Top Trends 2022-2023 – Now & Next

January 4, 2023  |  Stephanie Barkow, Abby Rennicke

BVK  |  Education  |  Healthcare  |  Travel & Tourism

As society continues its volatility, industries are being shaped by people’s shifts in mindset and behavior. The top trends that impacted 2022 will influence 2023 and provide signals for brands to anticipate and adapt to cultural tides ahead.  Each of these trends are notable now and include a predicted staying power from near term to long term as brands plan for the new year and beyond.  

Craving Optimism (Now – Near Term)  

A craving of optimism has perpetuated culture as an antidote to ongoing challenges. With 80% of Americans feeling every day has something new to worry about, it is no surprise that “maintaining a positive attitude” is the #1 quality that has become more important since inflation went up (Kantar U.S. Monitor). Brands can help consumers find the bright side of life by providing happy moments of escape. 

Evolving American Dream (Now – Medium Term)  

In a changing economic and cultural environment, Americans are redefining collective aspirations by seeking value, celebrating realism over superficial status, and favoring durability (84%) over exclusivity (50%) (Kantar U.S. Monitor). As the American dream shifts to a more pragmatic vision, brands can acknowledge consumers’ new priorities and support their goals. 

Online Identity Crisis (Now – Medium Term)  

The fusion of online and in-person identities is perpetuated by the prevalence of digital platform usage. From proto-metaverses to social media, opportunities and concerns evolve with the changing landscape as 55% of consumers have trouble sifting fact from fiction in a digital world (Dentsu). Brands will need to use discernment in employing a balance of offline and digital tactics that align best with their business.  

Responsibility Embraced (Now – Long Term)  

Americans are embracing a sense of responsibility in response to societal shortcomings. Sixty two percent care about the impact of social justice issues and nearly half are discouraged from supporting a brand with poor treatment of staff (GWI). Brands can partner with consumers for greater action towards positive societal change, starting with their internal organization, external offerings, and the messages they share.  

Intentional Livelihoods & Living (Now – Medium / Long Term)  

Faced with disruption, people are focusing on what they can control and being more intentional about how they are structuring their lives. Reprioritization is shown by a 7% increase in Americans saying that being present for family and friends is their most important goal in life (GWI).  Brands should spread messages that support thoughtful connections and meaningful living.  

 

To ride the waves of societal change and move along with culture, dive in deeper with our general and industry-specific Top Trends 2022-23 decks below. 

Download Decks

................................................

is an SVP Insights & Planning at BVK

................................................

Abby Rennicke is a Brand Strategist at BVK

Get updates from The Current

Which topics interest you?

Public Service
Travel & Tourism
Healthcare
Education
Recreation & Lifestyle
Consumer & Retail
Financial Services
Thinking Big
Submit

More from The Current

June 5, 2024

Brand is Culture: Your Most Important Audience is Internal

On most college and university campuses, talking about the organization’s brand can be risky. At best, such discussions are...

May 1, 2024

Brand is Strategy: Your Strategic Plan is Likely Missing It

As a former faculty member and provost, I’ve participated in my share of strategic planning in higher education. Annual dep...

April 29, 2024

Simple Ways to Effectively Use AI for Your Marketing Job

“AI won’t replace humans. Humans using AI will.” – Unknown Introduction Artificial Intelligence (AI) has slowly, ...

April 16, 2024

Travel Insights: The Positive Impacts of Travel

Travel has a profound impact on our society and our lives. It is an incredible economic engine fueling communities, producing...

February 1, 2024

Brand is Experience: Your Actions Speak Louder Than Your Marketing

As a former provost, the best part of watching my university launch a new brand wasn’t seeing the new ads on social media o...

January 5, 2024

Top Topics 2024

Each year key themes rise to the top of the collective consciousness. Salient topics such as virtue-signaling skepticism, sel...

May 25, 2023

From Experience to Transformation

What Travel Brands Need To Know During the last 25 years the U.S. has been largely driven by the Experience Economy. One wher...

March 28, 2023

Travel Insights: Consumer Mindsets & Travel Behavior

One quarter into 2023, current consumer mindsets represent a unique blend of trepidation and optimism. These broad-based stat...

January 4, 2023

Top Trends 2022-2023 – Now & Next

As society continues its volatility, industries are being shaped by people’s shifts in mindset and behavior. The top trends...