ELITRENDS: Trends for 2024 - Entertainment

Entertainment brands aiming to engage diverse audiences face the challenge of potential alienation by taking definitive stances, which can inadvertently deepen polarization in societies. For instance, in the US, opinions on the economic impact of immigrants are nearly evenly split, with 38% viewing it as positive and 39% as negative, highlighting the diversity of perspectives. Rather than contributing to discord, a more unifying approach involves connecting opponents on both sides of the divide. In the midst of escalating tensions globally and locally, entertainment brands are turning to universal mediums such as laughter, music, and gaming to remind consumers of their shared humanity. The essence lies in providing content that transcends polarities, offering a refuge of connection in an otherwise fragmented world.

CASE 1 - SOS AMAZ?NIA

Fortnite game teaches gamers to protect Indigenous land

To commemorate International Indigenous Peoples Day in August 2023, Fortnite unveiled its inaugural map of Indigenous lands in collaboration with the Latin American e-sports team Hero Base. Developed for the NGO SOS Amaz?nia, O Mapa Originário brings the real-world challenges faced by Indigenous communities, such as combating forest fires and thwarting illegal logging, into the virtual realm.

Fortnite's Indigenous map serves as a bridge, translating issues that might seem abstract to many Western players into a language they can comprehend. This approach mirrors initiatives by others, such as the VR experience Body of Mine and WWF. If you still associate gaming tech solely with titles like Call of Duty, it's time to reconsider.

THINK: How can you convey complex messages beyond just words?

CASE 2 - PALOMA

Hair stylists trained to have eco-conversations with customers

Paloma, a hair salon in Sydney, is encouraging its customers to participate in conversations about climate change through a storefront poster that declares, "love, life & climate action." By March 2023, over 400 hairdressers had taken part in workshops under the "A Brush With Climate" initiative, led by Paloma's owner. These training sessions were conducted by climate scientists.

In the midst of apocalypse fatigue, discussions around sustainability can be challenging for consumers. However, the fact that "what does sustainability mean?" remains one of the most Googled sustainability-related queries indicates an underlying tension in addressing this topic.

THINK: Whether it is among themselves or through brand interaction, how can you encourage people to have casual convos about intricate topics?

CASE 3 - THE ASSOCIATION OF AUTISTIC FRIENDS

AI image generation personalizes communication for autism

In a bid to enhance communication with autistic individuals, the Brazil-based Association of Autistic Friends (AMA) collaborated with telecom company Vivo to introduce 'The Autism Journey.' Drawing inspiration from the standardized Picture Exchange Communication System, this partnership created an AI-driven platform enabling families to customize visual communication cards based on their child's interests, like their favorite superhero. Launched in May 2023, these cards are versatile, allowing printing or usage on mobile devices.

While we've witnessed NGOs leveraging AI to shed light on systemic biases and the repercussions of human actions, AMA's initiative stands out as a heartening example of how AI can foster mutual understanding.

THINK: How might you leverage AI to bridge comprehension barriers?