1、RECKONINGWITHREALITY1Trending 2024Report PreviewHUMANITYHEALTHSUSTAINABILITYBELONGINGHUMANITYHEALTHSUSTAINABILITYBELONGING1.What does it mean to be human?2.What does it mean to be healthy?3.What does it mean to be sustainable?4.What does it mean to belong?As we enter 2024,people will need to reckon

2、with 4 big questions:INTRODUCTIONWelcome to the point of no return.In 2024,we will enter an era of reckoning,where consumers and brands alike will be forced to face up to the challenging reality we are living in.This is a world where the sacrifices needed to reach net zero are becoming abundantly cl

3、ear,where wellness culture is increasingly at odds with urgent health needs,where the quest for individuality may compromise the need for community,and where the human race itself is under threat from new technologies.Issues that once felt too far in the future to resolve are now coming sharply into

4、 view,and each of them requires tough choices on the part of governments,brands and consumers.The time has come to confront hard truths,pick a side and make decisions,difficult as they may be.For brands,definitive action is a strategic necessity,and in todays economic climate,they cannot afford any

5、missteps.Consumers will be counting on brands to provide a safe route through these tensions,however the dust settles.Below is an excerpt of our Trending 2024 report.Talk to us about becoming a client to access the full report.Trending 20242HUMANITYHEALTHSUSTAINABILITYBELONGINGTREND:BEYOND HUMANTREN

6、D:CHOICE PARTNERSTREND:TECH ANXIETYTREND:BACK TO NATURETREND:ANCIENT RITUALSTREND:HUMAN ENCOUNTERSWEAK SIGNAL:WILL AI DESTROY OUR COGNITIVE LIBERTY?WEAK SIGNAL:WILL AI CLONES END LONELINESS?WEAK SIGNAL:WILL DEEPFAKES RENDER CELEBRITY ENDORSEMENTS MEANINGLESS?WEAK SIGNAL:WILL#HUMANCORE EASE EXISTENTI