain recently lowered the prices of its own Venmondo vegan products to match their animal-based equivalents.Besides being a win for vegans,Lidl hopes the price parity will encourage more shoppers to give sustainable altern

172、atives a try.According to the Federal Association of the German Food Trade,41%of Germans identify as flexitarian,and 43%say theyd buy more plant-based foods if they were offered at a cheaper price.WHATS NE TCONNECTED OBJECTSBIO-MATERIALSCOMMUNITY COMMERCEA hyperpolarized society is ready to trade to

173、xic 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 them outtrading public shaming for healthy,nuanced conversation.“People o

174、ught to be free to express their views without fear of being attacked on both sides.”K.Shanmugam,Minister for Law of SingaporeCOUNTER CANCELINTERCEPTING THE MANOSPHERE In response to a recent surge in male supremacist content,a growing number of groups are aiming to show men and boys a better path.A

175、nd theyre doing it through an unexpected method:compassion.One such group is called Diverting Hate.Launched summer 2023,Diverting Hate meets younger men on social media with targeted posts that are designed to appeal to a mans anger.But rather than directing them to a hate group,the posts link to ed

176、ucational articles,mens retreats,and mental health resources.“What could they have seen in their social-media feed that would have led to connection with other men in a healthier place?”asks Kaitlyn Tierney,Diverting Hates chief.In a time when men globally are more than twice as likely to die from s

177、uicide than women,the value of such efforts cannot be overstated.BUBBEL CHAT If you tend to avoid interacting with people on the opposite end of the political spectrum,youre not alone.But a new Dutch app called Bubbel Chat wants you to give it a shot.When you first sign up,you select which party you

178、re planning to vote for and are assigned an anonymous username.Bubbel Chat then matches you with someone from an opposing political party,and presents you both with a statement such as“Nature conservation zones should be established on land currently used for agriculture.”Users are encouraged to res

179、pectfully discuss their stance,but are free to switch topics at any point.Bubbel Chats goal isnt necessarily to change peoples minds about a particular issuealthough that does sometimes happenbut rather,it aims to break people out of their echo chambers and get them to see value in diverse viewpoint

180、s.RETROACTIVE REWRITES Earlier last year,news broke that Puffin Books would make hundreds of changes to Roald Dahls most popular childrens books in order to align his language with modern sensitivities.In The Twits,Mrs.Twit is no longer“ugly and beastly”but rather just“beastly”;in the latest Charlie

181、 and the Chocolate Factory,Augustus Gloop is not“enormously fat”but rather“enormous”;and in Matilda,“mothers and fathers”are now“parents.”The news struck a major nerve,reigniting questions around who decides whats offensive,whether its ever okay to make posthumous edits,and how far well go to saniti

182、ze our past.In the wake of the backlash,Puffin Books U.K.decided to release Dahls original texts as a separate“Classic Collection”alongside the updated editionsultimately leaving it up to individuals to decide which version they want to read.30 2024 TBWAWorldwide.All rights reserved.31CONTESTED CUIS

183、INES Controversies around cultural appropriation in food may not be new,but theyre far from being settled.Just look to British food retailer Marks&Spencer,which sparked outrage among Spaniards when it launched a new product called Spanish Chorizo Paella Croquetasa real cultural mishmash that critics

184、 said was an insult to all three dishes referenced in the name.To avoid making the same mistake in the future,we might see more companies like M&S start hiring“cultural appropriation specialists.”At least,thats the route that celebrity chef Jamie Oliver is taking after coming under fire for his inau

185、thentic takes on classic cuisines like Jollof rice and Caribbean jerk chicken and rice.These specialists now vet all of Olivers recipes before theyre published,ensuring that the flavors are authentic and the origins of each dish are properly acknowledged.DISCORDS REFORM MOVEMENT An intensified socia

186、l media landscape has led most platforms to establish a zero-tolerance policy for trolls.But Discord is taking a different approach.Rather than banning offenders for life,the gaming giant wants to rehabilitate them.According to new rules announced in October,users who break the rules will first rece

187、ive a direct message from Discord letting them know that they received either a warning or violation.From there,theyll be guided to a detailed breakdown of whichever policies were broken and which platform features will be restricted as a result.If you post a bunch of gore in a server,for example,Di

188、scord will temporarily limit your ability to upload media.“As an industry weve had a lot of hammers at our disposal.Were trying to introduce more scalpels into our approach,”said John Redgrave,Discords vice president of trust and safety.“That doesnt just benefit Discord.It benefits all platforms,if

189、users can actually change their behavior.”COUNTER CANCELREVIEW BOMBING These days,the ability to rate and review everything we consume has turned everyone into a criticand some people are abusing the power.From TikTokers who exclusively post scathing restaurant reviews,to people leaving one-star rat

190、ings of books they havent even bothered to read,the rise of“review bombing”is having a very real impact on restaurant owners and authors whose livelihoods are at the mercy of public feedback.This pervasive negativity is what inspired John Legend to launch a new kind of social app called Its Good.Rat

191、her than allowing anyone and everyone to share their take,the app curates personalized recommendations from users own contacts,as well as from legitimate critics and public figures.The best part?No hate allowed.“Its actually not even built for negative comments,”says Legend.“Either you recommend it

