Interdependence - A Fashion Forecast for 2024

INTRODUCTION

In this module, we have been asked to predict a future forecast that we think is heading our way in two years, this is referred to as ‘close-to-season forecasting’ in the fashion industry. Trend forecasting uses market research and consumer data to formulate predictions about consumers’ future buying habits and preferences, in order to establish micro and macro trends. Micro trends exist as ‘one-off, under-the-radar’ kind of trends, which usually impacts a certain demographic, lasting between 3-5 years; an example of this looks at trending key items such as the sweater vest. In comparison to this, macro trends look at major shifts in consumer behaviour that will dictate our business environment in the long term. These trends exist on a much larger scale, lasting between 5-10 years, social media is a good example of this. During the process, of trend forecasting, forecasters must be creative and envision the bigger picture to join the dots between culture and product. Building on my summer research into trend forecasting and the additional research that I have found, I have conducted a trend report to display my predictions.

INITIAL RESEARCH

Within my forecast, I aim to address the problem within care culture, regarding the lack of it that we experienced during the pandemic. Care culture covers many topics including mental health, child care, self-care and health care, meaning it is fundamental to our communities and economies. Human capital, which refers to the economic value of a worker’s experience and skills, is our most precious resource, as people are our most valuable asset, therefore the care that they receive is highly important.

As a result of growing demand, low pay rates and inadequate supply, we have suffered from a shortage of caregivers during the pandemic; this has meant that many people have had to go without the help and support that they urgently need. This lack of caregivers is particularly apparent within the mental health sector as my research findings have shown that with demand ever-growing the Government needs to “…deliver 50,000 more nurses in the NHS by 2024…” (Department of Health and Social Care, 2022), to fight off the accumulation of an incredible incline in care worker vacancies, which is “…facing a daunting shortage of 105,000 workers.” (C Kumar and H Dempster, 2021).

CARE-CULTURE

Warwick Business School published a report which investigated the care-culture problem, finding that “…many people don’t think that carers need more training - they are, as some reminded us, among the best-trained workforce in the economy. What they do need is improved working conditions and better pay”

(D Ozdemir Kaya and M Fotaki, 2022).

Retail and tourism sectors often offer better working conditions and higher wages than social care, where “…the minimum rate for staff over the age of 23 in June 2022 was £9.50…” (S Bottery, 2022), as in comparison, “…in June 2022, 9 of the 10 largest supermarkets were paying more than this.” In addition to this, these sectors present people with higher self-esteem from working in a role that is less mentally and physically demanding, creating competition for the care worker sector in terms of finding new workers, with the House of Commons Health and Social Care Committee report in July 2022, citing “I dread hearing Aldi opening up nearby…I know I will lose staff.”

The effects of these shortages are apparent through the findings from The Royal College of Psychiatrists 2021 census, which discovered that “…a tenth of consultant psychiatrist posts are not filled…” due to there being “…4500 full-time consultant psychiatrists for 56.5 million people…”. This translates to just 1 consultant per 12,567 patients.

“It's unacceptable that we don’t have enough psychiatrists to help people with a mental illness during what’s possibly our darkest time in recent history.

Dr Kate Lovett, Presidential Lead for Recruitment at the Royal College of Psychiatrists.

Alongside this, my research brought to light many of the issues that people have been struggling with post-pandemic, including a loss of income, which is particularly difficult considering the rising cost of living on the return to normal life, as consumer prices were “…11.1% higher in October 2022 than a year before” (UK Parliament, 2022). In addition to this, we have seen an increase in redundancies, which according to The Office of National Statistics, “…rose to 370,000…the most since records began in 1992” (R Partington, 2020), as well as dread upon returning to the office after we so much time was spent working from home. This comes after the lockdown meant “we missed out on the bits we liked, but it took away some of the things we hated too.” (J Greig, 2021).

