Eimear Fitzmaurice extrapolates three themes from a study by Wunderman Thompson on 100 emerging trends post-pandemic
The last two years, much like other crisis points in history, exposed cracks in Irish society that forced us into a state of re-evaluation. A history teacher will point to this period and explain that it was around this time that the recognition of system-wide failure really mainstreamed. While depressing as that is, the lecture won’t end there, it will be inevitably have a sequel.
It will be followed by the story of a time marked by immense adaption, innovation and resilience, because above all else, if we have learned anything from history, it’s that humanity will persevere against all odds. Now, with a glimpse of a new normal in sight, it feels like Irish people are gearing up to ride this wave of change and use our collective might to build back better.
Timely warning about planet: More and more brands acknowledge that doing less harm to the planet is no longer enough. Trend 37 in the Wunderman Thompson report relates to regenerative brands. It deduces that recycling the world’s resources and repairing the damage accrued over centuries is the lead sustainability goal. Morrisons launched the UK’s first school of sustainable food and farming; Walmart vowed to become ‘regenerative’.
Work is evolving in favour of equality and balance for better lives. Women worldwide dropped out of the workforce in significant numbers; a loss which has not yet been reversed. Flexible and remote working options offer an antidote here if managed correctly, though work-from-home stigma could end up costing women if men don’t take up remote work in equal numbers.
‘The Shecovery’ trend showcases efforts to ensure remote workers and female employees don’t lose out. Brands like PwC, Spotify and Bank of England have taken action. With 48 per cent of businesses reporting more women than men changed their work patterns to help caring responsibilities (IBEC), businesses must consider how to signal a promising future to a female workforce.
In Ireland, over 95 per cent of working people in Ireland want to continue with some form of remote employment (NUI Galway). Last year, the Government launched a five-year strategy, called ‘Our Rural Future’, aimed at attracting workers to rural Ireland after the pandemic. The Nomad Economy speaks to the brands answering this growing desire for freedom to work where one wants.
Growth
From remote insurance, pensions and doctors to sharing platforms designed to turn unused spaces into self-storage solutions for nomads, the trend shows us that this area is set for growth. As the cost of living continues to rise and decentralisation accelerates across Ireland, digital nomads are likely to continue to grow in numbers and financial clout.
Brands acknowledge that doing less harm to the planet is no longer enough. Trend 37 in the report relates to Regenerative Brands. It deduces that regenerating the world’s resources and repairing the damage accrued over centuries is now the prime sustainability goal. Morrisons launched the UK’s first school of sustainable food and farming; Walmart vowed to become a ‘regenerative company’.
Weakening
This level of action is required to reverse the public’s growing pessimism. While 86 per cent of Irish people see climate crisis as a threat to mankind and express concerned about the issue, Red C’s most recent sustainability tracker points to a weakening in people’s belief that personal actions can improve the environment (minus seven per cent), showing us that hope is fast fading.
The world of ‘Carbontech’ is rising to the challenge. A major innovation is evident in trend 17, with a wave of carbon capturing technology innovations emerging and a growing circular movement whereby brands are collaborating to use sequestered carbon in a productive way. In Trend 13, we see brands redesigning their online experiences to be less damaging to the environment.
Brands not participating in the dramatic change required to reach net zero will undoubtedly be left behind.
Virtual
The pandemic forced seismic developments in digital spaces as we had to learn how to be together, while apart, seeking ways to resemble the real world, express our creativity and sustain our entertainment needs. This new digital era has seen the rise of the metaverse. These virtual worlds allow people to gather, create, buy and sell, socialise, live and work. They are rapidly becoming the new hangouts seen in ‘branded worlds’, where the likes of Ralph Lauren and Vans have brought about exclusively digital experiences and products.
TikTok, now used by 2.1m Irish people, has given rise to a new era of social media emerging. Social media-tainment is where plots develop entirely on profiles, dramas unfold in feeds, and fictional characters chat with their followers, leading to a more entertaining and gratifying experience.
These digital spaces offer an entirely new dimension for brand storytelling. Regardless of category, every brand gets a chance to be part of this positive change and make 2022 a memorable year for advertisers and consumers. The Future 100 2022 can be downloaded online.
Eimear Fitzmaurice is head of planning at Folk Wunderman Thompson
