改變未來的100件事: 2022年全球百大趨勢 | 誠品線上

2022 The Future 100

內容簡介

內容簡介 回顧已知，掌握新知，探索未知。 《改變未來的100件事：2022全球百大趨勢》— 寫在後疫情時代，我們該如何面對這種前所未有的生活型態? 2022年仍是一個充滿變化的一年，新冠肺炎改變了每個人的生活，人們有了更多的反思，對於一直以來所知的習慣似乎悄悄開始轉變，我們正在擁抱一個更加”零距離”且數位化的未來。 《改變未來的100件事：2022年全球百大趨勢》是偉門智威智庫（Wunderman Thompson Intelligence）年度重量級的趨勢報告，整合全球策略人員的分析報告與數據，列出未來的趨勢、消費者洞察以及創新模式。 這本趨勢報告，揭露在全世界各地正在發生的事，它涵蓋了：文化、科技與創新、旅遊與觀光、品牌與行銷、食品、美容、零售、奢華、健康、工作十大領域，提出100件你一定要知道的事。 每一個趨勢都代表無數的商機，透過這本書，偉門智威將用最淺顯易懂的方式帶您一起看向未來，掌握趨勢。 Review the known, master the new, explore the unknown. 2022 The Future 100 published during this post-pandemic era. How do we face this lifestyle we never had before? 2022 will be a year full of transformation. COVID-19 has changed everyone’s life. Facing the uncertainty of the future, people have more different reflections. What we know about the past we lived is gone, people start to change to a zero-contact and digital future. 2022 The Future 100 is Wunderman Thompson Intelligence’s flagship annual publication. This report combines the analysis and data researched by the strategy team of Wunderman Thompson all over the world. It charts emerging and future global trends, consumer insights, and innovation patterns. This report unveils many things that are happening around the world. It covers culture, technology and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail and commerce, luxury, health, work. It’s the 100 essential things you must know. Every trend leads to numerous business opportunities. With this book, Wunderman Thompson will take you to the future in a simple and digestible way.

作者介紹

作者介紹 偉門智威團隊Wunderman Thompson 偉門智威2019年，由創立於1864年，世界第一家廣告公司—智威湯遜 (J. Walter Thompson)與全球頂尖數位公司—偉門 (Wunderman)合併而成，隸屬於全球最大傳播集團—WPP。以「創意、數據及科技」為核心的偉門智威Wunderman Thompson ，致力於提供客戶最佳生意解決方案。偉門智威智庫(Wunderman Thompson Intelligence)負責研究全球趨勢，研究範圍包括：未來趨勢、消費者變化和創新模式，讓讀者能夠更加了解國際趨勢且提供品牌經營、產品服務開發與行銷等方向。關於Wunderman Thompson Intelligence偉門智威智庫是偉門智威面向未來思考的研究和創新單位，負責觀察剛興起的現象以及未來的全球趨勢、消費型態變化、創新發展模式，進一步解讀這些趨勢後，將其見解提供給品牌參考。偉門智威智庫提供一系列諮詢服務，包含客製化研究、簡報、品牌報告、專題討論，並且勇於創新，與品牌合作，在品牌框架下引領未來趨勢，並執行新產品與概念，本單位由偉門智威智庫全球總監Emma Chiu所帶領。 偉門智威粉絲專頁及官網連結:WT Taipei粉絲專頁: https: www.facebook.com wunthompsontpe WT Taipei Instagram: https: www.instagram.com wunthompsontpe WT官方網站: https: www.wundermanthompson.com taiwanWunderman Thompson In 2019, WPP, the world’s largest communications group, merged its global advertising agency J. Walter Thompson (Found in 1864, the world’s first ad agency) and digital agency Wunderman to form Wunderman Thompson. With “Creativity, Data, and Technology” at its core, Wunderman Thompson is committed to provide clients with the best business solutions. Wunderman Thompson IntelligenceWunderman Thompson Intelligence is Wunderman Thompson’s futurism, research and innovation unit. It charts emerging and future global trends, consumer change, and innovation patterns—translating these into insight for brands. It offers a suite of consultancy services, including bespoke research, presentations, co-branded reports and workshops. It is also active in innovation, partnering with brands to activate future trends within their framework and execute new products and concepts. It is led by Emma Chiu, Global Director of Wunderman Thompson Intelligence. Websites of Wunderman ThompsonWT Taipei FB: https: www.facebook.com wunthompsontpe WT Taipei Instagram: https: www.instagram.com wunthompsontpe WT Official Site: https: www.wundermanthompson.com taiwan

產品目錄

產品目錄 文化 Culture 科技 & 創新 Tech & Innovation 旅遊 & 觀光 Travel & Hospitality 品牌 & 行销 Brand & Marketing 食品 & 飲品 Food & Drink 美容 Beauty 零售 & 商業 Retail & Commerce 奢華 Luxury 建康 Health 工作 Work

