电通：2025创意趋势报告-碎片化的未来（32页）.pdf

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1、TRENDS2025F R A G M E N T F O R W A R D2 0 2 5?02FRAGMENT FORWARDWELCOME TOOUR TRENDS REPORT5 TRENDS FOR 2025?去?Nutter Butter?匹?务?55?去?尊?AI?AI?Adobe?ABBEY KLAASSEN,GLOBAL BRAND PRESIDENT DENTSU CREATIVE?锐?togetherness?娓?PATS McDONALD,GLOBAL CHIEF STRATEGY OFFICER DENTSU CREATIVE?告?务?Hugtics?Upcyclin

2、g Possibility”?吗?YASU SASAKI,GLOBAL CHIEF CREATIVE OFFICER DENTSU?FIVE TRENDSFOR 2025AND BEYOND03?历?撰?映?#?#littletreat?去?洲?模?去?2025?去?确?务?去?去?去?2025?送?去?映?passioneconomy?滚?吗?去?映?尊?吗?1?唾?撰务?太?唾?埋?撰?埋?“5 TRENDS FOR 2025FRAGMENT FORWARD2 0 2 5?现在与过去的时光，或许都会在未来重现，而未来也包含在过去的时光里。”T.S.ELIOT,FOUR QUARTETS3.

3、GENERATION BLUR?5.ALGORITHMS AND BLUES?4.CURIOUSER AND CURIOUSER?2.THE TOGETHERNESS DEFICIT?1.THE“GOOD ENOUGH”LIFE?041.T H E “G O O D E N O U G H”L I F E“刚 刚 好”的 生 活全球范围内，消费者普遍认为，父辈的生活水平越来越难以企及，父辈眼中的人生大事和成年标志也渐渐变得无关紧要。05FRAGMENT FORWARD?婴?Deloitte?47%?去?2?2023?2024?野?去?去?太?映?确?撰?够?1970?去?Donald Winn

4、icott?Playing and Reality?务?锐?Avram Alpert太?务?撰?尊?45%?去?3?60%?滚?4Adobe?研?48%?锋?尊?5?去?确?锋?牢?5 TRENDS FOR 2025OUR SUBTRENDS:I.?III.?II.?去?映?告?告?撰?I.?去太?唾?Prudential?去?6?撰?TikTok?TikTok MeansBusiness”?吗?尼?锐?去?吗?Business Insider?YouGov?去?7?21?Credit Karma?43%?去?35%?Z?去?82025?#littletreat?撰?06THE“GOOD EN

5、OUGH”LIFEFRAGMENT FORWARDSources:Deloitte Millennial and Gen Z Report,World Economic Forum,Ciphr,Mintel47%47%?去?85%85%?2/32/3?模?67%67%?THE“GOOD ENOUGH”LIFE IN NUMBERII.?粉?Underconsumption Core”?TikTok?埋?loud budgeting”?de-influencing”?娓?去?sohwakhaeng”?锐?尊?撰?#?Kim Ran-do?Korea Times?滚?务?2026?1000?Sta

6、tista,2024?9?IKEA?Preowned?尽?2030?Somer Furniture?尽?锐?唾?Ecover?Rewear Chair”?07THE“GOOD ENOUGH”LIFEFRAGMENT FORWARDOUR WORK:?Dentsu Creative Thailand?Gourmet Market?Cupboard to Fight Food Waste?app?08III.?尊?Cal Newport?撰?The GreatExhaustion?去?尊?去?务?导?FIRE?娓?粉?埋?千?ASICS?务?Desk Break Clause?15?务?10?锐?

7、太?ASICS?Mind?68%?49%?10WHATS TIMELESS?WHATS TRENDING?映?#?#?#?WHATS TIMELY?THE“GOOD ENOUGH”LIFEFRAGMENT FORWARD09?娓?务?埋?唾?撰?Rubies inthe Rubble”?尽太?THE“GOOD ENOUGH”LIFEFRAGMENT FORWARDWHATITMEANSFORBRANDS&BUSINESSES?2.T H E T O G E T H E R N E S S D E F I C I T缺 失 的 归 属 感碎片化媒体、长时间居家隔离，以及居家办公等职场文化的转型，

8、使全世界陷入“归属感缺失”。10FRAGMENT FORWARD?loneliness epidemic?WHO?2024?锋?尊?务?对?去?3?对?Just So Soul?2024?尊?研?2024?研太?吗?23%?Z?去?去务?42%?11?去?告?映?对?尊?5 TRENDS FOR 2025OUR SUBTRENDS:I.?III.匹?II.?务?THE TOGETHERNESS DEFICITIN NUMBERS500?500?I.?对app?务?危?滚?务?锐?Timeleft?锋?唾?匹?确?AI?社?ChatGPT?去锐?锐?锐?尽Friend?对?去锐?展?务?剧?Me

