Regardless of where a recession occurs, economic growth will be slower than this year. Global GDP is expected to decline from 6.2% in 2021 to 2.9% in 2022, moving to 2.6% in 2023 (Euromonitor).

A cost of living crisis, economic recession, pandemics, work reinvention, war escalation, and extreme weather would centralize 2023 concerns. How these expectations and tensions will express during the following year consists on nine patterns (trends):

‍

AVOIDING REDUNDANCY

Beyond 'going back to basics', it will seek to reduce what is excessive, unnecessary, or repetitive to succeed. People will desire to save while taking the opportunity to replace the 'old' with cutting-edge technologies. A word that will be frequent in work layoffs.

GLOCALIZATION

A new approach to global business, going from 'think global - acting local' to 'think local - acting global.' The Nearshoring tipping point, where multinationals will focus their attention on rescuing the uniqueness of the central regions and translating them into global messages.

‍

MONEY NOSTALGIA

People will miss the moments when they 'could buy more with the same'. This trend will bring consumers looking to return to the expenses of the pre-pandemic days, where hard discounters, large retail formats, and PLBs will grow in relevance and innovation.

‍

BALANCE ENFORCED

The pandemic exacerbated mental health as a social problem, promoting a collective consciousness around 'being well', which becomes mandatory for people, governments, and employers, creating a consumption focused on the next chapter of wellness.

‍

EXPECTATION MODE

For many this decade has been more associated with difficult times than previous ones. Awareness about which or where the next event could start and if it could reach everyone will be an active part of the conversation, massifying uncertainty, proactivity, and resilience.

‍

PERSONIFICATION

Inclusion and technology will make being 'unique' almost mandatory, especially for the youngest. A trend where real identities coexist with those of other worlds, stories, and fiction, now with the support of AI to copy expressions and personalities.

‍

BOOMERS LEAP

When the 'seniors' grow steadily, changes and opportunities will focus on their 3.3 trillion dollars. Boomers will not be ready to retire and will command attention compared to other generations during 2023.

‍

MYRIAD TRUTHS

Lack of credibility will be "up in the air", making the truth of each story multi-faceted by 2023 depending on who is thinking and receiving the message, making the media and conspiracy theorists head-to-head for a similar target audience.

‍

NATURAL PREMIUMIZATION

New prices will create a division based on natural versions for 'the wealthier' off' while the 'majority' start to get used to the upcoming 'lab versions'. The beginning of a world where natural benefits are related to higher prices, well-being, and holistic.

‍

‍