With this in mind, I considered how people might be dealing with this transformation when 2024 comes around and have decided that it is important for my forecast to be universal and inclusive, emphasising the importance of community, to reunite individuals on their return to normal life. As many individuals had to be dependent during the pandemic, the upcoming years will want to reverse this to reconnect people that were forced to disperse with social distancing measures. I decided to carry this idea forward, making it the focus of my forecast.

GEN Z

Generation Z makes up almost 30% of the world’s population, so they are often at the forefront of many brand’s minds; they are an “…environmentally and socially conscious generation driven by values…” whilst “…seeking a sense of purpose and looking to build a better future” (A Bell, 2022). Despite being typically known for being ‘zoomers’, due to their fast adoption at trying new products; “zoomers are 20% more likely than other generations to try a new product to see if they would like it more than their current brand or product” (A Arya, 2022), it is important to consider, that as a result of mental health conditions often giving people a sense of uneasiness, fear and worry, this generation may take longer to adopt certain trends.

INTRODUCING MY TREND

I have chosen the title ‘Interdependence’, as I feel like this word is effective for communicating my message. In the Oxford English Dictionary, Interdependence refers to the “fact of depending on each other; the fact of consisting of parts that depend on each other,” which is something that we have lacked in recent years, as a result of the pandemic, and strive to conquer as we look into the future. My prediction is that in 2024, communities will work together to form stronger bonds to demonstrate care and support to one another, encouraging individuals to speak up and ask for help with their mental health issues, and creating an interdependence towards each other when faced with further difficult times in the future.

A PROBLEM THAT MY TREND SERVES TO SOLVE.

I decided to focus my forecast for 2024 within the fashion and beauty industry, so I have looked into the impact that mental health has on both of these aspects. Throughout my research I can see, mental health illnesses link to beauty in many ways, particularly as the ideals that we see on social media can often lead to psychological issues such as depression, reduced self-esteem and eating disorders. This comes as “girls from a very early age are subjected to these images of perfection and this exposure extends to adulthood” (Mariym, 2020). Within the world of social media, there are certain beauty standards, causing individuals to constantly compare themselves to influencers, resulting in self-criticism and ultimately causing negative effects on their minds and bodies. The Kardashians present a good example of this, as, with millions of followers, their every move is watched and mimicked. Recently, there has been an ordeal across social media as the Kardashians have been ‘removing their BBLs’ (Brazilian Butt Lifts), and almost appear to be going back to the supermodel figure look of the 90s, which was often described as ‘heroin chic’, this is believed to represent the Kardashians “…shifting to a new standard to remain ahead of the curve” (V Hornagold, 2021).

EXERCISE AND SELF-CARE

After the pandemic caused sickness and isolation, our physical and mental health has gained more traction and with social distancing facilitating the self-care psychosis, by encouraging people to look after themselves and be more germ-conscious, self-care has become a major priority to people globally. Currently, individuals are striving for healthier and more vibrant years to come, meaning the wellness industry is likely to face increased profitability in 2024. Statistics have shown that “the steady growth of the wellness economy has now increased its global market value to approximately 4.4 trillion…” with the UK health and wellness market sitting at a “…whooping 9 billion…” (Selazar, 2022).

As consumers are now becoming more engaged with their well-being, I predict that we will see a surge in shoppers investing in products that are not only beneficial in helping us look after ourselves, but also that have strong nutritional profiles. This is apparent through my research where I found that “…42% of consumers were happy to pay higher prices for organic, authentic ingredients,” (Nielsen, a global intelligence agency). As a result of this, my trend will be supportive of sustainable practices, as sustainability in the fashion industry means ‘promoting the well-being of people, communities and the environment.’

