幸运飞行艇官方开奖记录查询 Print revival set to accelerate as digital fatigue spreads

Consumers will increasingly rein in their reliance on technology to spend less time glued to their smartphones and more time on print media and in-person experiences, as millions turn their backs on the digital revolution.

So says the MTM 2024 From Survival to Revival Report, which details ten of the most compelling consumer and cultural trends that brands and agencies should be watching out for this year.

The report has been authored by MTM’s Cultural Insights & Trends team, which advises clients such as Amazon Studios, Audible and Google on the potential impacts and implications of these trends and how they can capitalise on “the next big thing”.

It explores the societal shifts and external forces that shape the way people think, act and feel to inform client decision making.

While the advertising and marketing industry’s obsession with generative AI shows no sign of evaporating any time soon, the report takes a different approach to unearth the top movements that are likely to hit the streets and our screens over the next 12 months, from the rise of Generation Alpha and the Print Renaissance to Eco Exhaustion and the Septuagenarian Society,

MTM director of cultural insights and trends Marina Graham said: “Our insight and analysis tells us consumers are preserving their energy, protecting their own interests and pursuing the things that, above all else, bring joy.

“While there may be some concern that we’re becoming a more inward and individualistic society, this year will also dial up on cheer, community and connection – which inevitably come with a lot of positive emotions and experiences.”

The top ten trends are:

Print Renaissance: Screen-free living is in vogue. Digital overkill is ushering in a movement that re-embraces the printed form, which has already seen the return of many print publications, including the NME, Nylon and Paper. Newsstands are also getting a new lease of life with chains like News & Coffee creating hyper-local neighbourhood hangouts for city dwellers.

Decelerated Dopamine: Experiences, hobbies and communities are in, tech is out. People are choosing to exchange consumption for creation to spend their money and time in more fulfilling and interest-based ways.

Young Romantics: Today’s romantics are old school, looking beyond our instant gratification culture to seek connections that are deeper and more meaningful.

Septuagenarian Society: Long live the quest for human longevity. As society breaks new ground, life after 70 takes on a more active and fulfilling meaning.

Old Sports, New Stars: ‘Old money’ sports are gaining new currency. The emergence of new icons in ‘old money’ sports, like golfers Lily He and Rose Zhang and tennis stars Coco Gauff and Carlos Alcaraz is revealing the cultural currency they hold outside the sporting arena.

Gen Alpha Creators: The generation co-parented by YouTube have now emerged online– often through influential celebrity parents – and are starting to call out Gen Z, much to the delight of Millennials. They are introducing a whole new vocab of slang, distinctive sense of humour and meme culture, threatening to unseat Gen Z as the drivers of online culture, which is inevitably causing some despair.

Eco Exhaustion: Sustainability is just so hard. As consumers grow weary of the sustainability demands placed upon them, brands need to bring their own no-catch commitments to the table.

Cringe Currency: Radical self-acceptance is in. Generational battlegrounds form over cringe comedy, but through radical self-acceptance Gen Z are taking ownership of this space.

LinkedIn’s Moment: LinkedIn is serving up positive vibes and a safe space. As the backlash towards other social networks increases, LinkedIn is becoming a sanctuary for users to feel safe and comfortable sharing in.

Political Fakery: We’ve got 99 elections and AI ain’t one. With nearly half the population of the world due head to the polls in at least 64 countries, including the UK, the US and the European Union this year, Generative AI tools will give free rein for disruptors to sow seeds of doubt.

Graham concluded: “The key is to target tribes instead of just demographics to capture your full audience. Context has never been so important.”