1、Before you read any further,you should know that this is not a trend report.It does not highlight the latest TikTok challenges(they would be irrelevant by the time this was published anyhow),nor does it cover the hot new aesthetics or here-today-gone-tomorrow fads.Instead,at Backslash,we focus on th

2、e deeper cultural shifts that have the scale and longevity to help brands gain a greater share of the future.And those shifts dont renew themselves on an annual basis just because the calendar said so.With that in mind,our 2024 Edge glossary offers a refreshed look at major global cultural shiftstak

3、ing a nuanced dive into the manifestations and tensions that are changing their trajectory.This year,we debut five new Edges that offer encouraging solutions to the thornier realities on the horizon.Realities like the need for protections against extreme weather(pg.62),the need to hold onto our huma

4、nness in the age of personal AI (pg.65),the need to reimagine tourism(pg.122)and mobility(pg.101)at scale,and the need to reinspire hope as end-of-times thinking takes root(pg.41).A YEAR FORIn many ways,these emerging shifts represent the new faces of survivalism in a rapidly changing and increasing

5、ly chaotic world.And as history tells us,to survive you must adapt.Thats why we believe 2024 is a year not for rapid innovation,but for adaptation.Because in many cases,we already have the answers to todays biggest problems.It has become abundantly clear that we need to consume less,repair and recyc

6、le more,work hand-in-hand with vulnerable and underrepresented groups to design for their needs,get back to IRL connection,and give people complete autonomy over their bodies and their data,among many other things.For businesses,the big challenge now is putting these solutions into action and pullin