TBWA’s Backslash Reveals 36 Cultural Shifts Shaping the World in Annual Edges Glossary – Campaign Briefing

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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.

Agathe Guerrier, Chief Strategy Officer, TBWAWorldwide says, “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 prepare for action. As we begin to make the choices and changes that will define the future we want, brands have a role to play in helping to make this new world, a better world.

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

Liquid reality: As all physical things dissipate, 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.

Heritage Hacking: 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.

TBWA's Backslash reveals 36 cultural shifts shaping the world in Edges' annual glossary

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?”

Cecelia Girr, Director of Cultural Strategy at Backslash, says, “It’s an exciting time. We are beginning to see the world waking up to the fact that “progress” does not necessarily mean advancement at all costs. »

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, Hacking the Matrix, explores how individuals break free from rules and institutions that no longer work for them.

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

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

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.

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