• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Agencies

The futures less travelled

DENTSU CREATIVE's 2024 trends report explores the power of world-building and story telling to shape new futures

by TMO Partner
December 11, 2023
in Agencies, Dentsu Press Office
0 0
0
The futures less travelled
Share on FacebookShare on Twitter

[PRESS OFFICE] Drawing on the collective research and insights of strategists, futurists and innovators from across its global network, Dentsu Creative’s 2024 Trends Report explores the power of hope in a volatile world.

At a time where the future has perhaps never felt so uncertain, ‘The Futures Less Traveled’ urges brands and business to seize the moment to design, innovate and strive for the future they want to see.

YASUHARU SASAKI, GLOBAL CHIEF CREATIVE OFFICER, DENTSU says “Against the backdrop of this uncertain world our report turns to hope as a deliberate choice, to empower us to take control and design our own futures. Through creativity, armed with the powers of technology and storytelling, we hold potential to pave ways for many exciting ‘Futures Less Traveled’, borne of core principles of optimism and ambition”.

The report unpacks five macro trends for 2024 and beyond, each with a number of sub trends to explore. Each trend uncovers unexpected possibilities, such as the power of joy in the face of anxiety, the potency of storytelling as a force for change or the potential of deep local insight to connect diverse communities around the world.

PATS MCDONALD, CHIEF STRATEGY OFFICER, EMEA, DENTSU CREATIVE says “Hope is not a strategy but it is a choice. At a time of exponential change, no one can predict with certainty what the future will bring. But we can design for the future we want to see. We see consumers around the world taking control of a chaotic world through small but powerful acts of connection and self-care.”

Highlighting innovation in action from around the world, the report aims to arm brands, businesses and individuals with the insights needed to navigate 2024 and beyond. DOWNLOAD LINK.

The five key trends

  1. ODE TO JOY

 

In a world where joy can seem in short supply, it becomes more important than ever. As we look around at the close of 2023, we see joy, softness and play emerging as protection against a chaotic and volatile world. 

i Joyful resistance

Moments of joyful surrealism emerge in response to a world in chaos, while advertising rediscovers the transformative power of humour.

ii Self-care as subversion

Be it the refuge of an ‘Everything Shower’, or the rise of the ‘soft life’ and ‘lazy girl jobs’ in rejection of hustle culture, a quiet rebellion against the fast-paced, high pressure, lifestyle is underway.

iii Unadulterated play

Adult responsibilities are unattainable or being deferred in favour of play, as seen in the boom in “Kidult” toys, the popularity of a basic #GirlDinner or a new wave of experiences that merge art galleries and soft play.

  1. THE MEMES OF PRODUCTION

 In a related trend, we see creators reclaiming genres and formats easily underestimated as soft, superficial or trivial as forces for change. 

i From world-building to building better worlds 

A generation raised on world-building and co-creation are taking those skills and expectations with them into adulthood, with heightened expectations of agency and empowerment.

ii Change the story, change the future

Broadcasters and curators are embracing storytelling over factual content to help audiences digest the complexity of our times, recognising the power of new narratives to unlock new possibilities.

iii The meme-ing of life

Like parables or cartoons before them, memes and reels have emerged as a way of distilling complex ideas or scathing commentary into brilliantly bite-sized, shareable and endlessly repeatable formats. Be it #Fintok, #Cleantok or social justice, no topic is too complex to go viral.

  1. HERE WE ARE NOW

Perhaps in response to a world that can feel overwhelming, perhaps in response to a cost of living crisis, we see a powerful engagement with all things local and homegrown

i Empathy in action
Personal truth is a new imperative, seen in the rising popularity of neighbourhood media and the growing importance of indigenous populations in shaping a new and more equitable travel industry.

ii Local luxury 

The post-pandemic world relies less on international networks, with an increased appreciation for goods and services closer to home that draw on local traditions and iconography.

iii The cosy web 

A desire for a more rooted sense of place in the world is also being reinforced in the digital space. The idea of the ‘cozy web’ is replacing vast social platforms as a safe space for more intimate online conversations.

  1. THE MAGIC IN THE MACHINE

As AI both impresses and perturbs, perhaps in equal measure, we ask ourselves, what is the role of technology in augmenting our humanity? How can technology unlock imagination and shape new experiences that bridge physical and virtual world?

i AImagination With ChatGPT emerging as the fastest growing app in history, we will see not only unfettered imagination but more practical and scaleable use cases designed to enhance the customer experience.

ii In touch with humanity Despite exponential leaps forward in artificial intelligence, we see enduring power in experiences that connect technology and humanity through touch, haptics, voice, gesture and beyond.

iii Borderless commerce  

Technologies such as Augmented Reality, Image Recognition and virtual worlds are blurring the boundaries between online and offline commerce beyond all recognition.

  1. ME, MYSELF AND US

 Changing demographics prompt us to re-evaluate our relationship with the communities and collectives that define us, while the emergence of “digital twins” poses fascinating questions about identty and autonomy.

i The ‘I’ in Collective

Traditionally individualist Western culture is opening up to a more collective existence, while in contrast, traditionally more collective cultures are exploring a new sense of individuality.

ii My (inter)generations 

An increase in intergenerational living is giving rise to a reappraisal and appreciation of the older generation, demonstrated through an increase in fashion brands engaging mature ambassadors and the enduring popularity of the #grandmillennial trend.

iii Digital doppelgangers The rise and rise of AI also prompts us to explore the nature of our own identity, as artists, gamers and time poor individuals explore the potential of digital doppelgangers to act on their behalf.

For further information please contact:

Antonia Collins

Global Communications Director, Dentsu Creative

antonia.collins@dentsu.com

+447711375405

ABOUT DENTSU CREATIVE

Dentsu Creative is Dentsu International’s sole global creative network that transforms brands and businesses through the power of Modern Creativity.  2022’s Cannes Lions Agency of the Year, it is made for integration with Dentsu’s Media and Merkle networks through Horizontal Creativity.   9,000 creatives across the globe are connected to dentsu’s Media and CX experts to deliver ideas that Create Culture, Shape Society, and Invent the Future.

ABOUT DENTSU INTERNATIONAL 

Part of Dentsu Group, dentsu International is a network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands, Carat, DENTSU CREATIVE, dentsu X, iProspect and Merkle, each with deep specialisms. Dentsu International’s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, change society, and invent the future. Powered by 100% renewable energy, dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 95 of the top 100 global advertisers. Dentsu.com

 

Tags: 2024 trendsadvertisingagencycreativecreative agencycultureDentsiDENTSU CREATIVEmarketingmediamedia agencytrends report

TMO Partner

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025
 Auditing masterclass lifts the lid on hidden costs

 Auditing masterclass lifts the lid on hidden costs

May 29, 2025
Media Moves: TASTE turns 20, Anele, Lira and Janine van Wyk are FEARLESS in new campaign; Alex Okosi new MD for Google Africa, Accenture Song wins Telkom business

Media Moves: Media24 unveils unified advertising and content team, Masego Matlotleng awarded Creative Futures scholarship, PHD wins Cell C business

May 29, 2025

Recent News

Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025
 Auditing masterclass lifts the lid on hidden costs

 Auditing masterclass lifts the lid on hidden costs

May 29, 2025
Media Moves: TASTE turns 20, Anele, Lira and Janine van Wyk are FEARLESS in new campaign; Alex Okosi new MD for Google Africa, Accenture Song wins Telkom business

Media Moves: Media24 unveils unified advertising and content team, Masego Matlotleng awarded Creative Futures scholarship, PHD wins Cell C business

May 29, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?