One of the things that many people with mental health problems suffer from is difficulty sleeping, and with sleep and exercise being the first steps that are advised to help people that are struggling, this can be a problem. This comes after recordings that “around 75% of depressed people show symptoms of insomnia…” (E Suni, 2022). A way to combat this problem could be through an increase in exercise or natural sleep remedies. A lot of people began exercising more during the lockdown, as a way to pass time and keep fit, causing “… home fitness app downloads to grow globally by 46%” (L Connor, 2021) at the start of the pandemic. With more people exercising, we are likely to see an incline in gym memberships during 2024, as not only is going to the gym good for your mental health, but it is also a sociable place that provides individuals with a community setting and a feeling as though they belong to a part of something, by sharing similar interests and goals to the fellow gym-goers around them. An example of this is apparent through, sportswear brand Gymshark recently opening its first physical store on Regent Street in London, which hosts not only a shopping department but also a gym and fitness areas. When speaking on the new flagship store, Ben Francis said, “It’s going to be incredible, it's going to be experiential, and we want to bring as much of that Gymshark vibe and community into this place” (Gymshark, 2022). This feeling of involvement and community within the store represents the message that my forecast for 2024 aims to portray.

Another aspect of my research found that as a result of the statistics published by the World Health Organisation showing that mental health issues are the leading cause of death among young people, a group of teen activists from Oregon have encouraged the introduction of students to be allowed to take excused days off school for mental health reasons. This is something that I predict will be adopted globally in 2024, as “1 in 6 people, or approximately 45.8 million adults, report experiencing symptoms of common mental health problems, like anxiety and depression, in any given week in England” (Priory Group, n.d.). If these ‘mental health days’ are implemented, then it is likely that we will see a rise in sales for the loungewear industry, as these garments are often the most appropriate for people to wear whilst chilling/ relaxing, or just simply taking a day off. This was apparent during the lockdown in 2020, where loungewear and leggings sales “…spiked by 1303%…” (J Silver 2020), and is set to continue into future years, as by 2024 the loungewear and sleepwear market “…are expected to generate a $19.5 billion growth…” (S Talbert, 2022). These statistics alongside my research into spa days, which “…significantly improve your mood and have a positive effect on mental health” (Reynolds, 2015), have influenced my prediction that in 2024 we will see an increase in the industry of luxury robes.

Dressing gowns and robes are often worn when doing self-care, much like when you visit a spa and are given one of these to wear. Some of the major players within the market that are likely to tie into my trend ‘Interdependence,’ are Boca Terry and Abyss & Habidecor. Boca Terry is a top-quality bathrobe and spa products business, which aims to make its consumers feel good, with its mission to “deliver expert care and craftsmanship during the making of luxurious products” (Boca Terry, n.d.), as they go on to say that putting their customers’ “needs and satisfaction first remains the cornerstone for their business”. Abyss and Habidecor possess similar traits to this, with their ideology that “since childhood, bath time is the moment of resourcing, of atmosphere and harmony” (Abyss & Habidecor, n.d.). Both of these brands recognise the importance of taking time out to look after yourself, hence they are beneficial towards improving mental health.

One of the self-care brands that I researched was Lumity Life, where their mission is to empower people, ensuring they look and feel their best, by supporting their health, strength and wellness.

The brand produces supplements that have had years of dedicated scientific research and independent clinical trials behind them, where they have been developed to nourish and protect the body. The ingredients are all-natural and avoid anything artificial and they come in packaging that is free from the usual fillers, coatings and binding agents. Lumity’s ethos respects the power of the natural world, as the brand practices sustainable methods of business, with “…fully recyclable or reusable packaging,” with materials being “sourced from responsible suppliers who match our standards and values” (Lumity Life, n.d.).

