Every January brings talk of fresh starts, exciting trends, and cultural phenomena. But this time, the implications are much larger. The pandemic has precipitated a cosmic reshuffle of global realities, social norms and individual beliefs. A world is ending, and another is being born. 2021 isn’t just another year, it’s Year Zero. TBWA’s 2021 Edges provides a glimpse into a new chapter of our history.
In the face of seismic change, people find themselves torn between fight and flight, dark and light, between the pullback of conservatism and the push forward of imagination. Radical transformation is never comfortable, but brighter tomorrows are ahead.
TBWA’s 2021 Edges tell this hopeful story in six chapters: Chaos. Preservation. Advancement. Identity. Liberation. Rebirth.
Within this story, you will find 40 meaningful cultural shifts shaping the world. These shifts are born from a global process that emphasizes the expertise of over 300 TBWA “Culture Spotters”- leveraging insight from Bogota to Berlin, Kigali to Kuala Lumpur, New Delhi to New York.
Culture is fast, often confusing, and sometimes misleading. TBWA hopes that these Edges bring optimism, inspiration for growth, and a clear direction forward. Culture is our story. And more than ever before, it’s up to us to write a chapter we’ll be proud of.
Welcome to 2021. Welcome to Year Zero.