There is no denying that the pandemic has made an everlasting mark on global economies and businesses of all sizes. Cultural and creative industries, in particular, have had to embrace the sudden acceleration in digital transformation, among other challenges.
In fact, according to a 2022 report from UNESCO, a total of 10 million creative jobs were lost globally in 2020 alone as a result of the pandemic, with artists across Southeast Asia (SEA) struggling from border closures due to their dependence on cultural production and tourist consumption.
In the post-pandemic era, technological and design innovation continue to make waves in the creative industries. Advanced technologies such as blockchain and VR/AR, as well as the growing gig economy and evolving cultural norms, have empowered artists to overcome pandemic-induced restrictions, such as the need for physical art galleries.
From Generative AI to no-code tools that enable the everyday user to bring their creative work to life seamlessly, creative technology continues to thrive.
“We are seeing interesting creative trends take shape and influence creative campaigns all around the world, and these trends will only continue to evolve.”
With Singapore positioned as the first in Asia for attracting a diverse base of global creative talent and Southeast Asia witnessing a rise in creative trade in the past decade, there is immense potential for creative industries and brands in the region to tap into rising creative trends in 2023. In doing so, brands can build greater resiliency, connect better with consumers, and ensure they stay ahead of the curve as the shift towards all things digital continue to accelerate at a rapid pace.
A deeper connection between content and consumer
Modern social media has redefined the way consumers connect. The rise of platforms like TikTok and Reddit are enabling more meaningful interactions with personalized algorithms, changing the way digital consumers interact with brands and related content. As a matter of fact, we have already begun to see this take shape in the emergence of the Metaverse and virtual experiences.
One such example is the rise of non-fungible tokens (NFTs) which serve as the basis of a multifaceted digital consumer connection by extending products and services into the digital world. Today, the industry has grown into a multimillion-dollar industry.
Another way to forge meaningful connections with consumers is the resurgence of past trends, such as Y2K, 80’s mod, and more. The Adobe Stock 2023 Creative Trends report found that creators are participating in this resurgence due to scaling demand from consumers. Once again, people are seeking familiarity in once-popular content styles – ranging from fonts that evoke the decades’ grunge styles, to vintage game controllers.
In 2023, such familiar content that provides respite and relief will inspire creativity, and continue resonating within communities amidst difficult times.
Need for escapism
The pandemic has no doubt placed a strain on the mental health of many. According to data from Singapore’s COVID-19 Mental Wellness Task Force (CoMWT), the prevalence of mental health issues across Asia Pacific has been widely reported since the pandemic began. Even as we emerge from the pandemic, mental health continues to be a significant challenge for many communities in SEA.
Fortunately, the region has seen increased emphasis on mental wellness. With budding conversations surrounding the state of Asia’s creator ecosystem and an increasing proportion of digital natives, it is clear that mental health will remain a priority this year.
“There is immense potential for creative industries and brands in the region to tap into rising creative trends in 2023”
With this in mind, brands can look to incorporate visuals that provide consumers with an escape and a sense of surrealism. Adobe Stock’s 2023 Creative Trends report found that “Psychic Wave” visuals in particular, which includes calming gradients full of vibrant colors and aesthetics that imply blurred vision, serve as a therapeutic representation and communication of bold journeys into mental, emotional, and spiritual realms.
As many continue to seek stability and a sense of certainty in the coming year, creative assets, visuals, and campaigns that kindle a sense of security and escapism, yet communicate boldness and awareness at the same time, will best resonate with audiences.
Building resiliency for the year ahead
The time for action is now. We are seeing interesting creative trends take shape and influence creative campaigns all around the world, and these trends will only continue to evolve.
Whether you are a self-made digital creator or business looking to take your branding to the next level, the newest and latest creative trends will play an influential role in elevating your marketing strategy in one way or another.
One thing’s for sure – brands must be capable of identifying and leveraging the latest trends to stay ahead of the curve and make an impact today.
Featured image by Sascha Bosshard