Georgia Theophanous
This Trend Compendium forecasts the rising macro trends of 2022 targeted towards Generation Z individuals. This publication will provide new creatives recently graduating from university with inspiring, reliable and informative material. The intention is to inform and enhance the creativity of future designers, buyers, visual merchandisers, content makers or, anyone wanting insight into the future Zeitgeist of 2022. It will address Generation Z issues including political, environmental and societal influences.
REDEFINING SUSTAINABILITY REPURPOSE | CLARITY | APPRECIATE
Each macro trend are divided into three emerging micro themes. These are illustrated through recent and upcoming key cultural drivers including influences from social and political events, science and technology, art, fashion, beauty and popular culture including movies, tv-series and music.
MODERN WELLNESS SIMPLIFY | EXHALE | HIBERNATE
This publication intends to guide and present readers to rising trends through this ever-changing landscape.
NEW REALITY ADAPT | RELIVE | HABITUATE
Disclaimer: All cultural drivers are from November 2019 onwards, all images are referenced in bibliography and all text is the author’s own.
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SUMMARY OF MACRO TRENDS
New
Habituate
Relive
Adapt
Reality
Hiberante
Exhale
Wellness
Simplify
Modern
Appreciate
Clarity
Susutainablitiy
Repurpose
Redefining
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REDEFINING SUSTAINABILITY REPURPOSE | CLARITY | APPRICIATE
Global warming is undoubtedly Generation Z’s largest issue, it is the generation that will be impacted by climate change the most. As the environmental threat and race against climate change continue, Redefining Sustainability acknowledges the reduction of the negative perceptions surrounding sustainability. It recognises the growing conscious efforts from designers and brands to become more transparent to consumers, creating functional and innovative design and reducing waste from manufacturing processes and diminishing carbon footprints. This macro trend also explores ways to appreciate Earth’s fragility with novel sustainable alternatives. It highlights changing subconscious attitudes towards consumption by challenging the adverse conversation of sustainability into something achievable and optimistic.
KEY WORDS Consciousness / Embrace /
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Regenerate / Transparency / Consider
REPURPOSE Innovative upcycling and recycling methods become increasingly creative for the pursuance to eradicate waste, leftover stock and material that are destined for landfills are transformed into new, functional designs. The idea of consuming less by reconstructing leftover valuable resources can be an effective solution to lessen future carbon footprints.
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REDEFINING SUSTAINABILITY
REPURPOSE CULTURAL DRIVERS
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REPURPOSE CULTURAL DRIVERS
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REDEFINING SUSTAINABILITY
REPURPOSE COLOUR COMBINATIONS
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CLARITY Businesses are becoming more transparent with their consumers by disclosing the traceability of their product supply chains and manufacturing processes. This visible insight allows consumers to understand how and where their product and packaging is produced. Clarity addresses environmental issues and identifies realistic views and catastrophic effects on the impact of climate change. It also highlights aspiring consciousness and challenges current perceptions of the deteriorating climate crisis.
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REDEFINING SUSTAINABILITY
CLARITY CULTURAL DRIVERS
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A visual representation of corporations recognising the decay and damage of our Earth through transparency.
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REDEFINING SUSTAINABILITY
CLARITY CULTURAL DRIVERS
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REDEFINING SUSTAINABILITY
CLARITY COLOUR COMBINATIONS
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APPRECIATE Treasuring Earth’s delicate landscapes and wildlife, appreciating nature and preserving trees contributes to environmental benefits of cleaner air and a healthier, greener planet. The rise of organic, natural and vegan textiles produced from plants and food as a replacement for toxic and unsustainable materials, offer a safer environmental impact. Additionally, more brands are sourcing locally, supporting local artisans and ensuring and using traditional, handcrafted techniques for fair-trade productions.
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REDEFINING SUSTAINABILITY
APPRECIATE CULTURAL DRIVERS
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APPRECIATE CULTURAL DRIVERS
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REDEFINING SUSTAINABILITY
APPRECIATE COLOUR COMBINATIONS
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MODERN WELLNESS SIMPLIFY | EXHALE | HIBERNATE
Generation Z is affiliated to many mental health concerns as they feel pressure in this fast-paced and ever-changing world. Being brought up exposed to social media can sometimes lead to negative self-esteem. Modern Wellness looks into boosting mental well-being through the spirit of modern living. Minimalistic design continues to enhance simpler living, and an upsurge in multifunctional CBD products for calming and relaxing benefits dominate a highly profitable industry. Moreover, a global pandemic forces reclusive living and self-isolation but becomes an opportunity to positively slow down and detox from our busy world.
