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{"_key":"4d77fb0acda4","_type":"carpetSectorReports","branding":"editorial2024","ctas":[{"_key":"373c2eb4547a","buttonStyle":"primary","ctaText":"Request access","link":"#expert-outlook-form"}],"items":[{"_key":"f9feae233783","_type":"item","articles":[{"_key":"1af4ce6b4667","_type":"content","_createdAt":"2023-09-04T11:31:20Z","_id":"cf5dc939-0c9b-4e61-9ea3-9c8337ef1188","_readyForReview":false,"_rev":"pbb86MX7NM6hvQs0L9QRAj","_updatedAt":"2024-11-26T17:03:44Z","authors":[{"_key":"f61ac45f7d13","_ref":"c445a326-ef84-4a29-9ae8-25a43e89678d","_type":"reference"}],"body":[{"_key":"85ea27773f48","_type":"block","children":[{"_key":"c722c393c1600","_type":"span","marks":[],"text":"Scope"}],"markDefs":[],"style":"h1"},{"_key":"b6237d0b5c5e","_type":"block","children":[{"_key":"852e5ea188090","_type":"span","marks":[],"text":"From ‘sad girl’ beauty to ‘latte make-up’, if there’s one thing we’ve seen in 2023, it's the acceleration of trend cycles in the beauty sector. 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"},{"_key":"25dc528e41a33","_type":"span","marks":["9be76cd61234"],"text":"Charlotte Tilbury"},{"_key":"25dc528e41a34","_type":"span","marks":[],"text":", for example, is using AI to shade match and AR to overlay virtual products on faces, while "},{"_key":"25dc528e41a35","_type":"span","marks":["4d2d793ed13b"],"text":"Elizabeth Arden"},{"_key":"25dc528e41a36","_type":"span","marks":[],"text":" is using generative AI to build a new virtual store."}],"markDefs":[{"_key":"5309ea1bb493","_type":"link","href":"https://www.mckinsey.com/industries/retail/our-insights/the-beauty-market-in-2023-a-special-state-of-fashion-report"},{"_key":"9be76cd61234","_type":"link","href":"https://www.pymnts.com/news/retail/2023/charlotte-tilbury-goes-mobile-with-ai/"},{"_key":"4d2d793ed13b","_type":"link","href":"https://www.glossy.co/beauty/elizabeth-arden-uses-generative-ai-for-new-virtual-store-launch/"}],"style":"normal"},{"_key":"dfa09cb9d386","_type":"block","children":[{"_key":"9bdcde1fd5dc0","_type":"span","marks":[],"text":"In this chapter of Canvas8’s 2024 Expert Outlook, beauty editor and writer Anita Bhagwandas discusses diversity and transparency, market research consultant expert Hiroko Yamana highlights how beauty focuses are shifting in Japan, and editor Kayla Greaves explains why beauty buyers are changing the trend cycle."}],"markDefs":[],"style":"normal"},{"_key":"0fe8e879e9de","_type":"image","asset":{"_ref":"image-3faabf8223976ffa31f337c948ada33a73e4a3b6-813x645-png","_type":"reference"},"caption":"People are demanding beauty products that also offer benefits for their skin","copyright":"Topicals (2023)"},{"_key":"19bc1e5f5592","_type":"block","children":[{"_key":"c5abe30123aa0","_type":"span","marks":[],"text":"Clued up consumption"}],"markDefs":[],"style":"h1"},{"_key":"b73b9369bec2","_type":"block","children":[{"_key":"2c787914dba20","_type":"span","marks":["7f651a74d010"],"text":"Anita Bhagwandas"}],"markDefs":[{"_key":"7f651a74d010","_type":"link","href":"https://www.anitabhagwandas.com/"}],"style":"h2"},{"_key":"eed2e2fb9114","_type":"block","children":[{"_key":"ae0005cfb2460","_type":"span","marks":[],"text":"Anita Bhagwandas is a multi-award-winning freelance journalist, broadcaster, and brand consultant based in London. 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Those markets will play a huge part in shaping the future of what beauty looks like and how it's sold."}],"markDefs":[],"style":"normal"},{"_key":"9ba168f909a2","_type":"block","children":[{"_key":"eb41195f165b0","_type":"span","marks":[],"text":"There's also the UK’s Health and Care Act, which was discussed in 2022 and is likely to be enforced in 2024, which looks at people who practise non-surgical cosmetic procedures. This act will hopefully hold the sector accountable and ensure more regulation."}],"markDefs":[],"style":"normal"},{"_key":"ebed4ff7c9bd","_type":"block","children":[{"_key":"ac42094e81210","_type":"span","marks":[],"text":"Personalisation within the beauty and skincare industry will ramp up in the coming year, particularly with the advancement of AI. 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However, if inflation continues, it will force people to save and adopt more conscious attitudes towards products and purchase decisions – including beauty."}],"markDefs":[],"style":"normal"},{"_key":"15cc721419b6","_type":"block","children":[{"_key":"80c4a30a7b060","_type":"span","marks":[],"text":"Post-pandemic, the demand for skincare will continue to be strong in Japan, while the demand for make-up is quickly recovering. No longer needing to wear masks, people are focusing on skincare concerns in previously hidden areas, focusing attention on their nose, cheeks, and mouth area. Their biggest concern is how to recover or prevent their skin problems caused by aging. 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It’s known for its high-performance skincare and make-up, combining innovative technologies and potent ingredients for luxury products."}],"markDefs":[],"style":"normal"},{"_key":"0bafec2ff504","_type":"block","children":[{"_key":"571f919ab86b0","_type":"span","marks":["d78023e79472"],"text":"Pola"}],"markDefs":[{"_key":"d78023e79472","_type":"link","href":"https://www.pola.com/"}],"style":"normal"},{"_key":"52c03c5a543f","_type":"block","children":[{"_key":"16c314a772150","_type":"span","marks":[],"text":"In terms of innovation and technology, Pola is a Japanese cosmetics brand to watch due to its focus on anti-ageing make-up and skincare."}],"markDefs":[],"style":"normal"},{"_key":"a86d803ccb6b","_type":"block","children":[{"_key":"3aa264c157250","_type":"span","marks":["8bb032f7a4c5"],"text":"Lancôme"}],"markDefs":[{"_key":"8bb032f7a4c5","_type":"link","href":"https://www.lancome.co.uk/?gclid=Cj0KCQjw0bunBhD9ARIsAAZl0E08dA2fxS6AOpApndl63aunZewHd72xEHMqTLggOFAaI6_fZeInCaoaAoMtEALw_wcB&gclsrc=aw.ds"}],"style":"normal"},{"_key":"f7c677bad791","_type":"block","children":[{"_key":"5967642460080","_type":"span","marks":[],"text":"Among international players, Lancôme is an excellent example of a mass brand to watch. It’s doing very well in Japan, its products are well-regarded, and consumer understanding of the brand is strong. It’s also the first beauty brand to focus on digital and e-commerce in the country."}],"markDefs":[],"style":"normal"},{"_key":"d256bab6c895","_type":"image","asset":{"_ref":"image-78a3f30bd160edaecba6afbad570eed014ac91f3-1900x760-jpg","_type":"reference"},"caption":"Anti-ageing efficacy of beauty products is set to become increasingly important","copyright":"Pola (2023)"},{"_key":"d85598e57a16","_type":"block","children":[{"_key":"c410d88787620","_type":"span","marks":[],"text":"Community culture"}],"markDefs":[],"style":"h1"},{"_key":"2f88a5eda117","_type":"block","children":[{"_key":"1803a5a02d100","_type":"span","marks":["852ab039a049"],"text":"Kayla Greaves"}],"markDefs":[{"_key":"852ab039a049","_type":"link","href":"https://www.kaylagreaves.com/"}],"style":"h2"},{"_key":"5ad99ce57ef3","_type":"block","children":[{"_key":"344b45e6edbf0","_type":"span","marks":[],"text":"Kayla Greaves is an award-winning journalist, beauty expert, consultant, and speaker/moderator with over a decade of media experience. 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Meanwhile, calls for diversity and inclusion will increase – we see a lot of it in front of the camera, but we'll be seeing more of that behind the scenes, as well as brands with minority ethnic founders getting funding, particularly as niche brands continue to be a focal point."}],"markDefs":[],"style":"normal"},{"_key":"548be6e283bf","_type":"block","children":[{"_key":"8b97c62886090","_type":"span","marks":[],"text":"Alongside this, communities will become increasingly crucial for brands who want to stay competitive in 2024. Brands that have built a community around themselves will be important, especially if their consumers feel like they're seen and heard. They'll continue to make developments because they have a loyal customer base. Many of the brands we see are indie brands, and they have niche audiences. That's why it's crucial now for brands to build a community around their products, their lives, and their collections, and it's easier than ever to do that. 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The founder, Diarrha Ndiaye, is excellent at building communities and holding space for people."}],"markDefs":[],"style":"normal"},{"_key":"d4d9e7240ba1","_type":"block","children":[{"_key":"3d653dc9839f0","_type":"span","marks":["14b64c4cd00e"],"text":"Topicals"}],"markDefs":[{"_key":"14b64c4cd00e","_type":"link","href":"https://mytopicals.com/en-gb"}],"style":"normal"},{"_key":"042cfbb6fd78","_type":"block","children":[{"_key":"341cd37f08510","_type":"span","marks":[],"text":"Topicals is a skincare brand that foregrounds science-backed products for skin with scarring, hyperpigmentation, and other chronic conditions. 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Often, people from minority ethnic backgrounds are not encouraged to go and form networks or communities. Because they don't have that sense of community, they seek it outwardly, but because they don't know what good looks like, they’re unsure how to obtain those networks and progress them. Mentorship supports that slightly, but you have to know about the networks, convince yourself that they’re important, understand how to leverage them, and find the confidence to ask for help to move forward."}],"markDefs":[],"style":"normal"},{"_key":"775ab1daecc4","_type":"block","children":[{"_key":"dc5d575e30ac0","_type":"span","marks":[],"text":"Businesses need to invest in their people. It's not good enough to just talk about attracting diverse talent; it’s about retaining them. Work with communities that have trusted and credible sources. Make sure you have a DE&I statement and that the recruitment round considers everyone's lived experiences. 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The right to ask for flexible working is key when building networks, your confidence in the workspace, and career knowledge. However, what's happening is a proximity bias, so individuals who feel that they aren't close enough to their managers or senior decision-makers are 90% more likely to think that they're not going to get the opportunity. We’re seeing aspects like remote working become a thing of the past."}],"markDefs":[],"style":"normal"},{"_key":"4ffd4fc65191","_type":"block","children":[{"_key":"75949d1ddbb10","_type":"span","marks":[],"text":"We have a lot of technology enabling us, especially in the UK, but we don't have the knowledge and confidence to best use them. In 2024, I'm excited about technology that's going to create connections, help us shift our confidence levels and grow our mindsets. Apps that will teach you how to create virtual communities and take them offline. 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And while frustrations with capitalism are seeing people pursue alternative sources of aid, 2024 may also drive them to more consciously find joy – especially within the LGBTQ+ community – as a form of resilience and togetherness."}],"markDefs":[{"_key":"9238b3816ecb","_type":"internalLink","reference":{"_ref":"a110969c-317a-4e81-8b15-93139eb7aed5","_type":"reference"}},{"_key":"91fdb9a6c9af","_type":"internalLink","reference":{"_ref":"a1634e46-fe60-4b6b-8c71-b6afc930c491","_type":"reference"}},{"_key":"34957f8072d9","_type":"internalLink","reference":{"_ref":"1b7d23fc-0882-450a-ba3f-32cbd1934b6d","_type":"reference"}}],"style":"normal"},{"_key":"1b56295f2bd9","_type":"block","children":[{"_key":"9b6ba137849f0","_type":"span","marks":[],"text":"In this chapter of the 2024 Expert Outlook, Dr. Douglas Rushkoff, a professor of media theory and digital economics at CUNY/Queens, discusses two possible pathways for society in 2024; Amelia Abraham, a writer and brand consultant, offers their perspective on the resilience of the LGBTQ+ community in the face of adversity; and Aphinya Siranart, the head of exploration at the United Nations Development Programme in Thailand, explores the intersection of sustainability and development in 2024."}],"markDefs":[],"style":"normal"},{"_key":"058476ff9145","_type":"image","asset":{"_ref":"image-88287766703c69dad7a96bef665ede5c4b0744e2-2500x1667-jpg","_type":"reference"},"caption":"Why are locally-focused businesses set to thrive in 2024?","copyright":"Joe's Pizza (2023)"},{"_key":"c32428683cbb","_type":"block","children":[{"_key":"4272e1aa87be0","_type":"span","marks":[],"text":"Sustainable models"}],"markDefs":[],"style":"h1"},{"_key":"ae868b7fa5fd","_type":"block","children":[{"_key":"cf87d7533da20","_type":"span","marks":["ee3c816e59a7"],"text":"Douglas Rushkoff"}],"markDefs":[{"_key":"ee3c816e59a7","_type":"link","href":"https://rushkoff.com/"}],"style":"h2"},{"_key":"412c7bbe1b36","_type":"block","children":[{"_key":"265dde96b7960","_type":"span","marks":[],"text":"Dr. Douglas Rushkoff is a professor of media theory and digital economics at CUNY/Queens. Named one of the ‘world’s ten most influential intellectuals’ by MIT, he is an author, teacher, and documentarian who focuses on the ways people, cultures, and institutions create, share, and influence each other’s values."}],"markDefs":[],"style":"h2"},{"_key":"c125911286b0","_type":"block","children":[{"_key":"4f2599544e6f0","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"782fdb5e85fc","_type":"block","children":[{"_key":"743dfcdef4970","_type":"span","marks":[],"text":"Many people are coming to understand that consumption- and growth-based competitive capitalism is not going to solve our biggest collective problems. This realisation is leading them toward two broad scenarios in 2024 and beyond. In the first one, people will turn to ideologies of right-wing populism like MAGA, where they will want to restore some kind of mythology of nationalist origin, pride, and unity. It will be about pushing for parochial, close communities while scapegoating ‘undeserving others’ to the margins. In the alternative scenario, people will move toward more inclusive localism, mutuality, social connections, and sharing. In either case, we’re going to see some profound realignment of values."}],"markDefs":[],"style":"normal"},{"_key":"94f08472bcec","_type":"block","children":[{"_key":"527812e3242b0","_type":"span","marks":[],"text":"While the future remains unwritten, there are some early signs that we might be moving towards a more communal direction. Instead of buying needless tools, like power drills, that we only use two times a year, people seem increasingly willing to venture to a neighbour's house to borrow what they need. We should actually aim to build an economy on the model of public libraries, where we simply check out the tools we need. People are already doing that with digital products like music on Spotify, vehicles from Zipcar, and shares in food co-ops. But how will this affect the economy? If this shift does occur, what happens to the power drill company, for example? Well, now they don’t need as many people working there, so we eventually end up in a degrowth model of economy – a smaller workforce working fewer hours, less consumption, and a more socially just and ecologically sustainable society. This ends up being a good thing for almost everyone except the owners of those power drill companies who are less comfortable with $7 billion in their portfolio than $23 billion."}],"markDefs":[],"style":"normal"},{"_key":"b6424d17d7d5","_type":"block","children":[{"_key":"5a3e98637e400","_type":"span","marks":[],"text":"The shift towards localism and mutual aid is also coming naturally because of the decline of institutions from corporatised medicine, banking, and big agriculture to governments themselves. People either suspect these institutions don't have their best interests at heart, or they recognise that they are becoming increasingly incapable of serving their original functions."}],"markDefs":[],"style":"normal"},{"_key":"3147c66192d8","_type":"block","children":[{"_key":"2e4514b7ff790","_type":"span","marks":[],"text":"As a response, people are turning away from these massive centralised structures and towards smaller, local initiatives. So, if national food stamps don't work, people are looking at food pantries in their towns and neighbourhoods and addressing the hunger issue by organising from the bottom up rather than the top down. Yet that doesn’t mean it’s an either/or situation where macro institutions are completely disappearing. The point is that if people can organise and take care of each other locally, there will be less pressure on insufficient large bureaucracies. In other words, if there's an earthquake, we won’t have to fully rely on FEMA as we already have practice caring for one another in our resilient local communities."}],"markDefs":[],"style":"normal"},{"_key":"68318a0102f3","_type":"block","children":[{"_key":"ad1b7299bb310","_type":"span","marks":[],"text":"The kinds of brands that will succeed in the future are those that make it clear to their consumers that the company doesn't need to grow to be successful, that they’re not depending on you, the consumer, to feed their shareholders – they are providing the consumer with a good or service. They're in a living relationship with each other. Brands that can do that are going to be sustainable brands. I mean not just from a green perspective but sustainable from a business perspective. That’s the challenge for businesses: how do you shift towards a more circular economic model? That's what I would ask every brand: how could you be successful at the size you're at right now?"}],"markDefs":[],"style":"normal"},{"_key":"30b523557c1f","_type":"block","children":[{"_key":"a64052084f090","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"f15827645af5","_type":"block","children":[{"_key":"b1813a2430da0","_type":"span","marks":["f6e292fc91aa"],"text":"Joe's Pizza"}],"markDefs":[{"_key":"f6e292fc91aa","_type":"internalLink","reference":{"_ref":"b3154240-cd68-420f-be21-94dca4595e8c","_type":"reference"}}],"style":"normal"},{"_key":"5bbc0353c3ae","_type":"block","children":[{"_key":"2195e3ed20640","_type":"span","marks":[],"text":"New York’s Joe’s Pizza is a quintessential local business that serves its local community. What’s more, despite intense Starbucks-ification and rising real estate prices, the brand managed to stay on Main Street when everyone declared Main Street dead."}],"markDefs":[],"style":"normal"},{"_key":"8886cf701ec9","_type":"block","children":[{"_key":"e04d8e1808890","_type":"span","marks":["88159151444c"],"text":"Refill Room"}],"markDefs":[{"_key":"88159151444c","_type":"link","href":"https://www.refillroom.co/"}],"style":"normal"},{"_key":"1ce62d279041","_type":"block","children":[{"_key":"4893c28679080","_type":"span","marks":[],"text":"Refill Room is a sustainable one-stop shop for refillable, zero-waste household products in Westchester County, New York. The brand is working to reduce single-use plastic. It also offers sustainable local delivery with its reusable and returnable bottles."}],"markDefs":[],"style":"normal"},{"_key":"c4d450689eca","_type":"block","children":[{"_key":"d2701ea0911d0","_type":"span","marks":[],"text":"Collaborative models"}],"markDefs":[],"style":"normal"},{"_key":"0ea0c152b074","_type":"block","children":[{"_key":"cc1f174ee80e0","_type":"span","marks":[],"text":"From various "},{"_key":"cc1f174ee80e1","_type":"span","marks":["d0b0f372ff58"],"text":"non-corporate alternatives to Uber"},{"_key":"cc1f174ee80e2","_type":"span","marks":[],"text":" to brands like "},{"_key":"cc1f174ee80e3","_type":"span","marks":["75973a7546b3"],"text":"True Value Hardware"},{"_key":"cc1f174ee80e4","_type":"span","marks":[],"text":" that see themselves as a buyers’ cooperative, collaborative models that directly embed sustainability, community participation, and workers’ rights into their business are gaining traction."}],"markDefs":[{"_key":"d0b0f372ff58","_type":"link","href":"https://graziadaily.co.uk/life/real-life/ethical-alternatives-uber/"},{"_key":"75973a7546b3","_type":"link","href":"https://www.truevalue.com/"}],"style":"normal"},{"_key":"25079cc5ec65","_type":"image","asset":{"_ref":"image-38d9410918d20e171f482d90f012b352f8b5ae52-1537x1115-jpg","_type":"reference"},"caption":"Pride campaigns alone can’t showcase the diversity of the LGBTQ+ community","copyright":"Both & Apparel (2023)"},{"_key":"96064ae6df38","_type":"block","children":[{"_key":"41f97f90ad0b0","_type":"span","marks":[],"text":"Anti-capitalist mindsets"}],"markDefs":[],"style":"h1"},{"_key":"617540c912a7","_type":"block","children":[{"_key":"167a43a012b70","_type":"span","marks":["5a1073b382d9"],"text":"Amelia Abraham"}],"markDefs":[{"_key":"5a1073b382d9","_type":"link","href":"https://www.amelia-abraham.com/"}],"style":"h2"},{"_key":"853bbcc55f5d","_type":"block","children":[{"_key":"7cfb1d49a5900","_type":"span","marks":[],"text":"Amelia Abraham is a London-based writer, editor, and brand consultant. Their recent clients include Nike, Hinge, Dr. Martens, and Lyst. Having published two books on queer culture, "},{"_key":"13b44372a2e3","_type":"span","marks":["em"],"text":"Queer Intentions"},{"_key":"196a13d17fc2","_type":"span","marks":[],"text":" and "},{"_key":"015d1d7c175b","_type":"span","marks":["em"],"text":"We Can Do Better Than This"},{"_key":"7bf1dbbb1151","_type":"span","marks":[],"text":", Abraham has talked about LGBTQ+ culture everywhere from Sky News to BBC Radio 4 to the Southbank Centre, and regularly delivers LGBTQ+ diversity and inclusion talks for brands."}],"markDefs":[],"style":"h2"},{"_key":"3841a05d8464","_type":"block","children":[{"_key":"ba7083678c260","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"fd9b16094879","_type":"block","children":[{"_key":"35928b7227060","_type":"span","marks":[],"text":"LGBTQ+ people are increasingly experiencing anti-LGBTQ+ legislation and sentiment from the government. This is especially prominent in the US – from bans on drag and trans rights to a huge wave of censorship in educational institutions and public libraries. This is likely to continue next year, culminating in the 2024 US elections. The UK is also seeing similar rhetoric and action, with the Labour party abandoning some of its policies in support of trans rights."}],"markDefs":[],"style":"normal"},{"_key":"6140af1bce5c","_type":"block","children":[{"_key":"b2b89304773e0","_type":"span","marks":[],"text":"The ongoing cost of living crisis continues to disproportionately affect queer people because they face increased discrimination and barriers to the workplace. Trans people also need to pay extra costs for things like gender affirming care, and LGBTQ+ people, in general, excessively experience homelessness. Together with rising rent prices and the housing market crisis, many queer people feel frustrated and disenchanted. In fact, there is a widespread sense of disillusionment with capitalism. You work hard but nothing changes. Everyone just ends up trying to get by. With LGBTQ+ people collectively facing more structural barriers to survive, we can expect that at least some queer people will turn to more radical, anti-capitalist politics as the current state of affairs is not sustainable in the long term."}],"markDefs":[],"style":"normal"},{"_key":"0cf552aa15c4","_type":"block","children":[{"_key":"aef28b2081860","_type":"span","marks":[],"text":"At this particular moment, many LGBTQ+ people feel fatigued with the political and economic situation. While there is a perception that some progress has been made, many queer people feel that things are not improving. From rising hate crimes to never-ending culture war debates, there is a sense of emotional exhaustion."}],"markDefs":[],"style":"normal"},{"_key":"35d047f43d78","_type":"block","children":[{"_key":"1a83e3e436f10","_type":"span","marks":[],"text":"Unsurprisingly, many LGBTQ+ people are now interested in seeking collective moments of joy, especially in offline spaces. It’s a form of self-preservation as the internet can be very toxic. In other words, we are seeing a return to IRL queer spaces where collective hedonism, mutual care, and connection are celebrated. For example, there has been a rise in communal spaces for older LGBTQ+ people, while London cultural institutions like the Tate, ICA, and South Bank are innovating with one-off nighttime queer events."}],"markDefs":[],"style":"normal"},{"_key":"4e65ddb3007c","_type":"block","children":[{"_key":"53bf6f37d0830","_type":"span","marks":[],"text":"Yet there is still space for collective queer joy in the online world as well. The euphoria that comes from watching Netflix show "},{"_key":"53bf6f37d0831","_type":"span","marks":["a81b9536cd63"],"text":"Heartsopper"},{"_key":"53bf6f37d0832","_type":"span","marks":[],"text":" is a great example of this. People are sharing their reactions to their favourite scenes and episodes. They are creating TikToks and memes and simply enjoying this optimistic and wholesome representation of LGBTQ+ life."}],"markDefs":[{"_key":"a81b9536cd63","_type":"internalLink","reference":{"_ref":"856cae57-bc26-45a0-abda-14d57674c291","_type":"reference"}}],"style":"normal"},{"_key":"e29c659f8ba7","_type":"block","children":[{"_key":"5e1ba27ac61c0","_type":"span","marks":[],"text":"Brands would do well to tap into all these moments, both offline and online, and celebrate the diversity of the LGBTQ+ community all year round, not just during Pride month. In fact, there is an enormous space for brands to highlight underserved members of the LGBTQ+ community, like queer parents, butch and masculine women, and working-class LGBTQ+ people. Brands need to be aware that there are ramifications to only prioritising certain types of visibility and they should strive to be more inclusive and intersectional when portraying LGBTQ+ people."}],"markDefs":[],"style":"normal"},{"_key":"c38d839794e2","_type":"block","children":[{"_key":"4b963ab9dd2d0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"c2deabaeff3c","_type":"block","children":[{"_key":"b7133a30fd3b0","_type":"span","marks":["50707d2170a0"],"text":"Dr. Martens"}],"markDefs":[{"_key":"50707d2170a0","_type":"internalLink","reference":{"_ref":"5a89d330-37d8-4fd9-b51e-186ea842a283","_type":"reference"}}],"style":"normal"},{"_key":"a1b5f4408e1d","_type":"block","children":[{"_key":"a9db08170b0b0","_type":"span","marks":[],"text":"Dr. Martens has a long track record of authentic campaigning and partnering with LGBTQ+ communities. For example, Dr. Martens has been driving new narratives with its "},{"_key":"a9db08170b0b1","_type":"span","marks":["9947fb369a9b"],"text":"‘Pride Generations’"},{"_key":"a9db08170b0b2","_type":"span","marks":[],"text":" series, allowing people to bond over their shared cultural experiences."}],"markDefs":[{"_key":"9947fb369a9b","_type":"link","href":"https://www.drmartens.com/us/en/pride-generations-protest"}],"style":"normal"},{"_key":"087f36e4bb4d","_type":"block","children":[{"_key":"b5fc5fdd581f0","_type":"span","marks":["c488c7682e28"],"text":"Aesop"}],"markDefs":[{"_key":"c488c7682e28","_type":"link","href":"https://www.aesop.com/uk/"}],"style":"normal"},{"_key":"2ebb7ead269c","_type":"block","children":[{"_key":"259553f125b80","_type":"span","marks":[],"text":"Aesop, a skincare brand, celebrated 50 years of Pride in the UK by transforming its Soho store into a "},{"_key":"259553f125b81","_type":"span","marks":["d66989d256bb"],"text":"library"},{"_key":"259553f125b82","_type":"span","marks":[],"text":" filled with books by LGBTQ+ authors. This initiative was a way for Aesop to celebrate the LGBTQ+ community by giving its members a platform to showcase their work."}],"markDefs":[{"_key":"d66989d256bb","_type":"link","href":"https://www.womenshealthmag.com/uk/travel/a40455541/cult-skincare-brand-aesop-have-swapped-their-products-for-books-to-celebrate-pride/"}],"style":"normal"},{"_key":"ab00da0cc248","_type":"block","children":[{"_key":"1bb58940cb7f0","_type":"span","marks":["ae69deb4c4a4"],"text":"Both & Apparel"}],"markDefs":[{"_key":"ae69deb4c4a4","_type":"link","href":"https://bothandapparel.co.uk/"}],"style":"normal"},{"_key":"1d056a8d2bc9","_type":"block","children":[{"_key":"94bcb3c4d0af0","_type":"span","marks":[],"text":"Both & Apparel, a US-based clothing brand that creates clothes and intimates for trans-masc bodies, paid homage to cult ‘90s Calvin Klein ads in its spring 2023 campaign that celebrated "},{"_key":"94bcb3c4d0af1","_type":"span","marks":["9f882af955c2"],"text":"trans visibility"},{"_key":"94bcb3c4d0af2","_type":"span","marks":[],"text":"."}],"markDefs":[{"_key":"9f882af955c2","_type":"link","href":"https://www.thedrum.com/news/2023/03/29/trans-fashion-brand-emulates-calvin-klein-s-famous-90s-ads"}],"style":"normal"},{"_key":"4dcd91245c56","_type":"image","asset":{"_ref":"image-0a7579b228f218567e0d7047d1e72f9a8175e83a-2798x1907-jpg","_type":"reference"},"caption":"Ongoing support is essential to overcoming claims of green- and pinkwashing","copyright":"Dr. Martens (2023)"},{"_key":"8c8b49ae4804","_type":"block","children":[{"_key":"b0103e02846a0","_type":"span","marks":[],"text":"Civic engagement"}],"markDefs":[],"style":"h1"},{"_key":"f053072d618b","_type":"block","children":[{"_key":"6f36aea108710","_type":"span","marks":[],"text":"Aphinya Siranart"}],"markDefs":[],"style":"h2"},{"_key":"315820f08ea3","_type":"block","children":[{"_key":"00bd7fb739c00","_type":"span","marks":["ff883420d388"],"text":"Aphinya Siranart"},{"_key":"00bd7fb739c01","_type":"span","marks":[],"text":" is the head of exploration at the United Nations Development Programme in Thailand, where she leads the organisation’s portfolios on private finance for sustainable development and governmental digital transformation. Passionate about innovation for sustainability, Aphinya has provided technical consultations and training for hundreds of businesses, helping them integrate sustainability into their business activities, operations, and strategies. Aphinya is an Obama Asia-Pacific Leader."}],"markDefs":[{"_key":"ff883420d388","_type":"link","href":"https://gsgii.org/attendee/aphinya-siranart/"}],"style":"h2"},{"_key":"07f6c1bbee01","_type":"block","children":[{"_key":"f2d760feecfa0","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"2849179aa737","_type":"block","children":[{"_key":"f8be75a1f30d0","_type":"span","marks":[],"text":"July 2023 has been reported as the hottest month in recorded history, and the UN recently changed its terminology from global warming to global boiling. People from both developed and developing countries are increasingly realising that addressing climate change requires going beyond piecemeal improvements and that full-scale solutions need to be integrated into the operations of both businesses and governments and then actioned on a global scale."