{"id":167025,"date":"2023-01-25T10:50:33","date_gmt":"2023-01-25T09:50:33","guid":{"rendered":"https:\/\/ipmark.com\/?p=167025"},"modified":"2023-01-25T10:50:33","modified_gmt":"2023-01-25T09:50:33","slug":"las-100-tendencias-que-marcaran-el-2023","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=167025","title":{"rendered":"Las 100 tendencias que marcar\u00e1n el 2023\u00a0"},"content":{"rendered":"

La agencia Wunderman Thompson Espa\u00f1a ha lanzado la novena edici\u00f3n de su informe anual \u2018The Future 100\u2019<\/a>, que analiza en detalle las tendencias clave que marcar\u00e1n este 2023. Presentado en el auditorio de La Matriz (sede del grupo WPP en Madrid), este estudio global agrupa las cien claves en cuatro macro tendencias, que giran en torno al concepto de \u2018permacrisis\u2019.<\/b><\/p>\n

Este concepto hace referencia a la crisis estructural extendida. <\/span>Pandemia, cambio clim\u00e1tico, guerra en Ucrania y el encarecimiento de los precios <\/b>(inflaci\u00f3n), han marcado estos \u00faltimos casi tres a\u00f1os. Para hacer frente a las nuevas amenazas y contexto cambiante, Wunderman Thompson ha presentado los retos que veremos este nuevo ejercicio.<\/span><\/p>\n

\u00d3scar Pe\u00f1a, director de innovaci\u00f3n y tecnolog\u00eda de WT Espa\u00f1a; Ainhoa Moreno, Ana Alonso y Mart\u00edn Pietragalla, directores de estrategia, han presentado las tendencias en el auditorio de La Matriz.<\/span><\/p>\n

Super-self<\/i><\/b><\/h3>\n

La tendencia hacia una nueva identidad y un nuevo entorno de vida, lleva consigo un replanteamiento de nuestro equilibrio f\u00edsico y emocional. Los avances en la virtualizaci\u00f3n de la vida iniciados en el informe de 2022, nos traen nuevos retos donde <\/span>la persona se posiciona en el centro de la cadena de valor<\/b>.<\/span><\/p>\n

\u201cEstamos viendo se\u00f1ales que apuntan a una b\u00fasqueda por parte de las personas de espacios virtuales y nuevas identidades con los que evadirse de la realidad. La oportunidad <\/span>de crear alter egos o avatares virtuales<\/b> tanto nuestros como de nuestras mascotas o, incluso a futuro, de hijos virtuales, abre el camino a una completa virtualizaci\u00f3n de las personas y a una continuidad \u00abvirtual\u00bb de nuestras relaciones f\u00edsicas\u201d, coment\u00f3 \u00d3scar Pe\u00f1a.<\/span><\/p>\n

Creator Communities<\/i><\/b><\/h3>\n

La necesidad de ser entendidos, de ser parte, de estar acompa\u00f1ados evoluciona desde el optimismo<\/span>, con comunidades a medida que reconocen el valor de cada persona.<\/b> Ante un mundo en permanente crisis, las peque\u00f1as comunidades son la soluci\u00f3n a la crisis de confianza entre marcas, instituciones y personas.\u00a0<\/span><\/p>\n

Extreme experiences<\/i><\/b><\/h3>\n

El estudio recoge una necesidad de desconexi\u00f3n, de escapar de la normalidad, de evasi\u00f3n en todas sus ramificaciones.<\/span> \u201cDe ah\u00ed que la gente busque experiencias \u00fanicas de las que solo se viven una vez\u201d, <\/b>que pasan por los viajes, las aventuras o tambi\u00e9n las experiencias gastron\u00f3micas.\u00a0<\/span><\/p>\n

Inclusion, next wave<\/i><\/b><\/h3>\n

Se observa una clara tendencia hacia proporcionar experiencias que eleven la sensaci\u00f3n de <\/span>actuar por el planeta y por comunidades m\u00e1s desfavorecidas.<\/b> Nuestro planeta se convierte en el pr\u00f3ximo <\/span>stakeholder <\/span><\/i>de las compa\u00f1\u00edas y las marcas favorecen nuevos productos y servicios a extensas minor\u00edas. \u201cEstamos ante la generaci\u00f3n del vaso medio lleno frente al pesimismo del que venimos\u201d, coment\u00f3 Ainhoa Moreno.<\/span><\/p>\n

En otro orden de cosas, puede visitar el Dossier Expectativas 2023<\/a> con m\u00e1s tendencias que veremos este nuevo a\u00f1o.<\/p>\n","protected":false},"excerpt":{"rendered":"

Wunderman Thompson Espa\u00f1a ha presentado una nueva edici\u00f3n de su estudio global \u2018The Future 100\u2019. Es una herramienta clave para entender la sociedad, el marketing y el consumo.<\/p>\n","protected":false},"author":30,"featured_media":167026,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5901],"tags":[2227,2341,6067],"class_list":["post-167025","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencias","tag-marketing","tag-publicidad","tag-sostenibilidad"],"acf":[],"yoast_head":"\nLas 100 tendencias que marcar\u00e1n el 2023\u00a0<\/title>\n<meta name=\"description\" content=\"Wunderman Thompson Espa\u00f1a ha presentado \u2018The Future 100\u2019. 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