The Joyconomy is a term coined by Wunderman Thompson Intelligence that describes the rise of trends such as elevated expressionism, ageless play, and positive feeds. In 2023, consumers are gravitating towards positive channels for connectivity, showing resilience, innovation, and joy in the face of continued hardship. The Joyconomy is in motion this year, with brands offering bold color pallets, uninhibited play for all ages, and exercise classes that elevate moods and heart rates in one celebratory leap.
The Joyconomy is a response to the ongoing global turmoil, cost of living crisis, and uncertain world. It aims to bring color, happiness, and hope to people. Joy and play are setting the tone for 2023, and brands are leaning into consumers’ desire for inspiration and optimism. The Joyconomy offers opportunities for brands who want to demonstrate their commitment to accessibility, inclusion, and creativity.
Key Takeaways
- The Joyconomy is a response to the ongoing global turmoil, cost of living crisis, and uncertain world.
- Consumers are gravitating towards positive channels for connectivity, showing resilience, innovation, and joy in the face of continued hardship.
- The Joyconomy offers opportunities for brands who want to demonstrate their commitment to accessibility, inclusion, and creativity.
Understanding Joyconomy
Joyconomy is a term coined by Wunderman Thompson Intelligence to describe the rise of trends that emphasize joy, happiness, and optimism. As people become more determined to show resilience, innovation, and joy in the face of uncertainty, brands have an opportunity to lean into consumers’ desire for inspiration and positivity.
According to Wunderman Thompson, the Joyconomy is set to become a major trend in 2023. The company’s annual trend almanac, The Future 100, predicts that the year ahead will be characterized by Elevated Expressionism, Feel-Good Feeds, and Ageless Play. These trends demonstrate the opportunities for brands to connect with consumers on a deeper emotional level and to help them find joy and happiness in their lives.
One of the key drivers of the Joyconomy is the desire for authenticity and connection. Consumers are increasingly looking for brands that share their values and beliefs and that can offer them a sense of community and belonging. Brands that can tap into this desire for connection and offer experiences that are meaningful and authentic are likely to see success in the Joyconomy.
Another important aspect of the Joyconomy is the emphasis on sustainability and social responsibility. Consumers are becoming more conscious of the impact that their choices have on the environment and on society as a whole. Brands that can demonstrate a commitment to sustainability and social responsibility are likely to be more successful in the Joyconomy than those that do not.
Overall, the Joyconomy represents a major shift in consumer behavior and presents significant opportunities for brands that are able to understand and respond to this trend. By emphasizing joy, happiness, and optimism, brands can connect with consumers on a deeper emotional level and build long-lasting relationships based on shared values and beliefs.
The Role of Resilience and Innovation
Resilience and innovation play crucial roles in the Joyconomy. Resilience refers to the ability to adapt and recover from adversity, while innovation refers to the ability to create new ideas and solutions. Both of these qualities are essential for individuals and companies to thrive in a rapidly changing world.
One way that resilience and innovation are important in the Joyconomy is through the development of feel-good feeds. These are social media platforms and other online communities that focus on positive news and uplifting stories. By creating and sharing content that promotes joy and optimism, these platforms help to foster resilience and a sense of community among their users.
In addition to feel-good feeds, resilience and innovation are also important for companies that want to succeed in the Joyconomy. By developing new products and services that promote joy and well-being, companies can tap into a growing market of consumers who are looking for ways to improve their lives. This requires a willingness to take risks and try new things, as well as a commitment to ongoing learning and development.
Finally, resilience and innovation are important for individuals who want to thrive in the Joyconomy. By cultivating a mindset of resilience and a willingness to embrace change, individuals can build the skills and knowledge they need to succeed in a rapidly changing world. This includes developing strong relationships with others, staying informed about emerging trends and technologies, and investing in ongoing education and personal development.
Overall, resilience and innovation are key components of the Joyconomy. Whether through the development of feel-good feeds, the creation of new products and services, or the cultivation of personal resilience and adaptability, these qualities are essential for individuals and companies that want to thrive in a world that is constantly evolving.
Ageless Play and Elevated Expressionism
Coined by Wunderman Thompson Intelligence as part of the “Joyconomy,” Ageless Play and Elevated Expressionism are two trends that are expected to gain traction in 2023. These trends reflect a growing desire among consumers for playfulness, creativity, and self-expression, regardless of age.
Ageless Play refers to the idea that playfulness is not just for children. Adults also benefit from engaging in playful activities, such as games, sports, and hobbies. In fact, playfulness is essential for maintaining mental and physical health, reducing stress, and fostering creativity. Brands that tap into this trend can create products and experiences that appeal to consumers of all ages.
Elevated Expressionism, on the other hand, is all about self-expression through art, design, and fashion. This trend is characterized by bold colors, abstract shapes, and unconventional materials. Brands that embrace Elevated Expressionism can create products that stand out from the crowd and appeal to consumers who value individuality and creativity.
These trends are particularly relevant in the current economic climate, as consumers are looking for ways to cope with the recession and find joy in their daily lives. Ageless Play and Elevated Expressionism offer a way for consumers to escape from the stresses of everyday life and engage in activities that bring them happiness and fulfillment.
