What: Wunderman Thompson explores 100 trends that they see as noteworthy for 2023.

Why it is important: While many are related to brands’ problems, some might also very well be interesting for retailers.

Wunderman Thompson reviews, in an extensive 226-pages report, the trends to be watched, divided into 10 categories: culture, tech & metaverse, travel & hospitality, brand & marketing, food & drink, beauty, retail & commerce, luxury, health and work.

Among the various trends spotted, some of them are worth IADS’ members’ attention:

-    In culture, the ‘next-gen ownership”, or how digital platforms own the membership rather than renting a social experience. In other words, they propose a new way of allowing brands and consumers to interact with digital goods, services and content,

-    In travel & hospitality, the “urban sanctuaries”, or how hospitality brands are designing luxury spaces at the heart of cities to help locals and tourists to refresh and recharge. It would not take much to see such spaces open in department stores,

-    In brands & marketing, the notion of “virtual ambassadors”, already experienced very successfully by Brazilian retailer Magazine Luiza for twenty years, with Lu boasting more followers that any other virtual influencer on Earth…

-    In the same category, the “earth as stakeholder”, following what Patagonia did at the end of 2022, and which might, as some stage, become a must-have for any brand or retailer willing to prove its commitment to sustainability,

-    In food & drink, the “clubstaurant” trend is noteworthy, providing ultra-elite dining experiences. Given the general trend within department stores amplifying and upping their F&B offer, here again, this could be a way of differentiating.

-    In retail & commerce, the “multiversal design” is also important, as store designers need now to take into account both online and offline, and make sure that both dimensions are well-articulated in a meaningful way,

-    In luxury, the “wellness guilds” is a clear echo to the initiative launched by Galeries Lafayette on 3,000 sqm last September 2022,

-    In the work section, the notion of “workplace wellness” is seen as a way to attract and retain talent, by going beyond generic wellness programs.

Trends and changes to watch in 2023