Throughout 2022, we identified, synthesized and shared more than 200 trends to help you navigate the ebbs and flows of today’s ever-changing, culturally–driven media landscape. Here we explore three major trends savvy marketers need to keep an eye on.

1. TRENDS THAT
WON’T QUIT
IN 2023

2. G E N Z I F I C A T I O N

3. GEN Z IS MORE
G E N Z I F I C A T I O N
LIKELY TO
PURCHASE FROM
BRANDS THEY
FOLLOW
ON SOCIAL

4. This generational cohort is
socially conscious, and
this has an impact on what
they consume, how they
consume it and from whom
they are consuming.
G E N Z I F I C A T I O N

5. G E N Z I F I C A T I O N
As they’ve grown up with
a high level of access to
digital devices, Gen Zers
have a wealth of
knowledge at their
fingertips—and they
know how to use it.

6. G E N Z I F I C A T I O N
With sustainability,
conservation and
community in mind,
brands must recognize
that this generation
demands authenticity
and transparency.

7. C O L L A B I F I C A T I O N

8. C O L L A B I F I C A T I O N
COLLABORATIONS
ARE NOTHING
NEW, BUT THE
IMPACT THEY
MADE FOR
BRANDS SHONE
THROUGH
IN 2022.

9. C O L L A B I F I C A T I O N
As the lines between
industries blurred,
creatives from
different fields worked
together to create
unique and
unexpected content.

10. C O L L A B I F I C A T I O N
One example was the
collaboration between
McDonald’s and Cactus Plant
Flea Market, which saw
customers lining up to snatch
up the limited edition
collectibles designed by the
streetwear label.

11. C O L L A B I F I C A T I O N

12. C O L L A B I F I C A T I O N
Or the collaboration between
Duolingo and HBO Max in
promotion of the streaming giant’s
“Game of Thrones” prequel,
“House of the Dragon,” in which
the language education company
released an updated course on
High Valyrian, the fictional
language spoken on the show.

13. C O L L A B I F I C A T I O N

14. C O L L A B I F I C A T I O N
Successful
collaborations saw
brands leveraging each
other’s base and
products, while at the
same time amplifying
the other’s reach.

15. T I K T O K I F I C A T I O N

16. T I K T O K I F I C A T I O N
NEARLY 40%
OF GEN ZERS
SA
Y TIKTOK IS WHERE
THEY LEARN
ABOUT
AND BUY NEW
PRODUCTS.

17. T I K T O K I F I C A T I O N
The endless stream of
short videos drew
audiences and kept them
engaged, so it’s no
wonder that other social
media companies are
taking note and adapting
their platforms to offer
similar features.

18. T I K T O K I F I C A T I O N
Gen Z is using the app to
search and shop,
frequently using
keywords like “hauls” or
“reviews,” turning to
other users for their
insights and opinions
before committing to buy.

19. C O L L A B I F I C A T I O N
Case in point: Scrub Daddy...

20. T I K T O K I F I C A T I O N
The sponge and cleaning
products brand leveraged
the power of TikTok to
amass 2.9 million followers,
with the company’s CEO
saying their TikTok
strategy’s ROI was
“thousands of percent.”

21. T I K T O K I F I C A T I O N
TikTok infiltrated how we
shop, share information,
find and listen to new
music and so much more.
No matter what happens
next with the app, its
legacy will continue to
ripple outward into the
greater media ecosystem.