}],"markDefs":[],"style":"normal"},{"_key":"c1fdd7268da4","_type":"block","children":[{"_key":"b43443318c6b0","_type":"span","marks":[],"text":"Many young people are already demanding that the products and services they buy and use are genuinely sustainable as they can easily spot greenwashing. What’s more, consumers of all ages are more sceptical of sustainability claims made by brands, especially when they use different terms and metrics to describe their green agendas. The best way to prevent greenwashing is for businesses to implement more universal methodologies that assess the long-term climate impact of every product and service, giving consumers a clear, concise, and consistent way to communicate their sustanability credentials."}],"markDefs":[],"style":"normal"},{"_key":"f77ca5ec94e5","_type":"block","children":[{"_key":"5bbe0d719c9e0","_type":"span","marks":[],"text":"When discussing sustainability and other long-term developmental issues, global institutions like the UN are increasingly using a bottom-up approach where citizens and local communities are at the centre. So, instead of coming up with green policies in an office or a conference, truly ambitious international organisations engage with citizens. They do workshops with them, apply design system thinking to get insights from local communities in real-time, and look at the whole ecosystem to understand people’s current and future needs."}],"markDefs":[],"style":"normal"},{"_key":"25e934f37664","_type":"block","children":[{"_key":"2a7c4d72fe340","_type":"span","marks":[],"text":"While fully enacting those approaches remains highly challenging, places like the EU are also planning ambitious green agendas, especially on a legislative level. For example, the idea is to require businesses to go beyond CSR and implement circular models of sustainability. So, if a business were to introduce a new product or a service, it would need to introduce intrinsically sustainable models like recyclable packaging and renewable energy use."}],"markDefs":[],"style":"normal"},{"_key":"2154a3e5324f","_type":"block","children":[{"_key":"6212ad977d9d0","_type":"span","marks":[],"text":"‘Cleantech’ is worth spotlighting as an emerging field of business that’s focused on developing and commercialising technologies that can help reduce our environmental impact. Unlike traditional businesses, which are often driven by short-term financial gains, cleantech companies are motivated by innovation and sustainability. They are developing new ways to generate and use energy, produce materials, and transport goods that are less harmful to the environment. 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She is a senior lecturer in digital media studies, and her areas of expertise include popular and meme culture, Black media and visual culture, feminism and consumer culture, and brand responses to issues of injustice."}],"markDefs":[{"_key":"16d1d0791c7a","_type":"link","href":"https://www.francescasobande.com/"}],"style":"h2"},{"_key":"bcc533ab5835","_type":"block","children":[{"_key":"cd272e2bd6790","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"008e2e41ffbf","_type":"block","children":[{"_key":"230ecc1b849c0","_type":"span","marks":[],"text":"The continually fluctuating nature of the functions and brand image of Twitter (now known as X) is a potentially disruptive force in a host of different ways – particularly given how much of a prominent platform it has become in a whole host of sectors. I think that beyond the fact that people might be disgruntled with the platform, they’re looking at the different ways it can have – and is having – very real consequences around how news travels and is verified (or not) and the extent to which places or spaces online feel safe for different groups."}],"markDefs":[],"style":"normal"},{"_key":"f4844a3e8cdf","_type":"block","children":[{"_key":"d9d6fcb363890","_type":"span","marks":[],"text":"That's exemplifying a general lack of trust in relation to people's search for perceptions of truth, ‘realness’, or just being upfront. The issue of trust is playing out in a host of different ways. Whether it's people’s rightful mistrust of organisations or distrust in educational institutions, organisations are grappling with the fact that they can't simply expect or demand trust. In the 21st century, it's been heightened by a range of factors – the capacity for people to impactfully voice their concerns and critiques of organisations online and how that's been simultaneously aided and censored by digital and social media developments."}],"markDefs":[],"style":"normal"},{"_key":"ba78cf7e86ff","_type":"block","children":[{"_key":"2ade712e80680","_type":"span","marks":[],"text":"As Margot Robbie's character in Barbie says: \"I want to be a part of the people that make meaning, not the thing that is made.\" So many people are now aware of how their comments, content, and general engagement on social media are commodities that benefit these platforms rather than being a form of meaning and an expression of agency. As a result, we will see people withdrawing from various digital spaces because of these feelings of being commodified. 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So, what does it mean when somebody deletes their social media profile but throws themselves into various apps that are positioned as health and wellness-related?"}],"markDefs":[],"style":"normal"},{"_key":"f2111d92f8fe","_type":"block","children":[{"_key":"a434b22096940","_type":"span","marks":[],"text":"In some ways, we are on the cusp of a key change around some of the norms of social media and how people approach their engagement, and there's such a flurry of activity in the industry as a result. There have been rumblings about the revival of something that resembles and is more similar to MySpace and even calls for more long-form blogging – differing from the bite-sized nature of most online content – moving away from a visual focus and particularly video. 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That's the prerequisite."}],"markDefs":[],"style":"normal"},{"_key":"a70395133586","_type":"block","children":[{"_key":"290f90191a5b0","_type":"span","marks":[],"text":"We've been talking about ‘solves’ for what feels like forever, yet they're not great. We've had conversations about dopamine fasting and the social dilemma, yet the diagnosis has been to just walk away from it all. Unplug. Turn your phone grayscale. Turn off your notifications. Don't look at screens when you wake up. This doesn't change the environments which are left behind. I think it's selfish and privileged for people to be prescribed a temporary digital detox. More and more of our infrastructure is built fully online – education, employment, healthcare, and work itself. It's not realistic to be able to unplug for most people. The issue is not a single app or notification; it's the larger, intangible environment and how our brains are rewiring – or rather, not adapting to today's alien environments."}],"markDefs":[],"style":"normal"},{"_key":"5d5fe0cc9af1","_type":"block","children":[{"_key":"849189b668b50","_type":"span","marks":[],"text":"One solution for navigation has been a re-distribution of trust – open dialogue among strangers for some of our most intimate decisions, from medical to relationship advice. There is an inherent distrust in any sort of traditional institutions across media, so we are seeing people flock towards both anonymous crowds and individual creators or Substacks. The upside here is more tailored or diverse content, and an argued downside is the prolonged death of the expert. This creates its own set of dilemmas regarding trust and credibility. Regardless, as a result of our larger distrust – and rampant misinformation – it's hard for me to envision the internet becoming anything other than a playpen. It arguably already is, but it will become increasingly difficult to take it seriously when there is so much confusion about what's real and what isn't. For this reason, I envision a world where there's a new emphasis and value placed upon offline, real-time, synchronous events to ensure credibility. It'll be the evolution of the statement 'seeing is believing' – seeing it with my own eyes, in person, is believing. Sure, there's been yellow journalism or false, sensational, and confusing content before life went online, but today, everyone is editor-in-chief online."}],"markDefs":[],"style":"normal"},{"_key":"cc9ea2daf6f7","_type":"block","children":[{"_key":"954b1ae08b7f0","_type":"span","marks":[],"text":"When reality is debatable, communicating realness is going to be imperative in 2024. 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His research explores people’s responses to misinformation and propaganda, how corrections affect our memory, and the potential conflict between the architecture of our online information ecosystem and democracy."}],"markDefs":[{"_key":"050115d8f8d9","_type":"link","href":"https://www.cogsciwa.com/"}],"style":"h2"},{"_key":"054cfe0b5e41","_type":"block","children":[{"_key":"521d84c91c820","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"0a57c758d876","_type":"block","children":[{"_key":"b5e7d8f50a890","_type":"span","marks":[],"text":"Something that is going to make a huge difference in the communications sector is generative language models like ChatGPT. We don't have any handle whatsoever on what that's going to do. We don't know how to regulate it and we don't really know what the cognitive ramifications are. And yet this thing is incredibly powerful and anybody can use it and it's out there – it's a key event in human history."}],"markDefs":[],"style":"normal"},{"_key":"24f7ba4fbac4","_type":"block","children":[{"_key":"25b60cd9cefc0","_type":"span","marks":[],"text":"In terms of its effect on misinformation online, at the moment it may still be the case that you can tell what is and isn't written by AI, and there's some evidence to suggest that people can tell. But then there are other studies suggesting you can't. Regardless, the evidence at the moment is irrelevant because we'll have ChatGPT 5 within 12 months then ChatGPT 6, and so on. Give it a maybe year and a half and there will be a point when it will become impossible to tell given the power of this thing and the rate of progress. It'll become so difficult that perhaps only top-notch linguistic experts or cognitive scientists will be able to tell the difference."}],"markDefs":[],"style":"normal"},{"_key":"23e3841b8b78","_type":"block","children":[{"_key":"56e4e19f2b200","_type":"span","marks":[],"text":"Generative AI is going to drastically change the limitations and expectations of personalised communications – whether that’s from brands or in the political sphere. People are perfectly happy to have everything from sexual partners to movies and books be recommended by an algorithm. In a sense, that's a good thing because we're happier as a result, but part of the problem with these algorithms is that they are a gratification machine. That causes a problem because when people are used to their preferences being satisfied, the moment the bubble bursts is really jarring – that level of personalisation is going to become expected as the norm."}],"markDefs":[],"style":"normal"},{"_key":"3409560553d4","_type":"block","children":[{"_key":"bb59b9cd0cde0","_type":"span","marks":[],"text":"In 2024, I expect a lot of climate change disasters and stuff related to that, and what that does is hard to predict. But based on the pandemic and all I know about how humans respond to uncertainty and anxiety, I don't think it'll be anything good. When humans are scared, they do crazy things. The pandemic was a prime example – beating up doctors and blowing up 5G installations because of some conspiracy theory. Of course, social media is an incubator for that, but I don't take that to necessarily be a stimulus through mitigation. I think that could equally be a stimulus for bifurcation. The majority of people understand that we have to do something about climate change, for example, but there will be an increasingly radical minority who's going to go the other way, maybe instigating violent action against the establishment."}],"markDefs":[],"style":"normal"},{"_key":"ee5182e34418","_type":"block","children":[{"_key":"c2e79bfebdc20","_type":"span","marks":[],"text":"Facebook and YouTube are on the retreat already. YouTube has given up its policy to take down videos that deny election results. Facebook has also retreated in a lot of ways because there is a strong political backlash against dealing with misinformation or content moderation. In the context of the 2024 election in the US, I think social platforms are unlikely to step up to the extent that they did in 2020. 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He will straight up not obey laws and claim that they don't apply to him, and I don't know what would happen then."}],"markDefs":[],"style":"normal"},{"_key":"8d3c41dcff39","_type":"block","children":[{"_key":"8cc03a57c5b20","_type":"span","marks":["4d61cb5accdb"],"text":"OpenAI"}],"markDefs":[{"_key":"4d61cb5accdb","_type":"link","href":"https://openai.com/"}],"style":"normal"},{"_key":"c9102cc0b6b0","_type":"block","children":[{"_key":"f7471db0438c0","_type":"span","marks":[],"text":"What is happening now with AI is, in a sense, further developing the problem because while we know that the technology will improve efficiencies and processes, there is really no way of stopping it now. Any attempt to ban it will fail, and it would just pop up somewhere else. You still have to take responsibility for the use of AI, so I think one outcome is that people are going to get very concerned and paranoid about the uses and ethical concerns of AI."}],"markDefs":[],"style":"normal"},{"_key":"1b7cafd4622c","_type":"block","children":[{"_key":"98c3ed1602b10","_type":"span","marks":[],"text":"\n"}],"markDefs":[],"style":"normal"}],"contentHighlights":[{"_key":"47ddae33b62a","_type":"highlight","body":[{"_key":"5682b1bed98c","_type":"block","children":[{"_key":"0c0e01afe5410","_type":"span","marks":[],"text":"As legacy platforms like Twitter morph into something new, people will continue to seek out niche communication channels"}],"markDefs":[],"style":"normal"}]},{"_key":"e0bdff8230b7","_type":"highlight","body":[{"_key":"fa798a27e6dc","_type":"block","children":[{"_key":"9009ba6626880","_type":"span","marks":[],"text":"People are hyper-aware of how their engagement on social media is commodified, potentially prompting them to minimise the types of content they post"}],"markDefs":[],"style":"normal"}]},{"_key":"4f691379536d","_type":"highlight","body":[{"_key":"e3447bc393db","_type":"block","children":[{"_key":"29669968c6690","_type":"span","marks":[],"text":"Although digital fatigue is commonplace, the ability to simply ‘switch off’ is often not possible given tech’s role in social, professional, and administrative comms"}],"markDefs":[],"style":"normal"}]},{"_key":"5e01154aab0a","_type":"highlight","body":[{"_key":"a3ca416741b7","_type":"block","children":[{"_key":"073c260ae42d0","_type":"span","marks":[],"text":"Some people are placing more of their confidence in peer-led communications (e.g. individual YouTubers and Substacks) as a result of widespread institutional mistrust"}],"markDefs":[],"style":"normal"}]},{"_key":"f4c0911ed7d4","_type":"highlight","body":[{"_key":"2bc9f77cc5b9","_type":"block","children":[{"_key":"72f24cd8b66f0","_type":"span","marks":[],"text":"The personalised experiences facilitated by AI may satisfy users, but they may also detrimentally inflate expectations of all online interactions"}],"markDefs":[],"style":"normal"}]},{"_key":"ff80f5f94c66","_type":"highlight","body":[{"_key":"bd5af6c6d618","_type":"block","children":[{"_key":"0ce7dfefd5bf0","_type":"span","marks":[],"text":"Artificial intelligence will supercharge the polarising effects of social media echo chambers, particularly as misinformation moderation efforts struggle to keep up"}],"markDefs":[],"style":"normal"}]}],"contentType":"report","disableAudioEmbed":false,"experts":[{"_key":"a70de11fb07f","_ref":"p-38c97c5c-0298-4065-a6c0-01b343008c2a","_type":"reference"},{"_key":"a1c5dcde49e1","_ref":"p-34cf5b84-05e8-48e4-b577-fb70481fa965","_type":"reference"},{"_key":"ee2b2d7f6e55","_ref":"f9aa8dd2-3471-4ec1-955b-3e1ec4d6dc2b","_type":"reference"}],"image":{"_type":"image","asset":{"_ref":"image-aa2d886a33bfd0bae92b7d4a6d431feb7ac5435d-2520x1418-webp","_type":"reference"},"source":"Google DeepMind (2023)"},"keywords":["Aliens","social media","TikTok","Instagram","Facebook","Twitter","X","trust","Trump","election","politics","comms","online identity","equality","discourse"],"licenseType":["globalLicense"],"locations":[],"publishDate":"2023-09-07T10:57:00.000Z","relatedArticles":[{"_key":"5f1ac27b4fbe","_ref":"2aff322f-2888-40ec-9ca7-54ab4d5d2596","_type":"reference"},{"_key":"785119b357aa","_ref":"97177d82-4a1c-4066-8c8e-4304d1337968","_type":"reference"},{"_key":"054b7f700442","_ref":"ccba447a-3131-4a3d-8420-ab16a59895f8","_type":"reference"},{"_key":"c68b7fbb172e","_ref":"ea00970a-7589-4b22-acbd-f6e86e52dc17","_type":"reference"}],"sectors":[{"_key":"a1b2b460d7cc","_ref":"4d58d247-f0d6-4528-a260-a184d8cb0726","_type":"reference"}],"summary":[{"_key":"074ed334d77d","_type":"block","children":[{"_key":"d31dae7003a80","_type":"span","marks":[],"text":"How will content moderation shape our understanding of reality? 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coming down from an almost all-time high, inflation will continue to be a core influence on how people eat and drink in 2024. While "},{"_key":"0f5a92ffe1341","_type":"span","marks":["03322362acf4"],"text":"21%"},{"_key":"0f5a92ffe1342","_type":"span","marks":[],"text":" of Americans report eating less healthily because of money worries, we’ll see attitudes towards budgeting shift as people lean into playful moments that cost less. While some are adapting the treats they give themselves to be "},{"_key":"0f5a92ffe1343","_type":"span","marks":["a4332b286ed9"],"text":"cheaper"},{"_key":"0f5a92ffe1344","_type":"span","marks":[],"text":" and "},{"_key":"0f5a92ffe1345","_type":"span","marks":["938ad6d359a0"],"text":"more convenient"},{"_key":"0f5a92ffe1346","_type":"span","marks":[],"text":", others will redefine mealtimes, turning an impromptu dinner into a "},{"_key":"0f5a92ffe1347","_type":"span","marks":["23bd2c2ccc54"],"text":"Dionysian feast"},{"_key":"0f5a92ffe1348","_type":"span","marks":[],"text":". Indeed, as belt-tightening continues, meals out will continue to be scarce – and, therefore, more important. For the "},{"_key":"0f5a92ffe1349","_type":"span","marks":["be34fd4e756e"],"text":"two in five"},{"_key":"0f5a92ffe13410","_type":"span","marks":[],"text":" Britons who are cutting down on eating out with friends to save money, it’s increasingly important that these meals are a social "},{"_key":"0f5a92ffe13411","_type":"span","marks":["6fe1e01d5f85"],"text":"experience"},{"_key":"0f5a92ffe13412","_type":"span","marks":[],"text":" worth splurging on."}],"markDefs":[{"_key":"03322362acf4","_type":"link","href":"https://www.naturalnews.com/2022-11-01-inflation-living-costs-taking-toll-american-health.html"},{"_key":"a4332b286ed9","_type":"link","href":"https://www.washingtonpost.com/food/2022/11/12/tinned-fish-date-night-tips/"},{"_key":"938ad6d359a0","_type":"internalLink","reference":{"_ref":"00fc60bd-75fc-4c4b-859f-fdcd3d48c31f","_type":"reference"}},{"_key":"23bd2c2ccc54","_type":"link","href":"https://www.vogue.com/article/the-dionysian-freedom-of-the-girl-dinner"},{"_key":"be34fd4e756e","_type":"link","href":"https://www.theguardian.com/business/2022/sep/26/not-going-out-how-the-cost-of-living-crisis-is-destroying-young-peoples-social-lives#:~:text=As%20a%20result%2C%20two%20in,access%20to%20frequent%20public%20transport."},{"_key":"6fe1e01d5f85","_type":"internalLink","reference":{"_ref":"a5a644ea-ebec-4780-ab77-a2e31b90729b","_type":"reference"}}],"style":"normal"},{"_key":"82bc6962eb3b","_type":"block","children":[{"_key":"da5737bb64d80","_type":"span","marks":[],"text":"Increasingly concerned with saving money, some are taking this to mean that they must get as many benefits out of their food and drink as possible. Functionality is making its way into segments as diverse as "},{"_key":"da5737bb64d81","_type":"span","marks":["c22da6b9241d"],"text":"cocktails"},{"_key":"da5737bb64d82","_type":"span","marks":[],"text":" and "},{"_key":"da5737bb64d83","_type":"span","marks":["08c9e14009cb"],"text":"freezer staples"},{"_key":"da5737bb64d84","_type":"span","marks":[],"text":" as brands cater to a health-conscious public that doesn’t want to compromise on comfort food. Likewise, ‘"},{"_key":"da5737bb64d85","_type":"span","marks":["abf9b6cece69"],"text":"damp drinking"},{"_key":"da5737bb64d86","_type":"span","marks":[],"text":"’ lifestyles among young people point to a desire for an "},{"_key":"da5737bb64d87","_type":"span","marks":["ea66d8b7af68"],"text":"occasional indulgence"},{"_key":"da5737bb64d88","_type":"span","marks":[],"text":" rather than pure abstinence. Combined with the "},{"_key":"da5737bb64d89","_type":"span","marks":["1d4123ccd47b"],"text":"proliferation"},{"_key":"da5737bb64d810","_type":"span","marks":[],"text":" of low-or-no ABV options, young people have begun to erase the social stigma around turning down a drink, turning a "},{"_key":"da5737bb64d811","_type":"span","marks":["f40e6fb49d7b"],"text":"dry(ish) January"},{"_key":"da5737bb64d812","_type":"span","marks":[],"text":" from a buzzkill to a normal part of Gen Z life."}],"markDefs":[{"_key":"c22da6b9241d","_type":"internalLink","reference":{"_ref":"2bb5b6aa-9769-45c2-8b93-f60ec702d00f","_type":"reference"}},{"_key":"08c9e14009cb","_type":"internalLink","reference":{"_ref":"eef9c64c-a524-40ac-bb75-db6fb78ef185","_type":"reference"}},{"_key":"abf9b6cece69","_type":"link","href":"https://www.tiktok.com/discover/damp-drinking"},{"_key":"ea66d8b7af68","_type":"internalLink","reference":{"_ref":"33a44704-8f2f-411f-b429-25f75a2d2d19","_type":"reference"}},{"_key":"1d4123ccd47b","_type":"internalLink","reference":{"_ref":"e323ef71-9643-43d4-86ae-04ebb42565db","_type":"reference"}},{"_key":"f40e6fb49d7b","_type":"internalLink","reference":{"_ref":"e857759d-440c-464e-9ac7-4f8f9c0fd29a","_type":"reference"}}],"style":"normal"},{"_key":"956ac87f3fee","_type":"block","children":[{"_key":"4ba73b0173910","_type":"span","marks":[],"text":"Elsewhere, regulations around gas stoves in new buildings look set not only to become a "},{"_key":"4ba73b0173911","_type":"span","marks":["938b0ed85c0b"],"text":"political flashpoint"},{"_key":"4ba73b0173912","_type":"span","marks":[],"text":" but also to shift the way that people cook. And while individual oven rights might be creating tension at a micro level, 2024 will see more tensions around resources as climate change drives new forms of nationalism. For instance, in the UK, next year will test European and British suppliers "},{"_key":"4ba73b0173913","_type":"span","marks":["26543f038149"],"text":"alike as new import laws"},{"_key":"4ba73b0173914","_type":"span","marks":[],"text":" are finally introduced."}],"markDefs":[{"_key":"938b0ed85c0b","_type":"link","href":"https://www.politico.com/news/2023/06/13/house-passes-bill-block-gas-stove-ban-00100492"},{"_key":"26543f038149","_type":"link","href":"https://www.independent.co.uk/news/uk/politics/brexit-imports-uk-eu-sunak-b2401122.html"}],"style":"normal"},{"_key":"50d7bfa4ca1f","_type":"block","children":[{"_key":"f1e652e1702a0","_type":"span","marks":[],"text":"In this chapter of Canvas8’s 2024 Expert Outlook, Jessica Southard, senior insights leader at Mars, discusses the desires behind the growth of functional snacking; Cathay Erway, a James Beard Award-winning food writer, explores the way ‘hyphen-American’ cuisines are changing food storytelling; and Jane Peyton, founder of The School of Booze, talks about emerging technologies that stand to change the ways we drink."}],"markDefs":[],"style":"normal"},{"_key":"e71372f22387","_type":"image","asset":{"_ref":"image-113d68dbfe2080b498890f309aca9457ba6a9801-2970x1530-png","_type":"reference"},"caption":"How might supply chain disruptions affect snacking routines in 2024?","copyright":"Tru Fru (2023)"},{"_key":"36a8f6d92132","_type":"block","children":[{"_key":"6c02781327fe0","_type":"span","marks":[],"text":"Multi-impact value"}],"markDefs":[],"style":"h1"},{"_key":"c9b4e9c39907","_type":"block","children":[{"_key":"4503331debda0","_type":"span","marks":["ad9cb8acc45d"],"text":"Jessica Southard"}],"markDefs":[{"_key":"ad9cb8acc45d","_type":"link","href":"https://www.linkedin.com/in/jessica-southard-3574a795/"}],"style":"h2"},{"_key":"c83ccc905a30","_type":"block","children":[{"_key":"b66e207483530","_type":"span","marks":[],"text":"Jessica Southard has been in consumer and market insights for the past 15 years, formerly at P&G for six years. Now, she is the senior insights leader at Mars, leading the company’s strategic foresight and managing innovation programmes globally."}],"markDefs":[],"style":"h2"},{"_key":"eed7959f6c32","_type":"block","children":[{"_key":"f8bdccab223a0","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"434cc499de35","_type":"block","children":[{"_key":"528be34816940","_type":"span","marks":[],"text":"I think the biggest threat right now actually sits within companies themselves. We went from obsessing about how behaviour is going to change due to COVID to wondering how consumers are going to react to inflation and the rising cost of living. During the pandemic, our categories proved very resilient, and then you rounded the corner with high inflation, and not only did many food and beverage companies survive but they thrived. We've become almost immune to crises. Yet if we think about some of the things that are happening from a geopolitical standpoint – like climate change – we've experienced extreme back-to-back events, whether that’s the hottest summers on record or massive flash flooding. I think all of these things have the potential to interrupt, and that strongly suggests we're not through the thick of things. Companies that think we've reached the finish line are leaving themselves a bit vulnerable."}],"markDefs":[],"style":"normal"},{"_key":"78a53a4251a2","_type":"block","children":[{"_key":"b7ca2166216d0","_type":"span","marks":[],"text":"Trust is at its lowest level, but how does that play out? It's not just about whether I don't trust my government or traditional institutions. I don't trust marketing, I don't trust businesses, I don't trust brands. Businesses are already thinking about how next year's election is going to play out in terms of international relations, and the impact that's going to have on sentiment, on consumer confidence."}],"markDefs":[],"style":"normal"},{"_key":"c46d804e6dcd","_type":"block","children":[{"_key":"be081475e0cd0","_type":"span","marks":[],"text":"A lot of people are shifting their spending from purchasing big-ticket items to experiences. Eating food is a very social type of occasion, a very social event. In general, we have seen people trade down – but they didn't cut back, and I think you're going to see that sustain into next year. There are a lot of people working from home, and that's a massive shift. As you think about human capital and where we spend our time or how we think about time, I think you'll see a lot of people say: “Let's go out for dinner because we have to get out of the house.” It's less about wanting to socialise with friends and more about getting out of the house because they've been indoors for the last nine hours or for five straight days working remotely."}],"markDefs":[],"style":"normal"},{"_key":"eaeeee2963c2","_type":"block","children":[{"_key":"a4f12eb537980","_type":"span","marks":[],"text":"One of the biggest challenges for the snacking industry is less economic-related and more about supply constraints as well as regulatory challenges. There is a lot of regulation related to biodiversity and deforestation, interesting undercurrents related to processed foods, and this hype around processed foods causing certain diseases. I think that poses a bit of a threat, which could result in recessionary-type behaviours, but from a very different angle – it’s less that people don't have money. The other headwind for the snacking industry is supply chains. At a very macro level, we've seen this sort of fragmentation or decoupling. There is a rise in resource nationalism like India putting a ban on exporting rice or other countries implementing tariffs/bans on sugar exports or some raw materials that large snack companies are very reliant upon. I think that will cause a bit of a recession in terms of availability, which is ultimately going to impact how much product you can put on shelves."}],"markDefs":[],"style":"normal"},{"_key":"cd6449e2d18f","_type":"block","children":[{"_key":"42deb53a91a60","_type":"span","marks":[],"text":"I’m excited about this idea of nutrient-dense multipurpose foods, which are coming into vogue. Most of the innovation is trying to tweak existing products to be a little bit healthier and a little bit more sustainable. There's naturally demand in that space, and those products are generally better for people and better for the planet. Even into next year, I think you're going to see people shift in favour of more multifunctional products that aren't so prescriptive. Think about the big trend in water right now, which is thinking of hydration as the new multivitamin. It's not going to be only about hydration. It's hydration plus cognition or energy drinks with probiotics. I think we’ll see this layering of benefits to facilitate a better value proposition in a tight market."}],"markDefs":[],"style":"normal"},{"_key":"7a2cad3e84d0","_type":"block","children":[{"_key":"af4e02192e800","_type":"span","marks":[],"text":"Additionally, you’re going to see a lot more brand extensions. You’ll see a lot of beverages make bold moves into the alcohol category and a lot of traditionally friendly cereal brands make pivots into energy drinks or snacks. It’s a natural extension, but I think you'll see brands in this space take more risks. From a consumer standpoint, people gravitate to brands that are sort of a shortcut to a good decision since we often gravitate to things we're more familiar with. So, I think there’s space where we’ll see similar brands play more of a cross-category role."}],"markDefs":[],"style":"normal"},{"_key":"f523c560fdf6","_type":"block","children":[{"_key":"a3fa602cb21c0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"29f2329b5a90","_type":"block","children":[{"_key":"815795f12c050","_type":"span","marks":["79b9c20df004"],"text":"Tru Fru"}],"markDefs":[{"_key":"79b9c20df004","_type":"link","href":"https://trufru.com/"}],"style":"normal"},{"_key":"b563ef8dbc9b","_type":"block","children":[{"_key":"7693d8a04db20","_type":"span","marks":[],"text":"People aren't willing to give up things that they know aren’t so good for them. People want to eat chocolate, but they want it to have a nutrient-dense profile and multiple benefits."