This is effective as with today’s ‘anxious customers’ there is a growing demand for products that use high-quality ingredients and innovation, which offer escapism by allowing the consumer to ‘switch off’ from their everyday stresses. This is demonstrated by Shift Insight’s findings where “…46% of frequent worriers said that they actively seek sustainable companies and products.” In addition to sustainable purchases, sales through these same influencers as mentioned previously have also rocketed within the past few years, as consumers, particularly those within Generation Z, are trusting of the people that they follow, despite the negative effect some feel of their self-esteem, as they possess customer loyalty and retention; this was demonstrated via surveys into buying habits that found that “…49% of consumers depend on influencers’ opinions before making a purchase” (Digital Marketing Institute), as well as “…82% of respondents saying that products must be scientifically proven” (Salazar, 2022). I believe that these statistics are only likely to increase in the future, with education surrounding ethical practices growing, by 2024 we are likely to see this figure on the incline, further suggesting the importance for my trend to align with high sustainable practice standards.

MATERIALS

Upon looking into the materials used in this industry, I have found many advantages to the use of Turkish cotton, therefore predict that this material will be a favourite throughout this trend in 2024. Turkish cotton is long-fibre, making it soft to the touch and comfortable on the skin, as well as having high levels of absorbency and the ability to dry very quickly. These characteristics of being “…tightly woven, oversized, quick drying and versatile” (P Moore, n.d.) suggest that the material will be effective for use within spas, but also at home for consumers. Particularly due to Turkish cotton having a “…30-50% higher level of durability and stronger texture than other cotton” (Novabravo, n.d.), it seems to be a reliable choice for the future of the self-care market.

Throughout my research, I have looked at the importance of flowers and the impact they have on people’s moods, with the ability that they have to cheer someone up and ‘uplift them’. Flowers bloom during summertime and spring, which are the seasons that are generally most looked forward to as the sun makes us feel good. They are also used to mark different occasions and show respect; flowers are given on birthdays and anniversaries, they are used to congratulate people for special occasions and they are also used to celebrate life at births and funerals. It is a tradition for the bride to throw a bouquet to the guests on her wedding day, and the person who catches it is said to be the next one married. This demonstrates the positive connotations that flowers have and the feeling of good luck that they carry.

The Flower Power era, which existed during the late 1960s and the early 1970s, was a symbol of passive resistance and non-violence ideology, demonstrated by hippies that dressed in vibrant-coloured clothing that was embroidered with flowers, wore flowers in their hair and distributed flowers to the public. Being “…a symbol of peace and love in a counterculture movement that stood up against violence and war” (E Daniels, 2022), flowers became representative of anti-war beliefs, as they encouraged peaceful change, through the belief that “…war is wrong and that people should love each other and lead peaceful lives” (The Britannica Dictionary, n.d.). As a result of this, I have decided to adopt and revisit this idea for my forecast for 2024, as this significant social empowerment was also felt at the end of 2020 after months of the pandemic and lockdown. This time gave many people a chance to reflect on the importance of using our voices and allowing others to be heard. In addition to this, the flower power movement brought together the masses, which aligns with the aim of my forecast to unite our communities.

Regarding my research into floriography, which describes the language of flowers, I have decided to take the relevance of peonies, yellow roses and freesias forward. Flowers have held huge importance for a long time, dating back to the reign of Queen Victoria in the Victorian era when flowers were used to communicate feelings that the strict etiquette of the era would not allow to be openly expressed. Peonies and freesias both represent thoughtfulness and are often used in a way to let someone know that you care. They are thought to be the ideal choice to let a friend know that you’re thinking of them if they’re going through a rough patch, which translates to the message within my forecast that will respond to the importance of showing support during the lack of care crisis. These types of flowers combined with yellow roses, which symbolise love whilst representing joy and friendship through the brightly sunshine-shaded hue, will work together to convey the message of community and support through their meanings, as well as the significance that flowers possess in general.

I have witnessed the success of the use of flowers in the fashion industry, from my research into Gucci’s famous ‘flora’ design, which after being introduced in 1966, was revived in 2005 by Frida Giannini, with the “ability to look forward without losing sight of the past” (E H Allwood, 2014). This statement relates to my forecast as the impact of the pandemic is something that will never be forgotten, with the most recent statistics, at the time of writing, showing that “6,638,467 people have died so far from the coronavirus COVID-19 outbreak” (World O Meter, November 2022). The ever-lasting impact of the pandemic is something that we will never lose sight of, but it is important that as a community we come together to look towards the future, to conquer the mental health problem that we are facing.

