TRENDS - Fun and joy set the tone for 2023

Wunderman Thompson's annual forecast 'The Future 100: 2023' has been released, which identifies 100 trends in various industries. I have selected three that I believe connect with business events. These are 'Ageless Play', Absurdist Stays and 'Metatravel'.

"The Future 100: 2023" is an annual forecast by creative, consulting and technology agency Wunderman Thompson that identifies 100 trends across industries - from culture to technology to travel and hospitality - that will shape the way we live and work this year and beyond.

"AGELESS PLAY" (Fun at any age) - one trend to keep on the radar in the coming year - says that despite the ongoing economic and environmental crises, people are choosing joy.

The pursuit of joy and fun runs throughout this edition of The Future 100: 2023. According to the authors, this year will be full of an unbridled and powerful surge of energy that will arm people with hope, joy and happiness in still uncertain times.  

On the upswing is 'joyconomy', a movement about enthusiasm and positive thinking. Brands are offering bold colour palettes, uninhibited fun for all ages, and movement activities that lift mood and heart rate. Given the events of the past three years, this is not much of a surprise. But the trend of people of all ages appreciating the importance of play deserves to be treated as more than just a temporary response to painful challenges, so it should continue.

"ABSURDIST STAYS" (Absurd Stays) - Travellers are looking for innovative and memorable stays that are equal parts bizarre and fun and have a 'WOW' effect.

By the summer of 2023, travellers will have the opportunity to stay in a floating avocado in Chile, a giant flowerpot in the US or a blooming pink flower in Mexico. These are just some of the projects that have been selected by Airbnb as part of the 2022 OMG! Fund, to which the company has donated $10 million. This is in response to the growing demand for quirky and unusual stays. It is intended to be something unusual, never-before-seen, that is rare and beautiful, which will impress every person.

"METATRAVEL" - The Metaverse is revolutionising the traveller experience, where physical journeys begin to blur with fantastical virtual worlds.

Entering the world of augmented reality (AR), Moxy Hotels, part of Marriott International, launched Moxy Universe, Play Beyond AR 2022, in July. The experience allowed visitors to create their own avatars in the Moxy Universe, which moved from digital to physical hotels. The avatars were able to accompany guests over a drink in the hotel bar, in private hotel rooms and even while exercising in the gym. The experience was available at 12 Moxy hotels in the Asia-Pacific region from July to December 2022

Hotel brands are meeting the expectations of metatourists. As the metaverse evolves from a science-fiction concept into reality, every industry, will feel its impact.

Source: https://www.wundermanthompson.com/

Author: Anna Gorska