Moreover, these trends are likely to be amplified by the rise of the metaverse, a virtual world where people can interact with each other and with digital objects. In the metaverse, Ageless Play and Elevated Expressionism can take on new forms, such as virtual games and digital art installations. Brands that are able to create compelling experiences in the metaverse can tap into a new and growing market of consumers who are looking for innovative ways to express themselves and have fun.
Overall, Ageless Play and Elevated Expressionism are two trends that reflect a growing desire among consumers for playfulness, creativity, and self-expression. Brands that are able to tap into these trends can create products and experiences that appeal to consumers of all ages and help them find joy and fulfillment in their daily lives.
Indigenous Innovation and Techcessibility
The Wunderman Thompson Future 100 report predicts that the year 2023 will witness the rise of the “joyconomy,” where people will be determined to show resilience, innovation, and joy in the face of continued hardship. Two key trends that will drive this joy economy are Indigenous Innovation and Techcessibility.
Indigenous Innovation refers to the use of traditional and indigenous techniques to form regenerative approaches to managing the environment. This trend is gaining popularity as people become more aware of the negative impact of modern industrial practices on the environment. Indigenous communities have long been practicing sustainable and regenerative techniques that can help us move towards a more sustainable future.
Techcessibility refers to the redesign of digital environments for greater accessibility. As technology becomes more pervasive in our lives, it is important to ensure that it is accessible to everyone, regardless of their physical or cognitive abilities. This trend is gaining momentum as companies realize the importance of making their digital products and services accessible to all.
Indigenous Innovation and Techcessibility are closely linked as they both aim to create a more sustainable and inclusive future. By combining traditional knowledge with modern technology, we can create innovative solutions that are both sustainable and accessible.
For instance, some companies are using Indigenous knowledge to develop sustainable packaging solutions that are both biodegradable and compostable. Others are using traditional techniques to create regenerative agricultural practices that can help combat climate change.
Similarly, Techcessibility is helping to create a more inclusive digital world. Companies are redesigning their websites and apps to make them more accessible to people with disabilities. For instance, they are using alt text for images to make them accessible to people with visual impairments, and they are providing closed captions for videos to make them accessible to people with hearing impairments.
In conclusion, Indigenous Innovation and Techcessibility are two key trends that will shape the joy economy in 2023. By combining traditional knowledge with modern technology, we can create innovative solutions that are both sustainable and accessible to all.
The Future of Food
As the world population is expected to reach 10 billion by 2050, the food industry is facing unprecedented challenges. In the face of these challenges, the food industry is turning to innovative solutions to ensure food security and sustainability.
One of the most promising solutions is cell-cultured food. Cell-cultured dishes are made from animal cells that are grown in a lab, without the need for any actual animals. This technology has the potential to revolutionize the food industry, as it can provide a sustainable and ethical source of meat, without the environmental impact of traditional animal farming. In fact, it is estimated that cell-cultured food can reduce greenhouse gas emissions by up to 96%.
Another trend that is expected to shape the future of food is the use of resurrected ingredients. Brands are bringing back extinct and forgotten ingredients, such as ancient grains and heritage fruits and vegetables. This trend is not only good for the environment, as it promotes biodiversity, but it also offers new and exciting flavors and textures.
Crisis retail is also expected to play a big role in the future of food. Crisis retail refers to the ability of retailers to quickly adapt to changing circumstances, such as natural disasters or pandemics. This means that retailers will need to have a flexible supply chain that can respond to sudden changes in demand and availability.
Finally, as cell-cultured food moves from lab to grocery store, luxury dining may be the first beneficiary. Cell-cultured dishes may offer a new level of exclusivity and luxury, as they are still relatively expensive to produce. However, as the technology improves and becomes more widespread, it is expected that cell-cultured food will become more affordable and accessible to the general public.
New Living Trends
As the Joyconomy gains momentum, new living trends are emerging that reflect people’s desire for happiness, wellness, and a sense of community. From Residence at Sea to Menopause Retreats and Generation Flex, these trends are shaping the way people live, work, and play.
Residence at Sea
Residence at Sea is a new concept that allows people to live on a luxury cruise ship full-time. This trend is gaining popularity among retirees and digital nomads who seek adventure, convenience, and social interaction. The ships offer a variety of amenities, including spas, gyms, restaurants, and entertainment venues. The residents can also participate in various activities, such as cooking classes, language courses, and cultural excursions.
Menopause Retreats
Menopause Retreats are designed to help women cope with the physical and emotional changes that occur during menopause. These retreats offer a supportive environment where women can learn about nutrition, fitness, mindfulness, and other wellness practices. The retreats also provide a sense of community and sisterhood, which can be empowering and uplifting.
Generation Flex
Generation Flex is a new trend that reflects the changing nature of work and retirement. Many people are no longer bound by traditional 9-to-5 jobs or fixed retirement ages. Instead, they are embracing flexible work arrangements, such as freelancing, remote work, and part-time jobs. This trend allows people to balance work and leisure in a way that suits their lifestyle and preferences. It also enables them to stay active, engaged, and productive well into their golden years.
Overall, these new living trends reflect people’s desire for joy, fulfillment, and purpose in their lives. They offer innovative solutions to age-old problems and create new opportunities for growth and creativity. As the Joyconomy continues to evolve, we can expect to see more exciting trends that inspire and delight us.