Rise of Creation

Consumers are embracing creativity, from pursuing non-digital hobbies and side hustles to engaging with digital content creation and generative AI.

Themes

AI-Driven Transformation , The Blurring of Physical and Digital Realities , The Power of Community and Connection

Timeframe

near-term

Subcategories

Digital Content Creation Entrepreneurship Leisure & Hobbies Work-Life Balance

Impact areas

Arts and Crafts E-commerce Education Social Media

Detailed Analysis

The rise of the creator economy is empowering consumers to express their creativity and generate new income streams. This trend encompasses a range of activities, from traditional crafts and hobbies to digital content creation and the utilization of generative AI. "Building on from 2023, the makers and creators trend is still strong, non digital hobbies are growing, and side hustles created." The increasing demand for digitally skilled workers and the growth of content creation platforms like TikTok further fuel this trend. The cost-of-living crisis has also spurred creativity in mending and fixing household items, reflecting a resourcefulness and a desire for self-sufficiency.

Context Signals

Projected need for 100,000 digitally skilled workers in Australia Growth of content creation platforms like TikTok Increased interest in mending and repairing items

Edge

Brands that empower consumers to create and share their own content will build strong communities. Collaborations with content creators will become increasingly important for brands. The integration of generative AI into creative processes will open up new possibilities for innovation.

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