Trends - Adel & Link Public Relations
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Trends

Trends

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At Adel & Link we’re always on the hunt for the latest trends, which also provide us with material for our  Stories for Now and Next . On a daily basis, we observe how our society is changing, what people are talking about and what we can do to make a difference. We immortalise the most important trends in many different ways – from stickers to trend books to socks – and send them out into the world to share them with our network. After that, we present the most important trends at our annual Trendvernissage.

Our trends 2023

Our trends 2023

I am Man  

It was back in 1984 when German singer Herbert Grönemeyer dedicated “Männer” – a very upbeat and annoyingly catchy song – to the loaded question “When is a man a man?” Almost forty years later, the question is no less relevant than it was in the 80s. But it seems like we are not getting any closer to finding an answer. While younger generations especially have embraced the fact that gender is fluid and traditional gender roles are being challenged, toxic masculinity is a phrase that seems to accompany almost every discussion about manhood.

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Brave New Me

A novel virus, political instability, and rising energy costs – the past few years have confronted us with many unforeseen challenges. While some of these issues have long been familiar to a large part of the world’s population, many more privileged inhabitants of the industrialised nations are now becoming more and more urgently aware of them .

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Sustainable by Default

After the past few years, we have become used to adapting to changing circumstances. To cut costs and save energy, we turn down the radiator, take shorter showers and shop less, thereby consuming fewer valuable resources. And as we compare prices on the supermarket shelves, not quite believing our own eyes, it slowly dawns on us: this is not just about inflation and energy costs.

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Urban Community Transformation

By 2050, the world population is predicted to reach 9.9 billion (PRB, 2020). If we want our cities to keep up with this rapid growth, creative solutions, and new ways to make the most of our space are needed now. Endless expansion is not a viable option, so people are constantly and creatively seeking for innovative ways to make efficient and truly livable use of urban space. They are no longer waiting for policies to lead to change. Now, citizens are actively getting involved in shaping the city of the future.

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Work-Life-What?

Four-day week, side hustle, work-life separation, purpose – it’s hard to say which phenomena are shaping our work culture most right now. But Gen Z in particular is confronting the world of work with an interesting attitude: if I have to work for a living, then please let it be meaningful. And while a job should pay well, they are not prepared to rack up hours on end. Often dubbed lazy behind closed doors and in the media, the misunderstood generation is actually right in a lot of ways. Work until you burn out? Not an option.

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Finding Fortune  

Our Western living standard, as most of us have known it from past decades, is currently being shaken up. There is a growing awareness that not everything we are used to can be taken for granted. Our fragile prosperity has begun to show cracks.

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Caring Companies

In times of skills shortages, people are increasingly asking what companies can do for their employees and not the other way around. Employers are now expected to look after their staff’s health and well-being. What is new is the pace at which concepts are emerging that go far beyond ergonomic chairs and training budgets: we are seeing an increase in feel-good managers, mental health awareness, social responsibility, and DEI programmes.

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Genie in a Bot

AI is everywhere. Since ChatGPT entered the stage last year, we’ve been seeing new takes on AI on an almost daily basis. We scroll through our social media feeds only to be greeted by friends wearing flower crowns or standing in magical landscapes. Sometimes, we may be impressed, at other times mildly disturbed by the uncanniness of those artificial creations. But AI has not only learnt to paint, it has also long passed the Turing test when it comes to writing convincing texts – covering anything from social media posts to job applications and even fairytales for our children.

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Trendvernissage

Trendvernissage

Once a year, we move our desks to the side and create space for the future. Our Trendvernissage brings together exciting topics and creative personalities. It offers an inspiring platform and sparks ideas among start-ups, creatives and communication professionals in the Rhine-Main area.We bring together pioneers, visionaries and sometimes even oddballs, present evolving ideas and show how they will shape the future. And we invite our guests to exchange ideas and soak up inspiration.

Our previous trends

Our
previous
trends