81% of CMOs believe brands have a responsibility to take action on climate change, says Dentsu’s report

financialexpress.com:

According to the Dentsu Creative Trends 2024 report, the five key trends are ode to joy, the memes of production, here we are now, the magic in the machine, and me, myself and us. The report further breaks these trends into sub-categories, say, for the trend ‘Ode to joy’, the sub-trends are joyful resistance, self-care as subversion and unadulterated play. 

The report further explains that more than half of respondents think the best way to deal with the stress of the world is to use dark humour to laugh about it. While 71% of the respondents say finding joy and happiness in everyday moments and opportunities to escape stress are important to live well. 

Furthermore, Joyous surrealism seems the only possible response to a world in chaos, a world where Deloitte reports that 46% of Gen Z feel stressed or anxious all/almost all of the time. Fashion and beauty brands play with absurdity and challenge our perceptions of reality. Additionally, gen Z is investing in self-care as never before, while elaborate Korean-inspired beauty rituals take on an almost meditative quality. 

David Beckham has revealed his love of Lego, one of a growing number of AFOLs (Adult Fans of Lego) contributing to a 17% sales boost in 2022. While “Kidult” toys are a multibillion dollar industry, McDonald’s adult happy meals were an instant hit.

Meanwhile, the three sub-trends for the category ‘The memes of production’ are from world-building to building better worlds, change the story, change the future, and the meme-ing of life.  It further unveils that a generation raised on the art and craft of world-building expect to take an active role in reshaping the physical world they live in. 

The report highlights that 81% of CMOs believe brands have a