We’re halfway through 2023, which means it’s time for a pulse check on the trends we’ve been following. This time, we’re filtering trends through our new in-beta Cultural Calculator^℠, which measures how many people a trend is relevant for (IMPACT) and how long it will remain relevant (MOMENTUM).

We’ve updated the current cultural forces setting the context in which culture is unfolding — things like the buzzy star power of AI, the tempering of inflation conflated with rising consumer prices, the ramping up of the 2024 presidential election, and the culture wars making headlines, sparking conversation and, sometimes, inciting outrage.

In this report, we identify five new trends and revisit one trend we’ve been tracking that has sparked new relevance based on our analysis. We’re excited about the creative possibilities these trends can help brands unlock through new, unexpected, and possibly even uncomfortable directions. We urge you to lean into the discomfort and seize the opportunities arising from a new wave of democratized power, taste, and influence. Embracing culture is the key to launching your brand in a whole new direction, opening the door to new audiences and lasting relevance. 

To read the full report, click ‘Download PDF‘ below.