Dentsu Creative's annual trends report 2024 cuts through creative industry trends and explores the power of world building and storytelling to shape new futures. 

Drawing on the collective research and insights of strategists, futurists and innovators from across our global network, our creative trends report elevates the power of hope in a volatile world, and provides a comprehensive view that arms brands, businesses and individuals with the insights needed to navigate creative advertising in 2024 and beyond. 

Highlighting innovation in action from around the world, the report unpacks five macro trends, each with several sub trends to explore creative trend news, unexpected possibilities, creative examples and what it means for businesses to set your brand up for success today. 

Visit our global website to download the full Dentsu Creative Trends Report 2024: The Futures Less Traveled.

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

TREND 1

ODE TO JOY

In a world where joy can seem in short supply, it becomes more important than ever. We see joy, softness and play emerging in resistance to an uncertain and volatile world. Moments of playful surrealism emerge in response to a world in chaos. 

Meanwhile Self-Care emerges as an act of subversion; from the refuge of an “Everything Shower” to the rise of the “soft life” or “lazy girl jobs”, a quiet rebellion against hustle culture is underway. As adult milestones feel unattainable for many, we see the power of play in the boom in “Kidult” toys and a wave of experiences merging art galleries and soft play. 

TREND 2

THE MEMES OF PRODUCTION 

Modern storytelling in the form of memes has become a powerful tool for a generation of consumers raised on world-building and co-creation – especially around climate storytelling and storytelling for social change.  

We're seeing people lean into creative activitism, including meme activism and brand activism to bring about social change by leveraging new ways of visual storytelling. Be it #Fintok, #Cleantok or social justice, no topic is too complex to go viral.  

TREND 3

HERE WE ARE NOW

Perhaps in response to a world that can feel overwhelming, perhaps in response to the cost-of-living crisis, we see a powerful engagement with all things local and homegrown, with an increased appreciation for local traditions and iconography.  

The idea of the ‘cozy web’ is replacing vast social platforms as a safe space for more intimate online conversations. And a desire for a more rooted sense of place in the world is encouraging marketers to consider adopting new and different digital community engagement strategies.  

TREND 4

THE MAGIC IN THE MACHINE

As AI impresses and perturbs in equal measure, technology becomes more human and more extraordinary, unlocking unlimited potential for creative experimentation and shaping new experiences that bridge physical and virtual worlds. With ChatGPT emerging as the fastest growing app in history, we are seeing unfettered imagination, but also more practical and scalable use cases designed to enhance the customer experience.

We see enduring power in experiences that connect technology and humanity through touch, haptics, voice, gesture and beyond. As such, there is increasing demand for digital sensory activations and multi-sensory branding and digital sensory marketing; and leveraging technology to create immersive, multi-sensory experiences for consumers.   

TREND 5

ME, MYSELF AND US 

Changing demographics prompt us to re-evaluate our relationship with the communities and collectives that previously defined us. Traditionally individualist Western culture is opening up to a more collective existence, while in contrast, traditionally more collective cultures are exploring new spaces for individuality. 

An increase in intergenerational living prompts a reappraisal of older generations, with fashion brands engaging mature ambassadors and the enduring popularity of #grandmillennial chic. The rise of AI also prompts us to explore the nature of our own identity, as artists, gamers and time poor individuals explore the potential of digital doppelgangers to act on their behalf. 

Our trends report this year is inspired by one of the world's favorite poems, “The Road Not Taken”. It's a poem about choices and the power of storytelling to make sense of our choices.

Yasuharu Sasaki, Global Chief Creative Officer, dentsu says “Against the backdrop of this uncertain world our report turns to hope as a deliberate choice, to empower us to take control and design our own futures. Through creativity, armed with the powers of technology and storytelling, we hold potential to pave ways for many exciting ‘Futures Less Traveled’, borne of core principles of optimism and ambition”. 

Pats McDonald, Chief Strategy Officer, EMEA, Dentsu Creative says “Hope is not a strategy, but it is a choice. At a time of exponential change, no one can predict with certainty what the future will bring. But we can design for the future we want to see. We see consumers around the world taking control of a chaotic world through small but powerful acts of connection and self-care.”

As we look to 2024 and beyond, we see a world where multiple possible futures coexist. Where it is up to each of us - brands, businesses, and individuals - to design, innovate and strive for the future we want to see.

In exploring The Futures Less Traveled, imagination and creativity will remain our superpowers.

Tap 'Read More' or below link to visit our global website and download the full Dentsu Creative Trends Report 2024: The Futures Less Traveled.

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

ABOUT DENTSU CREATIVE

DENTSU CREATIVE is dentsu's sole global creative network that transforms brands and businesses through the power of Modern Creativity. 2022's Cannes Lions Agency of the Year, it is made for integration with dentsu's Media and CXM networks through Horizontal Creativity. 9,000 creatives across the globe are connected to dentsu’s Media and CX experts to deliver ideas that Create Culture, Shape Society, and Invent the Future. 

www.dentsucreative.com

ABOUT DENTSU

Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands, Carat, DENTSU CREATIVE, dentsu X, iProspect and Merkle, each with deep specialisms. Dentsu’s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, shape society, and invent the future. Powered by 100% renewable energy, dentsu operates in over 146 markets worldwide with more than 72,000 dedicated specialists, and partners with 95 of the top 100 global advertisers.

www.dentsu.com

For further information please contact us.

DENTSUCREATIVEChina@dentsu.com

-ENDS-

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