9、rcadona?Jumbo?11THE TOGETHERNESS DEFICITFRAGMENT FORWARD40%40%?对?危?Sources:Dentsu Consumer Vision 2025,American Social Capital Survey,CNN,The Atlantic40%40%?Z?去?43%43%?危?对?II.?映?去?1990?去?2000?去?去?识?Oasis?危?尽?1980?去?Rivals?去?11?Gladiator?2000?去?务?Agnes Arnold-Forster?Nostalgia:A History of a Dangerou

10、s Emotion?锐?送?12?Ipsos?Effies?SamiraBrophy?Rachel Emms?44%?去?13?研?务?吗?8%?14?Levis?Beyonc?Lidl?软癫?Z?去?Y2K?Brat?撕?Brat summer?太?clean girl?映?BBC?Race Across the World?务?模?Offline Club?映?唾?12THE TOGETHERNESS DEFICITFRAGMENT FORWARDOUR WORK:?“?Dentsu Lab Tokyo?Nobuhiro Takahashi?Hugtics”?“Hugtics”?研?导?1

11、3III.?80%?Exploding Topics,2024?15?锋?锋?TikTok?#booktok?撰?Reading Rhythms?Dazed?导?尊.?告?Strava?Goodreads?app?ChrisStokel-Walker?The Guardian UK?app?撰?尊?WHATS TIMELESS?吗?WHATS TRENDING?#booktok?#planttok?#crochettok?WHATS TIMELY?THE TOGETHERNESS DEFICITFRAGMENT FORWARD?Salford Lads and Girls Club?The S

12、miths?Dentsu UK?14?务?去?埋?务?危?THE TOGETHERNESS DEFICITFRAGMENT FORWARDWHATITMEANSFORBRANDS&BUSINESSES?3.G E N E R A T I O N B L U R代 际 无 界2025年，不同世代的态度和行为将更加难以预测，而且更加多变。15FRAGMENT FORWARD?IKEA?务?21%?11%?16?2025?Alpha?去?10?撰?去?20?X?去?去?去?务?尊?去?务?吗?去?映?务?去?研?锋?Financial Times?研?唾?务?30?17?埋?吗?去?癫?务?去太?吗

13、?app?务?5 TRENDS FOR 2025OUR SUBTRENDS:I.?III.?II.?去?去?I.老 龄 新 定 义X?去?去?18?牌?锋?Taco Bell?TheCantinas?粉?挑?模?Vieux?务?夹?尽?X?去?19?2023?尽务?12%?50?20?尊?映?远?唾?映?务?务?Ozempic?BBC?2021?M.Night Shyamalan?Old?务?Demi Moore?The Substance?Elisabeth Moss?Shell?16GENERATION BLURFRAGMENT FORWARDOURWORK:?QVC?50?去?Dents

14、u Creative US?QVC?The Age of Possibility”?50?50?The Sphere?导?400%?务?II.阿 尔 法 式 成 长 之 路?2025?Alpha?去?去?20?撰?去?告?岁?Alpha?去?去?DKC?95%?49%?21Alpha?去?Alpha?去?Sephora Kids”?7-12?Bubble?去?TikTok?够?7,000?撰?41,000?22?去?撰?送?锋?Alpha?去?模?尊?务?皆?4.2?23?Alpha?去?Global Web Index?研?12-15?STEM?24Alpha?去?Z?去?Fanum tax

15、”?Sigma”?Rizz”?Ohio”?17GENERATION BLURFRAGMENT FORWARDOUR WORK:TIKTOK的自我发现之旅?TikTok?Z?去?Dentsu Creative South Africa?Discover Yourself”?危?TikTok?去?社?80%16-29?务?80%?112021?2024?11?$5TN?2029?Alpha?去?5.46?40%40%?务?X?去?GENERATIONBLUR IN NUMBERSSources:McCrindle,Forbes,Real Instituto Elcano,Global Web In

16、dex,Wells Fargo18III.混 合 之 家?2030?60?锋?WHO?2024?25?锋?千?Amazon?太?撰?吗?ONS?研?500?务10%?30?26?2011?撰?27?80%?16-29?28?去?撰?锋?尊?撰去?尊?映?务?聊研吗?尊?撰?12?50?DentsuCreative Portugal?MEO?WHATS TIMELESS?粉?去?粉?WHATS TRENDING?务?WHATS TIMELY?GENERATION BLURFRAGMENT FORWARD?Clock Drawing Test?务?Dentsu Creative China?Los