}],"markDefs":[],"style":"normal"},{"_key":"e533c6719400","_type":"block","children":[{"_key":"cc48feabdb120","_type":"span","marks":["fd2dcfac147c"],"text":"Omeat"}],"markDefs":[{"_key":"fd2dcfac147c","_type":"link","href":"https://www.omeat.com/"}],"style":"normal"},{"_key":"a708f18895a7","_type":"block","children":[{"_key":"d509ce50e3a00","_type":"span","marks":[],"text":"I think there's some interesting momentum building in the alternative protein spaces as a whole, particularly cellular, lab-grown meat. Cellular-based meat has historically had a texture that is better than other alternative protein sources. Omeat is being backed by some really big venture capitalists who are extremely committed to sustainability, and it’s also the first one to really unlock the affordability component."}],"markDefs":[],"style":"normal"},{"_key":"87ce2a3f15de","_type":"block","children":[{"_key":"a2e507d5d9490","_type":"span","marks":["0f6f69bfaa6b"],"text":"Seed"}],"markDefs":[{"_key":"0f6f69bfaa6b","_type":"link","href":"https://www.google.com/aclk?sa=l&ai=DChcSEwiM0qH27_CAAxUPR38AHduuAZQYABAEGgJvYQ&gclid=Cj0KCQjwuZGnBhD1ARIsACxbAVgujZmsjI-cADLPewAkJVS2N_c9MkN4GNHbmsMZ14lQ7IywdnQl2NgaAp71EALw_wcB&sig=AOD64_11wOGCDhAMx3UrDKelDEAz1vfHug&q&adurl&ved=2ahUKEwiw6Zf27_CAAxUmnGoFHUyKCpkQ0Qx6BAgPEAE"}],"style":"normal"},{"_key":"1c07bc234575","_type":"block","children":[{"_key":"0304d20b81080","_type":"span","marks":[],"text":"More and more people are taking a daily probiotic, but I think a lot of the interesting science that's emerging in regard to health is focused on the brain-gut axis and how that links to behaviour. So it's not just about, ‘I want to take this because I want to have a healthy gut’ but also asking what other health benefits may come from that."}],"markDefs":[],"style":"normal"},{"_key":"b6c87543660e","_type":"image","asset":{"_ref":"image-079b950e1460fbacd758b25e53d9accdd3f1b0ec-1080x1311-webp","_type":"reference"},"caption":"The high cost of living is raising taste and nutritional expectations for every food purchase","copyright":"Oishii (2023)"},{"_key":"3c2a0dbc51ee","_type":"block","children":[{"_key":"2836fe746f5e0","_type":"span","marks":[],"text":"Drink less, drink better"}],"markDefs":[],"style":"h1"},{"_key":"718bdf76fa4f","_type":"block","children":[{"_key":"9e8d58611c1a0","_type":"span","marks":["346e24915513"],"text":"Jane Peyton"}],"markDefs":[{"_key":"346e24915513","_type":"link","href":"https://www.jane-peyton.com/"}],"style":"h2"},{"_key":"608ca1ab4bb9","_type":"block","children":[{"_key":"a8e83db8e4590","_type":"span","marks":[],"text":"Jane Peyton is an award-winning writer, public speaker, alcoholic drinks expert, tour guide, and events producer."}],"markDefs":[],"style":"h2"},{"_key":"0754c09a4407","_type":"block","children":[{"_key":"c4ec8f08025a0","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"9403bbc04207","_type":"block","children":[{"_key":"ebba376c7da20","_type":"span","marks":[],"text":"The biggest change we’re looking towards is the reduction in alcohol consumption overall. It’s a really important cultural development and it's becoming more acceptable for people not to drink alcohol. Younger generations are changing the norm by some of them not drinking at all, not socialising with alcohol, and socialising online rather than in a pub or bar."}],"markDefs":[],"style":"normal"},{"_key":"7b91b0b3206f","_type":"block","children":[{"_key":"850bc993246d0","_type":"span","marks":[],"text":"The cost of living crisis is a factor in the reduction in alcohol consumption. People are cutting down because they can't afford to go to the pub, don’t want to drink at home, or have decided that alcohol is not a priority when they have limited disposable income. There have been price hikes for all the ingredients of an alcoholic drink, as well as price rises in manufacturing and delivery costs. This shift is also caused by a post-pandemic hangover of people working from home. They’re not commuting to work, so they’re not going out with their friends after work as they might have done pre-pandemic. When they're at home, their mates aren't necessarily where they live, so people just aren’t going out as much.\n\nNo- or low-ABV beer on draught is going to be such a game-changer, particularly for men. Men tend to drink pints of beer, and until recently, non-alcoholic beer was only available in cans or bottles, so those who wanted an alcohol-free beer but did not want their friends to know couldn't do it discreetly. Today, if you go to the bar in venues that have no-alcohol beer on draught and say: “It's my round,” you can now get a pint of Lucky Saint, and your friends will never know.\n\nThere’s also a trend towards premiumisation, which has been happening for quite some time, and it has a connection to people cutting down. People want a better drinking experience and don't want to waste their units. They’re only having one or two, so they want to make it count. Alcohol is a discretionary spend but is an affordable luxury. You don't have to have an alcoholic drink, but it's a treat, a reward, so people are increasingly gravitating towards premium spirit brands. Some international breweries have introduced premium beer brands, which also have a premium price, but people seem to be willing to pay it.\n\nAlso driving premiumisation are TikTok and Instagram. Fun and fruity TikTok-inspired cocktails are super-customisable and look great on social media. People are going for quality over quantity, and they are willing to spend more. So, they're actually drinking less but are willing to spend more, and they want a better experience when they do drink."}],"markDefs":[],"style":"normal"},{"_key":"8aa8dfbdc608","_type":"block","children":[{"_key":"4e9e3c363a1a0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"67062bca91ec","_type":"block","children":[{"_key":"d6bb9fd051390","_type":"span","marks":["f78425126042"],"text":"Lucky Saint"}],"markDefs":[{"_key":"f78425126042","_type":"link","href":"https://luckysaint.co/"}],"style":"normal"},{"_key":"489074c48abf","_type":"block","children":[{"_key":"46883911a5980","_type":"span","marks":[],"text":"Lucky Saint is definitely doing it right because it’s available on draft. 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It is infuriating when everything seems to be piling up and everything's getting more expensive, so people are saying, “let's just grab whatever's cheapest.” At the same time, we may lose a lot of small farmers who are in the space and barely making it by and who are hurt much worse than big companies."}],"markDefs":[],"style":"normal"},{"_key":"cc55f4bfe8ea","_type":"block","children":[{"_key":"9f1323aa20300","_type":"span","marks":[],"text":"We're also seeing fatigue around being outside, which shakes up the outdoor dining scene. In the summer, it becomes unbearable in many places. In many places, these issues aren't going to go away very quickly or easily. We may not see changes for a very long time, even if we do implement stronger climate change policies. One development that will change up home cooking as well as dining out is that we're seeing gas stove bans rolling out in cities, and that's going to continue because gas stoves, even when they're off, emit a lot of carbon dioxide."}],"markDefs":[],"style":"normal"},{"_key":"4aa001a78940","_type":"block","children":[{"_key":"883267a45eae0","_type":"span","marks":[],"text":"There’s something very exciting about the tinned fish revival. There's something definitely very promising in this if people are thinking about the greater benefits of eating things like sardines, which are so low on the food chain, instead of salmon, which are super-high on the food chain and have a much higher environmental cost to produce. 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There’s a very promising hydroponic indoor vertical farming start-up called Oishii currently in Jersey City. It’s making beautiful Japanese heirloom strawberry varieties, but it’s on a mission to do much more than that."}],"markDefs":[],"style":"normal"}],"contentHighlights":[{"_key":"6fe1f2fc2ad8","_type":"highlight","body":[{"_key":"0b79253d4354","_type":"block","children":[{"_key":"a879a6ab63eb0","_type":"span","marks":[],"text":"People will look for multiple benefits from food and drink options, typically seeking some kind of demonstrable health benefit tied to a taste they already love"}],"markDefs":[],"style":"normal"}]},{"_key":"7570d44b0548","_type":"highlight","body":[{"_key":"ff08f833840b","_type":"block","children":[{"_key":"1d495e291ac10","_type":"span","marks":[],"text":"The cost of living crisis will drive cross-category extensions as people look to brands they already know as a heuristic for a good choice"}],"markDefs":[],"style":"normal"}]},{"_key":"d1851370ef33","_type":"highlight","body":[{"_key":"c1da2c92c231","_type":"block","children":[{"_key":"210c6f9c506f0","_type":"span","marks":[],"text":"As they reduce their consumption due to health and cost concerns, ‘damp’ drinkers will fuel the premiumisation of spirits"}],"markDefs":[],"style":"normal"}]},{"_key":"e000c4827e41","_type":"highlight","body":[{"_key":"939fc61e8db0","_type":"block","children":[{"_key":"bccbcb0195ac0","_type":"span","marks":[],"text":"Low-or-no ABV beers will continue to grow in popularity as serving options expand outside of the home"}],"markDefs":[],"style":"normal"}]},{"_key":"e1178cad2ba4","_type":"highlight","body":[{"_key":"db7867601e50","_type":"block","children":[{"_key":"82272e6004070","_type":"span","marks":[],"text":"People will gravitate towards immigrant food stories out of a desire for authentic recipes that show lived experiences with a dish"}],"markDefs":[],"style":"normal"}]},{"_key":"995fb9a7a37d","_type":"highlight","body":[{"_key":"763df54a0d61","_type":"block","children":[{"_key":"92d5df439ae10","_type":"span","marks":[],"text":"Further supply chain disruptions due to climate change may force eaters to alter their expectations for year-round produce"}],"markDefs":[],"style":"normal"}]}],"contentType":"report","disableAudioEmbed":false,"experts":[{"_key":"a29b241333cf","_ref":"dffaf0bb-d9ff-4d80-b225-dc1acf224466","_type":"reference"},{"_key":"3a0150ea82f3","_ref":"ff4589bc-008b-4c52-af69-4e2787801961","_type":"reference"},{"_key":"4266a2f3e8ff","_ref":"5487be17-4def-4247-bfc9-9514eb0c6ce7","_type":"reference"}],"image":{"_type":"image","asset":{"_ref":"image-4ccfe264c7dd88bc3eeb28e6469d84d2a8fdb415-5436x3624-jpg","_type":"reference"},"source":"Priscilla Du Preez (2018)"},"keywords":["Food","drink","premiumisation","alcohol","low and no","spirits","beer","ABV","sober","functional food","recipe","cooking","cuisine","sustainability","fruit","vegetables"],"licenseType":["globalLicense"],"locations":[],"publishDate":"2023-09-08T11:29:00.000Z","sectors":[{"_key":"ab9246487614","_ref":"cafc0235-81c2-4271-8781-ccbf2ceeb8ca","_type":"reference"}],"summary":[{"_key":"23510968717d","_type":"block","children":[{"_key":"e2d12aca63bc0","_type":"span","marks":[],"text":"How is resource nationalism changing snacking? 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Click below for the insights and innovations influencing this sector over the past six months.","title":"Mindful consumption? Value-based drinking? Plant-based revolution?"},{"_key":"O7FbL9Kc","image":{"_type":"image","asset":{"_ref":"image-bfecf56273d8a77e0a662e70b2a5cfc0e7a43f17-1000x700-png","_type":"reference"}},"summary":"Both regular people and foodies want to spruce up and gamify their routines, including the food they eat. Amid the permacrisis, sensations are becoming a welcome form of reprieve, and textures and flavours come to the forefront for their ability to comfort and entertain. Even the act of eating – from preparing to serving – is becoming gamified and more experiential. 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On the one hand, this fits with the desire for broader sensory discovery; on the other, it reflects the expanding cultural exchange, even against growing political tension.","title":"Intercultural flavours"},{"_key":"fQIPyD8W","image":{"_type":"image","asset":{"_ref":"image-ca47d1080e7ff8422e42aa7bf8ab4a2266575ca1-736x981-jpg","_type":"reference"}},"summary":"The soft drink space is more vibrant than ever, with people turning to their preferred beverages for novelty, entertainment and practical benefits. At the same time, drink choices are increasingly used to channel one's identity and find their tribe, creating an opportunity for brands to form lasting bonds and expand their world-building.\n","title":"Identity sips "},{"_key":"lQHRD4jD","image":{"_type":"image","asset":{"_ref":"image-be2190f5e0129a3b00afaeb9dd738350762bff95-2000x800-png","_type":"reference"}},"summary":"Amid busy lifestyles, nourishment increasingly feels rushed or weighed down by chores. People turn to innovation to strip away the grind and make room for joy. Reducing hassle and amplifying culture turn meals into richer and more expressive moments. 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In light of the ongoing climate crisis, global movements such as Black Lives Matter and #MeToo, and the lingering effects of the pandemic on people’s lifestyle choices, the fashion industry is experiencing a period of "},{"_key":"321e0ba65fd13","_type":"span","marks":["943159a6f197"],"text":"upheaval"},{"_key":"321e0ba65fd14","_type":"span","marks":[],"text":"."}],"markDefs":[{"_key":"9997e0377855","_type":"link","href":"https://www.ipsos.com/en-us/knowledge/society/Consumers-want-deeper-social-justice-commitments-from-brands"},{"_key":"943159a6f197","_type":"link","href":"https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion"}],"style":"normal"},{"_key":"03b93b410e85","_type":"block","children":[{"_key":"3bcd7df297c70","_type":"span","marks":[],"text":"Fashion has long been an industry that's largely self-regulated, but this looks set to change in the imminent future. 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And in the UK, fashion stylists have "},{"_key":"3bcd7df297c73","_type":"span","marks":["68f95db186c0"],"text":"formed a union"},{"_key":"3bcd7df297c74","_type":"span","marks":[],"text":" to improve conditions for creatives working in the industry."}],"markDefs":[{"_key":"c6b7829f7ee0","_type":"link","href":"https://www.glossy.co/fashion/how-new-legislation-will-affect-fashion-brands-in-2023/"},{"_key":"68f95db186c0","_type":"link","href":"https://www.independent.co.uk/life-style/fashion/stylists-people-margot-robbie-ryan-gosling-blake-lively-b2389650.html"}],"style":"normal"},{"_key":"65fb8f471347","_type":"block","children":[{"_key":"7ef964d6d0b60","_type":"span","marks":[],"text":"In this chapter of Canvas8’s 2024 Expert Outlook, Christopher-Jacques Morency, a journalist and the previous CBO for Vanguards Fashion Group and Nanushka, talks about expanding brand universes; Rian Phin, a writer and video producer, explores the need for community credentials and brand purpose to be built into storytelling; and Martine Jarlgaard, an innovator and speaker, explains the shift in fashion’s future as the world experiences drastic changes."}],"markDefs":[],"style":"normal"},{"_key":"bbb6e8a0bc35","_type":"image","asset":{"_ref":"image-ea4d2a8f860211ed783852654f0b6a8960980091-661x516-png","_type":"reference"},"caption":"How will digital and IRL communities guide the fashion world in 2024?","copyright":"Lucila Safdie (2023)"},{"_key":"c03bc7c65bac","_type":"block","children":[{"_key":"e5badefe7e520","_type":"span","marks":[],"text":"Cross-category community"}],"markDefs":[],"style":"h1"},{"_key":"caaf86b7c692","_type":"block","children":[{"_key":"0942b2cbfe44","_type":"span","marks":["5057841ee427"],"text":"Christopher-Jacques Morency"}],"markDefs":[{"_key":"5057841ee427","_type":"link","href":"https://www.canvas8.com/access/expert/christopher-morency"}],"style":"h2"},{"_key":"9563ae739941","_type":"block","children":[{"_key":"3d6179be9d240","_type":"span","marks":[],"text":"Previously the chief brand officer for Vanguards Fashion Group and Nanushka, Christopher-Jacques Morency is now predominantly a brand consultant and sits on the British Fashion Council's advisory board."}],"markDefs":[],"style":"h2"},{"_key":"00a00a005b9c","_type":"block","children":[{"_key":"a6817649c8170","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"567b6ac6a3a5","_type":"block","children":[{"_key":"2cb9c27465460","_type":"span","marks":[],"text":"The biggest threat is brands' lack of understanding of the importance of intercepting the radio waves of culture. In other words, can brands understand, track, and identify what's happening in culture at speed and respond to this with an authentic and value-driven product or message?"}],"markDefs":[],"style":"normal"},{"_key":"911d25c69180","_type":"block","children":[{"_key":"badc7dbccfc40","_type":"span","marks":[],"text":"The biggest disruptors to the fashion status quo in 2024 will be on the back end, regarding supply chains, AI, and new technologies. On the front end, customers may be spending more on big luxury brands but they're going to be a lot more specific about what they spend their money on. Something I think about a lot is this idea of a ‘brand universe’ and the evolution of a ‘brand world’, where the rules are everything that makes up a brand, from its ethos to its positioning to its local feel. But for brands to continue growing, they'll have to look horizontally. So, we’re going to start to see that. We're going to see a lot of brands moving outside of their own category because customers want that now – they will want more from brands next year."}],"markDefs":[],"style":"normal"},{"_key":"ef3d2f691f56","_type":"block","children":[{"_key":"9e0c877c31af0","_type":"span","marks":[],"text":"In the future, brands are also going to be a bit more open about how their brand lives, and also the touchpoints that consumers have with their brand. So, my touchpoint with a brand, for example, could be via the Supreme Resale Facebook group. Maybe I still buy through the brand’s e-commerce channel or I go into one of its stores, which are all different experiences. But maybe where my vision of Supreme gets shaped is all about the community side. Brands need to become more aware of all the touchpoints that exist already, whether they know it or not, and start to understand where they can authentically move into – how they can work with those touchpoints that exist but that they're not participating in yet."}],"markDefs":[],"style":"normal"},{"_key":"4f808fa18852","_type":"block","children":[{"_key":"3baf29482f070","_type":"span","marks":[],"text":"I very much hope that legislation hits fashion, especially on the sustainability side. I feel that the amount of greenwashing that happens is going to be even worse for the world in the short term because these fashion brands are pressured to create more collections, so legislation and change need to come from governmental bodies but in partnership with fashion bodies. Whether that's magazines or whether that's the bigger fashion councils, it's about partnerships. And that's a great first step, right?"}],"markDefs":[],"style":"normal"},{"_key":"4ae7fa3dc7ba","_type":"block","children":[{"_key":"2df98570b41b0","_type":"span","marks":[],"text":"I also think we're seeing a new wave of brands shying away from the traditional fashion industry and framework that has been built over the past four decades. You have to find your niche and then build that fandom first. Understand what makes that community tick and then also understand how you can expand it. What are the codes that the niche cares about? How can you authentically speak to them and find a product that sells to them? And then how can you speak to different layers of the community?"}],"markDefs":[],"style":"normal"},{"_key":"225150c9f4fc","_type":"block","children":[{"_key":"86bcf240098f0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"74b790ba4ddf","_type":"block","children":[{"_key":"70f8679ff0470","_type":"span","marks":["2f2d0ea4fc19"],"text":"Corteiz"}],"markDefs":[{"_key":"2f2d0ea4fc19","_type":"link","href":"https://www.instagram.com/crtz.rtw/?hl=en"}],"style":"normal"},{"_key":"a02c7a4910a5","_type":"block","children":[{"_key":"012d007a25680","_type":"span","marks":[],"text":"Corteiz is really good at playing into youth culture. It is super peer-to-peer while playing with old systems."}],"markDefs":[],"style":"normal"},{"_key":"893792000d4a","_type":"block","children":[{"_key":"2b70bb7ec1480","_type":"span","marks":["be82b949e645"],"text":"Brady Brand"},{"_key":"2b70bb7ec1481","_type":"span","marks":[],"text":"\nThey're not playing the fashion game but they're still one of the most successful brands now. This shows that there's an alternative, and brands should care about people who buy their stuff."}],"markDefs":[{"_key":"be82b949e645","_type":"link","href":"https://www.bradybrand.com/"}],"style":"normal"},{"_key":"8fc078485a52","_type":"image","asset":{"_ref":"image-cb28383a66f78b1d214469b130ab900c1e080f89-948x697-png","_type":"reference"},"caption":"People are eager for more legislative action to tackle false environmental claims","copyright":"Save Your Wardrobe (2023)"},{"_key":"cbe949bd4d9f","_type":"block","children":[{"_key":"82f4a46ca0d40","_type":"span","marks":[],"text":"Creator power"}],"markDefs":[],"style":"h1"},{"_key":"9e8a209d9043","_type":"block","children":[{"_key":"54dde954f4e80","_type":"span","marks":["dc0867adc80d"],"text":"Rian Phin"}],"markDefs":[{"_key":"dc0867adc80d","_type":"link","href":"https://www.instagram.com/thatadult/?hl=en"}],"style":"h2"},{"_key":"43b4bedc15f5","_type":"block","children":[{"_key":"f4c3fb1568b80","_type":"span","marks":[],"text":"Rian Phin is a writer, designer, and video producer based in New York. They have produced work for HBO, "},{"_key":"6a50354da0bd","_type":"span","marks":["em"],"text":"Nylon"},{"_key":"696e04adf4fa","_type":"span","marks":[],"text":", and Rookie Mag and have built strong social media followings with their fashion commentary on Twitter, TikTok, and YouTube."}],"markDefs":[],"style":"h2"},{"_key":"dec136362559","_type":"block","children":[{"_key":"ae36e20d667f0","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"b9d547e4853c","_type":"block","children":[{"_key":"9f4e8365f2cf0","_type":"span","marks":[],"text":"I feel like actual cultural disruptors rather than people who can fit moulds (in terms of influencing the traditional media and fashion landscape) are going to shake up the fashion industry in the next year. I think that people will have the power and access to divest from aspects of the industry that exist. Whether that's because of money or axes of identity or privilege, the power is back in the hands of people like this. I think that the most strategic brands are taking advantage of people who have the ability to make movements in real life and bring people from the internet to value real-life communities rather than online communities. I think that that's where it's at. The power is in the hands of people who have the ability to set the agenda in real life – and then the brands that have the ability to take advantage of that power."}],"markDefs":[],"style":"normal"},{"_key":"477f74c4e272","_type":"block","children":[{"_key":"8596e5b8502c0","_type":"span","marks":[],"text":"The emphasis on unionising and labour practices is influencing people's priorities not just around justice and labour movements as it relates to sustainability and government workers. I think it also places an emphasis on higher-quality garments. I think it makes people see more of a value in slower production. So, I think that's pushing people to care more about independent brands and higher-quality pieces."}],"markDefs":[],"style":"normal"},{"_key":"8ab4e5ef1117","_type":"block","children":[{"_key":"5630c1face5b0","_type":"span","marks":[],"text":"Having strong communities and feeding into those communities, especially online, can make it so that people don't feel exhausted. There is always more to learn and more to obtain from participation in these communities. Community is where brands are pushed to orient their world-building and storytelling around, especially in real-life communities that people can orient themselves around and then create online communities around – that's shaping the way people shop. After the pandemic, the online community was great. But I feel like people now want others they can connect with IRL."}],"markDefs":[],"style":"normal"},{"_key":"54dd9f47a29f","_type":"block","children":[{"_key":"29ca8bb664780","_type":"span","marks":[],"text":"I feel like it's way harder to play to an audience right now. They're not stupid, it's very meta the way that they interact with brands. They're very aware of brands signalling and marketing to them. So, I think that inauthenticity is very often felt, but I think that there are still ways to communicate authentically, and then I think that people appreciate that and it gives them retention with brands."}],"markDefs":[],"style":"normal"},{"_key":"c84c279f114d","_type":"block","children":[{"_key":"e7e0ab9c284f0","_type":"span","marks":[],"text":"I'm super interested in textile innovation because I find that a lot of designers and students internationally are focused on innovating in that field. I think textile innovation is oriented around sustainability and the fact that it can bridge the gap between technology, sustainability, and innovation. It's this form of novelty without exhausting resources that people really like."}],"markDefs":[],"style":"normal"},{"_key":"a5528ca6a2cd","_type":"block","children":[{"_key":"453d44837b750","_type":"span","marks":[],"text":"The trend cycle is really fast. Sustainability is still going to be broadly on people's minds, but I do think a lot of the dystopian aesthetics are kind of falling by the wayside. Y2K aesthetics are falling by the wayside but in favour of adaptations of those in ways that are a little bit novel and a little bit challenging and a little bit more futuristic rather than direct interpretations. I think it comes from the emphasis on independent design and the kinds of experimental brands that have the freedom to do that."}],"markDefs":[],"style":"normal"},{"_key":"b73230a7ed19","_type":"block","children":[{"_key":"d5c70940c8850","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"777df62179d8","_type":"block","children":[{"_key":"2cc7d9abefcf0","_type":"span","marks":["e35105144eaa"],"text":"APOC Store"}],"markDefs":[{"_key":"e35105144eaa","_type":"link","href":"https://apoc-store.com/"}],"style":"normal"},{"_key":"72ecf971e9f8","_type":"block","children":[{"_key":"6c1d432c56700","_type":"span","marks":[],"text":"People like platforms where they can buy and sell independent things, giving them the ability to divest from and challenge mainstream brands."}],"markDefs":[],"style":"normal"},{"_key":"2550f10cebde","_type":"block","children":[{"_key":"0d7bf725f6950","_type":"span","marks":["8b3ccb3aa82c"],"text":"Lucila Safdie"}],"markDefs":[{"_key":"8b3ccb3aa82c","_type":"link","href":"https://lucilasafdie.com/"}],"style":"normal"},{"_key":"7f81c7bb5c65","_type":"block","children":[{"_key":"4ed216c6b01e0","_type":"span","marks":[],"text":"Lucila Safdie has that sleazy New York vibe. It’s playing into new aesthetics without controversy, and it also has the ability to capitalise on that ‘reclaiming girlhood’ narrative with a tongue-in-cheek vibe."}],"markDefs":[],"style":"normal"},{"_key":"91a1df245a4c","_type":"image","asset":{"_ref":"image-18eb152dbe802fcd5c95e3aaa6e4481f01491de2-1436x957-jpg","_type":"reference"},"caption":"Fashion consumers are well aware of their growing power to influence the sector","copyright":"Corteiz (2023)"},{"_key":"a06f95074ea5","_type":"block","children":[{"_key":"1b44cecacfde0","_type":"span","marks":[],"text":"Fundamental rethink"}],"markDefs":[],"style":"h1"},{"_key":"26ab574c9b8e","_type":"block","children":[{"_key":"562715359d2b0","_type":"span","marks":["c413db1c38bf"],"text":"Martine Jarlgaard"}],"markDefs":[{"_key":"c413db1c38bf","_type":"link","href":"https://www.canvas8.com/access/expert/martine-jarlgaard"}],"style":"h2"},{"_key":"9af9ec3784ef","_type":"block","children":[{"_key":"c43c0aedd2d00","_type":"span","marks":[],"text":"Martine Jarlgaard is a change leader, interdisciplinary innovator, entrepreneur, strategist, and public speaker. She has over 15 years of leadership experience in corporate, start-up, and business development with brands such as Vivienne Westwood and Diesel. Jarlgaard has been described as a ‘technology pioneer’ by "},{"_key":"78ce2cdcee12","_type":"span","marks":["em"],"text":"Forbes"},{"_key":"797fbdc1d3ca","_type":"span","marks":[],"text":" and "},{"_key":"5e731003b462","_type":"span","marks":["em"],"text":"Fast Company"},{"_key":"894b6c9405a6","_type":"span","marks":[],"text":". She merges XR, art, fashion tech, and climate action to challenge human behaviour and accelerate global impact."}],"markDefs":[],"style":"h2"},{"_key":"b728b65a9033","_type":"block","children":[{"_key":"2acb016c50130","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"a8b8b249b670","_type":"block","children":[{"_key":"61db1ea3a2800","_type":"span","marks":[],"text":"What scientists have predicted for decades is happening at a global scale, and the consequences are dire. Climate change is no longer a distant future scenario but a present-day reality. It is happening now. The collective grief and demand for solutions for dealing with the man-made destruction of the planet shape human and consumer behaviours alike. Witnessing global boiling and the natural world fall apart ignites collective reactions of outrage and despair. In this context, consumer brands often appear out of tune and hopelessly disengaged."}],"markDefs":[],"style":"normal"},{"_key":"f1d4b5952b41","_type":"block","children":[{"_key":"97acb9a67f440","_type":"span","marks":[],"text":"One of the greatest threats we face is the lack of real commitment and investment in the changes needed, along with a robust international legislative framework to support the development of an abundant, sustainable and regenerative future. The age of the Anthropocene is a new era, and settling into this requires fundamental human and societal transformation along with the end of extractive business models, which still to this day dominate most industries, the fashion industry being a prime example."}],"markDefs":[],"style":"normal"},{"_key":"884a255983eb","_type":"block","children":[{"_key":"289db2a3fdb60","_type":"span","marks":[],"text":"Fashion as we know it is, to a great extent, defined by today’s industry and its unsustainable, fast-paced business model, which is at odds with the much-needed transition to circular business models. This situation presents an urgent need for rethinking how we define and create value."}],"markDefs":[],"style":"normal"},{"_key":"9ed43fa5ba76","_type":"block","children":[{"_key":"6d8ee009876e0","_type":"span","marks":[],"text":"From a business perspective, the opportunities are vast when it comes to expanding the idea of value and of what a product and a brand will be in the future. The perception of a product will expand to contain multidimensional layers and experiences from virtual XR interactions, supply chain transparency, and chemical traceability documentation to AI-powered personalised product design, decentralised production, and distribution enabled by 3D printing, etc."