192、or you dont.”MEDIATOR TRAINING As the United States injects hundreds of billions of dollars into clean energy through the Inflation Reduction Act,criticism is growing louder about where,how,and whether new development should be allowed.Some communities are worried about landscape changes,some proper

193、ty values,and others wildlife preservation.And all of these fears are only being made worse by rampant misinformation.A new class at the Massachusetts Institute of Technology(MIT)is aiming to resolve these clean energy conflicts by training students to be mediators.The students get outside of the cl

194、assroom and gain real-world experience working directly with developers,local officials,and residentstaking care to understand their diverse perspectives then figuring out how to create a fair outcome for all involved.With more industries becoming polarized,these kind of mediation skills will become

195、 increasingly valuable going forward.BREAK THE ECHO CHAMBER Cultivate platforms,features,and IRL experiences that expose people to diverse viewpoints and foster open,respectful dialogue.NEXT TECHNOLOGIESBE THOUGHTFUL,NOT REACTIVE Before rushing to weigh in on every tragedy,brands would be wise to do

196、 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 afraid to acknowledge your past wrongdoings in the pursuit of a better way forward.Taking accountabili

197、ty requires full transparency.WHATS NE TDECENTRALIZED SOCIALTHIRD PLACE GAMING 2024 TBWAWorldwide.All rights reserved.A world trapped in permacrisis is determined to find its way out.In response to resource scarcity,political instability,and ongoing inflation,people are embracing lo-fi hacks and eco

198、-innovations that make the most of the limitations.As we say goodbye to abundance,human ingenuity will elevate and endure.ENERGY-SAVING ICE CREAM Retailers typically store their ice cream at a frigid-18C.In a push to reduce energy consumption,Unilever has been developing new recipes that can remain

199、stable at a warmer temperature of-12C without impacting taste or texture.This six degree difference requires 20-30%less energywhich amounts to big savings when you account for the 3 million ice cream freezers that Unilever maintains around the world.But the consumer goods giant isnt stopping there.U

200、nilever is sharing this updated ice cream patent with its competitors in hopes that retailers will be able to turn up the temperature dial on freezers everywhere.GRASSROOTS BULK-SHOPPING GROUPS As food prices continue to rise in Nigeria,savvy shoppers are fighting inflation by cutting out the middle

201、man.Savvy middle-class Nigerians are forming WhatsApp groups that source food items in bulk directly from producers and then sharing the products among themselves.These grassroots groups,several of which have over 500 members,are helping people cut grocery costs by up to 22%.GAZAN INGENUITY Facing d

202、ire shortages of basic necessities,the people of Gaza are responding with ingenuity.With no fuel for cooking,people are building clay ovens(“tabuns”)and heating them by burning wood,leaves,or animal dung;“DIY Desalination”guides have also been circulating that show people how to convert seawater int

203、o fresh water suitable for drinking or cooking;and as Israel shuts off the internet and local phone providers cease operations,people around the world are donating eSIM cards so that Palestinians can create new cellular plans without a physical SIM card.33CRISIS HACKINGAFRI-PLASTICS CHALLENGE For in

204、spiration on how to make the most of waste,look no further than the Afri-Plastics Challenge.The competition,which is put on by the Canadian government and social enterprise Challenge Works,awards a total of 4.1 million in funding to companies across sub-Saharan Africa that are working to end plastic

205、 pollution.The biggest cut of the 2023 prize fund went to Green Industry Plast,an initiative setting up plastic donation bins across Togo and training young dropouts and women in sorting and recycling the waste to make bricks and paving stones for the local community.Other notable winners include Ke

206、nyan company EcoCoCo,which makes scrubbing brushes from discarded coconut fibres;and Nairobi-based Mega Gas,which converts plastic waste into clean energy.INFLATION COOKBOOK Canadian food delivery service SkipTheDishes has developed the countrys first Inflation Cookbook.The online tool tracks weekly

207、 pricing of over 400 items from retailers at over 80 locations,helping people maximize their grocery budget by keeping tabs on price reductions.Users simply select their province,household size,and weekly grocery budget,and the cookbook leverages real-time pricing data to highlight items that are on

208、 sale,like a 20%price cut for cheddar cheese or a 13%discount on potatoes.Next,the Inflation Cookbook displays a weeks worth of recipes that incorporate those ingredients in order to make meal planning as simple as possible.The recipes are generated with the help of AI and curated by real human chef

209、s and nutritionists.2024 TBWAWorldwide.All rights reserved.COMMUNITY-OWNED SOLAR Residents of Adjuntas,Puerto Rico,have built the islands first community-owned solar microgrid.The microgrids are the latest example of a grassroots fight for energy security in Puerto Rico,where power outages have beco

210、me increasingly common since Hurricane Maria damaged 80%of the islands power grid seven years ago.The microgrids can run solely on locally generated power in the event of an outage,meaning theyre much more reliable than the central grid.They also make electricity significantly cheaper.On average,Pue

