[A Sip of a Book] Kind Trend Gossip 2023

Some sentences encapsulate the entire content of the book itself, while others instantly reach the reader's heart, creating a point of connection with the book. Here, we introduce such meaningful sentences excerpted from the book. - Editor's note

This book is a special report produced after intense analysis by 18 consultants working in three teams of the Insight Group, the think tank of the global advertising agency Innocean. Through 16 keywords, it explores the direction of lifestyle changes as we enter the With Corona era, and shares deep insights about the changing times and marketing based on digital transformation. Rather than merely listing changing phenomena, it focuses on the causes of change based on data and the implications and practical value these changes ultimately bring to marketing communication.

Popup stores have transformed from spaces like booths that used to hand out free samples as sales promotions and attract passing consumers, into spaces that provide more fun and diverse brand experiences centered on the values the brand pursues. -p.34

“Concept-jil” is an interesting solution by Generation Z to approach the image they desire for themselves and to confront their duties and expectations. p.59

All changes are continuous movements. The world will not change 180 degrees just because we move from the pandemic era to the With Corona era. However, based on experiences before and after the pandemic, we will continue to find clues that help us live better lives. p.102

Living a “Godsaeng” life differs from past self-development trends in that each person creates their own way suited to their goals. Because it focuses on the happiness and achievements each individual pursues, there is no single way of life that must be absolutely followed. p.109

Kind Trend Gossip 2023 | Written by 18 members of Innocean Insight Group | 328 pages | Singgeut | 18,500 KRW

This content was produced with the assistance of AI translation services.