VICE Media Group Information Desk Unveils First Annual Guide to Culture Report
VICE Media Group is unveiling its 2022 Guide to Culture Report, which includes 10 culture codes shaping consumer beliefs, desires and norms today. Brought to life by the Information Desk, VMG’s insights arm, the report leverages proprietary information sources across the global media group’s ecosystem including: global editors, youth community groups and content analytics, drawing actionable insights that are shaping current and emerging culture.
Capturing the way culture has evolved over the last 12 months, the codes identified in the first annual VICE Guide to Culture, will be used to fuel content and inspire client partnerships in 2022. From the devaluation of linear career paths to a quest for self exploration and new identity frameworks, it’s clear that the way we interact with ourselves, each other, and the world is changing.
"Culture has never been as dynamic as we are experiencing at this particular moment in time," said Julie Arbit, SVP insights, Vice Media Group, " Gen Z is assuming their rightful role as the key forces of change for what’s to come. We want to help predict, contextualize and shape the future for ourselves and with clients.”
Read on to discover ten identified trends that will help you stay in lockstep with cultural shifts underway and key forces shaping consumer values, experiences, engagement.
- How we understand and express ourselves – from thriving in truth versus perfection, to being vulnerable even in places of historical strength and finding comfort in a constant state of iteration. This generation redefines expression and self-awareness and breaks normative patterns across multiple thinking vectors from education to finance and wellness. Codes: Know Thyself, Radical Intimacy, Prototype the Future
- How we engage with others – from being influenced by those who teach versus take, to embracing the full power of creativity and transporting us to new, unexpected subcultures and communities. This generation is creating new modes of value exchange and recreating notions of influence, power and community. Codes: Life Lessons, Creativity is Power, Local Seeds
- How we engage with the world – from a demand for experiences that engage all our senses, to looking to unexpected cultural collisions to grab our attention, escaping into fantastical realms or demanding a complexity to our world as previously unseen. This generation is creating a rich tapestry for society and a new depth of engagement. Codes: Design for Disfluency, Symphony of Senses, Make Space for Nuance and Surreal Escapes
To go deeper into these codes, or to request a VICE Guide to Culture presentation visit us online here.