211、rto Ricans spend a whopping 8%of their income on electricity(vs.2.4%for the average American).34CRISIS HACKINGPIG-TO-MAN KIDNEY TRANSPLANTS The scarcity of donor kidneys means that nearly 40%of individuals on transplant waiting lists die within five years.With human donors unable to meet demand,rese

212、arch groups are looking to an unexpected source:pigs.Last year,two research groups successfully implanted genetically modified pig kidneys into human recipients for the first timemarking a medical breakthrough that could save millions of lives.And thats not the only reason to be optimistic.Researche

213、rs are also working on 3D-printed organs,which are expected to be available for transplantation within the next 10 years.BIOCEMENT The world currently uses enough concrete to build a Paris every weeka not-so-fun fact that accounts for around 8%of the worlds climate-warming CO2 emissions.And a growin

214、g population means well need even more buildings in the future.Hoping to meet these growing concrete demands in a more sustainable way is US-based Prometheus Materials,a company making biocement out of blue-green algae(aka pond scum).Because algae live and grow through photosynthesis,biocement made

215、through this process absorbs carbon rather than emitting it.Prometheus recently raised$8 million in its first round of funding,and is now hoping to widen its impact by licensing the use of its biocement to other companies who could make their own concrete with it.PLAY WITHIN CONSTRAINTS Limitations

216、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 lessfrom simple ways to cut back their energy consumption to make-your-own product guides

217、.NEXT TECHNOLOGIESWHATS NE TBIO-MATERIALSLO-FI DESIGNMODULAR DESIGN 2024 TBWAWorldwide.All rights reserved.The days of data free-for-alls are coming to a close.As regulation tightens and power shifts in favor of users,well see the end of vague privacy policies and the start of a more formalized data

218、 exchange economy.One where data is assigned an indisputable value,and where individuals own their data from the start.36DATA RUSHAD-FREE SOCIAL MEDIA SUBSCRIPTIONS Meta users in Europe now have the option of paying 12.99 a month to browse Facebook and Instagram without adsmarking the largest-ever t

219、est of how many people are willing to pay to escape data-hungry advertisers.The subscription is meant to address the European Unions concerns about Metas data collection processes.To be clear,users who pay will still have the same amount of data collected on them.Meta just wont use that information

220、to show ads.Critics say this is just a distraction from a larger issue:the fact that companies are collecting way too much personal data to begin with.But learnings from other platforms suggest that the ad-free option may have wide appeal.At the end of 2022,for example,about 80 million people had si

221、gned up for a premium version of YouTube that allows them to turn off ads.TikTok is among the many apps testing the same thing.DNA DATA EXCHANGE One companys unused data is another companys ticket to success.Just weeks after disclosing a data breach,genetic testing company 23andMe announced that it

222、would be selling one year of anonymized DNA data to drugmaker GSK for$20 million.GSK will comb the data for hints about genetic pathways that might be at the root of the disease,which could significantly speed up the long,slow process of drug development.And with 23andMe holding DNA details from mor

223、e than 14 million customers,the implications are significant.Arka Ray,cofounder of The Data Economics Company“People and companies should be able to own,use,and price their data the same way they control money.They only need to define it,quantify it,hold it in a vault,and manage it.”ZERO-PARTY DATA

224、SHARING A growing crop of startups are allowing people to trade their data for cash,discounts,or other perks.These include Tapestri,which pays people about$8 to$25 a month for sharing their location;Invisibly,which offers access to paywalled news articles in exchange for demographic and behavioral d

225、ata;and Datacy,which lets users collect their browsing data,aggregate it with data from other users,and then sell it to the highest bidder.An especially unique proposition comes from a new app called Caden.Caden helps users download their data from apps like Amazon and Netflix and put it into a“vaul

226、t.”Users who agree to share that data for advertising purposes can then earn a cut of the revenue that the app generates from it,which could be up to$50 a month.But reactions to these new business models are mixed.While some argue that theyre allowing users to profit from data they otherwise would b

227、e giving away for free,others say the lack of standardization makes it impossible for consumers to know if theyre getting a fair deal.“PODS”(PERSONAL ONLINE DATA STORES)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.His so

228、lution is a startup called Inrupt that aims to put data back in the hands of users.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

229、 store”).It would then be up to individuals to give businesses access to their data 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

230、 change how the internet works.2024 TBWAWorldwide.All rights reserved.MAKE IT TANGIBLE Help users visualize and quantify their data,turning something abstract into something more comprehensible.ENABLE EXCHANGES When users own their data,itll be up to them how they spend it.Prepare to give people the

231、 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 implications.NEXT TECHNOLOGIESDATA RUSHWORLDCOIN CONTROVERSY In J

232、uly of last year,people around the world stood in line to have their eyeballs scanned by a shiny silver orb.In return,they were promised free cryptocurrency and a digital ID that,among other things,would serve as proof online that theyre a human and not a bot.This is all part of Sam Altmans heavily

233、hyped Worldcoin project,which has amassed over 4M app downloads and raised plenty of red flags along the way.Worldcoin has attempted to quell privacy concerns by reassuring people that the data is either deleted or encrypted.But governments arent quite convinced.Kenya made the decision to suspend en

