From people’s experimental identities to their lived values, take a look at the trends to watch in 2023 and beyond.

Meta listens to us. No, this isn’t a spy story — it’s research into social megatrends. To understand the world’s trending sentiments and topics over the past year, Meta analysed 4 million conversations across its social media platforms (Facebook and Instagram) and responses to a questionnaire. The result is a portrait that highlights 20 trends, summarised into four main themes:

1. Exploratory identities
2. Refined relationships
3. Assertive aspirations
4. Lived values

Beyond complimenting the copywriter’s imagination, what do these titles actually mean?

Exploratory identities

We discover who we are by looking at ourselves through others. In a time of deep uncertainty and transformation, it’s our identity that’s being questioned most. We feel the need to represent it (hence the attention to our body and image), but also to build it — by seeking authenticity and opening up to diversity. Whether local or global, from food to culture, the focus is on the cultural heritage of different traditions.

For companies, this means paying closer attention to authentically representing the voices of under-represented communities. It means creating campaigns that put people’s identity representation at the centre — even in playful, exploratory ways. And keep an eye on Gen X (40–50): they’re rewriting midlife around the search for joy and purpose.

Refined relationships

It’s time to reassess our key relationships. People still look for romantic love, still want a boyfriend or girlfriend — but they’re also looking through online tools (matchmaking, blind dates, speed dating).

Finding it is harder, and some are starting to revalue platonic love. After the pandemic, people are once again moved by events and ceremonies; there’s a renewed fascination with scientific and astrological “stars”; increasing attention to the psycho-physical wellbeing of pets; and high expectations for virtual worlds (the metaverse).

For companies, this means that as people rethink key relationships, they also question their ties with brands — so brands must communicate by finding creators able to empathise with new audiences.

Assertive aspirations

We want to feel good and have a purpose. At the centre is a demand for meaning — a reason to be, what the Japanese call ikigai: the “why” of getting up every morning.

This leads to rethinking why we work, greater attention to holistic practices and therapies that support psycho-physical balance, increased value of the home as a refuge (also because good rest matters more), and growing interest in financial literacy.

For brands, this means focusing on communication that inspires people in their life choices, with expert guidance on topics ranging from wellbeing to economics.

Lived values

Our passions are our lifestyle. Sport, collecting, art — each of our passions fuels many of our choices and actions. Rediscovering the past — who we were 20, 30 or 40 years ago — becomes an emotion to share, and Gen Z also loves bringing back retro trends they never lived through. A feeling of injustice drives demonstrations and protests, especially among groups who feel “in debt” to History. Among younger generations, there’s an attempt to reverse the climate paradox: knowing your lifestyle is harmful to the environment, but not changing it. And if a brand says it wants to be our friend, we want it to be true — always available, even virtually.

So people expect brands to know what they stand for and to live those values — from sustainable production to inclusive marketing.

As you’ve seen, online we say a lot about ourselves. But to understand how these global megatrends truly map onto local realities, like Ticino — a small advertising market — it’s better to turn to a communication agency rooted in the territory. Us, for example.