dentsu Media Trends 2022
The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper.
Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions.
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential.
In previous decades these moments have given rise to new media like radio, digital and social media, and been instrumental in the formation and growth of companies like Revlon, Uber and Airbnb. Again, the opportunity is out there.
In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands.
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