安布思沛：2022年媒体趋势报告（英文版）（37页）.pdf

1、Media / Media Trends Media / 2021 dentsu | all rights reserved Reimagine Next Media / Contents The Prolonged Pandemic Brand Citizenship Identity Megatrend #1 Megatrend #2 Megatrend #3 Introduction Media Leaders in Conversation Pg. 3Pg. 4 Pg. 7 Pg. 21 Pg. 28 Media / The world is recovering from the p

2、andemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper. Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times

3、 of growth for those who make the right decisions. Technologies and ways of working that might have seemed an interesting experiment in other times have become essential. In previous decades these moments have given rise to new media like radio, digital and social media, and been instrumental in the

4、 formation and growth of companies like Revlon, Uber and Airbnb. Again, the opportunity is out there. In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands. 01 The Prolonged Pandemic desc

5、ribes the process of rapid adjustment, experimentation and innovation that is currently taking place as companies and consumers adapt to new ways of living, including new hybrid models in many parts of life, greater use of virtual worlds, and greater flexibility in working patterns. 02 Brand Citizen

6、ship examines how many brands are taking a more public-spirited approach to their manufacturing and marketing, using their knowledge and market power to help make the world more sustainable and fair. 03 Identity looks at how, in the age of the pandemic, it is more important than ever that people be