Each year, Nation partners with Diageo to uncover the pop culture and lifestyle trends that will shape the coming year and inspire its brand activations.
We do this by uncovering the cultural and lifestyle trends shaping the year ahead, not just by scanning what’s visible online, but by engaging directly with cultural leaders and actors who drive the shifts from within.
From this, we identify 5–10 emerging cultural spaces with rich potential for activation. These spaces are then brought to life through tangible references and touch points, mapped across Diageo’s brands to align with their values. You can’t earn cultural relevance by scanning and chasing viral trends. You earn it by building relationships with the people and communities driving culture forward.
Related Projects
Next Project
IKEA (in collaboration with Space10): The Future of Sustainable Food in Asia
Nation Trends,
China
Nation Trends, China
Spotify: Decoding Virality
Nation Trends,
Indonesia
Nation Trends, Indonesia
