Detourism, intimate AI, and greener mobility are among the emerging cultural shifts in 2024, according to TBWA’s Backslash Edge Glossary.
Created by the agency’s Cultural Intelligence Division, Backslash Edges takes a deep dive into 41 cultural shifts of scale and longevity that will help brands capture a greater share of the future.
Five New Edges offers optimism through new solutions to the most troubling realities at hand.
Duality of the end: It turns out that humanity is not destined to perish. As apocalyptic thinking takes root, a collective sense of apathy threatens to derail the path to progress.
A movement is emerging to turn nihilists into optimists in order to rekindle a sense of personal responsibility.
Increment Armor: Extreme weather is no longer an anomaly, but our new normal.
As we adapt to a future of record temperatures and frequent natural disasters, the need for protection will reshape everything. From what you wear to how you work. Weatherproof armor is becoming an essential shield from a world beyond our control.
Intimate AI: AI is becoming personal. Now that we have come to accept that AI has the potential to solve big challenges, the next step is to normalize its role as a sidekick in our daily lives.
New AI tools free people from time-consuming tasks and more, whether they are treated as peers, teachers, or administrative assistants.
Route change: The transition to greener and smarter mobility is upon us. Making the switch requires a major overhaul of infrastructure and compelling incentives to create better habits at scale. Enabling the conversion is the next big challenge.
Untourism: The days of unlimited travel are coming to an end. The need for clear boundaries between overcrowded destinations and careless tourist behavior has led to stricter regulations and more considerate models.
The shift from high-volume travel to high-value travel will forever change the definition of bragging-worthy travel.
Jen Costello, global chief strategy officer at TBWA\Worldwide, said the agency is in the business of creativity, and culture goes hand in hand with that.
“Edge gives our teams and brands the opportunity to see what’s right out there in culture before it becomes mainstream,” Costello said.
“This year’s Edge release presents an extraordinary opportunity. We can show you amazing solutions that are closer than expected. We’re really excited that in 2024, adaptation will be an invitation to disrupt.”
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