KEY WORDS Modify / Renew / Remoteness / Cocoon / Energise / Relieve 38
SIMPLIFY
Recent catwalk Autumn/Winter 2020 collections, new store interiors and modern architecture showcase the future for design edging towards minimalism. Simplicity, timelessness and neutral colour tones ensure longevity of a contemporary style. This minimalist shift reflects a broader cultural movement of consuming less and living a simple and uncluttered lifestyle for improved mental well-being.
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MODERN WELLNESS
SIMPLIFY CULTURAL DRIVERS
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SIMPLIFY CULTURAL DRIVERS
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MODERN WELLNESS
SIMPLIFY COLOUR COMBINATIONS
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EXHALE The increased usage of CBD infused and hemp-based products continue to expand into multi-industries combating mental health issues and physical concerns. These once controversial substances begin to normalise into the food and drink, beauty, skincare and wellness industries in efforts to mend anxiety and chronic pain. In addition to health benefits, hemp is also used as a natural sustainable substitution for environmentally friendly textiles.
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MODERN WELLNESS
EXHALE CULTURAL DRIVERS
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EXHALE CULTURAL DRIVERS
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MODERN WELLNESS
EXHALE COLOUR COMBINATIONS
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HIBERNATE In the era of an unexpected global pandemic and strict social distancing rules that force a halt on normality, the importance to keep positive wellness is vital. Hibernate challenges the threatening dialogue of solitude and parting society, shining a positive light on self-reflection, creativity and self-care to maintain stable well-being. In addition, there is an opening conversation and normalisation of Generation Z’s threat of mental health issues. Self-care and wellness products relieve daily stresses from busy lives and encourage toxic time away from negative social media influences to boost self-esteem sustaining healthy mental health.
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HIBERNATE CULTURAL DRIVERS
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HIBERNATE CULTURAL DRIVERS
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HIBERNATE COLOUR COMBINATIONS
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NEW REALITY ADAPT | RELIVE | HABITUATE
In the spirit of the digital age and growing technology, artificial intelligence, virtual reality and augmented reality are rewriting the rules of our future. Innovative technology and tools positively enhance day-to-day living and can become a solution to environmental changes. As a consequence, recollections of the past and pre-digital age spark nostalgic influences within design across various industries. As our curiosity into space increases, outer space missions advance and consider the potential of outer space living.
KEY WORDS Enhance / Acclimate / Hyper-connectivity / Space-age / Retrospect 70
ADAPT Virtual reality is embraced and becomes normality following the sudden effects of global self isolation during a world pandemic. The world is adapting to a new virtual way of living utilising technology to maintain worldwide connectivity. An increase in AI technology for personalisation, custom digital gaming, digital fashion, and the power of 5G technology enhances communication, creativity and promotes positive environmental benefits.
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ADAPT CULTURAL DRIVERS
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Digital fashion by The Fabricant @THE_FAB_RIC_ANT
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ADAPT CULTURAL DRIVERS
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ADAPT COLOUR COMBINATIONS
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RELIVE During a time of digital expansion and technology takeover, memories are reignited of the pre-digital age. Waves of nostalgia surge inspiration for design from interiors, fashion and motors. Retro and vintage themes merge with futurism through modernised time capsule design.
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RELIVE CULTURAL DRIVERS
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RELIVE COLOUR COMBINATIONS
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HABITUATE The mysterious ambiguity of outer space continues to influence a shift in space missions from commercial space hotels, Mars missions and the search for other inhabitants. Habituate illustrates the potential of life on Mars and explores outer space as Earth becomes uninhabitable due to irreversible climate change. Additionally, space travel continues to be a dynamic inspiration for fashion, design, and film.
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HABITUATE CULTURAL DRIVERS
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HABITUATE COLOUR COMBINATIONS
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By Georgia Theophanous georgia.theo@aol.com @georgiafashioncomms
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