}],"markDefs":[],"style":"normal"},{"_key":"e2e376bd963b","_type":"block","children":[{"_key":"84ce054ccc040","_type":"span","marks":[],"text":"Product-origin transparency and supply-chain traceability are vital to understanding a product’s planetary impact. This will become a consumer and legislative demand. In a similar way to how food products communicate ingredients and nutritional values important for human health, this will expand to include planetary health. Products of the future will come to communicate the information needed to navigate and make sustainable consumer choices and hold companies accountable."}],"markDefs":[],"style":"normal"},{"_key":"bfc5940b5608","_type":"block","children":[{"_key":"ca90ebbb46ea0","_type":"span","marks":[],"text":"The global crisis of biodiversity breakdown, global boiling, and mental health decline calls for individuals, societies, and businesses to embrace and navigate the inevitable change while contributing to creating more meaningful and sustainable ways of life. Consumers of tomorrow will increasingly respect and buy into brands that drive change and visibly contribute to solutions for the severe challenges of our time. To create solutions, industries are expected to show vision and commitment to build innovative solutions underpinned by interdisciplinary thinking, cross-industry collaboration, science, and new technologies."}],"markDefs":[],"style":"normal"},{"_key":"434b987c95be","_type":"block","children":[{"_key":"b1b3b37f9c390","_type":"span","marks":[],"text":"Times of great transformation need anchors of connection, community and safety for the individual not to get lost in the turbulence, to foster sensemaking, and to feel hope. Trends and craft movements such as knitting, pottery, kintsugi, flower arrangement, and DIY and repair communities reflect a human need for social connection and presence as well as sensory, tactile experiences. The concept of slowing down through the repetitive nature of handcraft contains elements of mindfulness."}],"markDefs":[],"style":"normal"},{"_key":"b2dd1cbbf145","_type":"block","children":[{"_key":"5ecbe3b1b46e0","_type":"span","marks":[],"text":"Mindfulness has often been considered somewhat secondary and insignificant. However, as consumer culture and modern life have accelerated, it’s evident that the individual seeks connection in the disconnection. Finding meaningful anchors in turbulent times is imperative. Industries, brands, movements and communities can play a significant role in this context."}],"markDefs":[],"style":"normal"},{"_key":"9fe803521437","_type":"block","children":[{"_key":"76b083cead620","_type":"span","marks":[],"text":"To a great extent, humanity has designed itself out of nature and forgotten its interconnectedness with, and dependency upon, the natural world. It is time we design humanity back into nature."}],"markDefs":[],"style":"normal"},{"_key":"a853c67ad93b","_type":"block","children":[{"_key":"fe68c37cc9670","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"a85d40c29454","_type":"block","children":[{"_key":"1969ffb0d20f0","_type":"span","marks":["61bc593a54e8"],"text":"Pura Utz"},{"_key":"1969ffb0d20f1","_type":"span","marks":[],"text":"\nThis is a Danish brand that works with women in Guatemala, and it's a beautiful business model that’s based on complete transparency. It also taps into local culture and local history."}],"markDefs":[{"_key":"61bc593a54e8","_type":"link","href":"https://purautz.com/"}],"style":"normal"},{"_key":"a7951379f367","_type":"block","children":[{"_key":"d3d1a14990140","_type":"span","marks":["61f7c0cf2402"],"text":"Save your Wardrobe"},{"_key":"d3d1a14990141","_type":"span","marks":[],"text":"\nThis is a service platform that is trying to help shift the perception of how people can use and wear what they already have in their wardrobes and how they can preserve clothing."}],"markDefs":[{"_key":"61f7c0cf2402","_type":"link","href":"https://www.saveyourwardrobe.com/"}],"style":"normal"}],"contentHighlights":[{"_key":"f8429fc60942","_type":"highlight","body":[{"_key":"a6f142228b7d","_type":"block","children":[{"_key":"8d2cfa99d0b00","_type":"span","marks":[],"text":"Fashion consumers are looking closely at how brands and their narratives fit into their lifestyles, leading them to follow certain labels into new product categories"}],"markDefs":[],"style":"normal"}]},{"_key":"5a2ed700e3d7","_type":"highlight","body":[{"_key":"557faede8763","_type":"block","children":[{"_key":"00ff93332f7e0","_type":"span","marks":[],"text":"The growth of brand-specific grassroots communities will push labels to develop lines and marketing in ways that speak to touchpoints beyond their control"}],"markDefs":[],"style":"normal"}]},{"_key":"9f742bb5cf3e","_type":"highlight","body":[{"_key":"8af9f35065d9","_type":"block","children":[{"_key":"5d6f3f32caa60","_type":"span","marks":[],"text":"The value of slower production methods is set to rise as more people look at fashion through the lens of sustainability, social justice, and labour rights"}],"markDefs":[],"style":"normal"}]},{"_key":"dea47750f971","_type":"highlight","body":[{"_key":"7c0cca20430f","_type":"block","children":[{"_key":"067617abe1f20","_type":"span","marks":[],"text":"The influence of established fashion media and brands on the sector is seemingly ebbing away as people eschew the constant trend cycle"}],"markDefs":[],"style":"normal"}]},{"_key":"e5a2c2b0deaa","_type":"highlight","body":[{"_key":"5818b5b40be2","_type":"block","children":[{"_key":"8db770ba3ba60","_type":"span","marks":[],"text":"People are increasingly conscious of the resource-intensive nature of the fashion industry, prompting some to prioritise and cherish existing garments"}],"markDefs":[],"style":"normal"}]},{"_key":"fb08a7813b61","_type":"highlight","body":[{"_key":"e713ad4d84f4","_type":"block","children":[{"_key":"1d8dd75d43940","_type":"span","marks":[],"text":"Greater information about the origins of individual pieces of clothing could cater to this mindset while emphasising a sense of quality"}],"markDefs":[],"style":"normal"}]}],"contentType":"report","disableAudioEmbed":false,"experts":[{"_key":"b664ecd2a818","_ref":"78c03d18-518b-4b33-afc3-a0fd3818d515","_type":"reference"},{"_key":"33c256461862","_ref":"60cd8b26-28f6-48f0-b6f5-bb7e4ab70e34","_type":"reference"},{"_key":"56d83bac522d","_ref":"96289a2f-a12a-47c1-b991-c3591132de18","_type":"reference"}],"image":{"_type":"image","asset":{"_ref":"image-2b0f34d99912a6db9e1f13f53f05d3716d3296ad-1352x890-png","_type":"reference"},"source":"Save Your Wardrobe (2023)"},"keywords":["Clothing","apparel","luxury","circular economy","community","personalisation","customisation","sustainability","ethical","eco-friendly"],"licenseType":["globalLicense"],"locations":[],"publishDate":"2023-09-11T11:13:00.000Z","relatedArticles":[{"_key":"fa5c06e554c8","_ref":"2472cf1b-265d-43cf-bcf1-a0cd36413346","_type":"reference"},{"_key":"8db608605c3c","_ref":"91134016-0cbe-498c-9971-1476c45d8c6d","_type":"reference"},{"_key":"78dbe1bbcefb","_ref":"b87b30b7-33b2-42f3-9a51-e1edbf602839","_type":"reference"},{"_key":"e76b5d9c683d","_ref":"cc5e29ae-123e-4bf7-87ba-a1201dbf9290","_type":"reference"}],"sectors":[{"_key":"5d1d68096291","_ref":"e0487ddd-b92a-4b0b-ad52-f82b9ef5e302","_type":"reference"}],"summary":[{"_key":"efeb8a4c707b","_type":"block","children":[{"_key":"c0b8d44ea6eb0","_type":"span","marks":[],"text":"Have luxury brands been overthrown by disruptors? 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As climate change impacts the status quo, grassroots citizen organisations and automotive brands will increasingly take the lead on urban planning matters."}],"markDefs":[],"style":"normal"},{"_key":"b78ac1a9e734","_type":"block","children":[{"_key":"f630fb6a06570","_type":"span","marks":[],"text":"In this chapter of Canvas8’s 2024 Expert Outlook, John Surico, a professor of urban-focused reporting at New York University, discusses the increasing investment to support public transit infrastructure in the US; Dr. Luna Khirfan, an associate professor at the School of Planning, University of Waterloo, suggests that car ownership is a long way from being replaced by more eco-friendly modes of transportation; and Thomas Braunl, a professor in the school of engineering at the University of Western Australia, explains why we may see a rise in EV usage in the near future."}],"markDefs":[],"style":"normal"},{"_key":"08cc9b99e485","_type":"image","asset":{"_ref":"image-174fa85cbb75f1a30b0d211f877dce39b21867d6-1920x1080-jpg","_type":"reference"},"caption":"What advancements will propel EV growth in 2024?","copyright":"Kia (2023)"},{"_key":"64b58579cd90","_type":"block","children":[{"_key":"e9fd5d1d487c0","_type":"span","marks":[],"text":"Public preference"}],"markDefs":[],"style":"h1"},{"_key":"b80b90b5513e","_type":"block","children":[{"_key":"9cc9ebd894950","_type":"span","marks":["4e9c7711e3dc"],"text":"John Surico"}],"markDefs":[{"_key":"4e9c7711e3dc","_type":"link","href":"http://www.johnsurico.com/"}],"style":"h2"},{"_key":"9346e51e8a62","_type":"block","children":[{"_key":"b875812ef7820","_type":"span","marks":[],"text":"John Surico is a professor and programme coordinator at New York University, where he teaches urban-focused reporting. He is also the senior fellow for climate and opportunity at Center for an Urban Future, one of the leading policy organisations in New York City, where he focuses on open space and the green transition."}],"markDefs":[],"style":"h2"},{"_key":"de1165862166","_type":"block","children":[{"_key":"35cfbaf4d2150","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"a070113ab4cc","_type":"block","children":[{"_key":"02c4b6411d2f0","_type":"span","marks":[],"text":"The mobility conversation in 2024 in the US focuses on EV growth on one hand and public transit on the other. There is mounting public awareness of electric vehicles, and a whole new industry is being built around electric charging, which is fascinating. The federal government and cities are aligning on the topic of electric mobility in a way we haven't seen for a long time. With public transportation, growth is slower."}],"markDefs":[],"style":"normal"},{"_key":"b707f1e0b178","_type":"block","children":[{"_key":"82d77c6a7c390","_type":"span","marks":[],"text":"Two important regulations are going to shape the future of mobility in the US in the coming years. There’s the infrastructure package that saw the biggest investment Washington has ever made in Amtrak – the national rail network – and the Inflation Reduction Act, which is a climate bill. There is a real political will, backed by substantial financial investment, to make the railway system a true national network and upgrade it so trains are actually high-speed. There has been a lot of money allocated to making streets more walkable and cyclable as well, and we’ll start noticing changes from 2024. Amtrak is at record ridership right now. They've already passed 2019 ridership, which is really exciting. The trains are packed, and I think a big part of that is generational consciousness about living a greener lifestyle."}],"markDefs":[],"style":"normal"},{"_key":"230536ad5b8a","_type":"block","children":[{"_key":"24bc04797a5d0","_type":"span","marks":[],"text":"There is a lot of investment being made in curbside management technologies. There are some really exciting start-ups deploying sensors and cameras or using GPS data to detect if a street is getting delivery trucks continuously and ending up always double parked. Transit planning has been really analogue for a long time and hasn't incorporated that kind of information, which I think could be transformative. We’re seeing public transit organisations take the user experience more seriously by leveraging GPS data and targeting investments towards infrastructure that’s actually needed. 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And while the company doesn’t release its sales figures, its CEO, Phil Molyneux, said to "},{"_key":"a66b1c191e051","_type":"span","marks":["dbdccadfa8be"],"text":"The Verge"},{"_key":"a66b1c191e052","_type":"span","marks":[],"text":" that it has over 600,000 customers worldwide."}],"markDefs":[{"_key":"dbdccadfa8be","_type":"link","href":"https://www.theverge.com/2023/7/10/23785871/rad-power-bikes-uk-europe-shut-down-ebike"}],"style":"normal"},{"_key":"6cf18857f1ab","_type":"block","children":[{"_key":"940d98c992700","_type":"span","marks":["6925b5abd37d"],"text":"Kia"}],"markDefs":[{"_key":"6925b5abd37d","_type":"link","href":"https://www.kia.com/uk/new-cars/ev6/?cmpid=ppc%7cKia_GBR_BRD_DFD_EXT_STD_MOD-EV6_KML_Google%7cgoogle%7ce%7ckia+ev6&gclid=Cj0KCQjwoeemBhCfARIsADR2QCud6VVadV2_VHHXCzThpvrUSzkX83sPVrJCkyeHn2XM0lJVceFwdvAaAh36EALw_wcB&gclsrc=aw.ds"}],"style":"normal"},{"_key":"9a6eb6b147a5","_type":"block","children":[{"_key":"98ca44817f820","_type":"span","marks":[],"text":"Kia has become a popular electric vehicle maker in the US because of its ‘average look’, resonating with people who want a sturdy, affordable car that isn’t futuristic-looking like a Tesla. The brand is currently creating a joint venture to launch a public charging network in North America."}],"markDefs":[],"style":"normal"},{"_key":"4a0ba7de85a2","_type":"image","asset":{"_ref":"image-8344c9bebafb6123ece6647d02b8c503059ef47e-2250x1500-jpg","_type":"reference"},"caption":"Infrastructural investment remains crucial to boosting greener transport options","copyright":"Irina Aksenova (2019)"},{"_key":"6a76ceec87a9","_type":"block","children":[{"_key":"05ad9fbd0ebe0","_type":"span","marks":[],"text":"Neighbourhood intervention"}],"markDefs":[],"style":"h1"},{"_key":"b2d8cedce5a7","_type":"block","children":[{"_key":"620b45d0620f0","_type":"span","marks":["f5680c20e8cb"],"text":"Dr. Luna Khirfan"}],"markDefs":[{"_key":"f5680c20e8cb","_type":"link","href":"https://uwaterloo.ca/planning/people-profiles/luna-khirfan"}],"style":"h2"},{"_key":"12fdfd68b3e6","_type":"block","children":[{"_key":"8f3ed847d83d0","_type":"span","marks":[],"text":"Dr. Luna Khirfan is an associate professor at the University of Waterloo’s School of Planning. In her research, she develops coupled human-natural systems models to inform planning, policies, and behaviour while accounting for justice and equity. Her work underscores the relationship between public engagement, place-making, and place experience in the rehabilitation of historic cities and in adaptation to climate change."}],"markDefs":[],"style":"h2"},{"_key":"fbee6d788d31","_type":"block","children":[{"_key":"fcddc055d4a50","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"102fd827927c","_type":"block","children":[{"_key":"f78b747c5e190","_type":"span","marks":[],"text":"The biggest threat to the status quo in 2024 is the climate emergency. It’s affecting our cities – from air pollution caused by wildfires to floods – and threatening urbanites’ livelihoods and quality of life in general. We’re going to keep noticing a tension between this global phenomenon and local responses, whether through adaptation, such as bringing more green spaces into the urban landscape or through mitigation (that is, decreasing greenhouse gas emissions), such as encouraging cycling and electric vehicle usage."}],"markDefs":[],"style":"normal"},{"_key":"702102019e7b","_type":"block","children":[{"_key":"69d98b0a61050","_type":"span","marks":[],"text":"Solutions are not straightforward, and some even may have negative impacts. For example, we’re seeing Indonesia moving its capital from Jakarta to Borneo because it is congested, polluted, prone to earthquakes, and importantly, it is rapidly sinking into the Java Sea as sea levels rise due to climate change. The new metropolis is supposed to be a ‘sustainable forest city’ that puts the environment at the heart of the development and aims to be carbon-neutral by 2045. However, there is mounting evidence that this move will negatively impact local Indigenous communities and local fauna. So, I think the concept of procedural justice, which refers to the idea of fair planning processes, will be a contentious topic in 2024 when we talk about urbanisation, quality of life, and climate change adaptation."}],"markDefs":[],"style":"normal"},{"_key":"bc71ffc63ff1","_type":"block","children":[{"_key":"cbe07336f4c20","_type":"span","marks":[],"text":"A successful case of climate adaptation and mitigation is the city of Zürich in Switzerland. For the past 40 to 50 years, the city has been uncovering and restoring the urban streams it had buried in underground culverts during the 19th and early 20th centuries to make way for urbanisation. Zürich is now reaping the benefits. In case of extreme rainfalls, these daylighted streams are helping manage stormwater and replenish the underground aquifers. Another example is the Cheonggyecheon in Seoul, which is one of the biggest and most prominent recovered urban streams. It was lost in the 1970s when a "},{"_key":"47714f9b0995","_type":"span","marks":[],"text":"major expressway was built, but in 2005, the expressway was removed and replaced with public transit (subway and buses), bicycle lanes, and pedestrian paths, while the stream itself was restored and has been credited with revitalising a whole neighbourhood in downtown Seoul."}],"markDefs":[],"style":"normal"},{"_key":"43795dcff7a4","_type":"block","children":[{"_key":"2a83a430a5710","_type":"span","marks":[],"text":"In terms of urban mobility, a lot of work remains to be done to encourage people to minimise the use of their cars to help with mitigation. However, in many parts of the world where public transit system is underdeveloped, car ownership is considered a status symbol where being seen standing at a bus stop is a sign of poverty, and driving your own personal vehicle becomes a goal in itself. A shift in mentality is ongoing, but it’s not there yet everywhere. The solution is to enhance public transit and make it as attractive and dignified as owning a car. Alternatively, quick lanes for people who carpool together in areas where public transit is weak is another solution."}],"markDefs":[],"style":"normal"},{"_key":"a37c2a02648a","_type":"block","children":[{"_key":"9b10a78177530","_type":"span","marks":[],"text":"Bogota, Columbia, is a great example. In the past few years, it has spent a lot on dedicated bike lanes, investing $130 million to build 368 miles of these dedicated lanes. A recent report calculated that each year, these bike lanes help eliminate around 22,000 metric tons of CO2 or roughly as much carbon as could be captured by planting between 300,000 and 400,000 new trees. Funnily enough, the primary goal behind this initiative wasn’t to address climate change but to improve social equity. The lesson here is that rather than finding a solution to a large problem in the hope that it will trickle down to something good for all – but actually having negative consequences, as in the case of Jakarta – the Bogota authorities believed that prioritising equitable access to dignified urban mobility would provide benefits at a larger scale."}],"markDefs":[],"style":"normal"},{"_key":"1ddd57933eda","_type":"block","children":[{"_key":"3e7cc2c735300","_type":"span","marks":[],"text":"It all boils down to leadership and democratic processes and who we elect as officials. In Toronto, Canada, we elected a new mayor, Olivia Chow, who believes in cycling lanes and cycled to work on her first day in office. Toronto is currently prioritising adding 100 kilometres of bike lanes in and around the city by the end of 2024. So, it’s a work in progress."}],"markDefs":[],"style":"normal"},{"_key":"883575ce6662","_type":"block","children":[{"_key":"749e148014340","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"6a768a052f04","_type":"block","children":[{"_key":"52981960be3a0","_type":"span","marks":["16501c740db3"],"text":"Bloomberg Initiative for Cycling Infrastructure"}],"markDefs":[{"_key":"16501c740db3","_type":"link","href":"https://www.bloomberg.org/government-innovation/spurring-innovation-in-cities/bloomberg-initiative-for-cycling-infrastructure/"}],"style":"normal"},{"_key":"0642f48886ba","_type":"block","children":[{"_key":"c3cbb2adf2e20","_type":"span","marks":[],"text":"Between 2014 and 2022, Fortaleza expanded its cycle network from 68km to 400km, notably thanks to civic action from the collective Massa Crítica. 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The initiative includes different components designed together to achieve rural development, individual empowerment, and the decentralisation of power."}],"markDefs":[],"style":"normal"},{"_key":"f5b95d2dfe8f","_type":"block","children":[{"_key":"985357de9da90","_type":"span","marks":["1977899b0ea6"],"text":"ELCITA"}],"markDefs":[{"_key":"1977899b0ea6","_type":"link","href":"https://twitter.com/ELCITA_IN?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1630164251687124992%7Ctwgr%5E4434d24a81033111a674098daf3f2f244b42d008%7Ctwcon%5Es2_&ref_url=https%3A%2F%2Fwww.timesnownews.com%2Fbengaluru%2Fbangalore-first-smart-bus-stop-electronic-city-vending-machine-features-article-98307142"}],"style":"normal"},{"_key":"3e794efb41cb","_type":"block","children":[{"_key":"e03b825db10d0","_type":"span","marks":[],"text":"The Electronics City Industrial Township Authority (ELCITA) has recently constructed four smart bus stops in Bangalore, India. They boast vertical gardens, vending machines, sanitary napkins, charging points, smart dustbins that send alerts when they’re 70% full, and CCTV cameras to increase safety and security."}],"markDefs":[],"style":"normal"},{"_key":"dea325da3146","_type":"image","asset":{"_ref":"image-a727e2486b95fe3bd1fdb8203af5d1e802034f3f-1160x653-jpg","_type":"reference"},"caption":"The charging problem is likely to remain a barrier for drivers looking to go electric","copyright":"Kia (2023)"},{"_key":"9ff52d5378e9","_type":"block","children":[{"_key":"749e5c9242840","_type":"span","marks":[],"text":"Steady shift"}],"markDefs":[],"style":"h1"},{"_key":"63e7bdb4eae4","_type":"block","children":[{"_key":"bba7832187710","_type":"span","marks":["1016dda1996d"],"text":"Thomas Bräunl"}],"markDefs":[{"_key":"1016dda1996d","_type":"link","href":"https://www.canvas8.com/access/expert/thomas-br%C3%A4unl"}],"style":"h2"},{"_key":"bf3c6d9e9ed9","_type":"block","children":[{"_key":"7229df3cc4090","_type":"span","marks":[],"text":"Thomas Bräunl is a professor in the School of Engineering at the University of Western Australia, Perth, where he directs the Robotics & Automation Lab as well as the Renewable Energy Vehicle Project (REV). He has developed numerous robotics systems, including the EyeBot robot family and the EyeSim simulation system. On the automotive side, he has done research on electric drive and charging systems and is developing AI solutions for autonomous driving."}],"markDefs":[],"style":"h2"},{"_key":"64f74ce01455","_type":"block","children":[{"_key":"82706bb0ea750","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"7140852d189d","_type":"block","children":[{"_key":"cba07dc241eb0","_type":"span","marks":[],"text":"We’re seeing two revolutions happening at the same time in the automotive industry: the switch to EVs and autonomous driving. Realistically, these are not mainstream solutions yet, but they’re emerging and will define the next decade. Prices of EVs need to lower and more research around safety needs to be conducted regarding autonomous driving for these two innovations to take hold within the wider public."}],"markDefs":[],"style":"normal"},{"_key":"59bf9506c014","_type":"block","children":[{"_key":"335e7819810c0","_type":"span","marks":[],"text":"Batteries are already becoming cheaper. In Europe, there are €10,000 subsidies to encourage people to buy EVs, and in Norway, 80% of new passenger car purchases this year were EVs. The transition seems possible, but there needs to be political will to do so. We can keep an eye on the Euro 7 emission standard, first introduced as Euro 1 in 1992 to tackle increasing air pollution, which is defining the acceptable limits of exhaust emissions for new cars in EU member states. This will influence car manufacturers. The fleet emission law is also under consideration by certain countries."}],"markDefs":[],"style":"normal"},{"_key":"4ed33f4daf84","_type":"block","children":[{"_key":"5a767e246f610","_type":"span","marks":[],"text":"In 2024, we’ll see a gradual improvement in battery capacity, which will make EVs more attractive. Batteries will be smaller but with the same range. At the moment, there aren’t enough charging stations, and I believe manufacturers have come to terms with the fact that they must take this matter into their own hands. There are brand consortiums building charging networks in addition to governmental ones. BMW, General Motors, Honda, Hyundai, Kia, Mercedes-Benz, and Stellantis just announced a plan to build a network of at least 30,000 high-powered chargers using CCS (Combined Charging System) or NACS (North American Charging Standard) plugs. The network will start in the US along highways and in major metro areas, and the first stations are expected to open next summer and expand to Canada later. In Europe, Germany already has a mandate that every petrol station must have at least two EV charging stations."}],"markDefs":[],"style":"normal"},{"_key":"87bf0ade30ed","_type":"block","children":[{"_key":"f11d38b070140","_type":"span","marks":[],"text":"Unfortunately, some countries with very weak electricity grids, such as Australia, can’t deploy this infrastructure yet. They’re developing some alternatives like BiØfil, which uses old frying oil in generators to charge EVs. Car manufacturers like "},{"_key":"f11d38b070141","_type":"span","marks":["8d9c31cb6c0b"],"text":"Tesla"},{"_key":"f11d38b070142","_type":"span","marks":[],"text":" and "},{"_key":"f11d38b070143","_type":"span","marks":["047023a67c5f"],"text":"BMW"},{"_key":"f11d38b070144","_type":"span","marks":[],"text":" are really working towards renewability and avoiding using rare earth materials. A number of companies are also starting to say they’re using only renewable energy to build their EVs."}],"markDefs":[{"_key":"8d9c31cb6c0b","_type":"link","href":"https://electrek.co/2023/03/01/tesla-is-going-back-to-ev-motors-with-no-rare-earth-elements/"},{"_key":"047023a67c5f","_type":"link","href":"https://interestingengineering.com/innovation/bmws-fifth-generation-electric-motor-is-a-magnet-free-masterpiece"}],"style":"normal"},{"_key":"9b0f9e430a29","_type":"block","children":[{"_key":"2c5f5b50e9ec0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"17c3fb36e0e8","_type":"block","children":[{"_key":"ef06422816da0","_type":"span","marks":["12adf564fd00"],"text":"BYD"}],"markDefs":[{"_key":"12adf564fd00","_type":"link","href":"https://www.byd.com/eu"}],"style":"normal"},{"_key":"24bc4729ac41","_type":"block","children":[{"_key":"747ed74a21f00","_type":"span","marks":[],"text":"BYD is China’s biggest electric car maker. It is now coming to the European and Australian markets with relatively low-cost and stylish EVs. Slowing market conditions in China have led to the country’s fast-growing carmakers looking to the West for new customers."}],"markDefs":[],"style":"normal"},{"_key":"e5c325996ee1","_type":"block","children":[{"_key":"09152994d5390","_type":"span","marks":["16e272e7caa4"],"text":"Fisker Automotive"}],"markDefs":[{"_key":"16e272e7caa4","_type":"link","href":"https://www.fiskerinc.com/en-gb"}],"style":"normal"},{"_key":"89d0bafd2610","_type":"block","children":[{"_key":"21155f15442a0","_type":"span","marks":[],"text":"Fisker Automotive is a new brand with European and American design that is manufactured in Austria. The Ronin – an all-electric convertible sports car – will join Fisker's Ocean, which is currently its only model."}],"markDefs":[],"style":"normal"},{"_key":"53727ea97f85","_type":"block","children":[{"_key":"cd792a1c4d930","_type":"span","marks":["7b3597d29986"],"text":"Kempower"}],"markDefs":[{"_key":"7b3597d29986","_type":"link","href":"https://kempower.com/"}],"style":"normal"},{"_key":"f62514b68c23","_type":"block","children":[{"_key":"9a9a68ccb31a0","_type":"span","marks":[],"text":"This EV charging brand from Finland is a leader in the Nordic European region and is making its first major moves into the North American market in 2023. The company specialises in fast-charging hardware, software, and monitoring equipment primarily for commercial and fleet use – but not residential."}],"markDefs":[],"style":"normal"}],"contentHighlights":[{"_key":"ad2c076080c7","_type":"highlight","body":[{"_key":"b45af3342084","_type":"block","children":[{"_key":"ac0dbb9fb3750","_type":"span","marks":[],"text":"In the US, focused political efforts and substantial investment are slowly helping to make the railway system a truly national and high-speed network"}],"markDefs":[],"style":"normal"}]},{"_key":"b8f276e9303b","_type":"highlight","body":[{"_key":"04f79cb88840","_type":"block","children":[{"_key":"48fbcfe19b770","_type":"span","marks":[],"text":"Public transit organisations are taking the user experience more seriously by harnessing passenger data to target investments towards essential infrastructure"}],"markDefs":[],"style":"normal"}]},{"_key":"266f3ab9d07b","_type":"highlight","body":[{"_key":"ade1b9368bd6","_type":"block","children":[{"_key":"fdf1214eed320","_type":"span","marks":[],"text":"Some cities around the world are working to enhance public transit and make it as attractive as car ownership, tackling pollution and traffic in the process"}],"markDefs":[],"style":"normal"}]},{"_key":"fe8949a1bfba","_type":"highlight","body":[{"_key":"154d361b6ac7","_type":"block","children":[{"_key":"357f73532ed40","_type":"span","marks":[],"text":"Politics will continue to have a heavy influence on local responses to the global issue of climate change and how this manifests in urban transport"}],"markDefs":[],"style":"normal"}]},{"_key":"1c1d631a71b1","_type":"highlight","body":[{"_key":"4cb46636775c","_type":"block","children":[{"_key":"853979a8e84b0","_type":"span","marks":[],"text":"Gradual improvements in battery capacity will make EVs more attractive, though financial incentives will remain important in addressing the upfront cost"}],"markDefs":[],"style":"normal"}]},{"_key":"4a090a3127b3","_type":"highlight","body":[{"_key":"55f902d5c0ea","_type":"block","children":[{"_key":"378a640ac2490","_type":"span","marks":[],"text":"Automotive brands are joining forces to build efficient and reliable charging networks to support municipal infrastructure, which is proving slow to catch up"}],"markDefs":[],"style":"normal"}]}],"contentType":"report","disableAudioEmbed":false,"experts":[{"_key":"a00227f23af2","_ref":"p-498eeddf-dcff-4b95-9c56-101f7177250b","_type":"reference"},{"_key":"06e731726d77","_ref":"b230295f-274b-4e83-a2fb-2c0525486ef3","_type":"reference"},{"_key":"42d9625fcab9","_ref":"a8febdbc-b64a-457d-a24d-0208a3fa3606","_type":"reference"}],"image":{"_type":"image","asset":{"_ref":"image-e1106f79f5c54d893fb20fb5679f14bc99639344-2250x1500-jpg","_type":"reference"},"source":"Samson Katt (2020)"},"keywords":["Cars","EVs","public transit","climate change","carbon emissions","micromobility","bus","train","bike","autos","charging","infrastructure"],"licenseType":["globalLicense"],"locations":[],"publishDate":"2023-09-12T13:20:00.000Z","sectors":[{"_key":"743afda1b774","_ref":"da716c78-bfa0-4e8a-8861-11e20eb4d64c","_type":"reference"}],"summary":[{"_key":"d895efc556d1","_type":"block","children":[{"_key":"bfc811fc53280","_type":"span","marks":[],"text":"Can EV infrastructure support mainstream breakthroughs? How will return-to-office policies affect public transit? And could local interventions support green mobility in neighbourhoods? In this chapter of the 2024 Expert Outlook, we speak to three experts about how people will get around next year."