TBWA’s Backslash Reveals 36 Cultural Shifts Shaping Our World

LOS ANGELES, Feb. 17, 2022 /PRNewswire/ — Today, Backslash, TBWAWorldwide’s cultural intelligence unit, released its annual Edges Glossary. More than a trend report, Edges are defined as significant cultural shifts that have the scale and longevity to propel a brand into a greater slice of the future.

“We’ve spent 2020 talking about the new normal and 2021 worrying about new variants. In 2022, we’re taking stock of what two years of the pandemic have taught us about ourselves and the world, and we’re preparing As we begin to make the choices and changes that will define the future we want, brands have a role to play in helping make this new world a better place,” said Agathe Guerrier. , Chief Strategy Officer, TBWAWorldwide.

The Glossary’s 36 Edges span categories and countries, providing a comprehensive overview of key changes forging a new path. The three Edges that will experience particularly strong momentum in 2022 are:

liquid reality: As everything physical wears off, it will become increasingly difficult to distinguish where the real world ends and the metaverse begins. In an increasingly fluid and seemingly limitless world, tangibility, intentional friction, and boundaries will keep us grounded.

sexual liberation: The blurred lines between objectification and empowerment have long complicated our relationship with sexuality, but a culture that heals from the past is ready to get sexy again – without the stigma. A new era of pleasure positivity is upon us.

Wealth hack: From gambling to meme stocks, a society let down by false promises of prosperity generates wealth in its own way. As trust in financial institutions declines and calls for accessibility intensify, a growing group of people will opt for the unconventional.

Other must-see Edges cover changing attitudes and behaviors around mental health, inequality, death, data ownership, work, survivalism, and more.

The glossary also explores a broader cultural redefinition of progress, with the big question for 2022 being “What does progress look like?”

“It’s an exciting time. We’re starting to see the world wake up to the fact that ‘progress’ doesn’t necessarily mean advancement at all costs,” said Cecelia Girr, Backslash’s director of cultural strategy.

The glossary explores this theme in three chapters, inviting us to welcome a new type of progress, better for us and for our planet.

The first chapter, Retrospective in action, covers all the ways we look to the past to inform our future.

The second chapter, Hack the Matrixexplores how individuals break free from rules and institutions that no longer work for them.

The last chapter, Hidden futures, delves into the cultural changes that lead us to the great unknown. These are the areas too nascent to be told in the past – beta testing, brave new world, looming question marks.

“In 2022, progress will bring a really interesting mix of the familiar and the totally unfamiliar. Businesses should ask themselves how they can use the lessons of our past to balance areas where progress has gone too far,” says the senior cultural strategist by Backslash. , Skyler Hubler.

The full list of 36 Edges can be downloaded at backslash.com/2022edges.

Backslash’s rigorous set of criteria requires that Edges be rooted in human values, be recognizable through consumer behaviors and lead to clear business implications. To be declared Edge, identified changes must have sustained relevance for more than a year and are expected to continue to be of significance for the foreseeable future. Each Edge must also be globally relevant, manifesting in the majority of regions of the world.

About the backslashBackslash is a cultural intelligence unit powered by a global network of over 300 Culture Spotters across 70 offices of the TBWA collective. Together, Backslash closely observes and analyzes global developments so that TBWA and its clients can better understand and anticipate cultural shifts. Through a dynamic hybrid of strategy, data and journalism, Backslash transforms today’s stories into tomorrow’s opportunities. For more information about Backslash, follow us on Instagram at @TBWABackslash or to visit www.backslash.com.

About TBWAaround the worldTBWA is The Disruption® Company. We use creativity to help businesses challenge the status quo and capture an unfair slice of the future. Named one of the World’s Most Innovative Companies by Fast Company in 2021, 2020 and 2019, and Adweek’s 2021 and 2018 Global Agency of the Year, we are a creative company that uses patented Disruption® methodologies to helping companies meet their challenges and achieve transformative growth. . Our collective has over 10,000 creative minds in 41 countries, and also includes brands such as Auditoire, Digital Arts Network (DAN), eg+ worldwide, GMR, The Integer Group®, TBWAMedia Arts Lab, TBWAWorldHealth and TRO. Global customers include adidas, Apple, Gatorade, Henkel, Hilton Hotels, McDonald’s, Nissan and Singapore Airlines. follow us on Twitter, LinkedIn and instagramand like us on Facebook. TBWA is part of the Omnicom group.

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