{"id":10725,"date":"2025-05-12T10:00:00","date_gmt":"2025-05-12T01:00:00","guid":{"rendered":"https:\/\/www.tbwahakuhodo.co.jp\/?p=10725"},"modified":"2025-05-12T08:28:47","modified_gmt":"2025-05-11T23:28:47","slug":"backslash-2025-edges","status":"publish","type":"post","link":"https:\/\/www.tbwahakuhodo.co.jp\/en\/news\/backslash-2025-edges\/","title":{"rendered":"EDGES 2025 Japanese edition now available from TBWA\\HAKUHODO\u00a0"},"content":{"rendered":"

TBWA\\HAKUHODO, the Disruption\u00ae-driven creative agency, has released the Japanese-language edition of EDGES 2025 \u2014 the annual cultural foresight report produced by Backslash<\/a>, the cultural intelligence unit serving the agencies of Omnicom Advertising Group (OAG)<\/a>.<\/p>\n\n\n\n

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EDGES explores long-term cultural shifts \u2014 called Edges \u2014 that reflect deep-rooted human values and have the potential to shape future business and brand relevance. Unlike short-lived trends or buzzwords, Edges are grounded in observable behaviors and cultural movements seen across global markets.<\/p>\n\n\n\n

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The 2025 edition introduces 39 Edges, offering a clear lens into cultural movements that are no longer abstract \u2014 but already shaping industries and behaviors worldwide. The report highlights how culture is entering a phase where bold ideas must not only inspire but also prove their relevance through tangible applications and long-term resonance.<\/p>\n\n\n\n

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Backed by global examples and local insights, EDGES 2025 offers a practical lens for building strategies, narratives, and innovations that resonate over time. For marketers, strategists, and creative leaders, the report is designed to guide decision-making across:<\/p>\n\n\n\n

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\u30fbBusiness strategy \u2013 Identify cultural currents shaping your category
\u30fbBrand visioning \u2013 Define your brand\u2019s role in a rapidly changing world
\u30fbMarketing & communications \u2013 Build relevant, resonant campaigns
\u30fbInnovation \u2013 Design products and services grounded in human insight<\/p>\n\n\n\n

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At its core, Edges help bridge what matters to people \u2014 and what\u2019s possible for brands.<\/p>\n\n\n\n

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\u25fe What Is an Edge?<\/strong>
Edges are not fleeting trends, style shifts, or buzzwords.
They are deep cultural movements with the scale, longevity, and global resonance to help brands secure a greater share of the future.
Each Edge is defined by three core criteria:<\/p>\n\n\n\n

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1. Human grounding<\/strong> \u2014 rooted in values and observed behavior
2. Endurance<\/strong> \u2014 relevant for over a year and growing in cultural importance
3. Global emergence<\/strong> \u2014 surfacing in a majority of regions across the TBWA network<\/p>\n\n\n\n

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Backslash is powered by over 300 Culture Spotters across 70 offices in 45 countries. These Spotters track cultural shifts in real time, contributing to a proprietary methodology that blends journalism, strategy, and data. These are not guesses about the future \u2014 they are real movements already taking shape and gaining momentum globally.<\/p>\n\n\n\n

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\u25fe\ufe0f EDGES 2025 Japanese Edition Editorial Team<\/strong>
Zenon Sadler, Yuichiro Horie, Keita Kawakatsu, Shumpei Suzuki, Hiroki Okuda, Ryo Togawa, Eri Maruyama, Akihito Igarashi, Reimi Connolly, Shion Inoue, Anastasiia Ivanchenko, Masakazu Tagai<\/p>\n\n\n\n

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\u25fe\ufe0f Download & Learn More<\/strong>
Download the Japanese edition of EDGES 2025
https:\/\/www.tbwahakuhodo.co.jp\/uploads\/2025\/05\/Backslash-2025-Edges-JP.pdf<\/a><\/p>\n\n\n\n

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Read the summary of the global English edition
https:\/\/backslash.com\/reports\/<\/a><\/p>\n\n\n\n

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Request access to the full English edition
https:\/\/backslash.com\/edges<\/a><\/p>","protected":false},"excerpt":{"rendered":"

TBWA\\HAKUHODO, the Disruption\u00ae-driven creative agency, has released the Japanese-language edition of EDGES 2025 \u2014 the annual cultural foresight report produced by Backslash, the cultural intelligence unit serving the agencies of Omnicom Advertising Group (OAG).   EDGES explores long-term cultural shifts \u2014 called Edges \u2014 that reflect deep-rooted human values and have the potential to shape […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"stories_tag":[],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10725"}],"collection":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/comments?post=10725"}],"version-history":[{"count":1,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10725\/revisions"}],"predecessor-version":[{"id":10733,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/10725\/revisions\/10733"}],"wp:attachment":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/media?parent=10725"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/categories?post=10725"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/tags?post=10725"},{"taxonomy":"stories_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/stories_tag?post=10725"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}