TBWA's cultural intelligence unit offers a
blueprint for the twists and turns that lie ahead
NEW
YORK, March 5, 2024 /PRNewswire/ -- TBWA's
cultural intelligence unit, Backslash, has released its 2024 Edges
glossary—a deep dive into 41 cultural shifts that have the scale
and longevity to help brands capture a greater share of the
future.
More than a trend report, Backslash Edges does not spotlight the
hot new aesthetics, here-today-gone-tomorrow fads, or buzzy social
media moments. Instead, it offers a future-focused look at major
global cultural shifts—taking a nuanced dive into the latest
manifestations and tensions changing their trajectory.
"We're in the business of creativity, and culture goes hand in
hand with that. Edges provide our teams and brands the opportunity
to see what's around the corner of culture before it turns
mainstream," explained Jen Costello,
TBWAWorldwide's Global Chief Strategy Officer.
"This year's Edge release is a special one because of the
opportunity it presents. Backslash has investigated the thornier
realities we're experiencing or are going to experience, and can
point to surprising solutions that are closer than we could have
imagined. In 2024, I'm really excited about adaptation being an
invitation for Disruption," continued Costello.
This year's Edge glossary is further enhanced by new,
proprietary data powered by TBWA's Disruption Index - an
industry-first data crunch that spans 29 countries. This allows
Backslash to quantify the Strength, Speed, and Spend of each of its
Edges. Strength measures how important an Edge is to someone
personally. Speed measures velocity in the market - or how
important an Edge is to people around them today compared to a year
ago, and Spend measures the percentage of respondents that would
pay more for products or services related to a particular Edge.
Together, these metrics showcase the disruptive potential of an
Edge for a specific country, industry, or audience, all in one
place.
2024 sees five new Edges: Demise Duality, Inclement Armor,
Intimate AI, Rerouted and Untourism. Together, they offer optimism
through emerging solutions to some of the thorniest realities on
the horizon.
Demise Duality: It turns out humanity is not doomed. As
end-of-times thinking takes root, a feeling of collective
indifference threatens to derail the path to progress. To reignite
a sense of individual responsibility, there is a movement to
convert nihilists to optimists.
Inclement Armor: Extreme weather is no longer
extreme—it's our new normal. As we acclimate to a future of
record-breaking temperatures and frequent natural disasters, the
need for protections will reshape everything; from what we wear to
how we work. Weather-proof armor is becoming an essential shield
from a world that feels out of our control.
Intimate AI: AI is getting personal. While we've
come to accept that AI has the potential to solve big challenges,
the next step is normalizing its role as a sidekick in our daily
lives. Whether treated as a companion, teacher, or administrative
assistant, new AI tools will free people from time-intensive tasks
and more.
Rerouted: A transition to greener, smarter mobility
is upon us. To make the switch, we'll need mass infrastructure
overhauls and enticing incentives that create better habits at
scale. Enabling the conversion is the next big challenge.
Untourism: The days of limitless travel are coming to a
close. Between overcrowded destinations and careless tourist
behavior, a clear need for boundaries is giving rise to tighter
regulations and more mindful models. The shift from high volume to
high value travel will forever change how we define a brag-worthy
trip.
The complete glossary of 41 Edges can be downloaded at
www.backslash.com/edges
Contact
Asheden Hill, Global Communications Director,
TBWA
+1-646 203 1561
asheden.hill@tbwaworld.com
About Backslash
Backslash is a cultural intelligence
unit powered by a global network of over 300 Culture Spotters from
across the TBWA collective. Together, we closely observe and
analyze worldwide developments so that TBWA—and our clients—can
better understand and anticipate cultural change. Through a dynamic
hybrid of strategy, data, and journalism, Backslash turns today's
stories into tomorrow's opportunities. Discover more at
backslash.com and @tbwabackslash. For inquiries, please contact
dana.fors@tbwaworld.com.
About TBWAWorldwide
TBWA is The Disruption®
Company. We use creativity to help businesses challenge the status
quo and capture an unfair share of the future. Named one of the
World's Most Innovative Companies by Fast Company in 2023,
2022, 2021, 2020 and 2019, Adweek's 2022, 2021 and 2018
Global Agency of the Year and AdAge's A-List
2022 Network of the Year. We are a disruptive brand experience
company that uses trademarked Disruption® methodologies to help
businesses address their challenges and achieve transformative
growth. Our collective has 11,000+ creative minds in over 40
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 clients include adidas,
Apple, Gatorade, Henkel, Hilton Hotels, McDonald's, Nissan and
Singapore Airlines. Follow us on LinkedIn, Twitter and Instagram.
TBWA is part of Omnicom Group (NYSE: OMC).
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SOURCE TBWAWorldwide