}],"markDefs":[],"style":"normal"}],"taxonomies":[{"_key":"21e5b502dcbd4027b0aac2e3b90d700d","_ref":"eab2954f-1a40-4fe2-bc9d-aa8c4becb575","_type":"reference"},{"_key":"9589f719602f4a18a9a12062af0e091e","_ref":"efbf6ef5-2842-481a-87b0-06df2c901878","_type":"reference"},{"_key":"aaae40ea-821a-488e-a327-4f99315855a5","_ref":"b0438f88-5714-4bfb-934a-80a4af7297fe","_type":"reference"},{"_key":"2c72ed5e-c2b1-444b-9f60-a8d0d20de8b1","_ref":"fa2c6d9c-64b7-4cfe-861e-da1d3c4f4ade","_type":"reference"}],"taxonomyGenerator":true,"title":"2024 Expert Outlook on Getting Around","url":{"_type":"slug","current":"/library/reports/2023/09/12/2024-expert-outlook-on-getting-around"}}],"image":{"_type":"image","asset":{"_ref":"image-3f5485954959414bd45be9c44d44ac2da883e117-2250x1500-jpg","_type":"reference"}},"sector":{"_type":"sector","_createdAt":"2013-10-30T02:20:29Z","_id":"da716c78-bfa0-4e8a-8861-11e20eb4d64c","_readyForReview":false,"_rev":"pbb86MX7NM6hvQs0L9Svsz","_system":{"base":{"id":"da716c78-bfa0-4e8a-8861-11e20eb4d64c","rev":"ivPJ7V4DJnW4ibu8Gg30rY"}},"_updatedAt":"2026-02-19T03:13:44Z","expertOutlookFile":{"_type":"file","asset":{"_ref":"file-58732f7f60624eb166694df487e52bf87c817f25-pdf","_type":"reference"}},"headlines":[{"_key":"t87FoPxo","image":{"_type":"image","asset":{"_ref":"image-55bbbbfcc00db71665c4c665dc7b5025b136e60f-3840x2488-jpg","_type":"reference"}},"summary":"Getting Around looks at the behaviours impacting how we get from A to B. Click below for the insights and innovations influencing this sector over the past six months.","title":"Convenience meets eco? Accessible journeying? Usership not ownership?"},{"_key":"pNjEzTF7","image":{"_type":"image","asset":{"_ref":"image-d53adcbbc798a5173719166e7ffd1eba104f4137-1920x1081-jpg","_type":"reference"}},"summary":"Habits formed during the pandemic are opening up a world of convenient eco transport, with brands and city planners adapting to offer green options that rival traditional transport models.","title":"Greening convenience"},{"_key":"eACZG5KJ","image":{"_type":"image","asset":{"_ref":"image-4334a4121bfd3e24171971ee3af46eadd5566b90-1920x1280-jpg","_type":"reference"}},"summary":"Usership rather than ownership is rising in prominence and brands are rushing in to offer innovative versions of insurance and subscriptions that open up vehicle access.","title":"Cost and control"},{"_key":"buicBDy5","image":{"_type":"image","asset":{"_ref":"image-a5f68ca7518da02287b256a84688eb3d4188a09d-1920x1280-jpg","_type":"reference"}},"summary":"Increased expectations of equity and inclusivity have reached the transport sector, 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Gen Zers, in particular, are approaching wellness with a critical gaze to avoid leaning into consumerism-based health, whereas older generations are looking for hard facts to get the best value for their money as everyday costs go up. 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Given the harshness of the economic and social reality in 2023, there is a gradual movement away from punitive messaging in health and towards self-improvement from a place of care – not criticism. Only "},{"_key":"872381100b661","_type":"span","marks":["ef6e39d0b1eb"],"text":"21% of Britons"},{"_key":"872381100b662","_type":"span","marks":[],"text":" and "},{"_key":"872381100b663","_type":"span","marks":["f5fd03150943"],"text":"37% of Americans"},{"_key":"872381100b664","_type":"span","marks":[],"text":" planned to make a New Year’s resolution for 2023, which is reflective of gentler attitudes towards health."}],"markDefs":[{"_key":"ef6e39d0b1eb","_type":"link","href":"https://yougov.co.uk/topics/society/articles-reports/2022/12/28/how-many-britons-have-made-new-years-resolutions-2"},{"_key":"f5fd03150943","_type":"link","href":"https://today.yougov.com/topics/society/articles-reports/2022/12/28/americans-new-years-resolutions-2023-poll"}],"style":"normal"},{"_key":"0d5f34d6b703","_type":"block","children":[{"_key":"b43834b21cf90","_type":"span","marks":[],"text":"However, watch-outs include the return of unhealthy habits in an attempt to find control throughout it all – namely, strict diets and popular weight loss drugs such as Wegovy and Ozempic, which "},{"_key":"b43834b21cf91","_type":"span","marks":["8cad143d6000"],"text":"have been taking TikTok"},{"_key":"b43834b21cf92","_type":"span","marks":[],"text":" by storm and signal the resurgence of the supermodel-thin phase of the early 2000s."}],"markDefs":[{"_key":"8cad143d6000","_type":"link","href":"https://www.euronews.com/next/2023/03/02/ozempic-how-a-tiktok-weight-loss-trend-caused-a-global-diabetes-drug-shortage-and-health-c"}],"style":"normal"},{"_key":"9de9cb7dc360","_type":"block","children":[{"_key":"495d966c75a40","_type":"span","marks":[],"text":"In this chapter of Canvas8’s 2024 Expert Outlook, Chloe Combi, a Gen Z mental health researcher, discusses the impact of the pandemic and inflation on young people today; Stephen Mai, the CEO of digital wellness brand Woo, breaks down the intersection of media, entertainment, and wellness; and wellness industry reporter Rina Raphael unpacks the effects of wellness fatigue on consumer expectations."}],"markDefs":[],"style":"normal"},{"_key":"3253aab31169","_type":"image","asset":{"_ref":"image-343202c6746b20dac410938689f13c088c8a9f12-2400x1350-webp","_type":"reference"},"caption":"How can wellness brands help young people cope with a confluence of crises?","copyright":"Moonbird (2023)"},{"_key":"4a0e05ff485b","_type":"block","children":[{"_key":"a377a60cd2100","_type":"span","marks":[],"text":"Future apathy"}],"markDefs":[],"style":"h1"},{"_key":"3e3d1205143d","_type":"block","children":[{"_key":"532f0f3f8dca0","_type":"span","marks":["aaa78e3b293c"],"text":"Chloe Combi"}],"markDefs":[{"_key":"aaa78e3b293c","_type":"link","href":"https://www.canvas8.com/access/expert/chloe-combi"}],"style":"h2"},{"_key":"7e3b2d94bdb9","_type":"block","children":[{"_key":"8174b7a332620","_type":"span","marks":[],"text":"Chloe Combi is the best-selling author of "},{"_key":"56bb0e33a26a","_type":"span","marks":["em"],"text":"Generation Z: Their Voices, Their Lives"},{"_key":"ebf4c1d0d98a","_type":"span","marks":[],"text":". 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Our sense of what's true and what's not and what's reality and what's artificial reality comes into question, and I think growing up in an era where truth and facts become quite tenuous things really challenges how we think, consume information, and behave. The byproduct of that tenuous sense of truth and fact is reflected by this binary nature of almost everything that we are now. This weighs particularly heavily on young people. Now, we’re in this era where you have to take sides on every issue, irrespective of what it is."}],"markDefs":[],"style":"normal"},{"_key":"43d38cd7a2df","_type":"block","children":[{"_key":"e22b3a86de250","_type":"span","marks":[],"text":"It's one of the most challenging eras to be young. Young people more than ever are thinking ‘what's the point?’ because of how linear paths no longer exist and it is more difficult to get to a certain place economically than their parents. Even if you do what you’re told you should – go to uni, get a job, etc. – you still might not be able to afford a house and you’ll graduate with a lot of debt that accrues over years. What's emerging from this is a sense of hopelessness but also really interesting conversations about how people can live alternatively."}],"markDefs":[],"style":"normal"},{"_key":"69ac326214f9","_type":"block","children":[{"_key":"1b3665b742f80","_type":"span","marks":[],"text":"There’s a rise in technology that flows into mental health. So, for example, people are much more mindful and aware of lifestyle patterns, although I'm not necessarily sure that any of that is the best thing. Sometimes it's a kind of overload of everything being tracked, analysed, and condensed that can contribute more to that sense of poor mental health. Young people, in particular, have this sense of really needing to find control, and that need has emerged technologically."}],"markDefs":[],"style":"normal"},{"_key":"919edc647e97","_type":"block","children":[{"_key":"7e214a6d373f0","_type":"span","marks":[],"text":"We’re seeing the reignition of very, very thin body images, and Gens Z and Alpha are saying that that is the new look, which hasn’t been the case since the ‘90s when you had heroin chic. Ozempic is absolutely huge in America, and it was the highest trending thing a couple of weeks back on TikTok, which concerns me. What you need to do is talk to young people about the short-term effects of health and fitness trends. When you say to young people, ‘If you smoke, you'll get lung cancer’, none of them stop smoking. But as soon as they started using the evidence that it ruins your skin and makes your skin wrinkly, the reaction was immediate, and that got girls, and then girls got more boys to stop smoking using that information. If you say to young people, ‘something's gonna happen at some point in the future’, it doesn't work."}],"markDefs":[],"style":"normal"},{"_key":"c5719b5b286c","_type":"block","children":[{"_key":"99ebc62a30680","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"e21b8bc776c9","_type":"block","children":[{"_key":"61a8b1b662da0","_type":"span","marks":["72c006026e66"],"text":"BetterHelp"}],"markDefs":[{"_key":"72c006026e66","_type":"link","href":"https://www.betterhelp.com/"}],"style":"normal"},{"_key":"c31c9a550493","_type":"block","children":[{"_key":"393b12cdb22d0","_type":"span","marks":[],"text":"BetterHelp is really chiming with Gens Y and Z because it's a therapy brand with a tech twist, meaning it's done by app matches. You do it remotely, and if you don't gel with your therapist, it's easy to change it up, so it's a bit like therapy for the Tinder generation."}],"markDefs":[],"style":"normal"},{"_key":"04bc0dc130ac","_type":"block","children":[{"_key":"6a99391480800","_type":"span","marks":["d1a139a90143"],"text":"Zoe"}],"markDefs":[{"_key":"d1a139a90143","_type":"link","href":"https://joinzoe.com/"}],"style":"normal"},{"_key":"59c54e4f500c","_type":"block","children":[{"_key":"78b78292798e0","_type":"span","marks":[],"text":"Zoe is having a big splash here in the UK and globally. It monitors the connection between how you react to food and nutrition, and this is really challenging the one-size-fits-all approach to dieting, making a significant connection between brain and body and physical and mental wellbeing."}],"markDefs":[],"style":"normal"},{"_key":"6a843699e1e3","_type":"block","children":[{"_key":"fa0fb5301b4b0","_type":"span","marks":["d2eff20a9296"],"text":"Kate Spade"}],"markDefs":[{"_key":"d2eff20a9296","_type":"link","href":"https://www.katespade.co.uk/"}],"style":"normal"},{"_key":"6e057ffce8b3","_type":"block","children":[{"_key":"840728fa04930","_type":"span","marks":[],"text":"Following its founder’s suicide, Kate Spade is creating a non-profit focusing on young women's health and suicide prevention. I’m noticing that more and more luxury brands are putting the focus on mental health as it becomes much less taboo across social spheres."}],"markDefs":[],"style":"normal"},{"_key":"454ffd56601c","_type":"image","asset":{"_ref":"image-ae13c9a6b7c27eb63685c930e67593919ab1fab0-497x324-png","_type":"reference"},"caption":"Wellness trends continue to be a minefield of both healthy and unhealthy advice","copyright":"Dirtea (2023)"},{"_key":"e1f1ef8e8a9b","_type":"block","children":[{"_key":"8956bbe47ad50","_type":"span","marks":[],"text":"Little joys"}],"markDefs":[],"style":"h1"},{"_key":"0ed12fb115fc","_type":"block","children":[{"_key":"05ee0497853e0","_type":"span","marks":["ce672e352019"],"text":"Stephen Mai"}],"markDefs":[{"_key":"ce672e352019","_type":"link","href":"https://www.linkedin.com/in/stmai?originalSubdomain=uk"}],"style":"h2"},{"_key":"0956f7ca75f1","_type":"block","children":[{"_key":"f58be26b4aa10","_type":"span","marks":[],"text":"Stephen Mai is the CEO and founder of Woo, a media brand and marketplace that is on a mission to redefine wellness for Gen Z. His background is in youth media, with a career merging marketing and content to drive big cultural narratives for brands such as Vice, ITV, Boiler Room, MTV, and ASOS."}],"markDefs":[],"style":"h2"},{"_key":"2c0bd2676fe2","_type":"block","children":[{"_key":"93d5346ae8490","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"7d72f0092047","_type":"block","children":[{"_key":"c7166037a7f00","_type":"span","marks":[],"text":"There's been a big shift in the behaviour and perception of wellness as an industry, and I think depending on where you are across that spectrum, it's either going to be very good or it's potentially going to be very bad. That's because people are kind of evolving the way they're thinking about wellness in a big way. Cautious consumer spending is going to be a big threat to the status quo. Wellness and looking after yourself could be considered a luxury to a lot of people. While some people consider it a necessity to survive, I think if you need to put food on the table versus doing something that's going to make you elevate, then you're probably going to do what you need to survive."}],"markDefs":[],"style":"normal"},{"_key":"7b545f663b4e","_type":"block","children":[{"_key":"b6a2b93d02f20","_type":"span","marks":[],"text":"In terms of fitness, there is starting to be a saturation of studios and just a lot of increased competition. So, a lot of brands that used to be quite unique in terms of USP are expanding quite massively. The other thing that I think will potentially happen that we can't control is a TikTok algorithm shift. So much of wellness, health trends, and fitness are driven by TikTok, especially for young people. There's this big swell of information that is getting people thinking about a lot of issues around mental health, driving new diagnoses for things like ADHD, and helping people think about fitness and wellness in a very different way from the way they have previously."}],"markDefs":[],"style":"normal"},{"_key":"3f70e30cc0d9","_type":"block","children":[{"_key":"fc1c5508deae0","_type":"span","marks":[],"text":"Wellness has to be integrated into every facet of culture. It's basically the legacy of the pandemic. So, what if we took the tool that is probably responsible for a lot of your mental health problems and used the exact same thing to try and shift things?"}],"markDefs":[],"style":"normal"},{"_key":"7206e6c78a88","_type":"block","children":[{"_key":"e331fd5ea30f0","_type":"span","marks":[],"text":"There's the [growing] legalisation of cannabis, which will be interesting to watch. We've seen that it still has a weird stigma around it – we have all these CBD brands on our marketplace but we can't actually sell it because our payment provider won't take those transactions, even though it's a legal product. So, there’s definitely going to be issues around that, but I think brands and tech platforms are starting to loosen up in terms of the strictness around it. That will potentially come to fruition even more because government bodies and medical bodies throughout the UK are testing cannabis and psychedelics for mental health. You can actually see that with legal mushroom products that are entering the market."}],"markDefs":[],"style":"normal"},{"_key":"2481175eee74","_type":"block","children":[{"_key":"3cbbab8858280","_type":"span","marks":[],"text":"Something else that is interesting is this idea around wellness in your body and body neutrality. I've been noticing trends around things like ice baths and saunas and people exploring naturism in more natural social settings. This sauna culture will kind of lead to that. When you look at sauna culture in Nordic countries, it is built around people normalising different types of bodies and not sexualising the body, and I think this could be a shift in that direction."}],"markDefs":[],"style":"normal"},{"_key":"524140ae23f7","_type":"block","children":[{"_key":"7b00f2de9e5e0","_type":"span","marks":[],"text":"Refining your value propositions for your customers is a key thing for businesses to stay competitive next year. We're moving into a time when people are going to have less spending power, so you really need to demonstrate to them why your service makes sense for them to choose over everyone else. That goes beyond usefulness – from the ethics that surround your products to how you communicate to your audience and how you elevate design. All of that matters because one of the trends that we're seeing with Gen Zers is that they still love luxury – they just can't afford it. So, they will try consuming things that feel luxurious. It might not necessarily be an expensive product, but it needs to feel and look like it could be. We need to think about it because as consumers spend less, I think there are a lot of little things that you can do to bring that joy or bring that kind of optimism to people."}],"markDefs":[],"style":"normal"},{"_key":"42c770998543","_type":"block","children":[{"_key":"a3e266a5e30b0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"d478581e4c9e","_type":"block","children":[{"_key":"822f277a3fa00","_type":"span","marks":["eefbe9628f1e"],"text":"Dirtea"}],"markDefs":[{"_key":"eefbe9628f1e","_type":"link","href":"https://www.dirteaworld.com/"}],"style":"normal"},{"_key":"dc6172842c25","_type":"block","children":[{"_key":"abbd0826aa390","_type":"span","marks":[],"text":"Dirty is just blowing up – the mushroom angle is that some of it is designed to drive relaxation and calm and clarity. Others are designed to give you high performance, and it's something that seems to be resonating because mushrooms are in the ingredients. It grew a very big cult following, and I think the brand has been really good at marketing and getting people to move into mushrooms as a replacement for coffee. It's like the next CBD."}],"markDefs":[],"style":"normal"},{"_key":"d3e891db1389","_type":"block","children":[{"_key":"011d4f6d8c8b0","_type":"span","marks":["33a5ad0c4774"],"text":"Peep Club"}],"markDefs":[{"_key":"33a5ad0c4774","_type":"link","href":"https://www.peepclub.co.uk/"}],"style":"normal"},{"_key":"e61345ff2e38","_type":"block","children":[{"_key":"8cb0d4450ebd0","_type":"span","marks":[],"text":"Peep Club is a new beauty tech product that massages your eyes. 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I'm seeing them want things that are fun, that are lighthearted, that don't seem pressure-filled, and this is a complete contrast to what you saw with Gen Y’s wellness, which is really more focused on diets and cleanses and putting in all this work. I hear over and over again from Gen Z, ‘I don't want to work on my health. I want it to be just naturally folded into my life. I want it to be fun’. They love humour, they love things that help their mental health, which is a little bit different from the more punitive ‘work hard’ ethos of Gen Yers."}],"markDefs":[],"style":"normal"},{"_key":"0c4447f28de6","_type":"block","children":[{"_key":"e3fd57dcdda10","_type":"span","marks":[],"text":"I see people caring more about a product or brand and their experience with a brand. A lot of times, they're attracted to wellness brands that lean into humour or fun graphics, and they also want a tongue-in-cheek approach to health and wellness. 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These may all inevitably lead to different levels of technology adoption in family homes about to face the "},{"_key":"3856e5dbdd359","_type":"span","marks":["1ec29f1f4e22"],"text":"2% negative rent growth"},{"_key":"3856e5dbdd3510","_type":"span","marks":[],"text":" by January 2024 – projected to be the fourth largest decline in US history."}],"markDefs":[{"_key":"86ec473660c9","_type":"link","href":"https://www.eiu.com/n/how-governments-are-looking-to-regulate-ai/"},{"_key":"d1cdfc88d666","_type":"link","href":"https://www.europarl.europa.eu/news/en/headlines/society/20230601STO93804/eu-ai-act-first-regulation-on-artificial-intelligence"},{"_key":"7c8779459eb5","_type":"link","href":"https://www.crowell.com/en/insights/client-alerts/safe-innovation-in-the-age-of-artificial-intelligence"},{"_key":"06c6541f0373","_type":"link","href":"https://www.wyden.senate.gov/download/one-pager-bill-summary-of-the-algorithmic-accountability-act-of-2022"},{"_key":"1ec29f1f4e22","_type":"link","href":"https://www.businesswire.com/news/home/20230302005230/en/Origin-Investments-Predicts-Fourth-Largest-Annual-Rent-Growth-Decline-in-U.S.-History"}],"style":"normal"},{"_key":"4c93ca4d47dd","_type":"block","children":[{"_key":"88e3d4e0f6700","_type":"span","marks":[],"text":"In this chapter of Canvas8’s 2024 Expert Outlook, Libby Viera-Bland, the director of neighbourhood development for Project Row Houses and Row House CDC, discusses the multiple interrelated factors affecting housing affordability; Natalia Kucirkova, a professor in early childhood development at the University of Stavanger in Norway and at the Open University in the UK, looks into the impact of technological bans and innovation on children and the publishing industry; and researcher Laura Zimmermann, the founder and president of Tech Play Collaborative, explains the ways generative AI can aid in child learning."}],"markDefs":[],"style":"normal"},{"_key":"c46a15b032a5","_type":"image","alt_text":"Breaktime (2022)","asset":{"_ref":"image-e6183b9042a41cc137b0de992bbc7654cc802b67-1000x800-jpg","_type":"reference"},"caption":"Political polarisation in the US is resulting in segregated housing communities"},{"_key":"ccff87a3e12c","_type":"block","children":[{"_key":"02ebbda92a910","_type":"span","marks":[],"text":"Holistic housing"}],"markDefs":[],"style":"h1"},{"_key":"37c7bfcbc627","_type":"block","children":[{"_key":"a91d4a1448de0","_type":"span","marks":[],"text":"Libby Viera-Bland"}],"markDefs":[],"style":"h2"},{"_key":"69c42ef1df96","_type":"block","children":[{"_key":"9d71d2dbdfd70","_type":"span","marks":[],"text":"Libby Viera-Bland is the neighbourhood development project manager for Row House CDC, Project Row Houses, and PRH Preservation, where she oversees the planning and development of affordable housing across the Third Ward in Houston, Texas."}],"markDefs":[],"style":"h2"},{"_key":"364a041b2d8d","_type":"block","children":[{"_key":"2927973026d70","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"113551e24436","_type":"block","children":[{"_key":"742f70500efa0","_type":"span","marks":[],"text":"There is already a lack of affordable housing in a lot of markets. In Houston, for example, it’s very difficult to find a starter or entry-level house for younger families because a lot of people and companies are coming in and buying homes in cash. And as we've seen that trend go through the pandemic, it seems like the Airbnb market has largely crashed."}],"markDefs":[],"style":"normal"},{"_key":"59242f2d166a","_type":"block","children":[{"_key":"1db63cb8dec30","_type":"span","marks":[],"text":"As we start to see some houses come back on the market, I'm interested to see how we can increase and maintain affordable housing over the next couple of years. One of the biggest issues around affordable rental housing is the source of income discrimination – whether it be public benefits, retirement, disability, or a housing voucher. Many places don't protect those forms of income from discrimination when people are trying to rent an apartment or a home. We hear a lot of concern over the aesthetics, the impact on resources, and roads when, in fact, a large part of what's happening behind the scenes is that people just don't want poor people in their neighbourhood."}],"markDefs":[],"style":"normal"},{"_key":"4a5809c058fb","_type":"block","children":[{"_key":"c390b1601ec90","_type":"span","marks":[],"text":"Neighbourhoods are also gentrifying very rapidly, and a lot of people are having to make a difficult decision of whether to sell their home or to try to keep it. So it becomes a question of whether it's more important to know your neighbours, to be invested, to be embedded in a community where people really care, or to be in a space that is more affordable. A lack of variety in housing typology also leads to a lack of housing affordability. We see a single-family home in a wide lot as opposed to townhomes, duplexes, or other middle housing typologies. One creative solution we're seeing is the ‘granny flat’ idea or the accessory dwelling unit. Families are now converting their garage into an apartment or building an additional unit in their backyard that can become a rental or a space for an elderly family member to age in."}],"markDefs":[],"style":"normal"},{"_key":"ff51d0243aef","_type":"block","children":[{"_key":"bec7df03b8740","_type":"span","marks":[],"text":"There's also a big pushback against DE&I initiatives right now in the US. I think this will only negatively impact housing as it’s leading to more segregation, pushing minorities out of sight from wealthier, wider communities – and that's a very, very scary prospect."}],"markDefs":[],"style":"normal"},{"_key":"3ff841556f04","_type":"block","children":[{"_key":"67b5118d26a70","_type":"span","marks":[],"text":"The whole self is considered in housing in a community, there’s a base level need that all of us humans have. We need a safe place to lay our heads at night. We have to think about what kinds of health concerns people and how we can ensure that they can stably remain in their homes. Do you need access to other financial education services to help you remain in your home and community?"}],"markDefs":[],"style":"normal"},{"_key":"b5a10cbd6b79","_type":"block","children":[{"_key":"84ca0942f3c00","_type":"span","marks":[],"text":"For businesses to win around housing in 2024, they need to portray the interrelatedness of housing with other issues – all of the things that build the fabric of a community. They have to be honest but also optimistic about what can be provided in those areas. If you're trying to appeal to minorities, people want to see a more interrelated and integrated community. They want to see a space where they feel like they can belong. The Biden administration released some policies to push for an increase in affordable housing, which promised $88 billion of investment. I haven't really seen that filter down through the market yet, so it will be very helpful to see that."}],"markDefs":[],"style":"normal"},{"_key":"6e8b3bb8300d","_type":"block","children":[{"_key":"0fe0646b70440","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"f1c078c12322","_type":"block","children":[{"_key":"685d87ed88600","_type":"span","marks":["ecbc770ad8b7"],"text":"IKEA"}],"markDefs":[{"_key":"ecbc770ad8b7","_type":"internalLink","reference":{"_ref":"c00962c7-22cb-49ae-9a3b-5ac8ca403cbc","_type":"reference"}}],"style":"normal"},{"_key":"5f05aac3ed75","_type":"block","children":[{"_key":"d968ae0745140","_type":"span","marks":[],"text":"If IKEA were to approach its branding by building out an entire apartment for a low-income neighbourhood or furnishing an affordable housing community, I would love to see that."}],"markDefs":[],"style":"normal"},{"_key":"5c3009efda7f","_type":"block","children":[{"_key":"1c8af9e15b790","_type":"span","marks":["490b1b8e9313"],"text":"Florida Governor Ron DeSantis"}],"markDefs":[{"_key":"490b1b8e9313","_type":"link","href":"https://www.teenvogue.com/story/black-history-florida-ron-desantis"}],"style":"normal"},{"_key":"d7b841d152e2","_type":"block","children":[{"_key":"95c23e2b5c260","_type":"span","marks":[],"text":"There's a big pushback against DE&I initiatives right now in the US that will negatively impact housing due to segregation. If you look at what's happening in Florida with Governor DeSantis – there are very clear efforts towards segregating that state to ensure that certain populations do not feel welcome."}],"markDefs":[],"style":"normal"},{"_key":"dc8f02078e59","_type":"image","asset":{"_ref":"image-3a509d28ad20e876e624bdbdd91da7726ae12a69-1920x1080-jpg","_type":"reference"},"caption":"AI is set to transform household technology and children’s learning","copyright":"Wonderbly (2023)"},{"_key":"2b13cdbd1c7f","_type":"block","children":[{"_key":"a11267ead7db0","_type":"span","marks":[],"text":"Early-learning personalisation"}],"markDefs":[],"style":"h1"},{"_key":"bcbe19186aa2","_type":"block","children":[{"_key":"954a156d50c30","_type":"span","marks":[],"text":"Natalia I. Kucirkova"}],"markDefs":[],"style":"h2"},{"_key":"b00dbd47ba99","_type":"block","children":[{"_key":"08c65081f65f0","_type":"span","marks":[],"text":"Natalia I. Kucirkova is a professor in early childhood development at the University of Stavanger in Norway and at the Open University in the UK. She specialises in children's literacy and the use of new technologies in digital media."}],"markDefs":[],"style":"h2"},{"_key":"ec3a28070f73","_type":"block","children":[{"_key":"c09089d6b2730","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"f0e26d76fbb4","_type":"block","children":[{"_key":"ae87e2ccacc40","_type":"span","marks":[],"text":"A global "},{"_key":"ae87e2ccacc41","_type":"span","marks":["f5ef9bfaecf0"],"text":"UNESCO report"},{"_key":"ae87e2ccacc42","_type":"span","marks":[],"text":" in July 2023 called for a careful evaluation of the use of technologies worldwide. In some countries, this has been interpreted as a technological ban in schools. In turn, there’s a growing sentiment against technologies for young children in terms of literacy, reading, and writing. This is unfortunate because we know that when technologies are well-designed, they can support children."}],"markDefs":[{"_key":"f5ef9bfaecf0","_type":"link","href":"https://www.unesco.org/gem-report/en/articles/unesco-issues-urgent-call-appropriate-use-technology-education"}],"style":"normal"},{"_key":"330ce73ad3d9","_type":"block","children":[{"_key":"2307e950d3b50","_type":"span","marks":[],"text":"We’re seeing this polarised debate – on one side are parents who have seen some of the benefits of technology because they have used it together with their children, and on the other are parents who see technology as the culprit for their children’s behavioural issues. There’s also a tension between the acceleration of AI that’s pushing many sectors to invest more and the policymakers and governments trying to stop or heavily regulate the use of AI-driven technologies, or at least generative AI."