The pandemic was an unprecedented shock in 2020. More than two years later it serves as the backdrop to everyday life. Billions of people around the world have adjusted their routines to this new reality. The human ability to adapt is truly remarkable.
New behavioral patterns—driven by physical distancing and lockdowns—have reshaped our collective psyche. A global health crisis has exposed outdated economic, political and social systems. For the first time since the Industrial Revolution, we have the facility to reimagine our world. Here are seven cultural trends that will shape the next decade.Return to traditions
Uncertainty has created a strong nostalgia for the good old days and a newfound desire to be rooted in tradition. We, humans, tell ourselves stories to make sense of the world. Stories make us feel like we have control. They allow people to find meaning where there is chaos. In moments of crisis, we often choose to escape the present by seeking refuge in the past. As seen with Gen-Z’s fascination with Y2K fashion, 90’s sitcoms and even wired headphones.The return to local traditions and values poses a major challenge for global brands. They need to find ways to remain culturally relevant in different markets—with divergent needs and values—while maintaining global consistency. This can only be achieved by working with local markets to produce consumer segments, including different communities and sub-cultures.
Metaverse jurisdiction
The pandemic has changed our relationship with the physical world. Lockdown restrictions have forced people to spend more time online. The physical world is now competing with the virtual world for resources. The metaverse can be described as a shared virtual space where people can create new identities, explore new possibilities and interact with other users. Currently, there is no social contract governing the metaverse.
Creator inequality
Last year, I wrote about the creator economy and its potential to empower ordinary people. At the time of writing, the creator economy felt like an escape from centralized corporations. Creators suddenly had the power to cut brands and advertising agencies out of the picture and go direct to community. Yet, early data suggest the model only benefits a small number of creators. On Twitch, 1% of streamers earn more than half of all revenue. The top 1% of podcasts receive 99% of downloads. Meanwhile, the top twenty YouTubers earned about $300 million in 2021. In many ways, the creator economy is mirroring the structural inequalities built into our existing economic system.
Globally, more than 50 million people now consider themselves to be creators. But the majority aren’t making enough money to survive without additional income streams. What’s more, BIPOC (Black, Indigenous, People of Color) creators are paid less than their white counterparts. Crucially, brands, advertising agencies and platforms need to find a way to support and remunerate emerging and overlooked creators.
Divisions in diversity
Gen-Z is now the largest generation globally and the most racially and ethnically diverse generation in American history. According to Pew Research: one in four is Hispanic, 14% are African American and 6% are Asian. And their views on gender and identity are more fluid than previous generations. In the U.K., 40% of the population is estimated to be non-white by 2061. This generation is not only diverse but inclusive. It’s not about being labeled or stuck in boxes. It’s all about self-identity, self-love and self-expression.
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