234、rollment in August,and data regulators in Argentina,Britain,France,and Portugal are all currently launching their own investigations.DATA AFTER DEATH According to a global Backslash survey,the majority(52%)of people are concerned about who will have access to their digital assets and accounts after

235、they die,but only 33%of people have actually done something about it.That means millions of peoples social media accounts,digital currencies,creative work,email logins,and photos could all be at risk of being left behindor worse,stolenonce they pass away.The good news,though,is that more estate plan

236、ners and businesses are starting to pay attention.One example is Keylu,which provides a central place to safely store and manage all of your important online assetsmaking it easy to ensure that your information ends up in trusted hands.EVERYDAY DATA COLLECTION Giving up our data is a cost of modern

237、living.From smart speakers to health trackers,weve gradually become accustomed to handing over our data in exchange for personalization and conveniencefueling an industry worth upward of$227 billion a year.And if you think its tough to avoid data collection now,best of luck in the future.As the Inte

238、rnet of Things expands,there will be even more devices monitoring even more personal aspects of our lives.Think smart mirrors in store fitting rooms,toilets that make diet recommendations based on an analysis of your poop,and even VR headsets that measure brain activity.Of course,all this tracking w

239、ill certainly bring some solid perks,but in order to enjoy those perks with any peace of mind,well need to have a greater say in who can access our data and what they do with it.WHATS NE TCONNECTED OBJECTSDECENTRALIZED SOCIALNON-FUNGIBLE EVERYTHING37 2024 TBWAWorldwide.All rights reserved.The push t

240、o die better is forcing an antiquated end-of-life industry to change its tune.Unsatisfied with current limitations,society is breaking the stigma and ushering in a more proactive,personalized,and experimental approach.The reexamination of death is just beginning.39DEATH UNDONEGRIEF TECH A growing cr

241、op of startups are making it possible to continue interacting with your loved ones long after theyre gone.A digital version of them,that is.This includes companies like Replika,HereAfter AI,StoryFile,and Seance AI,whose offerings range from audio legacies,to interactive video conversations with the

242、dead,to chatbot“companions”that you can text back and-orth with.But while some welcome the opportunity to keep the conversation going,others argue that its just allowing people to avoid the very human,and very necessary,process of grieving.Some technology and cybersecurity experts are even advocatin

243、g for the addition of a“Do not bot me”clause in the estate-planning process,which is just one of many ongoing debates around the need for post-mortem protections.SHUKATSU FESTIVAL In rapidly aging societies like Japanwhere more than one in 10 people are now 80 or olderstarting conversations around e

244、nd-of-life planning is an especially important but especially daunting task.Events like the Shukatsu Festival are aiming to make it less dreadful.In addition to attending workshops on how to practically and psychologically prepare for death,participants can plan their ideal funeral by trying out dif

245、ferent coffins,sampling makeup products and hairstyles for when theyre laid to rest,and even taking burial portraits.And surprisingly,its not just the elderly who attend.The festival attracts thousands of people each year,many of whom are in their 20s and 30s.DIGITAL CEMETERIES Urban land scarcity a

246、nd rapidly aging populations are forcing physical cemeteries in China to go digital.At Beijings Taiziyu Cemetery,for instance,ashes are stored in a small compartment similar to a safe deposit box at a bank.On the door of the compartment is an electronic screen that displays pictures and videos of th

247、e deceased,creating a personalized digital memoir for friends and family to visit.Similarly,over in Shanghai,a recently opened online mausoleum called Fu Shou Yuan allows people to create virtual islands with their loved ones pictures,digital assets,and sound files.While these digital solutions are

248、slowly gaining traction,making them the norm will require businesses to convince people that online rituals are just as meaningful,if not more,than the physical traditions that have dominated for centuries.DIRECT-TO-CONSUMER CASKETS We have direct-to-consumer everything else,so why not D2C caskets?T

249、ypically,caskets are sold via funeral homes and cost an average of about$3,000,though they can go all the way up to$9,000+.A company called Titan is aiming to disrupt the market with a cheaper,more customizable option that can be ordered from major retailers like Costco,Walmart,and Amazon and shippe

250、d directly to your door(or wherever you want it to go).And knowing that caskets arent exactly a sexy topic,Titan is using star power to spread awareness.It recently hired actor David Dastmalchian as its brand ambassador,and even got its products placed in Taylor Swifts“Anti-Hero”music video.2024 TBW

251、AWorldwide.All rights reserved.START THE CONVERSATION Reframing death in a realistic yet approachable light will turn avoidance into action.Brands can help by creating moments for open discussion and uniting unlikely partners to jump-start the planning process(think financial advisors X death doulas

252、).DEATH DOCU-SERIES A new docu-series called“Questa cassa non un albergo”is aiming to dispel taboos around death in Italy.The show goes behind the scenes of a funeral services company called Taffo,which has become famous on social media for using humor to make the tough conversations a little easier

253、.This is even more challenging in Italy due to rigid religious and cultural traditions.By giving viewers a behind-the-scenes look at the Taffo familys workincluding the late-night calls,mixed emotions,and difficult decisions that go into itthe series is humanizing a historically heavy topic.GREEN BU