}],"markDefs":[],"style":"normal"},{"_key":"fdaf2afeb5ef","_type":"block","children":[{"_key":"aa5ac7ee3bb00","_type":"span","marks":[],"text":"So, if we think about 2024 as being the year when many schools would possibly ban technologies, I'm concerned that we might see this negative impact on children, especially those with special educational needs and who come from disadvantaged backgrounds and tend to benefit most from high-quality digital media."}],"markDefs":[],"style":"normal"},{"_key":"620998b7acfe","_type":"block","children":[{"_key":"7670181df86b0","_type":"span","marks":[],"text":"There are innovations we’re seeing under the radar wherein AI is used to generate olfactory output, triggering a way to make you pay more attention to specific content. This can be used for studying, specifically for learning new concepts. From this, digital and print book publishers can think about how to strategically include smells in their products more than scratch-and-sniff books, which don't last very long or tend not to be specific enough to the content in the book."}],"markDefs":[],"style":"normal"},{"_key":"aa34cddd0ee3","_type":"block","children":[{"_key":"0c071251f5050","_type":"span","marks":[],"text":"Publishers can also explore going from customisation to personalisation – not only adjusting the content in terms of the child's age or gender but actually taking things a step further. You make it not only based on visual markers like seeing your face or your name in the story but also smelling your favourite smell. This sort of engagement we’re looking at is quite different from what we see on the market now. And this sort of niche innovation is what I predict will be the big thing coming once this hype around generative AI passes."}],"markDefs":[],"style":"normal"},{"_key":"05ea5bd008fe","_type":"block","children":[{"_key":"a696f19ae95f0","_type":"span","marks":[],"text":"However, personalisation is done by collecting information about people, so it’s both a threat and has huge potential. Because many of these proposed products are for children, a parent will decide when they want to personalise a book about the child, but the child might not understand what it means or might not want to have their photos on the book cover. So, it's essential that children's rights are respected. Also, because a lot of the personalisation happens digitally, you have the added threat of data being stored in different places without proper guardrails and regulations in some countries."}],"markDefs":[],"style":"normal"},{"_key":"d0bdaa862c2f","_type":"block","children":[{"_key":"cd53e8efc62d0","_type":"span","marks":[],"text":"With these in mind, policymakers can talk about the quality markers of children’s technology. These markers should include how publishers use data and engage with science to create all these different developments. Smell, specifically, can trigger a traumatic response in children. So, if publishers are not careful about olfactory technology and launch these fancy new products without researching possible outcomes, they can do more harm than good."}],"markDefs":[],"style":"normal"},{"_key":"600966a93480","_type":"block","children":[{"_key":"b9dd730189440","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"3cf6bd82372b","_type":"block","children":[{"_key":"5d4c2be118d90","_type":"span","marks":["31daf3e5bd05"],"text":"Wonderbly"}],"markDefs":[{"_key":"31daf3e5bd05","_type":"link","href":"https://www.wonderbly.com/uk"}],"style":"normal"},{"_key":"34b53b501b4e","_type":"block","children":[{"_key":"1a8257afc7f70","_type":"span","marks":[],"text":"A tech-powered publishing business producing hyper-personalised books for children, Wonderbly has seen success in creating these personalised experiences for children. It has developed its products and continues to grow. It’s exciting to watch the brand explore the sensory and personalised aspects of reading."}],"markDefs":[],"style":"normal"},{"_key":"441f80222f73","_type":"image","asset":{"_ref":"image-c90fe45cf95b3b777148eb04ef361bae3c1dbe46-1536x2048-webp","_type":"reference"},"caption":"How can new technologies support kids' development while maintaining privacy?","copyright":"Khan Academy (2023)"},{"_key":"25dbfc0ecceb","_type":"block","children":[{"_key":"68917edb3b5c0","_type":"span","marks":[],"text":"Parasocial developments"}],"markDefs":[],"style":"h1"},{"_key":"71dc2b79f498","_type":"block","children":[{"_key":"dd8b44f734e30","_type":"span","marks":[],"text":"Laura Zimmermann"}],"markDefs":[],"style":"h2"},{"_key":"50f219ea8803","_type":"block","children":[{"_key":"ad75f86f36bb0","_type":"span","marks":[],"text":"Dr. Laura Zimmermann is the founder and president of Tech Play Collaborative, a consulting organisation that supports positive child outcomes through collaborations with partners in the children's media and education spaces. Dr. Zimmermann conducts applied research with children and adults that supports them in partnership with media developers, toy designers, and research organisations. She holds a PhD in psychology from Georgetown University with a focus on human development and public policy."}],"markDefs":[],"style":"h2"},{"_key":"dbcc82dbb220","_type":"block","children":[{"_key":"94093ba97c6d0","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"b79f2feef017","_type":"block","children":[{"_key":"1f9bd91f1d3b0","_type":"span","marks":[],"text":"The biggest shift in 2023 is the rise of generative AI. As new technology emerges, a common public reaction is a fear of the unknown and a tendency to focus on potential harms. We have seen similar waves of media scares with the invention of the radio, TV, computers, and the internet. There were similar fears with generative AI, but now we are seeing a slightly different trend: cautious optimism towards the new machine learning technology."}],"markDefs":[],"style":"normal"},{"_key":"bd503953bbf7","_type":"block","children":[{"_key":"d5531251f9840","_type":"span","marks":[],"text":"The Walton Family Foundation conducted the first national survey in the US, looking at K-12 teachers’, students’ (ages 12-18), and parents’ attitudes towards ChatGPT in May 2023. It found that 91% of teachers and 87% of students think this technology is important to help students get back on track and recoup academic losses that may have occurred because of the pandemic. 63% of teachers are using ChatGPT in their work, and of those using it, 84% have noted positive impacts for their classes."}],"markDefs":[],"style":"normal"},{"_key":"03980707c58e","_type":"block","children":[{"_key":"a335ecb2f40c0","_type":"span","marks":[],"text":"In terms of AI for education, we're in an early stage where the tool is primarily functioning as a teacher – answering student’s questions. Generative AI prompts create text, images, and audio that students can evaluate and iterate on. However, the possibilities of generative AI are vast, and many applications have yet to be discovered. As AI products evolve and develop more capabilities, it will be important to consider how they can help scaffold kids’ learning. Adults supporting students who use AI can encourage them to be critical of the outputs while fostering their own curiosity, creativity, and AI literacy as these AI systems become more enmeshed in our lives.\n\nWe know that when it comes to children's media, the characters they encounter are really powerful. Kids can connect and form these parasocial relationships with them, and those help them learn better. A lot of these voice-enabled AI tools – like Alexa, Google, or Siri – are inanimate voices, meaning there’s no visual association that kids have with them. With generative AI platforms like Bard, ChatGPT, and Midjourney, one thing still missing for younger learners is this relationship or connection to a character, similar to that of a trusted teacher or a parent."}],"markDefs":[],"style":"normal"},{"_key":"efa4a0e8b689","_type":"block","children":[{"_key":"15156de6b7d9","_type":"span","marks":[],"text":"With any tool, it is essential to understand how to use it safely. Organizations like UNICEF, the World Economic Forum, and Common Sense Media are working to understand the opportunities and risks that AI poses for children. AI has implications for children’s privacy, safety, and security. Something to monitor in 2024 is what public policy changes may arise as we protect children’s rights online."}],"markDefs":[],"style":"normal"},{"_key":"68a4dc0b4035","_type":"block","children":[{"_key":"ed83c5321e75","_type":"span","marks":[],"text":"There are three different things to think about when it comes to selecting media for children’s use, which is referred to as the three C's: context, content, and child. Context. What's around in the environment? What are kids and families doing at that moment? Content. What are they engaging with on the screen? Is it relevant to their life? Child. What is their age, and what interests them?"}],"markDefs":[],"style":"normal"},{"_key":"524acda860ed","_type":"block","children":[{"_key":"9fbbed50dd5f0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"1925cdf93716","_type":"block","children":[{"_key":"52e029fe47660","_type":"span","marks":["e0c05c0e3e65"],"text":"Midjourney"}],"markDefs":[{"_key":"e0c05c0e3e65","_type":"link","href":"https://www.midjourney.com/"}],"style":"normal"},{"_key":"22bf39cd5442","_type":"block","children":[{"_key":"4387cfca78d70","_type":"span","marks":[],"text":"A generative AI tool that creates images from prompts, which can help parents illustrate imaginative worlds with their children."}],"markDefs":[],"style":"normal"},{"_key":"e5da567c9648","_type":"block","children":[{"_key":"a6da3a5a73450","_type":"span","marks":["09d8b26babbf"],"text":"Duolingo 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We've seen with the war in Ukraine that Russian wealth has limited itself to being spent effectively in markets like Russia, Turkey, and the Middle East – nothing like the same amount of money being spent in Western Europe or the US. Russia is a small economy compared with China. If China had a big falling out with the West it could also massively reduce spend and travel – and that would have a far bigger impact because China's wealth spending is ten times that of Russia’s."}],"markDefs":[],"style":"normal"},{"_key":"7761fc518edc","_type":"block","children":[{"_key":"3eddd2d1ff650","_type":"span","marks":[],"text":"There's also a growing threat of data nationalism that will restrict what companies can do in some markets. The concept of data sovereignty means it's more difficult for international companies to use and develop data on a global scale. It needs to be broken down a lot more, which creates complexity that not everybody can manage."}],"markDefs":[],"style":"normal"},{"_key":"e4bbacf63c14","_type":"block","children":[{"_key":"6a276d58e515","_type":"span","marks":[],"text":"There's a gradual shift going on as well, which is seeing a huge amount of money circulating among people between 15 and 30 years old. The vast majority of it is inherited or given to them as a kind of flush fund while their parents and grandparents are still alive. You've now got older people allowing, even encouraging, younger family members, saying: \"Here's an amount of money that you can just spend and enjoy.\""}],"markDefs":[],"style":"normal"},{"_key":"8e0fe0f81632","_type":"block","children":[{"_key":"096c61005c5b","_type":"span","marks":[],"text":"That demographic is highly nomadic and migrates around the world, from Mayfair to parts of New York, Ibiza, Saint Tropez, or Dubai. A lot of them are citizens of the world. They tend to get brought up in families that have been international because a lot of the family money was made through globalisation. They’ve typically been educated in British, American, French, or international schools, and they've then gone to universities outside of their home country. So, they’re very internationally-minded, and lots of their friends are from different countries, and they are all wealthy."}],"markDefs":[],"style":"normal"},{"_key":"5c83da30009c","_type":"block","children":[{"_key":"1e539f6e514f","_type":"span","marks":[],"text":"They're so diverse in terms of nationality, education systems, and peer groups but very homogenous in terms of wealth. That's something I think is very interesting because it feels like there's almost a new economic class. You've got the working class, middle class, national upper class, and then you've got this wealthy citizen of the world. They would describe themselves as entrepreneurs or designers, but what's paying for their lifestyle is the trust fund."}],"markDefs":[],"style":"normal"},{"_key":"6ee8be777341","_type":"block","children":[{"_key":"8f4d9138c57b","_type":"span","marks":[],"text":"It's a much bigger demographic than it used to be. It's not twice as big as it was ten or 20 years ago; it's five times as big. Businesses are getting their head around it because, of course, a lot of these people are more digital and global, so they're quite difficult to track."}],"markDefs":[],"style":"normal"},{"_key":"2962baf4ba8a","_type":"block","children":[{"_key":"906bc8d0dfe10","_type":"span","marks":[],"text":"I anticipate their tastes could change quite quickly. We already see their tastes and fashions develop and switch with real fluidity. Those changes are very dynamic. You can come in and go out of fashion very quickly. While it's great to be in fashion with this group, if it's just a fad, you won't be able to project that into the future."}],"markDefs":[],"style":"normal"},{"_key":"321fa6b677d3","_type":"block","children":[{"_key":"06fd1a5bde9f0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"5d8d3e29eac6","_type":"block","children":[{"_key":"a042014d11e90","_type":"span","marks":["61999f751aa5"],"text":"Karu Research"}],"markDefs":[{"_key":"61999f751aa5","_type":"link","href":"https://karuresearch.com/"}],"style":"normal"},{"_key":"3dd99d1f678d","_type":"block","children":[{"_key":"dff94e928bc20","_type":"span","marks":[],"text":"Karu Research is an Indian luxury brand that strongly references Indian cultural heritage but is attempting to appeal to all audiences, including the West. It operates through regular, limited runs, keeping a sense of hype, exclusivity, and freshness."}],"markDefs":[],"style":"normal"},{"_key":"b52df93f18c1","_type":"block","children":[{"_key":"6eaf1c7a441b0","_type":"span","marks":["2ebb22984b4f"],"text":"Undercover"}],"markDefs":[{"_key":"2ebb22984b4f","_type":"link","href":"https://undercoverism.com/"}],"style":"normal"},{"_key":"fd3311546c15","_type":"block","children":[{"_key":"f773694bcb010","_type":"span","marks":[],"text":"Undercover has been described as 'the essence of Japanese cool’, using experimental tailoring and the spirit of surrealism. Jun Takahashi’s brand has already signed up to collaborate with Givenchy in 2024."}],"markDefs":[],"style":"normal"},{"_key":"e11995aea76e","_type":"block","children":[{"_key":"9399ea02305f0","_type":"span","marks":["d5ccc30eedc3"],"text":"Feng Cheng Wang"}],"markDefs":[{"_key":"d5ccc30eedc3","_type":"link","href":"https://fengchenwang.com/?gclid=Cj0KCQjw9fqnBhDSARIsAHlcQYRcpnCuBiwmmJgJW6VB003kxrTIcRfpr6pmYzDxGgYscpxyHS_nfTYaAo5XEALw_wcB"}],"style":"normal"},{"_key":"54b1a9c67dab","_type":"block","children":[{"_key":"80ad299f01290","_type":"span","marks":[],"text":"Feng Cheng Wang is a Chinese fashion brand known for its modern and contemporary designs – 2024 will see a collab with the iconic Nike Air Force 1, further pushing the movement of streetwear into high luxury for Gen Zers."}],"markDefs":[],"style":"normal"},{"_key":"da738598a1f8","_type":"image","asset":{"_ref":"image-2db95543efb403362292bd8bfedd413692604daa-720x898-jpg","_type":"reference"},"caption":"Co-creation with luxury buyers can provide more personalised and meaningful products","copyright":"karuresearch (2023)"},{"_key":"cf59bdb409a4","_type":"block","children":[{"_key":"634100f9daa70","_type":"span","marks":[],"text":"Consumer integration"}],"markDefs":[],"style":"h1"},{"_key":"1f61a53ecff1","_type":"block","children":[{"_key":"03229700fff90","_type":"span","marks":["aad8d2112984"],"text":"Nonita Kalra"}],"markDefs":[{"_key":"aad8d2112984","_type":"internalLink","reference":{"_ref":"p-b3bbe9fa-0c08-4946-96a1-429ce1755021","_type":"reference"}}],"style":"h2"},{"_key":"24420a3a3e1a","_type":"block","children":[{"_key":"d79fa264ca600","_type":"span","marks":[],"text":"Nonita Kalra is editor-in-chief at Tata CliQ Luxury, and has more than two decades of experience across the fashion, luxury, and lifestyle industries."}],"markDefs":[],"style":"h2"},{"_key":"8d456311480c","_type":"block","children":[{"_key":"149e922aab6f0","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"239a932f51e6","_type":"block","children":[{"_key":"b3b6f45138b90","_type":"span","marks":[],"text":"The age of passive consumption is over. Brands can no longer afford to be monolithic entities that dictate terms to consumers. We're at a tipping point where the luxury consumer is no longer just a buyer but a collaborator. So, businesses looking to gain a competitive edge should fundamentally focus on co-creation with their customers."}],"markDefs":[],"style":"normal"},{"_key":"f942f1e5d128","_type":"block","children":[{"_key":"2924a74d3ead0","_type":"span","marks":[],"text":"Let's consider what co-creation truly means in the luxury sector. It's not just about getting your customers' opinions; it's about constructing an ecosystem where the consumer is not just a final recipient of a product or service but an integral part of its conceptualization, evolution, and even its marketing. If your customer is invested in what you’re doing at a foundational level, they’re not just loyal; they’re your advocates. 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So it's not just about being agile; it's about being agile while still maintaining your core integrity. You open up your brand to consumers not as a sign of desperation but as a mark of confidence. You’re telling them, ‘We value you enough to bring you into our sacred design studios, our strategy meetings’. That's empowerment at both ends."}],"markDefs":[],"style":"normal"},{"_key":"19541d17af4c","_type":"block","children":[{"_key":"5e630b656b4a0","_type":"span","marks":[],"text":"In addition to co-creation, brands should also reconfigure their approach to storytelling. Traditional mediums have their value, but the narrative needs to shift from the brand talking at consumers to talking with them. We’re already seeing a burgeoning trend where brands are opting for customer-led storytelling. Here, customers become the micro-influencers, the critics, and even the models."}],"markDefs":[],"style":"normal"},{"_key":"610cfad236c3","_type":"block","children":[{"_key":"fe9f20bd9f3c0","_type":"span","marks":[],"text":"And let's not forget we’re in a digital age where transparency is not a virtue but a necessity. Businesses should embrace this in full measure because consumers will sniff out inauthenticity, and in the social media era, a single misstep can rapidly transform into a monumental PR crisis."}],"markDefs":[],"style":"normal"},{"_key":"5c31212f2d99","_type":"block","children":[{"_key":"345e2ebef6090","_type":"span","marks":[],"text":"So, to sum it up, co-creation and authentic, shared storytelling are the linchpins of future success for luxury brands, especially in a dynamically evolving market like India."}],"markDefs":[],"style":"normal"},{"_key":"2ed635a720b9","_type":"block","children":[{"_key":"1a72c14d1aaf0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"d5887e69a924","_type":"block","children":[{"_key":"690190dd22880","_type":"span","marks":["f6a93650f2ad"],"text":"The Mainstreet Marketplace"}],"markDefs":[{"_key":"f6a93650f2ad","_type":"link","href":"https://marketplace.mainstreet.co.in/"}],"style":"normal"},{"_key":"1e06250e51bd","_type":"block","children":[{"_key":"1525fbe8f77f0","_type":"span","marks":[],"text":"Founded by 23-year-old Vedant Lamba, The Mainstreet Marketplace is one of India’s biggest reselling platforms and is at the forefront of sneaker culture in the country."}],"markDefs":[],"style":"normal"},{"_key":"af8884bcf40a","_type":"block","children":[{"_key":"d0c7a707dc1d0","_type":"span","marks":["59bf96177596"],"text":"Nappa Dori"}],"markDefs":[{"_key":"59bf96177596","_type":"link","href":"https://www.nappadori.com/"}],"style":"normal"},{"_key":"44eb626032f9","_type":"block","children":[{"_key":"d01c3b2d22fc0","_type":"span","marks":[],"text":"Nappa Dori is an Indian leather goods company taking design heritage to the luxury market. It operates in 20 countries globally and continues to grow."}],"markDefs":[],"style":"normal"},{"_key":"d4b4f5c167d4","_type":"block","children":[{"_key":"a6112db797430","_type":"span","marks":["28d2262e5133"],"text":"Gaurav Gupta"}],"markDefs":[{"_key":"28d2262e5133","_type":"link","href":"https://www.gauravguptastudio.com/"}],"style":"normal"},{"_key":"45b2552b3081","_type":"block","children":[{"_key":"9ed85e48ee270","_type":"span","marks":[],"text":"Gaurav Gupta is an Indian fashion designer whose work has spread throughout mainstream Western culture and has been worn at high-profile events by the likes of Beyoncé and Cardi B."}],"markDefs":[],"style":"normal"}],"contentHighlights":[{"_key":"ba323f4ba901","_type":"highlight","body":[{"_key":"638cf53b3e23","_type":"block","children":[{"_key":"338146a95d830","_type":"span","marks":[],"text":"Climate change is set to bring massive global disruptions to the luxury sector due to supply chain issues and scarcity-related cost increases"}],"markDefs":[],"style":"normal"}]},{"_key":"27edde43d1ae","_type":"highlight","body":[{"_key":"fea78a5888db","_type":"block","children":[{"_key":"d8568b56d70c0","_type":"span","marks":[],"text":"Luxury goods are often not bought by the 1% but often by those on lower incomes because it provides a sense of belonging and aspiration"}],"markDefs":[],"style":"normal"}]},{"_key":"7b75aabe9523","_type":"highlight","body":[{"_key":"9e473c7a7408","_type":"block","children":[{"_key":"afbad97531100","_type":"span","marks":[],"text":"A growing class of young and wealthy global citizens with significant disposable income have become a key but elusive demographic for luxury brands"}],"markDefs":[],"style":"normal"}]},{"_key":"c3e030321645","_type":"highlight","body":[{"_key":"5b4b7df55cbb","_type":"block","children":[{"_key":"db35ffd978cc0","_type":"span","marks":[],"text":"Data nationalism and stricter consumer protections mean it's more difficult for international companies to use and develop data on a global scale"}],"markDefs":[],"style":"normal"}]},{"_key":"5a516c7da536","_type":"highlight","body":[{"_key":"3b3c58be4757","_type":"block","children":[{"_key":"0f811f3ffd850","_type":"span","marks":[],"text":"Luxury brands looking to gain a competitive edge could benefit from enabling co-creation with their customers – from product conceptualisation to marketing"}],"markDefs":[],"style":"normal"}]},{"_key":"c3d54e4e4fb9","_type":"highlight","body":[{"_key":"4c1d77f78dbb","_type":"block","children":[{"_key":"c2618b2ee33d0","_type":"span","marks":[],"text":"Brands are increasingly opting for customer-led storytelling, helping consumers feel they’re a valued part of the business and that their priorities are being taken into account"}],"markDefs":[],"style":"normal"}]}],"contentType":"report","disableAudioEmbed":false,"experts":[{"_key":"20979dcbe7bd","_ref":"0wo42YFHZhSeGslNN9YoHb","_type":"reference"},{"_key":"9ad9e4e36a8f","_ref":"p-83cb27e5-4cfe-49bd-b0df-a885448ee6eb","_type":"reference"},{"_key":"ab5cc3cffe94","_ref":"p-b3bbe9fa-0c08-4946-96a1-429ce1755021","_type":"reference"}],"image":{"_type":"image","asset":{"_ref":"image-e150e43736b7dce14598a8918f6265a4722ab0e5-1920x1250-jpg","_type":"reference"},"source":"undercoverism (2023)"},"keywords":["Co-creation","climate crisis","sustainability","transparency","exclusive","data","disposable income","HNWIs","personalisation","loyalty","luxe","high-end","nationalism"],"licenseType":["globalLicense"],"locations":[],"publishDate":"2023-09-15T13:30:00.000Z","sectors":[{"_key":"e20fdb414ac8","_ref":"04503e91-e53d-407a-ae3b-af42b00f1f1d","_type":"reference"}],"summary":[{"_key":"26997d49a153","_type":"block","children":[{"_key":"73da39396b660","_type":"span","marks":[],"text":"How is the climate crisis impacting high-end stock? 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media and entertainment we consume is rapidly changing. Borders are increasingly nonexistent in many parts of the world as we see more people "},{"_key":"6afc8bd6004d1","_type":"span","marks":["dd79d1722386"],"text":"willing to watch TV shows and listen to music in a foreign language"},{"_key":"6afc8bd6004d2","_type":"span","marks":[],"text":". Few other countries have benefited from this behavioural change more than South Korea, whose pop culture ecosystem has crossed over to the West in recent years. This popularity will only increase in 2024, as the writer and actor strikes in the US push entertainment companies to look for alternative sources of content. Now that it’s gained a foothold, however, some fear its uniqueness could be diluted in favour of universal appeal. This is especially important to watch out for in K-pop, an industry that’s increasingly becoming more ‘Western’. In the US, 35% of 12- to 34-year-olds say "},{"_key":"6afc8bd6004d3","_type":"span","marks":["9085c6e1621a"],"text":"staying up to date with music is ‘very important’ to them"},{"_key":"6afc8bd6004d4","_type":"span","marks":[],"text":", so 2024 will likely see young people looking to other parts of the world for "},{"_key":"6afc8bd6004d5","_type":"span","marks":["78eaa97f827d"],"text":"musical acts"},{"_key":"6afc8bd6004d6","_type":"span","marks":[],"text":" that may have taken inspiration from K-pop but are emerging with their own style and subculture."}],"markDefs":[{"_key":"dd79d1722386","_type":"internalLink","reference":{"_ref":"44a4077c-6f65-4b84-b645-7c2b6cd2a55e","_type":"reference"}},{"_key":"9085c6e1621a","_type":"internalLink","reference":{"_ref":"46ea9fe5-0eb7-4314-bdc7-875d2ab82b35","_type":"reference"}},{"_key":"78eaa97f827d","_type":"internalLink","reference":{"_ref":"700fe9f0-21a1-4bfb-8f7e-87f6e90b0135","_type":"reference"}}],"style":"normal"},{"_key":"f565e44151b8","_type":"block","children":[{"_key":"5a677655f4a20","_type":"span","marks":[],"text":"Then there’s AI, which is impacting how people create and consume content. This could be positive, like fans using AI to "},{"_key":"5a677655f4a21","_type":"span","marks":["8489080cf825"],"text":"create more personalised UGC"},{"_key":"5a677655f4a22","_type":"span","marks":[],"text":" or smaller production companies taking advantage of AI to develop storyboards – but it could also shake up major industries in a negative way. Spotify "},{"_key":"5a677655f4a23","_type":"span","marks":["fd3c88b573ad"],"text":"had to take action"},{"_key":"5a677655f4a24","_type":"span","marks":[],"text":" and clamp down on AI-generated music on its platform. The Hollywood actor’s strike is also taking a stand against the use of ‘digital doubles’ or ‘deep fakes’ of actors. Now, eyes are on government bodies and industry experts to figure out a way to regulate AI and encourage ethical use."}],"markDefs":[{"_key":"8489080cf825","_type":"internalLink","reference":{"_ref":"461d6183-95a8-4ea5-bba0-5ecf33f367cf","_type":"reference"}},{"_key":"fd3c88b573ad","_type":"internalLink","reference":{"_ref":"75c2bbdc-a9ea-4826-833d-e02b3c006132","_type":"reference"}}],"style":"normal"},{"_key":"ae1e714ea6ae","_type":"block","children":[{"_key":"cfb70d4775ff0","_type":"span","marks":[],"text":"Tech developments also pose fresh possibilities. In 2024, the gaming sphere will see a growing trend of handheld devices that cater to people spending more time outside their homes post-pandemic. Indeed, over 70% of Americans "},{"_key":"cfb70d4775ff1","_type":"span","marks":["a65658392cfe"],"text":"play games on their mobile devices"},{"_key":"cfb70d4775ff2","_type":"span","marks":[],"text":". There’s also cloud gaming, which will allow users to stream and play games online without having to constantly buy the latest gadgets. Both these advancements could open up the sector to even more people, providing easier and sometimes cheaper access to entertainment."}],"markDefs":[{"_key":"a65658392cfe","_type":"internalLink","reference":{"_ref":"d37f17a0-392e-490d-82d2-0a8c5f202721","_type":"reference"}}],"style":"normal"},{"_key":"e52cec20b170","_type":"block","children":[{"_key":"f3011d6e7d350","_type":"span","marks":[],"text":"But for an industry built on advanced technology, fictional characters, constructed realities, and celebrity branding, media and entertainment stands out whenever real people are placed front and centre. 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She co-edited Invented Traditions in North and South Korea and has contributed to over 15 articles on the topics of South Korean culture, K-pop, and Korean music and entertainment."}],"markDefs":[],"style":"h2"},{"_key":"a1aee51395b9","_type":"block","children":[{"_key":"6041df3b21670","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"c5c2b0b81da2","_type":"block","children":[{"_key":"65a8c8d73aa20","_type":"span","marks":[],"text":"There’s this fascination with success in the West, and every other music company in Korea is trying to figure out a formula to cross over. But in my opinion, they end up sacrificing the uniqueness of the K-pop industry. It might look like K-pop, but we have lost a certain amount of charm in being an industry that brings something new. On the K-drama front, with the writers and actors strike happening in the US, more companies are deciding to go to Korea. But there’s this threat of taking what everybody loves about dramas and making them more American, like how some now have multiple seasons instead of just one."}],"markDefs":[],"style":"normal"},{"_key":"0843ac6c3ff5","_type":"block","children":[{"_key":"a52baa277a260","_type":"span","marks":[],"text":"There have also been a lot of court cases lately involving K-pop groups winning against large entertainment companies. Most of these lawsuits go back to the artist saying: ‘Wait a second, I have something to say, and I have something I want to be doing with my career’. I see artists becoming more empowered, taking on more responsibility and control over their careers and what they’re putting out there. I think that's really exciting. We might see more companies support artists to reach their full potential. We’re going to see fewer comebacks but hopefully higher quality concepts and lyrics that more closely reflect what artists want to communicate with fans. Fans respond well to authenticity, and allowing more of that to happen will raise the level of the industry overall. If you look at most of the top groups, you’ll see artists involved in writing and production. Meanwhile, when you look at groups a level below that, you’ll notice that they're not as involved yet. Making music more personal is one way to connect better with fandoms."