The rise of neutral culture
The idea of 'neutral culture' – where you no longer target or market to an individual through their demographic, gender, age, culture and so on – is slowly trickling down from industries like fashion into advertising and design. Now, it's about psychographics: mindsets and behaviour.
However, The Future Laboratory team were disappointed with the abundance of traditional messaging seen across the entries to this year's D&AD awards. "A lot of the films and campaigns we came across were very much empowering women or showing a different side to males."
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