商品規格

試閱文字

內文 : 01建立元宇宙

各品牌搶進元宇宙，品牌之爭正式拉開序幕

2021下半年，元宇宙一詞搶佔報紙頭條、各大螢幕及各大公司董事會，現在品牌與企業也開始加速規劃，為即將到來的數位之爭。

科技巨頭開始聚焦元宇宙的發展。臉書（Facebook）在2021年10月更名為Meta，同時公布了品牌重要發展方針；馬克・祖克柏（Mark Zuckerberg）先前也已大張旗鼓地宣告，將轉型為元宇宙企業，形塑該品牌的未來發展。微軟總裁薩蒂亞．納德拉（Satya Nadella）在8月時表示，微軟正在打造「企業元宇宙」。

2021年間，遊戲公司亦開始正視為平台上打造元宇宙的必要性。Epic Games在4月時獲得10億美元的融資，該筆資金將用來支持「元宇宙的長期願景」。寶可夢遊戲的開發者Niantic在11月募集了3億美元，意圖打造「真實世界的元宇宙」。輝達（Nvidia）計畫要創立「工程師的元宇宙」，旗下Omniverse平台於8月公開；據其表示，該平台在12月會推出beta測試版，結合「工程師、設計師甚至自動化機台，一起打造數位孿生工廠與工業元宇宙。」

就連和元宇宙誕生無直接相關的產業（例如法律、財富管理業），於2021年都開始期待元宇宙帶來的成長。2021年3月，Metaverse Group宣布會發表全球首款虛擬資產專用的房地產投資信託Metaverse REIT。法律事務所Reed Smith認為元宇宙是「史上最大的工業革命」，因此於2021年5月發布了元宇宙法務指南，議題涵蓋智慧財產權、隱私、競爭等，囊括各層面的法律議題。同年6月，投資公司Roundhill Investments 和資深投資顧問Mattew Ball共同發表名為Roundhill Ball Metaverse的基金，裡面精選了輝達、騰訊、Roblox 等公司的股票。

值得關注的原因：
元宇宙的創立、定義和所有權，都已變得炙手可熱。數位藝術家 Krista Kim（同時也是全球首間 NFT 企業 Mars House 的創辦人）對偉門智威智庫表示：「以前60年代有太空競賽，現在 2021 年變成元宇宙競賽。大家都在爭相創立新的元宇宙。」


01 Building the metaverse

The race is on as brands rush to stake their claim on the metaverse.

The metaverse dominated headlines, screens and boardrooms in the second half of 2021. Now brands and companies are rushing to prepare for this next iteration of digital engagement.

Big Tech brands are setting their sights on the metaverse.Facebook unveiled a massive brand pivot when it changed its company name to Meta in October 2021, after Mark Zuckerberg announced that the Meta’s future lies in becoming a metaverse company. Microsoft CEO Satya Nadella said in August that year that Microsoft is working on building the“enterprise metaverse.”

Gaming companies began seriously carving out space for the metaverse on their platforms in 2021. In April, Epic Games closed a $1 billion round of funding to support its “long-term vision for the metaverse.” Niantic, the game developer behind Pok mon Go,raised $300 million in November to build what it describes as the “real-world metaverse.” Nvidia jumpstarted its “metaverse for engineers” with the opening of Omniverse in August. Now, other companies are shelling out to buy up game developers. Most recently, FarmVille creator Zynga was purchased for $12.7 billion in January 2022, and Tencent purchased UK game developer Sumo Group for $1.7 billion in July 2021.

Even brands in industries that are not directly related to the creation of the metaverse, such as law and wealth management, started anticipating its growing value in 2021. In March, the Metaverse Group announced plans to launch Metaverse REIT, a first-of-its-kind real estate investment trust for virtual assets. Law firm Reed Smith released a legal guide to the metaverse in May, covering legal issues ranging from intellectual property to privacy to competition in what the firm calls “the biggest-ever industrial revolution the world has ever seen.” And in June, Roundhill Investments and Matthew Ball launched the Roundhill Ball Metaverse investment fund, which has holdings in companies including Nvidia, Tencent and Roblox.

Why it’s interesting
Competition to create, define and own the metaverse has taken off. “There was a space race in the 1960s, and now there’s a metaverse race in 2021,” Krista Kim, digital artist and creator of the first NFT digital home, Mars House, tells Wunderman Thompson Intelligence. “People are really scurrying to build the new metaverse.”

最佳賣點

最佳賣點 : 回顧已知，掌握新知，探索未知。
《改變未來的100件事：2022全球百大趨勢》— 寫在後疫情時代，我們該如何面對這種前所未有的生活型態?

活動

• 中文書限時滿1111現折111(部分類別除外)