Monthly Themes – Page 8 – Sphere Trending

Poetry in Motion

Finding Balance in AI Excitement and Human Creativity

by Mandi Mankvitz, Sphere Trending, President of Possibilities

There is a lot of consumer enthusiasm and curiosity around the use of artificial intelligence (AI) in everyday life – nearly half (49%) of US adults are interested in AI-powered online search capabilities. (via MORNING CONSULT). But along with the excitement, comes apprehension and brands are also taking note of negative consumer sentiment around the potential loss of human creativity, jobs and the effect of misinformation.

Not wanting to miss out on “AI as the buzzword of the moment” inventive brands are finding ways to integrate the popularity of AI in their marketing aligned with the uniqueness of human creativity. As we go forward into the AI future, it will remain important for marketers to balance the genuine connectivity humans crave with the thrill of the technology’s possibilities.

We’ve highlighted a few examples of brands creating human-centered excitement in the AI + Marketing Era:

FIND BALANCE: AI + Human Experience = A Winning Combination

Staples has launched a new marketing campaign with the theme of “Business is Human,” highlighting the company’s belief that while AI “is and will continue to be a powerful tool, it is most effective when combined with human insights and expertise.”

FIND BALANCE: AI + Humor = A Feel-Good Way to Embrace Change

Hendrick’s Gin debuted “Chat G&T” as a play on the “gin and tonic” and a humorous nod to the popularity of OpenAI’s ChatGPT generative AI chatbot. In the campaign, the character Elliot is an English-accented spokesperson who answers questions like a generative AI chatbot, yet can only source information from his limited human brain.

FIND BALANCE: AI + Access = Allows Consumers to Engage with AI and Your Brand in a Safe Space

In a Coca-Cola AI campaign, “Create Real Magic,” digital creatives around the world were invited to create original artwork directly from the library of creative assets from the Coca-Cola archives.

“In under two weeks, people had created 120,000 different images through the campaign website, with consumers—many of whom skewed younger—spending an average of seven minutes on the platform.” PRATIK THAKAR, COCA-COLA

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Embracing The ‘New Energy’ Lifestyle

By Susan Yashinsky, Sphere Trending VP, Innovation Trends

Consumers are reevaluating the everyday, raising expectations for lifestyles that represent our unique passions alongside the greater societal good, all while empowering personal exploration and excitement.

“Passion for our Surroundings” – think of our home, car, office, or any environment as a visual playlist for personalization.

At Sphere Trending we are calling out ‘New Energy’ as a powerful movement that crosses demographics and cultures to bring unique inspiration into our environments, whether this is a residential, commercial, or automotive setting. Today’s post-lockdown era has begun the conversation for a simpler but more fulfilling lifestyle; one that allows us to thrive with family and friends.

“Passion for Society” – understanding that doing good in a multitude of ways not only makes us feel good but contributes to the betterment of future society.

We are being reenergized by the past (analog activities like retro mechanical cameras, game tables and vinyl), the present (embracing the outdoors and new experiences) and the future (incoming technologies affecting everyday life).

“Passion for Design” – thanks to social media for elevating design excitement across categories in a way that brings constant renewal.

As society once again transitions to a nation of homebodies, our homes have become leisure centers that include hobby rooms (gaming, music, crafting, exercising, theaters) as well as open space living for greater connectivity. In the U.S., we now spend more of our discretionary income on home furniture and furnishings than apparel; a first!

St. George Parade of Homes – American Heritage Theater Room

“Passion for Experiences” – new ways that residential and commercial spaces empower productivity, exploration and excitement.

New terminology is coming into our vernacular and social media to describe these rising desires, such as cottagecore, coastal grandmother and manorcore. We have become our own conductor for bringing to life these evolving passions.

Brown Jordan – A ‘cottagecore’ outdoor kitchen

Follow our blog, Instagram and LinkedIn to read more about the “NEW ENERGY” lifestyle we are talking about this month! And reach out to learn more – we love sharing!

New Energy

This month as we move into the spring season, our focus is on energy – where we’re putting our attention, what new rituals are popping up and how we can infuse freshness into our living spaces.

Health continues to be a major driver and this season we’re watching the self-care ritual of the “everything shower” a bathing trend that has been growing on TikTok where all cleansing duties and treatments are batched in one shower – this could include masks, scrubs, exfoliating and more. Not to mention before and after shower routines, putting the bathroom on our radar as a multi-purpose self-care space.

Another space in the home getting new energy is the garage which increasingly features flexible design that can be suited for multiple tasks from the functional (charging of electrical vehicles and whole home batteries) to the social (additional gathering spaces). The HGTV Urban Oasis Home 2022 features a versatile garage studio with living space above. From our moodboard, this ‘Autobarn’ designed by Bindloss Dawes architects features a garage and workshop with five bays to house the owners classic car collection and plenty of room for admiring them in a simple structure meant to resemble a barn.

These newly energized spaces also bring fresh spring hues and layered greens into the home that add a feeling of new beginnings. What new routines will you bring into your space this spring?

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Power Trip: Macro Moments

During March, Sphere Trending has focused on the new “Power Trip” as firms prepare for rising customer expectations. As we enter the next era of retail and marketing, expectations around personalization are dramatically on the rise, with a majority of shoppers expecting brands to understand and market to their unique needs.

Here is a recap of some of the big shifts we are tracking from a macro perspective. Don’t want to miss out on insights? Click here to connect with us and follow our Instagram and LinkedIn.

Artificial Intelligence and Personalization

The New Blue Wave

Continuing our monthly conversation on the new “Power Trip” we turn our gaze towards the new blue wave. Ocean inspired design, materials and textures are bringing the natural connection of water into everyday spaces.

One of the influencers for this trend, Justina Blakeney of the Jungalow sparked interest when her watery teal plaster bedroom appeared on Architectural Digest, a notable shift from her earthy bohemian decor.

Watery textures and flowing edges are rising in home decor and furnishings and blue spaces have also become key features in new home builds and commercial architecture. These spaces may include water features, or blue hues reminiscent of water. At the new Zaytinya restaurant, “Distinctive pops of blue are injected throughout for a nod to the Greek Islands.”

The good news is, these blue spaces seem to impact wellbeing too. According to Science Alert, “‘Blue Spaces’ Seem to Have an Effect on People That Ripples Even Decades Later.” Look for the blue wave to carry this trend forward into 2023 and beyond.