}],"markDefs":[],"style":"normal"},{"_key":"8da10a963c19","_type":"block","children":[{"_key":"a7283e339f660","_type":"span","marks":[],"text":"I see K-pop looking for the next direction. In the past, a lot of idol pop took inspiration from independent Korean hip-hop, but I'm not sure that can continue in the same way. Korean hip-hop is now more popular and standardised and isn't as innovative and boundary-pushing as it was ten years ago. People are looking for the new thing, they just haven't found it yet. A trend that I do see growing is having older audiences for these idol groups. In the past, people stopped becoming fans as they got older, which meant K-pop groups eventually stopped being active. But that's not happening anymore. Some people have been fans of the same artist for 20 years. That changes the industry because it’s not just about what teenagers like anymore but also about what older audiences like. We also see this in dramas, which are no longer just for women and older people. Younger people rarely used to watch K-dramas because it took too much time and commitment to sit down and watch TV. But now that you can stream them when it suits your schedule, we see dramas for a wider audience, including men."}],"markDefs":[],"style":"normal"},{"_key":"28fe0db33820","_type":"block","children":[{"_key":"6e28267f049d0","_type":"span","marks":[],"text":"We’re also seeing the emergence of K-pop-like groups in other parts of the world, proving that Korean cultural industries are doing something unique and inspiring. The challenge is for other countries to show their distinctiveness. One example is the Filipino group SB19. They have to show that they’re more than just copying a Korean style, that they’re doing their own thing. And I think they've done a good job of that – part of the reason why they’ve been getting more attention."}],"markDefs":[],"style":"normal"},{"_key":"c9e742bd9e88","_type":"block","children":[{"_key":"95e2c201f87c0","_type":"span","marks":[],"text":"2024 Disruptors"}],"markDefs":[],"style":"h2"},{"_key":"366c35f9e20a","_type":"block","children":[{"_key":"9a83c15b90210","_type":"span","marks":["765636f2a3b6"],"text":"KQ Entertainment"},{"_key":"9a83c15b90211","_type":"span","marks":[],"text":"\nKQ seems to treat its idols really well as a record label, allowing more self-expression – something that has worked for groups like ATEEZ, where each member seems supported in exploring their own talents. They do work really hard, but I also feel like KQ puts more focus on quality and less on quantity, which is really important for creative growth. For idols to be writing and producing successful music, giving them more mental space to do so is essential."}],"markDefs":[{"_key":"765636f2a3b6","_type":"link","href":"https://kqent.com/"}],"style":"normal"},{"_key":"cc28a3140ec3","_type":"block","children":[{"_key":"0346e26125620","_type":"span","marks":["afc5194cc6ab"],"text":"KONNECT Entertainment"},{"_key":"0346e26125621","_type":"span","marks":[],"text":"\nKONNECT is essentially a company for Kang Daniel, owned by Kang. It’s doing a great job for him. He’s a top artist; almost everything he releases flies up the charts, the music is good, and he seems happy and not overwhelmed. Instead of all these K-pop agencies that seem to care about themselves and profit more than the artists, there should be more companies that focus on serving the needs of artists. Kang has hired the right staff to handle things and is letting them do their job rather than micro-managing the company. Now, it’s starting to work with more solo artists, and I expect the additional artists to be given both freedom and support."}],"markDefs":[{"_key":"afc5194cc6ab","_type":"link","href":"https://konnectent.com/"}],"style":"normal"},{"_key":"767b264cada3","_type":"block","children":[{"_key":"26e16baaba5f0","_type":"span","marks":["138415207aee"],"text":"Starship Entertainment"},{"_key":"26e16baaba5f1","_type":"span","marks":[],"text":"\nStarship Entertainment has been around since 2008 and has been a second-tier company the entire time. Because it has IVE, Monsta X, and Cravity on its roster and is under Kakao, which is an increasingly prominent player in K-pop, I think Starship can enter the tier that YGE, JYPE, and SME are in – right below HYBE."}],"markDefs":[{"_key":"138415207aee","_type":"link","href":"http://www.starship-ent.com/"}],"style":"normal"},{"_key":"b961dab6220c","_type":"image","asset":{"_ref":"image-7c35944046401b53d239e819acb30f3d16d9d877-1400x933-webp","_type":"reference"},"caption":"People are increasingly turning to niche entertainment communities and alternative news sources","copyright":"ARTIFACT (2023)"},{"_key":"573cf0759cb0","_type":"block","children":[{"_key":"f0c10e6c7bf90","_type":"span","marks":[],"text":"People-centred innovation"}],"markDefs":[],"style":"h1"},{"_key":"7a0a6e459664","_type":"block","children":[{"_key":"b08926e351430","_type":"span","marks":["5885a2653297"],"text":"Many Ameri"}],"markDefs":[{"_key":"5885a2653297","_type":"internalLink","reference":{"_ref":"p-73a5f3e9-5708-4d43-8f73-f8005b5f2d7b","_type":"reference"}}],"style":"h2"},{"_key":"b370f0f659b9","_type":"block","children":[{"_key":"d603642b4e2b0","_type":"span","marks":[],"text":"Many Ameri is the co-founder of Yadastar, an independent consultancy with more than 20 years of experience in building creative communities around the globe. His partner, Torsten Schmidt, and Many are best known for developing the Red Bull Music Academy. Since launching it in 1998, they have grown the Academy into a worldwide culture programme with workshops, festivals, creative hubs, and events in 60 countries. Many is a member of such prestigious organisations as BMW Foundation Responsible Leaders, NEXUS - Next Generation Philanthropy, and Leaders For Climate Action, and is committed to building an institution and global community for those who have the potential to shape the future of their fields."}],"markDefs":[],"style":"h2"},{"_key":"995742471ee3","_type":"block","children":[{"_key":"51139b1bd2d80","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"e279df1cdf2c","_type":"block","children":[{"_key":"874849bdfe930","_type":"span","marks":[],"text":"The obvious one to call out is AI. Its transformative power stands out as the primary disruptor in the media and entertainment landscape. Its sweeping influence is reshaping the nuances of communication, artistic expression, and the very fabric of media consumption. The anxiety surrounding AI’s role in the industry is not unfounded, as demonstrated by the writers’ and actors’ strikes, with concerns about the potential loss of jobs and credit and control of actors’ lucrative likenesses. Yet, it’s important to note how tools such as Midjourney, Runway, and Adobe Firefly are revolutionising the field by granting a wider audience the means to express themselves through visual mediums. The critical discussions on copyright, creative ownership, and the beneficiaries of such technological marvels will stay with us for as long as it takes policymakers, rights holders, and companies training AI with pre-existing content to reach an acceptable agreement for all parties."}],"markDefs":[],"style":"normal"},{"_key":"c8d72eadda27","_type":"block","children":[{"_key":"50187e90cd050","_type":"span","marks":[],"text":"Another critical facet of AI’s rise is the issue of inherent bias. With about a third of the global population still not connected to the internet and AI models predominantly capturing Western narratives, there’s an urgent call to diversify AI’s representation. The effects of the logarithmic adjustments are substantial and hinge on identifying the appropriate solution to address the issue."}],"markDefs":[],"style":"normal"},{"_key":"717eee2302b0","_type":"block","children":[{"_key":"1f6e84102a460","_type":"span","marks":[],"text":"While the advancements in AI are undoubtedly groundbreaking, the unique, intangible qualities humans bring to artistic endeavours remain unmatched. We will have to build a healthy relationship with AI that leaves behind the competitive nature of some of the current framing around the technology so we can define its role in our lives."}],"markDefs":[],"style":"normal"},{"_key":"ebc44bd547dc","_type":"block","children":[{"_key":"9a04057d099e0","_type":"span","marks":[],"text":"On another technological frontier, spatial computing and mixed reality are poised to redefine our interaction with media. Apple Vision Pro, as well as Apple's announcement to integrate spatial video capture into the iPhone, are examples of how the company manages to introduce consumers to new technology through its ecosystem and thereby fuel adaptation. While the technology is in its early stages, the potential applications and influence on media consumption are boundless – albeit highly dependent on what consumers and the developer community will come up with through the usage of the product."}],"markDefs":[],"style":"normal"},{"_key":"caefc60eea94","_type":"block","children":[{"_key":"a82780a977810","_type":"span","marks":[],"text":"Independent of Elon Musk’s insatiable desire to dominate the news cycle, his plan to turn X into a comprehensive super-app is noteworthy in the social media sphere. His vision of converging varied services into one platform mirrors the success of apps like WeChat. Whether this is a development that the Western market will embrace is to be seen."}],"markDefs":[],"style":"normal"},{"_key":"5789086e6a83","_type":"block","children":[{"_key":"e2ae14ab0c700","_type":"span","marks":[],"text":"For businesses aiming to make their mark in 2024, the mantra is clear: authentic engagement. Establishing genuine connections with their communities is paramount. These connections should transcend the traditional vendor-consumer dynamics and foster collaborative progress. Embracing innovation, nurturing out-of-the-box thinking, and rooting strategies in community insights will distinguish the leaders from the rest."}],"markDefs":[],"style":"normal"},{"_key":"3735cb2463a8","_type":"block","children":[{"_key":"9e195672bf6a0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"655bc8446cc0","_type":"block","children":[{"_key":"9b383476fcd10","_type":"span","marks":["8aa3e685a348"],"text":"Liquid Death"},{"_key":"9b383476fcd11","_type":"span","marks":[],"text":"\nLiquid Death has done a brilliant job in trying to impact the environment by getting rid of plastic packaging for water and putting it into aluminium cans. It has also set itself apart through a self-ironic punk attitude – like how it has turned online criticism into 80s pop songs. It doesn't work with everyone, but I think it’s way smarter than it seems on the surface. As goofy as it comes across, it’s trying to deal with a big social topic and doing this in a way that reaches people who usually don't care."}],"markDefs":[{"_key":"8aa3e685a348","_type":"internalLink","reference":{"_ref":"b88fa61f-fb57-4191-965d-b07ef486ace7","_type":"reference"}}],"style":"normal"},{"_key":"2b43858677d2","_type":"block","children":[{"_key":"34ce508764dc0","_type":"span","marks":["e80093e4f043"],"text":"Artifact"},{"_key":"34ce508764dc1","_type":"span","marks":[],"text":"\nArtifact is an AI-powered news curation platform by Instagram’s co-founders, a more personal way to get the news you care about. With some platforms, like Twitter, disappearing as a good source for news, it has found an opportune moment to do this."}],"markDefs":[{"_key":"e80093e4f043","_type":"internalLink","reference":{"_ref":"06579e9c-0d8c-44c4-bbf3-99a2f353a4e3","_type":"reference"}}],"style":"normal"},{"_key":"0571742e3f4e","_type":"block","children":[{"_key":"b2cde435d1db0","_type":"span","marks":["eb5dbbaebc0d"],"text":"Threads"},{"_key":"b2cde435d1db1","_type":"span","marks":[],"text":"\nWhat's interesting about Threads is how Meta has opted for a decentralised model. It's a paradigm shift for the company to step up and build something that allows the entire community and client base of Instagram to be imported to a new service. This move says a lot about where we are today and will impact consumer expectations. 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Cryptocurrencies have captivated new investors, BNPL has removed barriers to luxury, and open banking has brought sophistication to digital apps. But inclusion alone cannot ensure financial health. As inflation soars and markets collapse, regulators are aiming to protect people from speculative excess that threatens their livelihoods."}],"markDefs":[],"style":"normal"},{"_key":"52eff851ab8b","_type":"block","children":[{"_key":"66fd41ee80ed0","_type":"span","marks":[],"text":"While 2023 saw consumer price inflation "},{"_key":"66fd41ee80ed1","_type":"span","marks":["6945351c4b2e"],"text":"peak at 9.6% in the UK"},{"_key":"66fd41ee80ed2","_type":"span","marks":[],"text":" and "},{"_key":"66fd41ee80ed3","_type":"span","marks":["df5a5b89be7c"],"text":"9% in the US"},{"_key":"66fd41ee80ed4","_type":"span","marks":[],"text":", behaviour and attitudes around money painted a more complex picture, with many finding moments in the cost of living crisis to splurge on luxuries. 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Major challenges are coming down the line around personalised digital banking, fostering healthy attitudes despite uncertainty, and helping brands become more human to survive."}],"markDefs":[],"style":"normal"},{"_key":"d487ac0c9d21","_type":"block","children":[{"_key":"cc55bd7fec7e0","_type":"span","marks":[],"text":"In this chapter of Canvas8’s 2024 Expert Outlook, Meg Elkins, a behavioural and applied economist, explores why young people who feel economically excluded are detaching from traditional notions of success; Bola Sol, a financial advisor, "},{"_key":"d90f293e8238","_type":"span","marks":["em"],"text":"Grazia Money "},{"_key":"2431c20c75ca","_type":"span","marks":[],"text":"columnist, and author, unpacks how the day-to-day handling of personal finances continues to evolve; and Paco de Leon, a personal finance expert, explains how younger people might not be reacting to economic hardship in the same way as the generations that preceded them."}],"markDefs":[],"style":"normal"},{"_key":"fdacf7abf54b","_type":"image","asset":{"_ref":"image-1c20279ddc45b3c7490c81dd87c416a406314c55-615x460-png","_type":"reference"},"caption":"Inflation is seeing many young people reject traditional life milestones and economic decisions","copyright":"Trade Republic (2023)"},{"_key":"43234b27ca4e","_type":"block","children":[{"_key":"333fb0fda1050","_type":"span","marks":[],"text":"Inflationary Divide"}],"markDefs":[],"style":"h1"},{"_key":"198152422aa2","_type":"block","children":[{"_key":"c7d19c42d2b90","_type":"span","marks":["4a1fb29762d4"],"text":"Meg Elkins"}],"markDefs":[{"_key":"4a1fb29762d4","_type":"internalLink","reference":{"_ref":"a9d815bd-26e4-43ca-b56a-2b55a3ab675f","_type":"reference"}}],"style":"h2"},{"_key":"38e4fcb348db","_type":"block","children":[{"_key":"7670f68236340","_type":"span","marks":[],"text":"Meg Elkins is a behavioural and applied economist with research interests in societal and cultural economics. Her research links economic impacts and how our information biases impact decision-making. Elkins is a member of the Behavioural Business Lab and the Centre for International Development. She’s a regular TV, radio, and print commentator on behavioural issues and decision-making processes."}],"markDefs":[],"style":"h2"},{"_key":"248742bf444f","_type":"block","children":[{"_key":"a2056b115f320","_type":"span","marks":[],"text":"What is the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"9d8bede42a94","_type":"block","children":[{"_key":"66c622690b790","_type":"span","marks":[],"text":"For me, the biggest thing is watching inflation. We're coming into our second year of dealing with it, and that's the most significant issue on my radar. Everything ties back to what's happening with inflation in the world economy. Young people also respond to inflation differently than older generations, changing the usual incentives. We can't use the same motivational devices anymore because this generation isn't motivated by the same incentives. Their life strategies are different; they're not just focused on buying houses and working hard. So, when adjusting our economic landscape, they have to be considered as well. I work in Singapore and Australia and have been commenting on this topic – which has also been noted in the US."}],"markDefs":[],"style":"normal"},{"_key":"30b7e4ac350d","_type":"block","children":[{"_key":"92796a7b241f0","_type":"span","marks":[],"text":"Other issues include the unequal impact of inflation; it doesn't hit everyone the same way. Older Boomers, for instance, are driving a lot of the spending because they've paid off their houses and aren't impacted by interest rates. Younger people are absorbing these costs themselves but are also not subscribing to traditional lifestyles."}],"markDefs":[],"style":"normal"},{"_key":"24f88d76d1d8","_type":"block","children":[{"_key":"cec64ecbb69e0","_type":"span","marks":[],"text":"While inflation remains relatively high, we're also witnessing elevated employment levels. This contributes to the complacency among young people because employment opportunities are abundant. When you're not facing high unemployment rates, you can afford to be selective in your choice of work. Furthermore, even with full employment, there's some absorption in the economy, keeping it buoyant. This situation may lead central banks to consider raising interest rates."}],"markDefs":[],"style":"normal"},{"_key":"85729d1e40b3","_type":"block","children":[{"_key":"f904b00047120","_type":"span","marks":[],"text":"Within this context, we need to examine what's happening to wages, which aren't increasing at the same rate as the cost of living. As a result, we're observing a clear decline in discretionary spending, influenced by cultural factors and the lingering effects of COVID-19. Major companies are now urging employees to return to the office, and this shift is emblematic of the changing landscape of hybrid work."}],"markDefs":[],"style":"normal"},{"_key":"c9afbf318f82","_type":"block","children":[{"_key":"92c51ac202860","_type":"span","marks":[],"text":"Interestingly, the irony lies in Zoom – a technology company – asking its employees to return to the office. This signals that hybrid work is evolving. I keep a close eye on technology's impact on the workforce, and there's significant pressure on the hybrid workspace. Initially, many believed the pandemic would revolutionise how and where we work, but the real game-changer is employers’ increasing surveillance and control over their employees. It's no longer subtle. The notion of doing a bit of both, working remotely and in the office, is disappearing. 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They feel as if everything is stacked against them, and they have no agency. When I look at it from their perspective and at the kind of environment they've grown up in, the messaging has been different."}],"markDefs":[],"style":"normal"},{"_key":"023586f70599","_type":"block","children":[{"_key":"a6029419dbf20","_type":"span","marks":[],"text":"I think Gen Y is equipped with delusion because that's the environment we grew up in – we were told we could do anything, that the world is our oyster, and anything is possible. We reacted to the 2008 housing crisis and the Great Recession through technology and socialism in the private sector with services like Uber and Airbnb. We found ways to make things work and stay helpful."}],"markDefs":[],"style":"normal"},{"_key":"93df34caf68e","_type":"block","children":[{"_key":"f84bbc332eae0","_type":"span","marks":[],"text":"I don't think Gen Zers have that privilege or advantage. It's not turning out how everybody thought it would. In this climate, people are orienting their lens away from ‘money is everything’ towards ‘money is necessary’. I’ve been in a situation where I was barely making ends meet; I was riding my bike 15 miles each day getting to and from work. But when I went through this – and what I think is happening with many people going through this – is that you look at what you value in your life outside the financial realm. It’s community, friendship, love, art, and creative expression."}],"markDefs":[],"style":"normal"},{"_key":"ec9ce4256a2f","_type":"block","children":[{"_key":"64da62556f8e0","_type":"span","marks":[],"text":"The best way you can stay competitive in 2024 as a business is to recognise that tech innovations like AI language learning models are going to be more integrated into our everyday lives and with businesses. The thing that will set you apart then – because any of us can pay for AI to streamline workplace admin – is being human-focused. That’s going to be the X factor. 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The focus shifts from creating something good that can be marketed at a high velocity to creating something fantastic that needs less marketing."}],"markDefs":[],"style":"normal"},{"_key":"7c650fea3da7","_type":"block","children":[{"_key":"c78b679548410","_type":"span","marks":[],"text":"The elimination of third-party cookies in 2024 will completely change the way agencies and brands interact with larger audiences. It will require advertisers to find alternative ways to monitor user behaviour and market to those users – and it's going to cost more. Business models have been geared around the ability to market, so things will have to change drastically. The big change around that will be the rise of first-party data, which is going to safeguard future growth for businesses. But, it's a short-term play; it doesn't bridge the gap that they‘ll have between the ability to acquire and retain. They’ll need to take a much more multi-channel holistic approach to growth, allowing them to look at every single factor across their channel mix and not just focus on one."}],"markDefs":[],"style":"normal"},{"_key":"1a61a3b7b0b6","_type":"block","children":[{"_key":"31422d0c6c140","_type":"span","marks":[],"text":"Another challenge we have is that, economically, all arrows are pointing down, and customer confidence is at an all-time low. We're seeing less speculative spending; much of the economy is being propped up by savings rather than further owned wealth. This is going to result in a much more conservative customer profile, where the traditional three peaks over the year will just become engorged. So, if businesses rely on vast revenue to drive through an off-price period, it will be poor economically and time-consuming on media. From a brand stance, the risks will increase because consumer cycles will be geared towards off-price periods. We're already seeing consumers moving towards purchases that are necessary as opposed to something they would like to have."}],"markDefs":[],"style":"normal"},{"_key":"07e9bc46dbea","_type":"block","children":[{"_key":"504c99949a670","_type":"span","marks":[],"text":"The huge change that will come about from AI is still relatively unknown within shopping, but it will completely shatter anything that we're looking at right now. It's terrifying but mind-blowing. I have no doubt that it will enable more jobs than it removes and enable great things across agencies and internal business processes. But it's the upheaval that it's going to drive in such a short period – it’s the equivalent of the invention of fire. Going from nothing to everything overnight is a drastic gear change."}],"markDefs":[],"style":"normal"},{"_key":"15c83f3108c6","_type":"block","children":[{"_key":"1edcadfcace50","_type":"span","marks":[],"text":"The change in Google's approach to serving AI-related information within Search will disrupt ads and potentially destroy how we run organic search for businesses. But you have to be excited by these things because they drive positive change. ChatGPT has highlighted that people don't want to visit multiple sites; they just want the answer. It can and will enable e-commerce agencies to change how they perceive growth completely. For example, taking vast amounts of data and driving insights without needing specific teams or driving contextual chatbots and customer service lines that are all contextually linked to terms and conditions. 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Fares is a lecturer at the Ted Rogers School of Retail Management. He researches consumers’ interaction with novel digital innovations and the impact of such innovations on retailers. Fares has worked for leading institutions such as Walmart, CIBC, and Fairstone Bank."}],"markDefs":[],"style":"h2"},{"_key":"d0dd90f28c4d","_type":"block","children":[{"_key":"63ee4231081d0","_type":"span","marks":[],"text":"What’s the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"a6411bc91139","_type":"block","children":[{"_key":"2013dc8353f30","_type":"span","marks":[],"text":"One of the key disruptions will be the integration of AI. When we look at the discussions we’ve had in 2023, it's now companies that have large amounts of data that can make more informed decisions. I’m more optimistic than ever that we will see more interactive customer experiences. Some companies are already integrating chatbots that are educated on their internal data sets and able to answer questions in a personalised, effective way. Customers will be able to ask questions any time of the day in different languages and receive instant answers."}],"markDefs":[],"style":"normal"},{"_key":"abc5bd10a0a3","_type":"block","children":[{"_key":"044e70ca97250","_type":"span","marks":[],"text":"Next year, we're going to see a bigger movement away from the idea of owning to renting. This is something that's already in the works; Uber is launching its service for car rentals. Another shift will be the way we shop online with the tools we have. In 2024, we’ll move towards a chat assistant model to guide us through purchasing processes. This is a tremendous challenge from a business perspective because the competitive edge is known to everyone in real-time. In 2024, we’re going to learn how to work with these tools better, companies are going to adapt better, and tools are going to become more advanced. The challenge then becomes how to get consumers and employees to interact with the technology – if this is addressed properly, there will be an upward trend."}],"markDefs":[],"style":"normal"},{"_key":"6a8d8f712d30","_type":"block","children":[{"_key":"72c7990ba9b80","_type":"span","marks":[],"text":"This is going to create fear. We’ve already seen this when something is very novel and dramatically changes how we do things. When we have these things in place that are meant to improve how we conduct businesses and improve lives, there are a lot of misconceptions. As the gap between technology and knowledge keeps expanding, so will fear, meaning companies will need to do a lot of work conveying what these technologies are all about. There will need to be an increased level of education rather than a push for adoption. 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Do we lean into our consumers that we know have these political opinions but potentially alienate customers that don’t have these political beliefs? Brands will have to navigate this polarisation effect that’s almost inevitably going to happen. We could see a reversion back to what we saw in 2020, where brands of all stripes engage in political conversations – especially younger consumers, who gravitate towards brands that they see alignment with."}],"markDefs":[],"style":"normal"},{"_key":"c7c456e51384","_type":"block","children":[{"_key":"7fa5c62904780","_type":"span","marks":[],"text":"However, research indicates that consumers feel saturated with every choice being an expression of their political and moral beliefs. I think that'll be a really interesting tension to watch. Many brands find themselves in situations where they’re just reflecting the existing political views of their consumers. I think that more and more brands also really need to take a stand, which will hopefully tether them to the beliefs of some of their customers. But they also need to have their own opinions, ideas, and beliefs. They need to be holding those beliefs with sufficient conviction as well."}],"markDefs":[],"style":"normal"},{"_key":"64dbc00ae3c1","_type":"block","children":[{"_key":"4a1170b34d850","_type":"span","marks":[],"text":"The biggest innovation to watch out for is generative AI, which will be a game-changer for all brands. The technology is in its infancy, so going into 2024, we're going to see it at a more mature stage, where brands are utilising it in marketing to better understand consumers, create more sophisticated pricing models, personalise with much more depth, and create advertisements and content that are much more compelling and personalised. Across the board, brands that adopt this technology are going to supercharge their marketing. 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There are many tech-native brands that talk about being the WeChat for the non-Chinese market, and if I think of all of the existing Big Tech brands, Meta is best primed to do that – 2024 might be the year in which this dream comes into view."