TBWA's cultural intelligence unit, Backslash, has unveiled its 2024 Edges Report, offering a future-focused perspective on major global cultural shifts. The report, however, is not a trend report but a forward-looking analysis of cultural shifts that could help brands capture a larger share of the future.

The 2024 Edges glossary includes 41 cultural shifts that have the scale and longevity to impact brands significantly. The report is powered by TBWA's Disruption Index, an industry-first data product spanning 29 countries. The Disruption Index allows Backslash to quantify the Strength, Speed, and Spend of each of the 41 Edges.

The 2024 Edges glossary introduces five new Edges: Demise Duality, Inclement Armor, Intimate AI, Rerouted, and Untourism.

Demise Duality: It turns out humanity is not doomed. As end-of-times thinking takes root, a feeling of collective indifference threatens to derail the path to progress. To reignite a sense of individual responsibility, there is a movement to convert nihilists to optimists.

Inclement Armor: Extreme weather is no longer extreme—it’s our new normal. As we acclimate to a future of record-breaking temperatures and frequent natural disasters, the need for protections will reshape everything; from what we wear to how we work. Weather-proof armor is becoming an essential shield from a world that feels out of our control.

Intimate AI: AI is getting personal. While we’ve come to accept that AI has the potential to solve big challenges, the next step is normalizing its role as a sidekick in our daily lives. Whether treated as a companion, teacher, or administrative assistant, new AI tools will free people from time-intensive tasks and more.

Rerouted: A transition to greener, smarter mobility is upon us. To make the switch, we’ll need mass infrastructure overhauls and enticing incentives that create better habits at scale. Enabling the conversion is the next big challenge.

Untourism: The days of limitless travel are coming to a close. Between overcrowded destinations and careless tourist behavior, a clear need for boundaries is giving rise to tighter regulations and more mindful models. The shift from high volume to high value travel will forever change how we define a brag-worthy trip.

Backslash is a cultural intelligence unit powered by a global network of over 300 Culture Spotters from across the TBWA collective.

Jen Costello, TBWA Worldwide’s Global Chief Strategy Strategy Officer, commented on the launch of the report. “We’re in the business of creativity, and culture goes hand in hand with that. Edges provide our teams and brands the opportunity to see what’s around the corner of culture before it turns mainstream,” she said.

Costello also highlighted the unique opportunities presented by this year's Edge release. “This year’s Edge release is a special one because of the opportunity it presents. Backslash has investigated the thornier realities we’re experiencing or are going to experience, and can point to surprising solutions that are closer than we could have imagined. In 2024, I’m really excited about adaptation being an invitation for Disruption,” she added.