2023 Trends Report

The cultural zeitgeist is still rebounding from the drastic experiences endured since the onset of COVID-19 in 2020. 2020 was positioned to be a new beginning — a positive outlook on the new decade that was upon us. Of course, it’s now evident how quickly that positive energy turned into something no one could have imagined.

As Catalyst reflects on the cultural themes experienced from 2020–2023, the stress and hardship occurred in 2020 positioned us to emerge into 2021 with caution as we made our way through to recovery. From a cultural perspective, once 2022 was upon us, we were feeling very optimistic and ready for new beginnings, similar to how we felt at the onset of 2020. However, as the year went on, that optimism started to dim a bit with various global issues and cultural themes we were confronted with.

Fast-forward to the first quarter of 2023 and you’ll find the cultural zeitgeist and the markings of everyday life are still in rebound mode from the drastic experiences everyone underwent the past three years. The main theme and outlook for 2023 is a reprioritization and a reordering of the chaotic energy that continues to carry over from last year. With this reprioritization and reordering comes the need for an uplifting spirit:

“Community, creativity, and color vibrantly paint 2023, as last year’s unbounded optimism shifts to an exuberant need for uplift and play. … people are determined to show resilience, innovation, and joy in the face of continued hardship.”

In the world of marketing, the Pantone Color of the Year sets a precedent, a mood, a tone — creates an energy of inspiration. For 2023, Viva Magenta was selected as a bold, energetic hue described as “an unconventional shade for an unconventional time.” Against the current global climate of looming recessions, environmental uncertainty, and surging inflation rates, Pantone is offering brightness and hope by channeling inner strength:

“It’s brave, it’s fearless, it depicts optimism and joy,” says Leatrice Eiseman, executive director of the Pantone Color Institute. “It is a color that is audacious, full of wit and inclusive for all.”

In addition, Catalyst also wanted to lend some more vibrancy to the marketing palette with our own 2023 Color of the Season called The Future Is Green — a deep green/teal shade inspired by nature, growth, and well-being. Much like the excitement built by Pantone each year, the color green is full of hope and anticipation (think of phrases such as “the grass is greener” or “greener pastures”). This deep green shade is in the same jeweltoned family as Viva Magenta but is approachable enough to be woven into real-life spaces and tangible elements.

Throughout this 2023 trend report, you will pick up on a tension between chaos and order and hardship and joy. The push and pulls of these trends set the tone for 2023 and, hopefully, by the end of it, we will come out on the other side with new, innovative frameworks for how we see culture and the ever-evolving world we live in.

This report is a compilation of trends pulled from a variety of credible, market-related sources. The report begins with a general overview of trends that will be pervasive throughout all industries in 2023, and then further focuses on the industries of multifamily real estate, senior living communities, student housing, and hospitality.

Trends list curated and edited by Allison Mussoline and Dana Sleger. Layout and design by Haley Drinkwater.

A publication of Good Mood Media. All Rights Reserved. Copyright 2023.

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