254、RIALS As interest in green burials continues to increase,so too do the number of available options.One such option is water cremation,whereby the body is slowly dissolved in a bag of 16OC water.The UKs largest funeral provider started offering water cremation at the end of last year,marking the firs

255、t time it was made widely available in the country.Meanwhile,a group of craftswomen in the US are making biodegradable caskets out of locally zsourced willowserving as a natural,homegrown alternative to imported coffins.NEXT TECHNOLOGIESDEATH UNDONE52%of adults globally say it is important to them t

256、o break the taboo around death and be open to new end-of-life approaches.-TBWA Disruption Index Proprietary Research in 29 countries,Q1 2024(n=13,100)CEMETERIES TURNED LIFESTYLE CENTERS A cemetery isnt generally high on the list of places people want to spend their afternoon.But what if they catered

257、 not just to those in mourning,but to ordinary citizens?Thats the mindset shift happening in South Korea,where cemeteries and columbariums are evolving to incorporate art galleries,cafes and green spaces.One notable example comes from Nakwon Memorial Park,a columbarium located in Gimhae,which recent

258、ly made headlines for featuring art from popular photographer Oh Joong-seok.The goal was to“make memorial parks less dark and serious and develop them into a cultural ground where visitors can come with“a relaxed mind,”signaling an opportunity for death to breathe new life into cities.MANDATORY DEAT

259、H SETTINGS What if declaring your post-death wishes was a mandatory part of every online sign-up processfrom cloud storage services,to social media profiles,to crypto wallets?Ensuring that digital inheritance was never an afterthought.WHATS NE TBIO-MATERIALSASSISTIVE ROBOTICSAVATAR IDENTITIESEXTENDE

260、D REALITY40 2024 TBWAWorldwide.All rights reserved.Is humanity doomed?Projections for a bleak future are leading a growing group of people to say“yes.”As end-of-times thinking takes root,a feeling of collective indifference will threaten the path to progress.To reignite a sense of individual respons

261、ibility,well need to convert nihilists into optimists.42DEMISE DUALITYREVOLT AGAINST HUMANITY Throughout history,its been largely agreed upon that we should try to postpone humanitys extinction for as long as possible.But that assumption is now being challenged by an increasingly vocal group of thin

262、kers.For deeper insight into this mindset,look no further than Adam Kirschs new book,“The Revolt Against Humanity.”He puts his position bluntly:“The end of humanitys reign on Earth is imminent,and.we should welcome it.”This idea unites two camps that might otherwise seem to be at odds.At one end,the

263、res the the“Anthropocene antihumanists,”who believe that humans have caused the ecological crisis,and therefore we should welcome our self-destruction as a just payment for our crimes.On the other end are the“transhumanists,”who believe the only way forward for humanity is to create new forms of int

264、elligent life.And though these groups may be niche for now,their momentum suggests that they could have greater influence on politics and society in the years to come.ANTINATALISM Is it morally sound to bring children into a world that seems to be crumbling?According to a growing number of Millennia

265、ls and Gen Z,the answer is no.Once considered fringe,antinatalismthe view that its morally impermissible to bring a child into existenceis moving into mainstream discussions.Some antinatalists point to climate change,others point to the threat of societal collapse,but all agree that the best way to

266、do right by future generations is to not create them.With 60%of the worlds population living in countries where fertility rates are dropping,governments are doubling down on pronatalist policies in response.For more,watch Backslashs episode of Life on the Edge:Antinatalism.FUTURE CHICKEN A new show

267、is using animated chickens to combat climate doomism for six to 10-year-olds.Developed by Star Wars veteran Catherine Winder,Future Chicken stars a time-traveling eco-superhero chicken called Potato and her sidekick Frittata(an egg who wears rocket pants).Their mission?To spark positive change in th

268、e present and safeguard our planet for the future.Research shows that this kind of optimism actually encourages more sustainable behaviors,whereas spreading climate doom only leads to apathy and inaction.“Its a tone that we hope will inspire kidsand us allto be the heroes the planet needs right now,

269、”said Marie McCann of CBC Kids.PSYCHEDELIC CENTERS With existential anxiety on the rise,neurologists and artists alike are arguing that psychedelics could become part of the solution.The thinking is that by using drugs to boost individual well-being and make people realize how interdependent we are,

270、psychedelic treatments can eventually lead to a broader societal transformation.“People tend to think theyre not worth saving,and then extrapolate that to the world,”said Berra Yazar-Klosinski,chief scientific officer at MAPS PBC.“They think,Why should I extend my narrow runway of life to saving the

271、 planet?”For some advocates in the space,the ultimate goal is to develop a network of psychedelic centers where patients are treated and then put in touch with one another so they become part of something bigger.AI LONGTERMISM DEBATE Longtermism,an idea first proposed in 1984 and more recently popul

272、arized by William MacAskills 2022 book“What We Owe the Future,”is an ethical stance that prioritizes humanitys long-term future over the present.Interestingly,it has become especially celebrated among Silicon Valleys tech billionaires like Elon Musk because of the way it quantifies moral dilemmas.If

273、 there are 7.8 billion people alive today but 80 billion people could be born in the future,longtermism says we should prioritize those future lives.The same logic is now being applied to AI,leading to conversations that focus on hypothetical future threats rather than confronting the ways in which

