The creative direction for Fjord Trends 2022 is inspired by the meta trend "The New Fabric of Life." It explores how new relationships and modes of existence impact our behavior as consumers, employers, employees, and members of society.

The visual direction utilizes three-dimensional object stories called "poles." These poles consist of symbolically charged objects stitched together with unique fabrics, representing trends from this year's report.

The Ask

“We’ve had two years of disruption to the systems on which society is run, and it’s taking its toll. There are challenging times ahead, but we believe there are also great opportunities to design new systems, and new ways of being. 

This year, the dominant theme throughout these trends is about the need to respond to changes in all relationships. We should define how we—collectively and individually—consciously stitch together positive relationships to create a new fabric of life that’s good for people, business and the planet.

Trend 1

A fundamental shift is occurring in how people perceive their personal agency and control over their lives, bolstered by emerging opportunities such as the side-hustle economy. The increasing prevalence of individualism and self-reliance holds significant implications for organizations, their relationships with employees, and the evolving role of consumer-creators. Businesses must be mindful of this transformation when shaping their value proposition to effectively attract and retain talented individuals.

Trend 2

Individuals who have enjoyed the ease and abundance of desired goods are now compelled to reconsider their approach. Scarcity, supply shortages, distribution delays, austerity measures, and sustainability concerns are propelling the nature-positive movement and prompting a more deliberate stance towards consumption.

Trend 3

The metaverse is emerging as more than just a gaming realm; it presents a promising space for people and brands to engage, create, consume, and even earn. While its full potential remains to be unveiled, it possesses the ingredients for a transformative cultural evolution. Achieving success within this new realm necessitates brands' profound comprehension of their customers in this dynamic environment.

Trend 4

The act of posing questions and receiving instant answers has seamlessly integrated into our daily routines. However, individuals are growing more skeptical about the reliability of these responses. Coupled with the abundance of channels and sources available, this presents both a design and business challenge. Those who successfully navigate this challenge will gain trust and a competitive advantage.

Trend 5

The innate human inclination towards compassion and care is increasingly prominent, appreciated, and openly acknowledged. Irrespective of their association with healthcare, organizations must now establish how they incorporate care into their operations and offerings, extending to employees, customers, and the broader society.

Stats

Market & Account
Elisabeth Edvardsen
Kevin Johnson
Morgan E. Smith
Quezia Soares

Creative Direction
Dustin Ambrosio
Adam Ward
Henry Brook
Minna Ninova
Tony Rizzuto

Web & Social
Knar Bedian
Betsy Lowther