ADCE announced the second edition of Trend Report, based on an analysis of over 300 projects submitted to the “Best of European Design and Advertising” ADCE Awards 2024.
Trend Researcher and Creative VP at Translated, Patrizia Boglione, presents seven trends that are set to shape the European visual communication landscape.
ADCE’s Trend Reports is a guiding tool in the constantly evolving world of visual communication. It provides insights for creatives, brands, and consumers alike. Through its analysis of trends, the report not only captures the evolution of design and advertising but also mirrors our shared aspirations and beliefs.
The goal goes beyond showcasing global creativity excellence. ADCE’s Trend Reports highlights varied interpretations of the human experience and how its perception is influenced by external socio-demographic factors.
The new edition of the Creativity Trend Report will be available soon.
The creative landscape in 2024 had already begun a transformative shift, shaped by a fusion of local authenticity, social impact, humor, technology, craftsmanship, tactile experiences, and collaborative creation.
Local storytelling had embraced heritage while maintaining global resonance.
Socially conscious initiatives had placed greater emphasis on sustainability and systemic change. Humor had reemerged as a powerful tool, bridging audiences through shared experiences.Technology had evolved beyond novelty, serving a purpose by enhancing human experiences through innovation. Meticulous craftsmanship had ensured that creative work carried emotional depth and left a lasting impact.
The growing embrace of tactile experiences had responded to screen fatigue, fostering real-world connections. Meanwhile, collaborative creation had empowered audiences as co-creators, strengthening community bonds.
Together, these shifts had begun redefining creativity, emphasizing purpose, authenticity, and meaningful connections for the future.
Patrizia Boglione is a versatile professional known for her expertise as a Brand Strategist, Trend Researcher, and Creative Education Designer. Currently, she holds the pivotal role of Creative & Brand Vicepresidente at Translated, where her focus extends to branding, creative translation, and cultural intelligence. Simultaneously, she is the Creative Director at Imminent, Translated’s cutting-edge research center dedicated to language, Artificial Intelligence, and Neurosciences.
In 2021 she founded Trend Alchemy; a trend lab where they identify consumer trends and write future narratives able to drive strategic thinking.
The Trend Report project was initiated as part of the activities promoted by Green Futures, in partnership with Creatives for Climate and Clube da Criatividade de Portugal.
This EU co-funded project aims to mobilize the European visual communication and graphic design industry to tackle challenges related to employment, economic resilience, smart growth, innovation, upskilling, and global competition.
The Green Futures initiative emphasizes the transformative role of the creative community in driving sustainability and climate action. It also intends to raise awareness about the Unfair Commercial Practices Directive amendment to prevent greenwashing practice.
The first Trend Report, launched in early 2023, revealed that brands had begun stepping into activism more boldly, taking clear positions and committing to meaningful change.
It suggested that by embracing these trends, it was possible to push the boundaries of creativity, spark discussions, inspire change, and foster a society where visual communication was not just a form of expression but a driving force for connection and progress.
For those interested, the previous edition of the Trend Report was made available for free through the link below.