TBWA’s Backslash Reveals 39 Cultural Shifts Shaping Our World

11 May 2023

Backslash, the cultural intelligence unit of TBWA\Worldwide, has released its annual glossary of Edges. More than a trend report, Edges are defined as meaningful cultural shifts that have the scale and longevity to help brands capture a greater share of the future.

Backslash’s rigorous set of criteria requires Edges be rooted in human values, be recognizable through consumer behaviors, and lead to clear business implications. In order to be declared an Edge, identified shifts must have sustained relevance for over a year and should continue to matter for the foreseeable future. Each Edge must also be globally relevant, manifesting in a majority of the world’s regions.

This year’s 39 Edges span categories and countries, offering a comprehensive forecast of what’s to come.

To help further inspire business action, this year’s Edge glossary also includes provocations for the future of brand experience. These insights were born from a partnership between Backslash and TBWA’s global innovation practice, NEXT.

The complete glossary of 39 Edges can be downloaded at https://www.backslash.com/edges

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