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When we look forward to 2022 and beyond, we see a profound shift away from traditional centres of commerce, community and connection. Some talk of the Great Resignation, others about the possibility of another great migration away from urban centres.

What we see most profoundly is a great decentralisation, powered by virtual economies, crypto-currency, climate anxiety and distributed workforces. A shift towards networks of choice, passion, collective ownership and mutual reward.

A generation is emerging who see virtual goods, products, services and relationships as no less valuable than physical ones. Crypto currency and NFTs are enabling a generation of investors to redistribute wealth and reimagine ownership as the boundaries between fans, owners, investors and creators blur.

Cities and offices alike must reimagine their purpose as many office workers have determined that there is no going back to the daily commute, and for many, no return to a 9-5 of any kind.

Alongside a desire to escape, we also see a profound desire for self-sufficiency, fuelled by rising climate anxiety. We see a significant shift among major manufacturers from a consumption-based economy to a circular economy, empowering users to reuse, repair and repurpose.

With that focus on self-sufficiency comes a realisation that we each contain multitudes; that identity is fluid and can be navigated and defined in many ways. Generationally we are reaching a tipping point where our society is inherently multi-cultural and where binaries and borders are increasingly irrelevant.

Within this New Worlds Order brands and businesses can play a powerful role not only connecting to consumers but connecting communities to one another.

‘Dentsu Creative Trends 2022: New Worlds Order’ was developed with strategists and futurists from across the globe, and the report brings together dentsu’s most senior talent and rising stars from Generation Z across dentsuMB, Isobar, 360i, and dentsu agencies to make sense of a rapidly evolving cultural and commercial landscape.