17、t in Time?19?12?去?撰?去?IKEA?粉?去?D.R.Horton太?撰去?锐?粉?太?锐?锐?务?务?GENERATION BLURFRAGMENT FORWARDWHATITMEANSFORBRANDS&BUSINESSES?4.C U R I O U S E R A N D C U R I O U S E R?埋?去?锋?告?锋?太?撰?导?确?匹?匹?匹?确?OUR SUBTRENDS:I.?III.?II.?锋?导?映?岁?20GENERATION BLURFRAGMENT FORWARDI.?撰?撰?娓?Jimmy Choo?Sailor Moon?KFC?iPro

18、spect?Attack on Titan:The Final Season?吗?/?匹?年?Japandi”?资?千?IKEA?Pop Star Academy?Z?去?NFL?撰?2921CURIOUSER AND CURIOUSERFRAGMENT FORWARDOUR WORK:?Dentsu Creative Brazil?Nissin?去?Z?去?模?In every way,its perfect?务?去?II.?的?尽Ampere?2024?7?资?千?18?64?务?24%?30?Shgun?皆18?务?映?撰?撰?18?Tubi?撰?务?55%?31?Village Roa

19、dshow Pictures?尽?够?Black Noir Cinema?The NewYork Times?22CURIOUSER AND CURIOUSERFRAGMENT FORWARD?dentsu?KFC?Attack on Titan?79%79%?31.2研?2023?312.3?80%80%?Z?去?去?66%?资?千?18-34?务?66%?CURIOUSERAND CURIOUSER IN NUMBERSSources:Dentsu Consumer Vision 2035,Ampere,The Economist,Grand View Research23III.热 门

20、冷 地2024?导?唾?导?映?历?2024?粉?5?3000?5?滚?野?导?千?号?VisitOslo?life seeing”?sightseeing”?吗?2024?6?2000?聊?粉?CopenPay?够?对?够?WHATS TIMELESS?确?WHATS TRENDING?#touristsgohome?WHATS TIMELY?确?CURIOUSER AND CURIOUSERFRAGMENT FORWARDLittle Canada?Dentsu Creative?45,000?24?务?模?锋?尊?CURIOUSER AND CURIOUSERFRAGMENT FORWA

21、RDWHATITMEANSFORBRANDS&BUSINESSES?5.A L G O R I T H M S A N D B L U E S?25FRAGMENT FORWARD?尊?尼?尊?告?导?尊?去?尼?岁?System 1?IPA?Peter Field?Adam Morgan?研?去?1000?32?锐?尼?匹?75%?KOL?去?33?2027?34?去?Samsung?Flipvertising?社?务?务确?福?5 TRENDS FOR 2025OUR SUBTRENDS:I.?III.A I?II.?吗?匹?26OUR WORK:?NUTTER BUTTER?Nutter

22、 Butter?TikTok?告?NutterButter?尊?TikTok?2.49?Nutter Butter?去务?TikTok?950?150?ALGORITHMS AND BLUESFRAGMENT FORWARDI.?包?去?锐?KylaScanlon粉?2022?vibecession”?Jigsaw?Business Insider?2024?6?Z?去?告?粉?TikTok?2024?9?匹?去?35?去?务?TikTok?12-15?务?28%?TikTok?36?18-29?务?TikTok?40%?Instagram?TikTok?社?空?37?2021?meme?务?

23、GameStop?Tupperware?撰?尽?2021?愿?研?VogueBusiness?撕?Tomato-girl summer?Depop?千?社?644%?CazzieDavid?告?85%85%?70%70%?77%77%?70%70%?AI?ALGORITHMS AND BLUESIN NUMBERSSources:Dentsu Creative CMO Survey 2024,DentsuFuture Consumer 203527II.?吗?TikTok?Instagram?去?Gossip Girl?Sex and the City?对?Friends?DC?尽?DC Co

24、mics?DC GO?YouTube?MrBeast?Netflix?The Night Agent?撰30%?38Global Web Index?研?NBC?撰?Snoop Dogg?务?Netflix?Netflix Shop?够?2025?Netflix House?+?Disney+?Saint Laurent?LVMH?锋?尽?IP?Forbes,2024?e.l.f?Get Ready With Me,The Album?Dentsu Creative?OREO?撰?映?告?2017?讶?Game of Thrones?Pokmon?Jedi?导?撰?务?锋?Star Wars?

25、挑?ALGORITHMS AND BLUESFRAGMENT FORWARDOUR WORK:C?Cristiano Ronaldo?C?URCristiano?YouTube?6000?C?千?Dentsu Creative Iberia?尊?MrBeast?PewDiePie?III.A I?AI?尊?去匹?社?AI?社?Google?2024?5?Gemini?AI社?AI?社?撰?社?空?GEO?去?告?NoteBookLM?Meta?Imagine Me?AI愿?尊?ElevenLabs?Voice Design 2.0?AI?AI?WHATS TIMELESS?filter bub

26、bles”?WHATS TRENDING?WHATS TIMELY?去?28ALGORITHMS AND BLUESFRAGMENT FORWARDOURWORK:?KPN?KPN?#betterinternet?Dentsu Creative Amsterdam?KPN?A Piece of Me”?尊?尊?29?去?去?历?历?AI?ALGORITHMS AND BLUESFRAGMENT FORWARDWHAT IT MEANSFOR BRANDS&BUSINESSES?30?务?唾?务?吗?绯?映?锐?The Connecting Idea?锐?去?去?去?模?洲?撰?告?送?去?吗?

