The 'New Worlds Order’ theme reflects a profound shift away from traditional centres of commerce, community and connection. Some talk of the Great Resignation, others about the possibility of another mass migration from urban centres, what we see most profoundly is a great decentralisation, powered by virtual economies, crypto-currency, climate anxiety and distributed workforces.

Five key themes are unpacked to guide brands in navigating this new landscape: Alternate Realities, Redistributed Ownership, Conscious Decoupling, Generation ‘Also me’ and Personal Bubbles.

Featuring case studies from across sectors, markets, agencies and dentsu Inc’s world-leading innovation teams, this report uncovers the forces driving and disrupting the industry, and explores the role brands have to play in creating points of cultural connection and empowering users to come together in new ways to share, collaborate, reuse and repurpose.