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Navigating 10 Key Trends Shaping Brands in 2024

Trends 2024 Above The Clouds

Welcome to the point of no return. In 2024, we will enter an era of reckoning, where consumers and brands alike will be forced to face up to the challenging reality we are living in. Consumers count on brands to provide a safe route through these tensions

Get to the heart of what consumers really feel, think, and do. Understand the signals driving change, the behavioural and attitudinal trends shaping culture and industry, and the underlying structural drivers influencing social and commercial life.

As a change forecaster, Above The Clouds guides you through this shifting landscape by providing expert consumer insight and actionable advise.

With my future-focused presentations and trend workshops, you'll gain valuable insights and strategic thinking that will help you harness the full potential of the future.

Un-Apollogetically Me 

Gen-Z’s rebellion against perfection fuels the aspiration for authenticity rather than the perfectly curated.   

Trends 2024 Above The Clouds
Trends 2024 Above The Clouds

The Fracturing Of Trust

8 of 10 Gen-Z feel that it is more important this year to trust a brand than it was last year. 7 of 10 is also tired of brands empty promises.

Neo-Collectivism

Gen-Z and Alphas is leading a mass re-organization of youth culture where they re-evaluate old norms, questioning institutions, and challenging structures, in favour of neo-collective alliances. 

Trends 2024 Above The Clouds
Trends 2024 Above The Clouds

Eco-Sexuals

8 of 10 Gen-Z get physically attracted to a person because they live a sustainable and healthy life.

The New Outdoor

Quiet outdoor - A fashion forward evolution and “gorpcore" archetypes from the classisict to projectionist rewrite the rules for urban/outdoor.

Trends 2024 Above The Clouds
Trends 2024 Above The Clouds

Reckoning With Reality

Zalpha’s are taking back control by living life on their own terms. Instead of doing what they should do, they’re doing what they want, no matter the consequences.

Culture is Online

Its getting too expensive to have fun, let me entertain me - online.

Trends 2024 Above The Clouds
Trends 2024 Above The Clouds

Edu-Tainment

Gen-Z want to see brands tap into educational content through entertainment, creativity and aesthetic absurdism all in one place.

Belonging:
from Purpose to Passion

A parallel need to individuality persists among Zalpha’s: to feel part of something bigger than themselves. 75 % belong to a fandom of some sort.

Trends 2024 Above The Clouds
Trends 2024 Above The Clouds

I just want to have fun

51 % of Gen-Z state that they just want to have as much fun as possible now. And take care of the future, later …

Get to the heart of what consumers really feel, think, and do. Understand the signals driving change, the behavioural and attitudinal trends shaping culture and industry, and the underlying structural drivers influencing social and commercial life.

With my future-focused presentations and trend workshops, you'll gain valuable insights and strategic thinking that will help you harness the full potential of the future.

Trends 2024 Above The Clouds

By integrating these tools into our strategic framework, we can cultivate a heightened sense of agility, confidence, and humility. This positions us not only to adapt effectively but also to proactively prepare for the myriad potential futures that lie ahead.

Whether you're looking to ignite your team's creativity, drive innovation, or stay ahead of the competition, my presentations are designed to help you succeed.

 

Book me today to discover the power of future-focused thinking

Embracing a strategic approach centered on long-term vision and a culture of experimentation becomes even more critical in these circumstances. Rather than succumbing to apprehension about the unknown or clinging to obsolete paradigms, we must recognize the value of foresight and trends as indispensable tools for navigation.

The Future is Closer Than You Think ...

I offer a freelance consultant service where you as client get the benefits of in-depth expertise across a number of specialty areas, without having to increase your permanent staff or contract a full size agency.

Trends 2024 Above The Clouds

Fredrik Ekström

+46 (0) 72 729 46 32

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