On roads less traveled we are joining travelers of our own peer group and of different generations to make sense of our worlds and encounter perspectives not previously part of our experience.

To take control in an uncertain world consumers swing between the need to attend to their own needs (“oxygen mask on first”) and the needs of the collectives we find ourselves a part of — our extended families, workplaces, or communities. What emerges is a radical shake-up of our understanding of the individual and the shared experience.

On the one hand, the relationships between generations and communities are evolving. On the other, our sense of our own identity is evolving, inspired by the possibilities of virtual personas that can engage in the world on our behalf.

THE ‘I’ IN COLLECTIVE

On one hand focusing on yourself may be a necessary strategy for self-preservation in challenging times. On the other, there is an implicit understanding that life is lived alongside others and that there are benefits to tuning into different types of wisdom. Across the spectrum, our inherent need for belonging and social bonding means people still crave the thrill and safety of connection. Sociologist Emile Durkheim calls this “collective effervescence”;  “the unique surge in feeling when people come together for a shared purpose”.

“Collectivity” and “Individualism” become not binary options but two states we can inhabit simultaneously. In Western cultures, traditionally more individualist, we see a desire for more collective existences. French organization Hyper Voisins (Super Neighbors) for example inspires the art of being a good neighbor by creating in-person events and WhatsApp groups for people to both discuss neighborhood issues and socially bond.

In cultures that have traditionally been more collective, individuals are exploring individuality within the collective; not  rejecting close familial and societal bonds but finding space for the individual within those structures. In India, SBI Life Insurance adapted their proposition from “Main Se Hum” (From me to we) to “Apne Liye Apno Ke Liye” (For me and mine) a seemingly small but significant shift.

In Japan, the ‘shared bookstore’ movement invites individuals to curate their own bookshelves in stores which others can then purchase from, for example, Passage in Tokyo, bringing the concept of social commerce into the physical space.

MY (INTER) GENERATIONS

For both practical and emotional reasons, we see an increase in intergenerational living and relationships. Young people are increasingly less able to leave the family home while ageing populations rely on familial support.

More profoundly, consumers are increasingly realizing the power and wisdom of intergenerational heads together. In place of unproductive and adversarial battles, mature and youthful generations are embracing a culture of listening and collaboration.

Many cultures have long embraced the wisdom of elders but only now are Western consumers recognizing the power of grandparents as influencers, with skills and aesthetics now highly aspirational to a generation craving authenticity and slow living.

The #grandmillennial style remains a surprising resilient interiors trend, alongside #coastalgrandma chic.

In the UK, media brand Lad Bible in collaboration with the Royal British Legion facilitated poignant conversations between First World War Veterans and current soldiers. In Copenhagen, Living by Alfa is a new kind of development reserving space for both families and over 55’s with communal spaces designed for intergenerational mixing.

More broadly, we see a fundamental reappraisal of what it means to engage older audiences with very different lifestyles and aspirations than previous generations. Formats traditionally reserved for ‘youth’ audiences are reimagined for mature audiences, such as “The Golden Bachelor”.

Fashion brands continued their love affair with more mature talent, with Loewe’s Autumn Winter campaign featuring Dame Maggie Smith (88) while actress Naomi Watts has created a beauty brand, “Stripes” aimed at menopausal skin.

When it was reported that STI rates among Canadians over 65 had risen by 240%, Dentsu Creative Canada looked to the unique bond between grandparents and their grandchildren as a means to tackle this. F#cking Old assorted hard candies, designed to be shared, are each wrapped with a conversation starter around safer sex.

DIGITAL DOPPELGANGERS

While we navigate our relationship with our families, generations, and communities, the rise and rise of AI is also  prompting us to explore our relationship with our own identity.

For Gen Z, dressing their avatars allows them to express their individuality (47%) and feel good about themselves (43%), but also to feel more connected to peers — both in the digital and physical worlds. 70% say they get physical style inspiration from dressing their avatars.

The digital doppelganger emerges — literally a digital twin that can be used as a proxy. In France, we see ChatGPT used as a means to manage awkward conversations, rather than ghosting the unfortunate friend or partner.

Whilst AI rights and IP remains a hot topic some users are getting ahead and taking control of how their digital identity is used in the future.
For example, musician Grimes has released a program allowing artists to transform their voice samples into a “GrimesAI voiceprint” that can be used in original songs.

Adobe, which has trained its Firefly model on Adobe Stock, has openly licensed this and other public-domain content and is exploring a compensation model for creators.

A more problematic aspect of the trend is the rights models and actors hold over their images and identity in a world of generative AI. In the world of fashion, models, and agents are concerned that body scans enable businesses to use models’ virtual bodies without their consent. The issue of control over one’s own image and likeness was also a major factor in the recent Hollywood Actors’ Strike, with Tom Hanks experiencing the perils of Deepfake technology when his image was used to promote a dental plan.

WHAT IT MEANS FOR BRANDS & BUSINESSES…

WISDOM OF THE AGES

As older generations become aspirational once again, consider how brands can embrace and harness their wisdom. From DIY to education to making do and mending older generations have a wealth of practical expertise and experience to share.

MULTI-GENERATIONAL MARKETING

Design for multi-generational households and cultures rather than demographic stereotypes. Find unusual commonalities. The Two Generations service matches older people living alone with younger audiences seeking affordable accommodation.

DESIGN FOR THE DOPPELGANGER

While real world retail will stay with us, we will see ever increasing opportunities for virtual commerce, virtual services, even virtual workforces. How can brands and business help consumers take control of their digital identity to unlock new business models?

Visit our global website to discover more about Dentsu Creative Trends Report 2024: The Futures Less Traveled.

www.dentsucreative.com/news/dentsu-creative-trends-2024

-ENDS-

TAP TO READ MORE

The Magic in The Machine | CREATIVE TRENDS
Here We Are Now | CREATIVE TRENDS
The Memes of Production | CREATIVE TRENDS
Ode to Joy | CREATIVE TRENDS
Dentsu Creative Trends Report 2024: The Futures Less Traveled
Cultural Capital | CMO REPORT
DENTSU CREATIVE 2023 CMO Report: Creativity at a Crosswords
DENTSU CREATIVE 2023 Trends Report: A Tale of New Cities