A New Age of Anxiety, an Obsession with Nostalgia and a Time to Rethink Sustainability

Wavemaker has published 'Growth Trends 2023' - the third in a series of annual reports where leading experts from its team share insight into four distinctive pillars: Culture, Media, People and Technology. Its aim is to deliver invaluable guidance and actionable insights on the ‘need-to-know’ themes for the year ahead. 

As part of Wavemaker’s mission to help brands positively provoke growth, Growth Trends 2023 provides insight into how brands and their agencies can be more reactive to changing consumer needs and expectations. It interrogates the new age of anxiety, and even takes us to the age of old by exploring the growth opportunities that come with tapping into nostalgia. The report also addresses key shifts in the media landscape, such as why brands must stop thinking channel first and how personalisation is no longer a nice to have, as well as analysing how news consumption is changing and how brands should respond. 

In addition, Growth Trends 2023 lays bare the opportunities that lie within confronting the trends we think we know. Delving into why the metaverse doesn’t exist, but gaming is the real deal, and why we should see the cost-of-living crisis as an opportunity for brands to rethink sustainability. And much more. 

Verra Budimlija, chief strategy officer, Wavemaker UK, said: "At Wavemaker, we know that change is the only constant. We’ve built our business on the belief that the growth models of today will not serve the future. So, it’s in our DNA to challenge what’s gone before and imagine a better way to grow for our clients. 

This year, Growth Trends is all about creating a clear understanding of how major economic and political forces are causing a shift in consumer expectations and behaviour. It’s vital that brands are able to anticipate and adapt to these changes. After all, it’s only by understanding what audiences value, and what motivates them, that brands will know with greater certainty how to connect with them.” 

The full report will be launched during Wavemaker’s Growth Trends 2023 event on Wednesday, 23rd November 2022 at Sea Containers HQ.  Reserve a spot, here.