When it comes to what experts are predicting to see in 2023, most of them agree on a few big themes: community centering, eco-consciousness, and the power of social media marketing. Here’s how those themes are set to affect every industry in the coming year:
RETAIL
Like we saw in 2022, Gen Z and Millennials shoppers are continuing on their sustainable path: Forbes predicts that we’ll see a slowdown from consumers with a bigger emphasis on “repair, recycling, reuse, and thrifting.” And Gen Z will be at the forefront of this trend, as they expect brands to make a sustainability effort, and plenty have already won their favor by listening. Instagram predicts the same from their trend survey and report that “more than one-half of respondents said they plan to make their own clothes in 2023.”
Social shopping is going to continue to grow. As ad content becomes more relatable and accessible on social apps, YPulse research shows young consumers are more interested in abilities like livestream shopping and making complete purchases directly through any social app. Our Social and Mobile Marketing Preferences report data shows 83% of Gen Z and Millennials agree that if you are posting a social media ad there should at least be a direct link to purchase. But it’s also important to note that they expect different kinds content from each social platform, so brands should plan their 2023 posts accordingly.
MARKETING
Forbes also predicts brands will be able to better understand their customers through social media sentiment monitoring. By creating an active presence on social media, brands can monitor engagement like comments and mentions of their brand to see their consumers “sentiments, preferences, and attitudes toward their company and its competitors,” more than they can with through objective click-through numbers. Between the popularity of social shopping and the power of the influencer, they say “Once retailers figure out the TikTok model, it should become a tremendous source of revenue.” As YPulse has shown many times before, young consumers like to see content from brands that shows real personality, and they especially like brands who partner up with their favorite influencers.
Which naturally leads to the prominence of macro- and nano-influencers dominating the marketing scene. YPulse’s Celebrities and Influencers report shows the number of followers someone has does not impact how much Gen Z and Millennials trust them, so small influencers are a way to connect directly to a loyal audience. But Forbes predicts that these creators will have more power than ever over the content itself, and brands would be wise to hand them creative control. Especially on TikTok, where user generated video content marketing can be more than valuable, small-scale creators know exactly what niche to market to, and their creative direction can make a video fit into young audiences’ feed—which YPulse data shows is exactly what they want.
SOCIAL MEDIA
Social media made some pretty huge changes this year, and like in 2021, TikTok was once again the star. More brands took on the platform this year—and found viral success. Whether through silly mascots, or hopping on trending audios, brands new and old (and from sometimes unexpected industries) were able to reach young people through their favorite app by blending in with their feeds and we expect more of this to come in 2023.
And while TikTok’s future has been uncertain and debated for a while now, TechCrunch says “it’s very unlikely to be outright banned” because it’s essentially “the life raft to which a generation that abandoned the noble ships Facebook, Instagram, and soon Twitter have clung for years.” In the U.S., TikTok has been battled as a data security concern, but how to regulate it is unclear—and not to mention highly unpopular. But, while it’s not likely it will be banned from app stores, it is possible the government could implement audits that would put a consequence like that on the table.
FOOD & DRINK
Last year, “reducetarianism” was the trending prediction for sustainable meals, meaning consumers who aren’t quite ready to go “full vegan” yet, but “want to significantly reduce their consumption of meat and other animal products. This year, eco-conscious eating is sure to maintain its constant trend status, and The New York Times predicts its new title will be “regenivore.” Young gens will be looking for “food from companies that are actively healing the planet through carbon-reducing agriculture, more rigorous animal welfare policies and equitable treatment of the people who grow and process food.”
Even more earthy, several experts say “sustainable superfood[s]” kelp and seaweed will rise in popularity. Pinterest notes upticks in searches for “Benefits of chlorophyll water,” “seaweed snack recipes,” and “salmon bowl”—and we know this trend is likely from TikTok. Salmon bowls are the staple recipe of Millennial loved foodie Emily Mariko, and chlorophyll water trended on TikTok in 2021 as a skincare remedy.
And, just like last year (and as YPulse data shows, years before then), non-alcoholic beverages will still all the rage. These “sober-ish” generations are leaning into mocktails and zero-proof brands far beyond Dry January (which we explore the popularity of in our Nightlife and Drinking report). Brands like Bare Zero Proof are making alcohol-free drinking more experiential, and of course, marketing to Gen Z on social media. And like them, other non-alcoholic beverage brands are making sure their marketing feels grown-up—sophisticated, standard cocktails and trendy cans that don’t feel like a step down from a “real drink.”
TRAVEL
Speaking of food, experts are predicting that’s what travel will be driven by in 2023; travelers will be following “food trails” hitting all the most authentic spots in an area, drinking alcohol-free, and eating zero waste. Sustainable experiences like zero-kilometer dining, where hotels and restaurants source their food hyper-locally, give travelers a connection with the land they’re in.
Food & Wine also predicts travelling by train will grow in popularity, and Pinterest agrees. Gen Z and Millennials are really driving (no pun intended) the more sustainable transportation, and in part because of its aesthetic. On #TravelTikTok, overnight train cabins and the cross-country views make train travel aspirational.
Millennials are predicted to be the top drivers of wellness getaways. YPulse’s What is Wellness? trend report shows 30% of Millennials consider traveling / experiencing new things a part of their wellness, and hotels / resorts are aiming to offer them the perfect rejuvenating vacay as they catch up on all the traveling they missed out on during the height of the pandemic.
