2023: Ready or not, here it is
It’s that time of year where our natural inclination is to reflect on how we've evolved over the last 12 months, and we are pleased to report that our third year as Agnostic has been energizing!
Despite somewhat uncertain times still unfolding on a global and local scale, we have been lucky to partner with some incredible organizations and businesses to meet the challenges of these times head on. The war in the Ukraine, the volatile stock market, the current pediatric healthcare crisis, the escalating climate related disasters – the list of moments that took our breath away can seem longer and heavier than ever.
It’s never felt more important to find the moments of levity. Who would have guessed a little boy and a cob of corn would steal our hearts? Or how much we would care about Pete Davidson’s love life or our Wordle score? Maybe we’re paying a little more attention to the small moments. Sharing a relatable meme or a cocktail we saw on TikTok can sometimes be the tie that binds us in trying times.
When the world of industry, innovation and news moves at speeds never seen before it can be tricky to keep up. However, an eye to the future and learning from what’s gone before, we think, could set a clear framework for approaching 2023 with a sense of optimism. So, before we take some much needed time off here’s a look at what we think will set the tone for 2023.
Trust remains key: We recently hit 1000 days (!) since the WHO declared the pandemic. With the removal of most if not all public health mandates and a public desperately trying to move beyond COVID, it will be important to continue to think creatively to elevate trusted voices to set expectations around continued COVID mitigation measures like vaccine boosters. As much as we want to, we can’t wish away the pandemic. In absence of public health measures, we can continue to empower the public with information to make personal decisions and balanced risk assessments.
Shorter planning cycles: The volume of uncertainty in our world means long term planning remains challenging. This is especially true as we stare down a continued economic downturn, inflation, and a war overseas. Businesses should set longer term goals but where possible, save tactical planning to a quarterly timeline. This opens up opportunities to adjust to the environment without having to backtrack.
Doubling down on employee communications: With many workplaces officially embracing hybrid work environments, internal communications will be increasingly important. No longer an afterthought, strong employee engagement opportunities and authentic communications will be a top priority. Your best micro-influencers might be at the next desk! We will also see a shifting employment market with companies feeling empowered to set direction again but this time with more consideration to wellness and mental health – and against a backdrop of employees who cherish boundaries more than ever before. How commercial reality and empathic leadership in a potential recession, remain in step, is still to be determined.
Shifting communities: We’ll continue to see a move to the formation of niche communities online as people seek comfort and connection. Unable to express themselves or establish relationships within the masses, individuals seek safer spaces where they can be themselves. With this, the ground will continue moving under the mega platforms like Meta and away from macro influencers. We'll likely see advertising and sponsorship dollars moving to smaller and newer platforms, and broader inclusion of the micro influencer. We’ll see brands continue to shift into spaces like Twitch and Reddit, using ChatGPT and other AI technology to see how their communities respond, while the end game for Twitter will continue to play out well into 2023.
One thing is certain: 2023 is going to continue to throw uncertainties our way and the larger question still remains, following the last number of years: is it a communications problem, or a science problem or a trust problem? At Agnostic, we believe all three possibilities mean there is more work to be done in all areas - and crucial work at that. We can’t wait to get going.