}],"markDefs":[],"style":"normal"},{"_key":"7b3bfd61b9f4","_type":"block","children":[{"_key":"6a55a79d65870","_type":"span","marks":[],"text":"\n"}],"markDefs":[],"style":"normal"}],"contentHighlights":[{"_key":"234357964def","_type":"highlight","body":[{"_key":"4e83f030258f","_type":"block","children":[{"_key":"b10e328fb0230","_type":"span","marks":[],"text":"Brands are moving away from creating good products that can be marketed at a high velocity towards developing offerings that are fantastic and need less marketing"}],"markDefs":[],"style":"normal"}]},{"_key":"3d2b7dc713fe","_type":"highlight","body":[{"_key":"0bd00e80c620","_type":"block","children":[{"_key":"e36d1f173d2c0","_type":"span","marks":[],"text":"Amid tough economic times and with consumer confidence low, a more conservative customer profile is taking shape"}],"markDefs":[],"style":"normal"}]},{"_key":"ab61b31295c7","_type":"highlight","body":[{"_key":"88c5da9ffbe0","_type":"block","children":[{"_key":"55d87506f8410","_type":"span","marks":[],"text":"The integration of smarter AI chatbots by businesses is going to lead to more personalised shopping experiences for consumers"}],"markDefs":[],"style":"normal"}]},{"_key":"60c1402017c8","_type":"highlight","body":[{"_key":"ebf193dbb383","_type":"block","children":[{"_key":"22ae52753e260","_type":"span","marks":[],"text":"Businesses are proactively addressing the fears that come with new technology adoption to allay scepticism from customers and employees"}],"markDefs":[],"style":"normal"}]},{"_key":"f852a33463f8","_type":"highlight","body":[{"_key":"e6551daf951d","_type":"block","children":[{"_key":"16da835c89180","_type":"span","marks":[],"text":"Phygital retail is on the rise, with physical stores utilising digital technologies as a seamless part of the shopping experience"}],"markDefs":[],"style":"normal"}]},{"_key":"37d7bb51a8bc","_type":"highlight","body":[{"_key":"8cdb0a33e76a","_type":"block","children":[{"_key":"c723940bb24a0","_type":"span","marks":[],"text":"Brands are tasked with navigating the political polarisation that will become more deeply embedded ahead of the 2024 presidential election"}],"markDefs":[],"style":"normal"}]}],"contentType":"report","disableAudioEmbed":false,"experts":[{"_key":"15082a7b7055","_ref":"p-a75f1583-f90f-4e49-b281-a8408781b190","_type":"reference"},{"_key":"324365fcd3aa","_ref":"296abe05-e74b-4b35-9922-eaea6008cf31","_type":"reference"},{"_key":"b8e4b006e2ec","_ref":"0e5bf18d-39f7-42aa-a181-974f7bc49cfe","_type":"reference"}],"image":{"_type":"image","asset":{"_ref":"image-1e18c4f6a83e9aa96964af68c7d21b481885aeab-5000x3333-jpg","_type":"reference"},"source":"Walmart (2023)"},"keywords":["AI","AR","phygital","retail","IRL","experiential","confidence","cost","personalised","personalisation","escapism","cookies","advertising","chatbots","values"],"licenseType":["globalLicense"],"locations":[],"publishDate":"2023-09-20T09:47:00.000Z","sectors":[{"_key":"8b0189b87011","_ref":"881b5f9e-9f5d-4347-a24a-9aa94d21ecac","_type":"reference"}],"summary":[{"_key":"53621b17e001","_type":"block","children":[{"_key":"b8b9b48af03d0","_type":"span","marks":[],"text":"How will AI change the way we shop? 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Incorporating this particular type of technology supersedes trends, and it is a science that the markets aren't used to. A lot of brands don't understand how to fully wrap their minds around it in concert with how they’ve been operating for decades. The reality is that we’re in a sea change. This new AI evolution is definitely the one technology that affects every single actor on the stage. Not every other technology has an influence like artificial intelligence. In fact, the only influence within the habitat apart from artificial intelligence is human intelligence or human culture. So, in terms of brands and public sector and private sector, AI certainly is the disruptor, and not everyone will make it. It's going to be a very interesting time for companies."}],"markDefs":[],"style":"normal"},{"_key":"6a8f0e7b52c9","_type":"block","children":[{"_key":"d1728e43de960","_type":"span","marks":[],"text":"With the Apple Vision Pro coming out, and given its capabilities that we've never seen before on a head-mounted display (HMD) in terms of its camera array systems, I suspect that we're going to see a proliferation of HMDs come to market. You’re going to see new content experiences that are based on entertainment that’s going to be high fidelity and high value. What will that look like in the face of AI that could be integrated into a headset? These technologies are scaling. But what happens when you put together artificial intelligence and immersive technology and then it brings this pairing of immersive intelligence? We'll start to see things that are very AI-packed."}],"markDefs":[],"style":"normal"},{"_key":"c73c36fcd651","_type":"block","children":[{"_key":"89a68e8e92320","_type":"span","marks":[],"text":"I believe that we'll officially come out of crypto winter. You'll see real-world assets that are coming to market. I know that we look at this dichotomy between fiat currencies and crypto assets, but I believe that we'll find an intermediary state with real-world assets – that's going to be a really big deal."}],"markDefs":[],"style":"normal"},{"_key":"60a5eb2c91bc","_type":"block","children":[{"_key":"46c9d26eded50","_type":"span","marks":[],"text":"I would also look at how the gaming industry becomes impacted by this adoption of AI. Undoubtedly, entertainment is going to skyrocket, but the concern is that we're so focused on AI, chatbots, smart assistance, neural networks, machine learning, and deep learning. We’re so close to unlocking quantum that most platforms in the world aren't prepared for that shift and way of thinking."}],"markDefs":[],"style":"normal"},{"_key":"5aced2bfb4b7","_type":"block","children":[{"_key":"298515a791d20","_type":"span","marks":[],"text":"The writer's strike is a precursor for more of what we are about to see. You're going to have entire industries with different vertical sectors within it go on strike. We could expect to see more layoffs, but we could also expect to see jobs and positions created. That's the pretty awesome part, too – there’s the degeneration of work and this regeneration of opportunity by what's new and what's fresh and available out there. It's a very interesting time for us when it comes to the distribution of products and markets because we've never been this way before."}],"markDefs":[],"style":"normal"},{"_key":"1086b407def3","_type":"block","children":[{"_key":"a96892418a6e0","_type":"span","marks":[],"text":"To be successful next year, the key is humanity-first considerations to the approach to technology itself, keeping in mind the considerations of accessibility, education, equality, equity, community development, safety, privacy, wellness, and ethics – keeping all of those things in consideration as an approach to business. That is the very best step that you can take. 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But I want to see what Meta is doing because it is the biggest incubator on the face of this planet. And it does not have a problem rolling out products just to kick the tyres and see what happens."}],"markDefs":[],"style":"normal"},{"_key":"17547e13cd78","_type":"image","asset":{"_ref":"image-73976781d6cb28a72ef936953a62603d7774fc0b-1800x1100-jpg","_type":"reference"},"caption":"The rapid pace of digital change poses challenges across industries","copyright":"Apple (2023)"},{"_key":"9ce7dd976f59","_type":"block","children":[{"_key":"5dfbfaaf2db00","_type":"span","marks":[],"text":"Data poisoning and AI transparency"}],"markDefs":[],"style":"h1"},{"_key":"2fef71493dc2","_type":"block","children":[{"_key":"ea4bf114d8cd0","_type":"span","marks":["efbd784ec3b7"],"text":"Herbert Swaniker"}],"markDefs":[{"_key":"efbd784ec3b7","_type":"link","href":"https://www.cliffordchance.com/people_and_places/people/lawyers/gb/herbert-swaniker.html"}],"style":"h2"},{"_key":"8817d0ce2983","_type":"block","children":[{"_key":"af69658aa5f90","_type":"span","marks":[],"text":"Herbert Swaniker is a senior lawyer at the international law firm Clifford Chance. He advises global organisations on technology-related issues and policy matters, particularly concerning emerging technologies, artificial intelligence, cyber security, privacy, and commercial law."}],"markDefs":[],"style":"normal"},{"_key":"f546ca60e989","_type":"block","children":[{"_key":"f24d1a8aadca0","_type":"span","marks":[],"text":"What is the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"cb8a41e85d2b","_type":"block","children":[{"_key":"660e3ecf586e0","_type":"span","marks":[],"text":"Cyber incidents will become much closer to home, more challenging to control, and global. The status quo will be challenged because there's increased availability of connected devices and AI-enabled solutions. As one example, Business Insider has predicted that there will be 64 billion ‘Internet of things’ devices installed around the world by 2026. Things like AI require huge amounts of data, so that increases cyber risk."}],"markDefs":[],"style":"normal"},{"_key":"c2bd47cb18cf","_type":"block","children":[{"_key":"970ae08569200","_type":"span","marks":[],"text":"One particular example is data poisoning, where malicious actors corrupt AI models with biased data to control them and create unintended outcomes, and this will be a big cyber security concern. In the safety context, if you manipulate traffic signals and traffic lights, it can cause safety risks. But there's bias risk as well – it can even threaten democracy. The uptake of connected devices will continue through 2024, but with that, there will be this increased threat from a cyber perspective. There will be much more public awareness around this. We'll need to do a lot more education, both for consumers and businesses."}],"markDefs":[],"style":"normal"},{"_key":"5f84a0f9a04a","_type":"block","children":[{"_key":"426bd74472040","_type":"span","marks":[],"text":"2024 will see the realisation of a new wave of digital regulations and laws. Importantly, it is going to change our experience of online spaces and how you use technologies like AI specifically. It's really clear that people want appropriate guardrails and standards for AI, so I'm expecting more collaboration between government and industry to develop these rules. We've seen a lot of that in the social discourse, like companies wanting to provide their input, to be able to make sure that rules are fit for purpose, and understand how they can design AI in a safe way."}],"markDefs":[],"style":"normal"},{"_key":"a2f33dfbb54e","_type":"block","children":[{"_key":"b41be3cfdc330","_type":"span","marks":[],"text":"The AI Act will come into effect in Europe. It's the biggest shift in a generation on AI law. It's really significant. These rules will change how AI is designed, how it's deployed, and I suspect will be a bit like a privacy renaissance that we had in the late 2010s with GDPR. It will be a real moment where people have to interrogate how they will comply with these rules. There will be more of a dialogue between AI deployers, the people who distribute the AI, and the end user."}],"markDefs":[],"style":"normal"},{"_key":"566d8dcf796e","_type":"block","children":[{"_key":"1d3594a9fe940","_type":"span","marks":[],"text":"There will be specific controls on things like transparency. We can have discussions about bias, for example, but it will be the first time that there will be AI-specific laws to say that you need to make sure the data you're using represents the communities that your tool serves. The biggest public shift will be around human oversight, and we’ll start to see organisations that develop or deploy AI being much more public around what those controls are, who is responsible, what those principles are, and being able to actually demonstrate those."}],"markDefs":[],"style":"normal"},{"_key":"80ee7376e2ba","_type":"block","children":[{"_key":"d5863d1237010","_type":"span","marks":[],"text":"In terms of how businesses can stay competitive in 2024, it’s about knowing what AI you use, what AI you want to use, where you want to use it, and why. Having an awareness of all of those points on a basic level and then having a clear internal and external communication strategy to bring people along with your vision will be so important. That's the clarity of thought and execution that would distinguish winners because if you actually understand this technology and you're not just in a boardroom saying, ‘AI is great’, then you can actually speak to the people that will be using it or that may have challenges created by it."}],"markDefs":[],"style":"normal"},{"_key":"7c4f2703144e","_type":"block","children":[{"_key":"26267b937f440","_type":"span","marks":[],"text":"There will be this new discourse that will open up next year, catalysed by things like these new rules. You will have to explain way more than you used to, you have to understand way more. I think that's a good thing. I do think it's a challenging thing, and that's why I think the winners will invest in this because it involves collaborating among your own organisation, with society, and with the people that you serve – and that takes time and effort."}],"markDefs":[],"style":"normal"},{"_key":"53b8fef68042","_type":"block","children":[{"_key":"b6a704d66a810","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"16a5b225a241","_type":"block","children":[{"_key":"302a8060bc320","_type":"span","marks":[],"text":"Communication services"}],"markDefs":[],"style":"normal"},{"_key":"d7fbb06ce2b6","_type":"block","children":[{"_key":"9e51d70b75020","_type":"span","marks":[],"text":"In terms of behavioural shifts, communication services (both platforms for enabling communications and media news outlets) have become ubiquitous, providing a digital infrastructure to inform how, when, and where we work. I think these platforms could serve as a sandbox to test AI productivity tools."}],"markDefs":[],"style":"normal"},{"_key":"c0d03aa2a44b","_type":"block","children":[{"_key":"5516e1288ad20","_type":"span","marks":[],"text":"Energy and healthcare industries"}],"markDefs":[],"style":"normal"},{"_key":"0fbc8d9184e1","_type":"block","children":[{"_key":"100cf4c28f720","_type":"span","marks":[],"text":"These industries I'm watching most closely because they have huge opportunities for building efficiency through AI. The potential of AI scalability in these fields is enormous."}],"markDefs":[],"style":"normal"},{"_key":"5436728abcb4","_type":"block","children":[{"_key":"195adc2397580","_type":"span","marks":[],"text":"Data market and availability"}],"markDefs":[],"style":"normal"},{"_key":"43f4f60f7da2","_type":"block","children":[{"_key":"724fdb9677b00","_type":"span","marks":[],"text":"There are these new rules in Europe where, essentially, they want to make data availability a priority, making it easier for businesses and retail consumers to get access to data from connected devices. I think that will be interesting to observe because, on one side from the consumers, it seems like this is a great opportunity for them to get lots of data. But I actually think it will create new markets where businesses will also be seeking to get data from connected devices and make the most of it."}],"markDefs":[],"style":"normal"},{"_key":"c7036bef4341","_type":"image","asset":{"_ref":"image-7562ef4e825fc9ce9c3890031852887d37c2fd5b-2250x1500-jpg","_type":"reference"},"caption":"Transparency is set to be all-important in the emerging AI landscape","copyright":"Sanket Mishra (2023)"},{"_key":"ad48b8ef3a75","_type":"block","children":[{"_key":"cfc460fa693c0","_type":"span","marks":[],"text":"Collaborative building"}],"markDefs":[],"style":"h1"},{"_key":"93ba35994e86","_type":"block","children":[{"_key":"8dd0921406320","_type":"span","marks":["d14cc14fdf7e"],"text":"Reginé Gilbert"}],"markDefs":[{"_key":"d14cc14fdf7e","_type":"link","href":"https://www.canvas8.com/access/expert/regin--gilbert"}],"style":"h2"},{"_key":"e2d4eab3d1ef","_type":"block","children":[{"_key":"e5cd2e9f63810","_type":"span","marks":[],"text":"Reginé Gilbert is a user experience designer, educator, and author with over ten years of experience working in technology, with a focus on digital accessibility, inclusive design, and immersive experiences."}],"markDefs":[],"style":"normal"},{"_key":"5098ef5e750a","_type":"block","children":[{"_key":"f35f64604b650","_type":"span","marks":[],"text":"What are the biggest threats to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"aec5481d98bc","_type":"block","children":[{"_key":"31d0599d8eac0","_type":"span","marks":[],"text":"The biggest disruptions for 2024, especially around the area of inclusion and accessibility, are the US elections because of the information and disinformation we’re going to experience. Also, the EU is preparing for the 2025 Accessibility Act, whereby all EU members will have to have any newly marketed products covered by the Accessibility Act. So, there's a lot of preparation similar to what happened back in 2017 with GDPR regulations, and brands are already getting prepared."}],"markDefs":[],"style":"normal"},{"_key":"bc2b9d7468c4","_type":"block","children":[{"_key":"f6de97ae07230","_type":"span","marks":[],"text":"I think there are a lot of advantages of artificial intelligence when it comes to accessibility, but there's also a disadvantage because bias is built into the artificial intelligence. For example, when things are done in an automated way and not tested thoroughly with a wide group of people, we're going to miss out and leave people out in the process."}],"markDefs":[],"style":"normal"},{"_key":"845cee52ba92","_type":"block","children":[{"_key":"ae220a74da860","_type":"span","marks":[],"text":"In the disability community, there is the phrase, ‘Nothing about us without us’. So, any time that you are building anything, the question should be ‘Are you including people with disabilities? Are you including them in the beginning, in the middle of the process, and at the end of the process?’ If the answer is no, then that means you're excluding one billion people on this planet with disabilities. That's a huge population."}],"markDefs":[],"style":"normal"},{"_key":"eac63864b57a","_type":"block","children":[{"_key":"884a54baf7770","_type":"span","marks":[],"text":"We've already seen, I think, so many people work remotely, and I don't see that changing. We also are seeing a lot more older people using technology, which is not something we really had in the past, and because of that, for example, fonts need to be made bigger. I live in the United States, and we are soon to reach a point where we're going to have more older people than younger people. So, things are shifting and I think people are going to demand that websites be made easier to navigate."}],"markDefs":[],"style":"normal"},{"_key":"e20a41c44a25","_type":"block","children":[{"_key":"4ea937bab9a50","_type":"span","marks":[],"text":"I think the way that businesses can stay competitive is by having a diverse group of people working on their products. It has been proven repeatedly that if you have a diverse group of people working on the product, you make a better product, and you have a more inclusive product. From localisation and making sure that you are addressing local communities' needs to addressing societal needs, this means also learning what colours, phrasing, and words are appropriate for certain cultures and a broader audience beyond just Western countries."}],"markDefs":[],"style":"normal"},{"_key":"59d4ea564d50","_type":"block","children":[{"_key":"240be13ffb4a0","_type":"span","marks":[],"text":"2024 disruptors"}],"markDefs":[],"style":"h2"},{"_key":"ec20b454bddd","_type":"block","children":[{"_key":"b3a1cc990d920","_type":"span","marks":["903c2887f32a"],"text":"Microsoft"}],"markDefs":[{"_key":"903c2887f32a","_type":"link","href":"https://www.microsoft.com/en-us/ai"}],"style":"normal"},{"_key":"0ebec0144ae7","_type":"block","children":[{"_key":"fe4676d9922d0","_type":"span","marks":[],"text":"I picked Microsoft because of its work with AI. I think that we are going to see a lot more money poured into that area of artificial intelligence in the next year, and Microsoft also does great work with accessibility in AI, so I'm very curious to see how that's going to grow."}],"markDefs":[],"style":"normal"},{"_key":"73682ff417d6","_type":"block","children":[{"_key":"c47e68d8191b0","_type":"span","marks":["205b4cecd707"],"text":"Apple"}],"markDefs":[{"_key":"205b4cecd707","_type":"internalLink","reference":{"_ref":"f29088b0-3c19-4864-880c-b16a0c0d766c","_type":"reference"}}],"style":"normal"},{"_key":"b21c4d55a9bb","_type":"block","children":[{"_key":"2b3d3f3fcf1d0","_type":"span","marks":[],"text":"Apple never disappoints, but with its advancements in the spatial computing area, we're gonna see how that's going to be applied to enterprise because, as of this moment, the price tag for its headset is not for individuals. It seems more geared to enterprise. But how are we going to integrate spatial computing into our work life?"}],"markDefs":[],"style":"normal"},{"_key":"0d81d892b5c3","_type":"block","children":[{"_key":"bc84a5f545ef0","_type":"span","marks":["f95ee7d0f894"],"text":"Procter & Gamble"}],"markDefs":[{"_key":"f95ee7d0f894","_type":"link","href":"https://www.pg.co.uk/innovation/"}],"style":"normal"},{"_key":"5f9b225f077d","_type":"block","children":[{"_key":"a4c5fec062e30","_type":"span","marks":[],"text":"The company is so massive and wide, but it has really cool products. It’s working to be quite innovative in regard to accessibility with its bottles. It has done a good job because it’s made it so that you can distinguish just by touch."}],"markDefs":[],"style":"normal"},{"_key":"e25020bb51e9","_type":"image","asset":{"_ref":"image-585834a56dc92d7f3860d0a05f9c4ae86e5e5abb-2048x1366-webp","_type":"reference"},"caption":"Are social media firms prepared for a new wave of election-inspired misinformation?","copyright":"Brookings Institution (2023)"},{"_key":"00019573e00b","_type":"block","children":[{"_key":"2c267a62f8f50","_type":"span","marks":[],"text":"Political fragmentation"}],"markDefs":[],"style":"h1"},{"_key":"a03ffe4cbd2e","_type":"block","children":[{"_key":"f212fc6a83bd0","_type":"span","marks":["dea494bfaf3a"],"text":"Joshua Citarella"}],"markDefs":[{"_key":"dea494bfaf3a","_type":"link","href":"https://www.canvas8.com/access/expert/paul-citarella"}],"style":"h2"},{"_key":"52bf7c95ff0e","_type":"block","children":[{"_key":"48227faa5cfb0","_type":"span","marks":[],"text":"Joshua Citarella is an artist and internet culture researcher based in New York City. He has taught at the School of Visual Arts as well as the Rhode Island School of Design."}],"markDefs":[],"style":"normal"},{"_key":"75a35ea408f8","_type":"block","children":[{"_key":"314927532d6e0","_type":"span","marks":[],"text":"What is the biggest threat to the status quo in 2024?"}],"markDefs":[],"style":"h2"},{"_key":"80595c64256b","_type":"block","children":[{"_key":"3c045f8b24840","_type":"span","marks":[],"text":"I feel like we are due for a repeat of the last few years. I think that the kind of anti-establishment magic that Trump was able to capture within sectors of the American electorate, all of the key drivers and formative causes behind that are still present. I think he's going to perform much better than most people expect. What I'm anticipating from that is that we have somewhat of a repeat of the culture war of the last few years, but in an extremely heightened state."}],"markDefs":[],"style":"normal"},{"_key":"84e3a25ea8bd","_type":"block","children":[{"_key":"0f56dcace1900","_type":"span","marks":[],"text":"I think that similar to the initial Trump victory, the media is fundamentally not prepared for the level of success that he's going to have, and they're going to need to grasp some type of narrative to explain that and why people are not terribly enthusiastic about Joe Biden, unfortunately, who has historically low approval ratings."}],"markDefs":[],"style":"normal"},{"_key":"f8330c0df4a8","_type":"block","children":[{"_key":"3535d7cc66510","_type":"span","marks":[],"text":"I think Web 2.0 social media platforms such as Instagram, Facebook, and maybe X (formerly Twitter) are now on a different path. The big platforms are noticeably more populated by ads and low-quality content. That was the case maybe six months ago, and we're now seeing an overabundance of that stuff. It's incredibly easy to generate video trailers and reels through AI. I see people who are content creators who are essentially using these Web 2.0 platforms as advertising for their brands, and they take a lot of vertical videos, reels with captions, and use those as promotional material on a set schedule. So, even the content by human creators has come to resemble advertising. In general, there's a lack of audience satisfaction with the content they're receiving through those big platforms. I think that's going to drive a desire on behalf of consumers to seek out alternative media sites outside of Web 2.0 infrastructure. So, likely looking for paywalls, material from trustworthy voices, and also voices that are maybe a little bit outside of the mainstream. That becomes one of the contributing factors to this overall trend of political fragmentation and a more balkanised media landscape."}],"markDefs":[],"style":"normal"},{"_key":"5299383be1a7","_type":"block","children":[{"_key":"6ec366c292ab0","_type":"span","marks":[],"text":"In terms of how businesses can stay competitive in 2024, what immediately comes to mind is the Bud Light boycott. When companies on the other side lean into the culture wars and try to play to conservatives, they just look really silly and immature. But when companies lean into the liberal side of it, they look very hypocritical, and it opens you up to all sorts of reputational attacks. People have tried to make advertising campaigns coded for ‘red’ zones and coded for ‘blue’ zones and to deploy them via ZIP code. I think we may be past that, and what we learned in the age of the internet is that anything that is put in one place will be posted to another. So, I think maybe the best advice is to stay out of the culture war aspect and lean into some of the older, more traditional campaign strategies. ‘Gatorade has electrolytes’ is a better philosophy right now than saying, ‘Gatorade is invested in the cause of social justice’. 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In this part of the 2024 Expert Outlook, we speak to three experts about how people are approaching travel and leisure."}],"markDefs":[],"style":"normal"}],"taxonomies":[{"_key":"8d207d46f57a4ccfa46e45b6430445ee","_ref":"d0198eb1-3636-4384-8601-8cb404eee526","_type":"reference"},{"_key":"80df28e9-f05c-4c05-9a0e-af2418dae003","_ref":"67c5f45a-f806-4b56-a903-16651c6b777f","_type":"reference"},{"_key":"53e4299f-7a31-4a5a-b832-631b4d2e2105","_ref":"6eb67db7-114c-48d0-b6be-c43ad7a39a8e","_type":"reference"}],"taxonomyGenerator":true,"title":"2024 Expert Outlook on Travel and Leisure","url":{"_type":"slug","current":"/library/reports/2023/09/22/2024-expert-outlook-on-travel-and-leisure"}}],"image":{"_type":"image","asset":{"_ref":"image-a08635bada40ae7fc37b38fdd758a2087819ad17-1920x1440-jpg","_type":"reference"}},"sector":{"_type":"sector","_createdAt":"2013-12-19T15:36:08Z","_id":"c2f313b4-a64e-418e-b22f-f50585db4e6b","_readyForReview":false,"_rev":"pbb86MX7NM6hvQs0L9NYZB","_system":{"base":{"id":"c2f313b4-a64e-418e-b22f-f50585db4e6b","rev":"rZd6lKnDPaiFSF9UBsNpXo"}},"_updatedAt":"2025-10-02T09:41:27Z","expertOutlookFile":{"_type":"file","asset":{"_ref":"file-70998030575b330600ed22097350e655947f70b4-pdf","_type":"reference"}},"headlines":[{"_key":"7XwO4Rjl","image":{"_type":"image","asset":{"_ref":"image-845f01eb6726f86369e3e3005b04049c9eff7c1f-3648x2432-jpg","_type":"reference"}},"summary":"Travel and Leisure looks at the behaviours impacting the ways we spend our free time. Click below for the insights and innovations influencing leisure over the last six months.","title":"Local adventures? Revenge travel? Passion projects?"},{"_key":"gmOKlla0","image":{"_type":"image","asset":{"_ref":"image-5412c7ee6603efb4e8b0b7c69b4edc264f952921-1349x470-jpg","_type":"reference"}},"summary":"With borders reopening and vaccine roll-outs well underway, consumers are eagerly eyeing opportunities to get away.","title":"Best-laid plans"},{"_key":"rKcf2NLe","image":{"_type":"image","asset":{"_ref":"image-53732dee56118dc926d8a0e98f2bff7938b2cd38-1349x470-jpg","_type":"reference"}},"summary":"As people’s relationship with nature becomes more personal, they’re realising that to live a truly sustainable lifestyle, as with all healthy relationships, there’s no taking without giving.","title":"Give and take"},{"_key":"YiD4P53C","image":{"_type":"image","asset":{"_ref":"image-0cf9500988c5b93fa1a836e4d81e08001d9dbe83-1349x470-jpg","_type":"reference"}},"summary":"Even as the world opens up and there are opportunities for travel, people are opting for low-risk leisure activities within their neighbourhood.","title":"Hyper-local hotspots"},{"_key":"V8GdiI8h","image":{"_type":"image","asset":{"_ref":"image-c5768614995a6dfb13b34ba929d901d3ea4ce2a3-1349x470-jpg","_type":"reference"}},"summary":"People took time during the pandemic to reconsider their priorities and creativity emerged as a therapeutic outlet.","title":"Purposeful play"}],"image":{"_type":"image","asset":{"_ref":"image-08ad6c414f14daf52d66cffca3b4ca78df4d4b31-720x480-jpg","_type":"reference"}},"modules":[{"_key":"18a8b2406db4","_type":"carpetImageSlideshow","branding":"platform","items":[{"_key":"872c3a60b2f0","ctas":[{"_key":"1edfc464514c","buttonStyle":"primary","ctaText":"Download the Travel and Leisure Snapshot","fileName":{"_type":"file","asset":{"_ref":"file-4bbe7169bd7d1e6c13fff8ac23cef4a29093855e-pdf","_type":"reference"}}}],"image":{"_type":"image","asset":{"_ref":"image-4155f50bc7f087d40abd5b0f0811bb815cc9137c-1920x1094-gif","_type":"reference"}}},{"_key":"3f39c93a59dc0e9f429c9e2cc1d201a5","ctas":[{"_key":"1edfc464514c","buttonStyle":"primary","ctaText":"Download the Travel and Leisure Snapshot","fileName":{"_type":"file","asset":{"_ref":"file-4bbe7169bd7d1e6c13fff8ac23cef4a29093855e-pdf","_type":"reference"}}}],"image":{"_type":"image","asset":{"_ref":"image-6d7146ccff371d3e8d684aac0d1a08447dff3493-2518x1434-png","_type":"reference"}}},{"_key":"613e601e21900e0f37ed6d74622e5aa2","ctas":[{"_key":"1edfc464514c","buttonStyle":"primary","ctaText":"Download the Travel and Leisure Snapshot","fileName":{"_type":"file","asset":{"_ref":"file-4bbe7169bd7d1e6c13fff8ac23cef4a29093855e-pdf","_type":"reference"}}}],"image":{"_type":"image","asset":{"_ref":"image-4840d4333af92fb93f1e7a3570e10b7483179769-2518x1434-png","_type":"reference"}}}],"theme":"light","title":"Explore behavioural developments in Travel and Leisure"}],"modules2":[{"_key":"e7c741942ed6","_type":"carpetPeople","autofill":true,"autofillConfig":{"amount":10,"order":"desc","roles":["access expert"],"taxonomy":{"_ref":"c2f313b4-a64e-418e-b22f-f50585db4e6b","_type":"reference"}},"branding":"platform","preTitle":"Experts on Access","theme":"dark","title":"Book a call with a leading expert in our network"},{"_key":"8758ff7256d6","_type":"carpetTextBlockWithImage","body":[{"_key":"6e676cee01f5","_type":"block","children":[{"_key":"8368ffde50cc0","_type":"span","marks":[],"text":"Our most effective techniques, distilled into templated solutions for fast, affordable and tailored research solutions."}],"markDefs":[],"style":"normal"}],"branding":"platform","ctas":[{"_key":"b2fa8505dfd9","buttonStyle":"primary","ctaText":"Discover Toolkit","link":"https://www.canvas8.com/membership/toolkit","target":"_blank"}],"image":{"_type":"image","asset":{"_ref":"image-a15975feceef273e040ea13cd482f95458af32d5-1002x884-gif","_type":"reference"}},"preTitle":"Toolkit","selectModule":"","textListStyle":"ordered","theme":"colour2","title":"Bespoke solutions","variant":"Split Image","verticalAlignment":"middle"}],"publishDate":"2013-12-19T14:36:08.000Z","summaryFile":{"_type":"file","asset":{"_ref":"file-9368bf5e615cbe0ad551ddd029f7775b3af03f6e-pdf","_type":"reference"}},"thumbSectorImage":{"_type":"image","asset":{"_ref":"image-08ad6c414f14daf52d66cffca3b4ca78df4d4b31-720x480-jpg","_type":"reference"}},"title":"Travel and Leisure","url":{"_type":"slug","current":"/library/sector/leisure"}}}],"publicFacing":true,"theme":"light","title":"2024 Sector Reports"}