The New New Normal
(or the inevitable future that awaits us all)
We've all heard about NFTs and the metaverse and how every brand today is going green. You don't need me to tell you about those. Here are some of the other interesting ways the world around us is changing, and what it'll mean for designers in the years to come.
Changing Urbanism
The pandemic has shown us that for most people, remote is a completely viable way to work. But cities were built around the constraint that people needed to be in the same place to work. Suburbs, public transportation, and a slew of other industries came up to support the urban center. We've gotten used to doing our shopping online, movies now premier on the app before the theatre, and who can remember a life before videoconferencing. We no longer need the traditional urban sprawl. Time to re-think our urban spaces.
What it means for designers:
There's tons of opportunity to re-look at our public spaces, transportation systems and urban landscape and how we can better use the spaces around us.
It's all about the vibe
We can buy pretty much anything online at this point. So what's left to sell? A state of mind. This isn't some mad men-esque speech, companies of today (and tomorrow) will sell actual mental wellness. Be it CBD products or psilocybin meals, meditative vacations, or hypnotherapy. The future is therapeutic, but not limited to the couch.
What it means for designers:
From meditation apps to dispensaries to a better outlook on mental health, there's a whole new world of products and services that need to be designed. And a whole world of experiences that users want access to.
Me Inc.
The most effective branding and marketing these days comes not from the board rooms of Madison Avenue (why do these Mad Men references keep coming up?). Its coming from YouTube, TikTok and the whole universe of content creators.
They have their finger on the pulse of pop-culture, they have a loyal fan base that'll do anything, and they can quickly amass millions of impressions. They have the power to make or break products.
But more importantly they're brands unto themselves. From merch to collabs to even just appearances. Celebrity, creator and brand all together in one three headed cerberus.
What it means for designers:
The rapid pace of content creation fits perfectly with the rapid but cyclical process of design. Being able to get things out quickly and seeing how people react is now the norm and not the exception.
At the same time designers need to be more on the pulse than ever before, and anything that bears a hint of disingenuity or virtue signaling will immediately be cancelled.
Headless Brands
If the mainstream brands of today are fronted by a charismatic creator, then the underground counter-culture version should be the exact opposite right? No, not a dull, drab, ill-fitting khaki clad CEO presenting PowerPoint slides. Nah, bring on the Bored Apes, the Satoshi Nakamotos and the Hatsune Mikus of the future.
These brands are soo much more than just a funky digital avatar or mascot (Gorillaz already did that some 20 years back). They're truly decentralized and autonomous. They're the second (or third) wave of of the blockchain boom, and while they couldn't buy the constitution, they still have the potential to disrupt our entire idea of what a company is.
What does this mean for designers?
Along with NFTs, they can provide a great way for designers to earn money without having to work for "the man".
Starting a headless brand could also eliminate that pesky need for a charismatic leader, so those of you who feel introverted, still have a shot at the big time.
This isn't just what I think the future holds. This comes from a mix of sources, including Wunderman Thompson, Sparks&Honey, Faith Popcorn's Brain Reserve and Matt Klein's Blog. Check them all for more information and more trends.