The proliferation of digital culture without the existence of a central point

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In a world that is becoming increasingly digitally fractured, data silos are being broken down. This is happening at a time when once-popular practices and platforms are falling out of favor with Gen Z. Several groups, including the Millennial generation, are leaving the Internet. The meteoric rise of TikTok , according to the WGSN executive, is proof that the interests of social network users have shifted from personal connection to entertainment. “In 2020, Netflix admitted that TikTok is a competitor!” considered the WGSN executive, who also explained that TikTok 's popularity directly affected people's attention. In short, people are looking less to build relationships and more to find pleasure. According to Andrea, a significant number of Gen Z people mistakenly believe that pop culture and the underground have disappeared. Therefore, in the coming years, greater focus will be placed on smaller communities and specialized groups. The expert also highlights that decentralization is accompanied by the “fear of logging on/off”, which we can translate as “fear of connecting/disconnecting”. This would be anxiety caused by the feeling of missing something while offline, combined with concerns about content and privacy during time online.

It’s really becoming intergenerational in the way we develop businesses and scale businesses. It’s no longer just one demographic. It's not just Gen 3. Ecological and sustainability issues Global warming and people's awareness of ecological issues are resulting in greater demands from consumers towards companies. According to IBM figures, 51% of people give more importance to the subject of Nature than in 2021. Andrea highlighted that some governments are already adopting restrictive measures, which even prohibit companies from selling in their countries for violating sustainability standards. She Industry Email List also took advantage of the NRF to launch a call to action for the entire branding industry, urging them to join the “solar energy revolution” and take “concrete and practical actions” to address climate calamity. 4. Synthesis of Creative Thinking A large number of retailers are trusting artificial intelligence in the expectation that it will help them improve and simplify operations and also encourage them to rethink the forms and models of their businesses. Andrea talks about how technology can act as a source of creativity that is capable of helping and guiding decision-making.



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