Published on: 30 November -0001
CMOs are often the window to the world. They need to systematically “decode the world” to understand cultural shifts and drivers, so they can respond intelligently to changing values, needs, and desires. That is why Meta has launched its Culture Rising: 2022 Trends Report, which explores four major global themes as well as 20 related trends that represent some of the most significant cultural changes around the world in the past year. Based on aggregated and anonymized company user data as well as an original 12-market global study, the study indicates signals of change and provides a cultural forecast for the next 12–18 months.
We interviewed Claire Davies - who leads the Meta Foresight team - to identify key learnings on how these trends can help CMOs drive humanized growth.
“For CMOs, it’s essential to truly see people for who they are and what they stand for. Understanding our trends helps CMOs connect with people and create a positive impact on the themes that truly resonate. Interestingly, our research revealed people’s hunger for more interactive and immersive experiences. It seems people haven't run out of attention - they just need a good reason to spend it with brands. Rather than just focusing on the technology, Culture Rising helps provide the unlock for CMOs to deliver such experiences in a humanized way.”
Asking Claire about the most interesting insights she said, “One statistic that stood out is that 65% of people say they now expect more out of work and life. That presents a big challenge for CMOs. We managed to reveal such insights by looking at both the ‘what’ people are talking about, as well as researching ‘why’ they do so. The result is the identification of plausible futures, to ensure CMOs understand which trends are moving from niche to norm.”
Inspired by Claire Davies, Head of Meta Foresight, Partner of the IRG