27、岁?去?去?5 TRENDS FOR 2025FRAGMENT FORWARDIN SUMMARY在算法时代如鱼得水。SOURCES1“How the cost of living crisis affects young people around the world”,WeForum,Aug 8,20232“Why Earning A Higher Salary(On Its Own)Wouldnt Be Enough To Build Long Term Financial Stability”,Prudential,Feb 16,20233“Opinion:The gig econom

28、y sucked in millennials like me.Will we ever get out?”,Upwork,Dec 12,20234“AXA UK research shows 60%of young people want to be their own boss by the age of 30”,Axa.co.uk,Apr 3 20245“Revealed:The most important aspects of a job”,A,Oct 17 20226“Why Earning A Higher Salary(On Its Own)Wouldnt Be Enough

29、To Build Long Term Financial Stability”,Prudential,Feb 16,20237“Millennials say traveling is more important to them than advancing their careers,owning a home,being debt-free,or being in a relationship”,Business Insider,Dec 19,20238“Forget doom scrolling,Americans now doom spend to cope with stress”

30、,Credit Karma,Nov 16 20239Value of the secondhand apparel market worldwide from 2021 to 2028”,Statista Research,Sept 202410 Intimidating sports culture putting millions of Brits off exercising,Asics Newsroom,Oct 202311“Gen Z doesnt care about sports.Thats part of a bigger problem.”,USA Today12“That

31、yearning feeling:why we need nostalgia”,The Guardian,Apr 28,202413 Dynamic Effectiveness:Ipsos&Effie UK|Volume 3:Why nostalgia is so fetch right now,14 Dynamic Effectiveness:Ipsos&Effie UK|Volume 3:Why nostalgia is so fetch right now15 9 Top Business Trends(2024&2025),Exploding Topics,May 7,202416 I

32、KEA Life at Home 202417 “A new global gender divide is emerging”,John Burn-Murdoch,Chief Data Reporter,FT.com,Jan 26 2024.This abstract from the Financial Times was produced by Dentsu Creative18“Visualizing$156 Trillion in U.S.Assets,by Generation”,Aug 30,2023 and“DFA:Distributional Financial Accoun

33、ts”19“Gen X Women Predicted to Dominate Entrepreneurship Scene”,Small Biz Tech,Mar 18,202420“Poles over the age of fifty want to open their own business”,21 A Guide to Gen Alpha Insights on the Gateway Generation,DKC News22“They love being heard:How Bubble built an avid fan base via TikTok and brand

34、 ambassadors”,Modern Retail,Jul 24,202323“Covid lockdowns prematurely aged girls brains more than boys,study suggests”,The Guardian,Sept 9 202424 7 Gen Alpha characteristics to know for 2025,Global Web Index25“Ageing and health”,WHO,Oct 1 202426“More adults living with their parents”,Office for Nati

35、onal Statistics,May 10 202327 Multigenerational Households,Generations United28“The plight of young adults seeking to leave the parental home”,realinstitutoelcano.org,Feb 20 202429 Anime is no longer niche and marketers should be paying attention in 2024,Vox Media,Jan 202430 Ampere:Viewership of For

36、eign-Language Content Up 24%in English-Speaking Countries,Media Play News,July 29,202431“Tubi Evolves the Brand to Celebrate its Vibrant,Passionate Audience”,Feb 28,202432“The 10m cost of dull advertising”,WARC,Sep 28 2023 and“The Cost of Dull with Peter Field”,The Challenger Project,Sep 23,202333 D

37、entsu CMO Report 202434“The creator economy could approach half-a-trillion dollars by 2027”,Goldman Sachs,April 19,202335“Internet replaces TV as UKs most popular news source for first time”,The Guardian,Sept 10 202436“Internet replaces TV as UKs most popular news source for first time”,The Guardian

38、,Sept 10 202437 Young People Get Their News from TikTok.Thats a Huge Problem for Democrats”,Columbia Journalism Review,Mar 15,202438“MrBeast vs.Netflix:The Rise of UGC”,Cannella Media,Sep 17,2024315 TRENDS FOR 2025FRAGMENT FORWARDABOUT DENTSU CREATIVE?DENTSU CREATIVE?锋?尊?Transformative Creativity?锋145撰?Media?锐?CXM?THANKYOUCONTACTUSDentsuCreativeC