BBK Trendsforum 2022
Trendmeter
A collaborative tool for trend analysis
Was one of the new products included in the second edition of the BBK Trends Forum, held last 4 October.
With this tool, the organisers sought to give attendees to the event a voice and listen to their opinions on what were the key trends being set in 2022 and will continue to have an impact in the following years.
Beforehand, some fifty trend reports from the main global agencies were analysed, such as Wunderman Thompson, WGSN, Trendwatching, Stylus, The Future Laboratory or Trend Hunter, in order to extract and synthesize ten directions for change that were most frequently mentioned in the reports.
A panel was set up with these ten directions, exhibited in the entrance hall to Sala BBK, and all participants were asked to vote on the trends which, in their opinion, had most value.
1st Block
Environment-all
Sustainability invades every sphere of life.
The climate crisis is increasingly more apparent: droughts, floods and heat waves are increasing in number and severity.
The latest Inter-governmental Panel report on Climate Change (IPPC) is quite clear: action must be taken now if the increase in temperature to 1.5 ºC is to be limited. The impact on every sphere of life will intensify political and market pressure to demonstrate action is being taken against this emergency. The change in the behaviour of companies and citizens to one based on sustainability will enable faster progress towards achieving a more environmentally friendly planet going forward and for the people who live on it.
Enhanced home
The home as a space for everything, from teleworking to entertainment through to telemedicine or sports.
Digitisation and the pandemic have turned every home into a space for work and study, fun, play and entertainment, a new medical practice and the place to practice sport or do the shopping. As more time is spent at home, we look to it for comfort and pleasure and also as a haven which provides security and a sense of control. A home, in addition, imbedded in a neighbourhood in which to strengthen personal ties.
Tell it to me clearly
Consumers in search of authenticity show their image without any filters while demanding transparency from brands.
Authenticity, being natural and imperfect are traits Generation Z values in itself and in others. In social media, users and influencers feature their own performances more spontaneously and transparently, without any filters.
Simultaneously, as buyers, they want more transparency from brands: where do the materials come from, how do they treat their employees, what are they doing to stop climate change. Information which is already essential for the conscious, ethical, responsible and sustainable consumer.
2 nd Block
Goodbye to abundance
A return to frugality as a result of the lack of resources, supply shortages and price rises.
Fast-pace life
In a VUCA world and with technology altering time, humanity has become more impatient and demanding.
3 st Block
Metaverse World
Overcoming physical limits to spend time in a virtual space which is a version or extension of real life.
As was well pointed out in one of the presentations given by a speaker in BBK Trends Forum, is going through a period of exaggerated expectations as described by Gartner. Everybody is talking about it, but it isn’t convincing.
Economy of the creators
A new business model in which individual creators of all types of contents manage to live off their passion.
It’s likely that it is still a phenomenon about which little known by the general public.