274、AI is already causing harm today.Journalists and AI ethicists are pleading for leaders to zoom back in and address the current crises first.“The existential threat isnt just on the horizon.Its staring us in the face,”writes Bloomberg Opinion columnist Parmy Olson.2024 TBWAWorldwide.All rights reserv

275、ed.43SOLUTIONS JOURNALISM Its not just your imaginationthe headlines are getting darker.Because negativity drives stronger reactions and more media consumption,news networks are financially motivated to keep people frantic and fired up.But the Solutions Journalism Network wants to break the cycle.Th

276、e global network is focusing on what mainstream news misses most often:how people are trying to solve problems and what we can learn from their successes or failures.PROTOPIA MOVEMENT Youve heard of utopias and dystopias,but what about protopias?The concept,which debuted in a 2010 book by Kevin Kell

277、y titled“What Technology Wants,”refers to a society that makes incremental progress of a long period of timemuch of which is attributed to technological advancement.Protopia didnt exactly make waves when the book first came out,but it has since gained traction and inspired the creation of dedicated

278、groups.Theres Protopian Futures,a platform for anyone interested in creating a“positive and realistic future.”As well as The Protopia Lab,a Barcelona-based nonprofit that holds face-to-face workshops for people exploring diverse approaches to societys most urgent issues.Though ideas will differ,that

279、s kind of the point.The website describes Protopia Lab as an antidote to the polarized“us-versus-them activism.”“What keeps me up at night is neither the myriad extinction scenarios that threaten our species nor the mad scientists and billionaires who aspire to solve them.What keeps me up at night i

280、s our collective indifference to both.”Tyler Austin Harper,SLATEDEMISE DUALITYREINSPIRE HOPE In a sea of tragic headlines,a little optimism can go a long way toward motivating people to take action.GIVE EVERYONE A ROLE Not knowing where to start often prevents people from starting at all.By offering

281、 clear direction,brands can make it easier for people to do their part to improve our world.NEXT TECHNOLOGIESWHATS NE TEMOTION AINEURAL CONTROL“THE HEAT WILL KILL YOU FIRST”Journalist Jeff Goodell wants people to take heat much more seriously.In his new book,“The Heat Will Kill You First,”Goodell de

282、tails how rising temperatures will have devastating effects not just on the environment,but on human healthtelling tragic stories of real people who have been killed by extreme heat.Goodells stance is that these tragedies have become all too routine,leading to a kind of complacency and acceptance of

283、 our worsening environmental crisis.He even argues that the very term“global warming”is too gentle,making it sound“as if the most notable impact of our burning fossil fuels will be better beach weather.”But rather than fixating solely on this inconvenient truth,the book highlights what can still be

284、done to turn things around.2024 TBWAWorldwide.All rights reserved.With todays cities clearly not serving us or the planet,urban planners are dreaming up wildly different future.These ambitious experiments will bring a mix of old and new ideas,and a fresh appreciation for greener,more resilient desig

285、ns.Expect future-proof cities to redefine aspirational living.45 Sylvie Albert,Professor at the University of Winnipeg“We havent yet figured out how to make utopian environments work for people.We have a long road ahead to make improvements that will both preserve the environment and improve our qua

286、lity of life.”SPONGE CITIES A warmer atmosphere is supercharging storms,making flooding a growing problem everywhere from Zhengzhou,China to Seoul,South Korea to Cologne,Germany to New York City.In response,urban planners are reimagining cities as sponges.“You are actually playing tai chi with natur

287、e,not boxing with nature,”explains Yu Kongjian,who is championing the concept in China.This requires replacing“gray infrastructure”like concrete sidewalks and asphalt roads with more green spaces that can capture and absorb watera win-win for residents as well as the planet.For places where greenery

288、 cant be deployed,like parking lots and alleys,cities are also introducing more permeable surfaces.SAUDI GIGAPROJECTS“If you build it,they will come.”Thats the philosophy of Saudi Arabias Crown Prince,who is investing hundreds of billions of dollars to build fantastical cities and iconic lifestyle d

289、estinations that he hopes will attract tourists.Its all part of a larger Vision 2023 plan that seeks to diversify the countrys economy away from oil.The biggest and most famous project within this plan is Neom,a region thats home to The Line(a linear,car-free city of 9 million inhabitants thats full

290、y enclosed by a mirrored facade),Oxagon(a floating industrial city),Trojena(a new destination for sustainable mountain tourism),and more.Construction of this megacity is now well underway,and the world is watching closely in anticipation.URBAN SWIMMING OASES Cities around the world have been working

291、 to restore rivers and make them cleaner for public useciting benefits like physical recreation and connection to nature.Now,as we settle in for a future of frequent heat waves,those projects are taking on a new urgency.In Paris,the government is spending 1.4 billion($1.5 billion)to make the River S

292、eine swimmable ahead of the 2024 Olympics.In London.Theres growing pressure to improve the water of the River Thames.In Melbourne,there are calls for a chain of swimming spots along the Yarra River(Birrarung).And in New York City,an organization called+Pool is working to bring a floating swimming po

