The social aspect of the creative sphere: how important events shape trends

Environmental threats, a pandemic, a financial and economic crisis, social inequality, discrimination - these are just a few of the challenges the world has had to overcome in recent years. As soon as everyone began to recover from the coronavirus, the Russian invasion of Ukraine led to the beginning of the largest war in the heart of Europe since the Second World War. These events are so global that in one way or another they affect most of the world and are reflected in a wide variety of spheres, including creative ones, says on The Page.

As today's audiences become more informed, they are more conscious about their content choices. She is interested in issues of personal and general well-being, as well as styles and concepts that best embody such themes. Confirmation of this can be found in the main trends of this year. In preparing our annual Creative Trends forecast, Depositphotos analyzed key currents and moods in society, so we can confidently say that most trends have a strong social context.

Ecology and sustainable development as the main guidelines in the creative sphere

Global warming, depletion of natural resources, environmental pollution, waste disposal are only part of the global problems caused by human activity. It is natural that only people can help them by changing their lifestyle and daily habits. In this matter, creators, influencers and socially responsible brands have an important role to play in being the inspiration for such positive changes.

The issue of ecology is becoming key in communication, and we see this reflected everywhere — from the eco-projects of conceptual artists such as Aurora Robson and Olafur Eliasson, to the activism of Leonardo DiCaprio and Billie Eilish to the initiatives of Patagonia and IKEA. Sustainable design and nature themes are becoming increasingly popular. And this trend is obviously with us for a long time.

An open dialogue about mental health and the creative sphere

The pandemic has led to 25% more anxiety and depression in people around the world. In our country, the situation is even more serious: according to WHO forecasts, every fourth Ukrainian is at risk of a mental disorder due to the war. The answer to these threats was the popularization of the topic of self-care and mental health in particular. If 10 years ago it was not accepted to openly talk about mental problems, today more and more people are sharing their own stories about depression and other disorders, including celebrities like Selena Gomez and Adele. Thanks to this, mental problems stopped being perceived as something shameful. Like physical illnesses, they can happen to anyone and require treatment.

The improvement of mental health awareness has been largely contributed by the initiatives of well-known brands (for example, Maybelline's Brave Together campaign or Spotify's Tune In To Yourself) and thematic mobile applications, the popularity of which has increased by 200% in recent years. In the future, we expect even more active development of wellness projects and mobile programs using VR and AR technologies, which will give a full immersion effect and bring mental practices to a new level.

The time when age ceases to be an obstacle is a change in creativity

Due to the fact that life expectancy is getting longer, humanity is rapidly aging. Already by 2030, every sixth person will be 60 years old or older. And who do we most often see on TV screens, billboards and social networks? These are usually young or middle-aged people.

They were the key audience for decades. But in times of inclusivity, all age groups should receive equal attention and representation, because life does not end after 40, 50, or even 60 years. Older people can be socially active and change the world. Positive developments in this matter are already taking place. Older models like Carmen Dell'Orefice and Philippe Dumas are increasingly appearing in brand campaigns, and older influencers like Helen Winkle and Iris Apfel are becoming popular on social media. We expect companies to expand their audiences by developing products for older generations and choose appropriate content that focuses on older people.

Ukraine as the main trendsetter on the world stage

For almost a year now, news about Ukraine has not disappeared from the front pages of international media and social media feeds. The attention of literally the whole world is focused on our country, because it is here, without exaggeration, that its future is decided. During this time, the perception of Ukraine changed radically: the role of the doomed victim, which was assigned to us at the beginning of the full-scale Russian invasion, was transformed into the image of a courageous and indomitable warrior-defender. Ukrainians were impressive with their courage and resilience, and creators who were fascinated by this spirit dedicated their works to them.

Murals by the legendary Banksy, covers of the most popular media, illustrations by Ukrainian artists in leading publications, powerful photographs, Balenciaga and Dior fashion shows, the Be Brave Like Ukraine campaign are just a few examples of Ukraine being a top topic in the information space and creative sphere.

This theme is inextricably linked to the values of freedom, justice and human life, which remain central to the entire world. Our top tip for anyone working with content: don't be afraid to raise socially relevant topics. This is the best way to make it clear that you are on the same wavelength as the audience, as well as to bring the positive changes that we all strive for closer.