If we have learned something from the past year, it is that we live in a world where we are all inevitably connected. Russia’s invasion of Ukraine ended up leaving 800 million people without food security, skyrocketing inflation in countries that had not had this problem in decades, and putting on the table fears of a global recession that would leave many unemployed.
The new year began with expectations about what would be the best way to end the war in Ukraine to prevent other powers from wanting to resolve their territorial ambitions as Russia has. Around the world, we will continue to see polarization, although citizens have started to show signs of fatigue in relation to those politicians who want to corner them to one side of the spectrum. The discussion between authoritarianism and democracy will continue to accompany us across all geographies.
Almost all of the trends we presented for 2022 remain relevant in some way, because many of those behaviors that were born during the pandemic have stayed with us, particularly in the way we work, consume, and engage. But 2023 is the first year we can look at the pandemic from a healthy distance despite being aware that the virus lingers. The same goes for uncertainty. We already know that we have to get used to it being with us permanently.
I hope reading this document is inspiring. There are many opportunities in this new year. Many spaces to understand and empathize with the consumer. Many resources and tools to create amazing brand experiences. My best wishes to make it a year full of inspiration.
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