293、ol to the East River,providing a space for New Yorkers to play,lounge,and swim laps.Looking forward,these natural swimming areas will be considered an essential escape from rising temperatures.WOODEN CITY Sweden is set to begin construction on the worlds largest wooden city in 2025.Known as Stockhol

294、m Wood City,the forest-inspired development will be made with fire-proofed mass timber and will include 7,000 offices and 2,000 homes,along with restaurants and shops.The project aims to show whats possible when sustainability is at the core of a project from beginning to end.In addition to using ma

295、ss timber,which has a much smaller carbon footprint than concrete and steel,Stockholm Wood City is embracing the walkable 15-minute city model to help decrease emissions from transportation.Another bonus?Studies show that living and working around wood lowers stress and improves well-being.FUTURE UT

296、OPIAS 2024 TBWAWorldwide.All rights reserved.46VILLAGE REVIVAL Youve likely seen the headlines declaring a worldwide epidemic of loneliness.Whats less often talked about,though,is how modern housing is contributing to the problem.One company aiming to turn things around is Denmark-based Almenr,where

297、 citizens act as co-developers of shared housing communities.All of the houses are built with sustainable materials,but more importantly,theyre built to foster meaningful connections.By scaling back to hubs of 20 to 50 families,Almenr is recreating a village environment where neighbors actually inte

298、ract and look after one another.Consider it an ode to the good ole days.For more,watch Backslashs episode of Life on the Edge:Village Revival TELOSA Rather than setting out to just be the greenest city,the most livable city,or the most equitable city,Telosa is aiming to do it all.The cityset to be b

299、uilt in the American desert by 2030will run almost exclusively on renewable energy,will feature aeroponic farms and greened high-rises,and will be easily manageable by foot or by public transport.As for the“equitable”part,Telosa will deliberately bring in diverse residents who will be able to direct

300、ly influence political decisions.Marc Lore,the billionaire behind the idea,also says resources will be communal and no one will pay taxes.Instead,a foundation would invest the money from leases in social services.While many say Telosa sounds far too good to be true,Lore is seeking$400 billion in fin

301、ancing to prove them wrong.“NO-ILLNESS”FLOATING CITY Floating citiesonce the material of science fictionare becoming a reality as sea levels continue to rise.Two trailblazing projects are currently underway in Busan,South Korea and the Maldives,marking the first but certainly not the last trials of

302、life on the water.Another company that believes in the idea is Japanese startup N-Ark,which recently unveiled a floating city concept called Dogen City.The city has a smart healthcare focus,meaning residents health would be regularly monitored and medical tourism would be one of its driving economie

303、s.Its also designed to withstand the worst.In the case of a natural disaster,Dogen City would be capable of breaking off into its own standalone island.Plus,the city would be open to hosting climate refugees and victims of other natural disasters when called upon.PROTOTYPE AND TEST Use this as an op

304、portunity 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.EXPAND THE ROLE OF YOUR PHYSICAL FOOTPRINT As citizens strive for a happier,greener way of life,businesses should reevaluate which

305、 emerging needs their stores and office spaces can fulfill.GO LOCAL Consider smaller store formats closer to places of residencereducing the need for transportation.REFURBISH FIRST Rather than automatically tearing down and rebuilding from scratch,businesses can save resources by giving existing bui

306、lds a new lease on life.NEXT TECHNOLOGIESFUTURE UTOPIASWHATS NE TBIO-MATERIALSMODULAR DESIGNCONNECTED OBJECTSWORLDBUILDINGThe 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 consequence

307、s of rising inequality.In the race to rebalance the scales,unlocking access is the next big market opportunity.EXAM EQUALITY The South Korean government is setting out to fix a long-standing problem that could be tied to its education and population crisis:the college entrance exam.The eight-hour ex

308、am is notoriously difficultputting immense pressure on parents to invest in private tutors and leaving those who cant afford extra classes with a massive disadvantage.To level the playing field,the government has now decided to make the exam easier by removing“killer questions”that arent typically c

309、overed in public school curriculum.The goal,according to Education Minister Lee Ju-ho,is“to break the vicious cycle of private education that increases the burden for parents and subsequently erodes fairness in education.”MOVE AFRIKA International music toursand the economic boost they bringtend to

310、skip over Africa.A new concert series led by Kendrick Lamars creative services company and advocacy organization Global Citizen is setting out to change that.The series,called Move Afrika,kicked off in Kigali,Rwanda,in December and will expand to five additional African countries by 2025.Beyond just

311、 offering entertainment,the initiative will develop crucial infrastructure that has long prevented major artists from performing in Africa.And the financial impact could be significant.Last year,for example,a one-day music festival in Accra that featured Usher,SZA,and local talent brought in more th

312、an$15 million.BEAUTY TAX The“Youre not ugly,youre just poor”memes might have started as a joke,but they reflect a very real reality:todays beauty tax is higher than ever.Beyond the now-standard beauty maintenance routines(manicures,hair dye and blowouts,eyebrows,eyelash extensions,teeth whitening,et

313、c.),cosmetic procedures like injectables and surgeries have become readily available and therefore more normalizedfurther raising the already high bar for what it takes to be considered beautiful today.Those who cant afford these“tweakments”are penalized socially.Poorly groomed women stand to earn 4

