Ode to Joy | CREATIVE TRENDS
In a world where joy is in short supply, it becomes more important than ever. We see joy, softness, and play emerge as powerful weapons against a frightening, frantic, and chaotic world.
It is no coincidence that Barbie dominated 2023 like a cultural tour de force, radiating candy-pink positivity. Experiences such as Dopamine Land and the Balloon Museum champion playful, escapist joy while fashion embraces its surrealist side.
Meanwhile, self-care has become a form of quiet rebellion for Gen Z, with skincare emerging as a self-soothing ritual in an age of anxiety. As adulthood looks ever more daunting and key milestones look less accessible — we see a kind of Peter Pan marketplace evolve, as a generation pursues play as a form of therapy.
JOYFUL RESISTANCE
We see brands, artists, and audiences embrace the simplest of pleasures. Joyous surrealism seems the only possible response to a world in chaos, a world where Deloitte report that 46% of Gen Z feel stressed or anxious all/almost all of the time.
Fashion and Beauty brands play with absurdity and challenge our perceptions of reality. From Handbag cars for Jacquemus to Kusama painting the town polka dot for Louis Vuitton to subway trains with mascara, a playful and uplifting spirit can be seen. Even if some concepts existed more in the imagination than in reality.
"Dopamine dressing" dominated the catwalk, featuring vibrant colors designed to boost the wearer's mood.
As Laura Hampson puts it, in Glamour magazine, “How dopamine dressing works is that we actively choose to wear clothing that makes us happy and brings us joy (yes, please!) — it's part-fashion, part-mindfulness”.
Meanwhile, we see humor and surrealism in advertising making a comeback with Fiat taking a stand against grey and Husqvarna marshaling a choir of singing vacuum cleaners. Totino's absurd and surreal campaign for its pizza rolls turned everyday situations into unforgettable mind-bending moments.
Moreover, as we touch on in our next trend, humor is increasingly being used for surprising purposes.
SELF-CARE AS SUBVERSION
In parallel, we see Gen Z investing in self-care as never before. The “Everything Shower” becomes a moment of refuge and cocooning for a generation that is seeking comfort in the small things, while elaborate Korean-inspired beauty rituals take on an almost meditative quality.
“Typically lasting two to four hours, an Everything Shower involves a weekly head-to-toe routine that features hair masks, exfoliating scrubs, shaving oils, and moisturizing balms” explains Chloe McDonnell, The Guardian.
Around the world, we see a rejection of hustle culture and the embrace of “soft life” and “lazy girl jobs”
#Softlife has a billion TikTok views and counting5, while the #lazygirljob phenomenon coined by creator Gabrielle Judge, celebrates work-life balance and anti-hustle culture — although many argue that it is not “lazy” to expect not to work to the point of burnout.
In China, a younger generation of consumers rebel (in the softest of ways) against a fast-paced, high-pressure lifestyle where they often feel alienated from their true selves: the concept of Yì Huà. “The Lying Flat” or Tang Ping movement is a widespread reaction against constant striving and self-improvement, making time instead to just be.
UNADULTERATED PLAY
Finally, we see a preoccupation with play and a deferral of adult responsibilities. With “adult” milestones slipping out of reach due to the cost of living crisis, play becomes a refuge.
David Beckham, ever the influencer, has revealed his love of Lego, one of a growing number of AFOLs (Adult Fans of Lego) contributing to a 17% sales boost in 2022. “Kidult” toys are a multi-billion dollar industry now.
Art galleries are fusing with soft play to meet the demand, with properties such as the Balloon Museum and Bubble Planet expanding around the world alongside giant adult playgrounds such as Ballie Ballerson, combining ball pits with cocktail hour. Meanwhile, the #girldinner trend on TikTok gives adults permission to eat exactly what they want, however unusual the combination, often reaching for childhood favorites.
Dentsu Creative Italy extended play time with their campaign for San Remo, one of Italy's favorite music festivals. “Neverending San Remo” celebrated the timeless allure of the festival with a mischievous campaign designed to be shared.
WHAT IT MEANS FOR BRANDS & BUSINESSES...
FIND THE FUNNY
Moments of humor and levity matter more than ever in an anxious world. Now that the Cannes Lions festival have introduced a category dedicated to humor, expect to see comedy's 2023 comeback expand into 2024.
MAKE THE MOMENT MATTER
So intense is our pace of life that every moment of respite and relaxation matters. Brands who can create pauses, rituals and moments that allow consumers to exhale and be themselves will feel the benefit.
OPTIMISM IS NOT AN INDULGENCE
As challenging as the world around us can feel, optimism is not naive or self-indulgent. Only through optimism, linked to action, can we make change possible.
Visit our global website to discover more about our Dentsu Creative Trends Report 2024: The Futures Less Traveled.
www.dentsucreative.com/news/dentsu-creative-trends-2024
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