314、0%less than their beautified counterparts,while attractive people are over 20%more likely to be called back for a job interview,and are perceived to be more socially skilled,trustworthy,confident and competent.“If youre white,middle class and youve got a good job,you dont need these things as much,”

315、says Ruth Holliday,professor in Gender and Culture at the University of Leeds.“Its when youre marginalized that this beauty work becomes so much more important.”GAP COLLAPSECOMMUNITY LAND TRUSTS What if property prices were based on your income?This radical idea is now a reality thanks to a new hous

316、ing scheme in London.After years of community campaigning,the London borough of Lewisham is experimenting with Community Land Trusts(CLTs)an equitable housing concept that dates back to the 1960s.Rather than homes being investments for the highest bidders,they become a long-term community stewardshi

317、p project.These new homes are built by the local community,for the local community,and are sold at a price that will remain affordable to people on average local wagesforever.The success of Citizens House is helping speed up six similar projects throughout London proper.And these developments arent

318、alone.There are 350 CLTs across England and Wales,with an additional 200 in development.48 2024 TBWAWorldwide.All rights reserved.49CLIMATE LOSS AND DAMAGE FUND In a historic move,wealthy nations responsible for the majority of emissions pledged a combined total of just over$700M to help compensate

319、countries struggling to cope with loss and damage caused by climate change.The decision was adopted on day one of the 2023 U.N.climate conference,where France and Italy committed$108M to the fund,Dubai and Germany promised$100 million,the US pledged$15.5M,and Japan offered$10M.But so far,pledges hav

320、e fallen short of whats needed.A recent report by the United Nations estimates that up to$387 billion will be needed annually if developing countries are to adapt to climate-driven changes.YOUTH SPORTS GAP Physical activity is becoming more and more of a privileged pursuit.A US Centers for Disease C

321、ontrol and Prevention study found that 70%of children from families with incomes above about$105,000 participated in sports in 2020,whereas participation was around 51%for families in a middle-income range,and just 31%for families at or below the poverty line.A combination of factors is responsible.

322、On the one hand,spending cuts have resulted in more public schools cutting physical education classes and organized sports.And at the same time,privatized youth sports leagues have exploded into a multibillion-dollar enterprise.But these leagues come with a high price tag.Between club-team fees,unif

323、orms,equipment,travel to and from tournaments,and private coaching,fewer families are able to afford access to competitive sports.And with participation in sports having significant implications for success later in life,its an issue that extends far beyond childhood.GAP COLLAPSESOCIAL SECURITY FOR

324、FOOD With 3.1 billion people unable to afford healthy food,France and Belgium are trialing“social security for food.”Much like how people pay into universal healthcare,citizens in a food security scheme would pay a portion of their salary into a fund.The state would then provide an allowance that en

325、ables individuals and families to buy groceries.While both trials are still in their infancy,theyre showing early signs of success and are set to expand elsewherepotentially marking a shift from food as a commodity to food as a universal right.UNLOCK ACCESS TO THE ESSENTIALS Health,food,education,fi

326、nance,energy,and telecom brands,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

327、spreading physical resources,businesses can spread intel and ideas in order to solve shared problems.NEXT TECHNOLOGIESWHATS NE TASSISTIVE ROBOTICSDECENTRALIZED SOCIALNON-FUNGIBLE EVERYTHINGLO-FI DESIGN 2024 TBWAWorldwide.All rights reserved.Our gender no longer defines us.And we dont want it to.From

328、 fashion to family dynamics,were unraveling the roles that gender boxed us into and doing away with binary gender divisions.As we move past male/female stereotypes,well lean into new identity markers that transcend our physical sex.51MUTING MISOGYNIST LYRICS The Mexican city of Chihuahua is banning

329、artists from singing misogynist lyrics in live music venues.Artists who defy the law will face a penalty of up to 1.2 million pesos($71,000 USD),and all fines will be donated to womens programs and shelters across Chihuahua.The ban comes as gender-based violence reaches“pandemic”levels,with 70%of ca

330、lls to Chihuahua city police related to domestic violence.Whether or not this measure will be effective in reducing violence remains to be seen.But with art as a reflection of society,it is,without a doubt,making a strong statement about what kind of language will no longer be tolerated.RIGHT TO COM

331、PETE Trans rights advocates have warned sports governing bodies that blanket bans on transgender women from competing in womens categories risk“violating fundamental human rights principles.”This followed World Athletics(WA)President Sebastian Coes March 2023 announcement of new regulations,which pr

332、ohibit“male-to-female transgender athletes”from participating in female world rankings competitions.This means routes to the 2024 Paris Olympics will be closed for female transgender athletesmany of whom are speaking out about their dreams being shattered.MALE PERMS Men are mad for perms.Once primar

333、ily popular in South Korea,the wavy hairstyle has recently gone global thanks to social media and the meteoric rise of K-pop.On TikTok,videos related to“men perm”have over 3.5 billion views,with many men saying its a low-effort way to switch up your look and gain some confidence.So why is the look making a comeback now?Just as more men are wearing makeup and rocking nail polish,the rise of the boy