In correspondence to the current financial crisis that I previously mentioned, prices of flowers, in particular roses, have increased, with this hike being “…blamed on the global pandemic and its ongoing supply chain problems” (J Rowsell, 2022). Recently, many supermarkets have recognised the importance of period items being accessible to as many people as possible, due to them being a necessity, and hence have taken the tax of these items. Due to the importance of flowers in terms of their necessity for positivity, my trend could similarly influence a decrease in prices for these items in 2024, particularly within online florists such as Bloom & Wild, to ensure accessibility for more people.

Mock-up products of how Lumity Life and Boca Terry might implement flowers into their designs in order to adopt ‘Interdependence’.

As we now have greater power than we did in the 1960s, through our ability to reach people on a larger scale digitally through social media, which isn’t something that was around at that time. The first ever social media app ‘Six Degrees’, was launched in 1997, 20 years after the flower power movement, allowing users to make a profile to connect with friends.

Nowadays, “…social media offers an avenue for companies to not only engage with customers but also influence them with the correct content which assists them with making a decision” (Digital School of Marketing, 2020), demonstrating the advantage we now have to target people around the world with specific content.

I have found that “market predictions show that TikTok’s adrevenue will surpass that of YouTube in 2024” (J Howarth, 2022), which demonstrates the colossal rise and impact that this video app is having, particularly as “for Generation Z, the video app is increasingly becoming a search engine” (K Haung, 2022). With this in mind, the most effective way for my trend to be communicated will be via TikTok, as trends and ‘top searches’ are easily accessible via the ‘discover’ tab within the app. As the company has also stated that of its millions of users, “1 in 4 can’t be found on any other platforms,” (TikTok, 2022), we can expect that its influence is only set to increase.

Another new and extremely impactful social media app that I previously mentioned is BeReal, which launched in early 2022, intending to break down social media’s obsession with perfectionism and re-write the rules that stop people from posting things that aren’t authentic. So far, this app has had great success, as it has “…over 10 million daily active users” (A Sklencar, 2022). BeReal already acknowledges mental health issues, as it aims to fight the unrealistic illusions that people compare themselves to from highly edited social media posts, as these comparisons can often harm people by reducing their self-confidence.

Considering the popularity of this app, I predict that advertisements will be visible within it by 2024, as it is a hot spot for the market target of many businesses and a reliable way for them to be reached due to the statistics regarding the app's daily users and the nature of the app that requires users to be active every day. This would mean that BeReal will also be beneficial for communicating my trend, particularly due to its users falling in the Generation Z category of likely sufferers of mental health issues.

An example that I have looked at regarding the use of BeReal is on LinkedIn, where the clothing brand MOTEL has created themselves a brand account for BeReal posts. This facility will allow them to further connect with their consumer, by sharing with them behind-the-scenes views of the business in a ‘BeReal’ post each day. The post that MOTEL made to promote this idea is clever because it says they “…consider their BeReal followers to be our little group of VIPS” (K Luder, 2022). This is effective as it makes the followers feel as though they are special, by being part of something exclusive.

TARGET CONSUMERS & CONSUMER PROFILE

My trend forecast for 2024 will predominantly target Generation Z as a future consumer, as they have generally been the most affected generation by mental health issues post-pandemic.

Although it is apparent that Generation Z’s mental health has been the most affected as a result of the pandemic, by the findings from a consumer survey that was conducted by McKinsey, as Gen Z respondents were “…2 to 3 times more likely than other generations to report thinking about, planning or attempting suicide in the 12 months spanning late 2019 to late 2020” (McKinsey & Company, 2022), for my trend to live up to its title of ‘interdependence’, I need to ensure that it is accessible to all. As I want my trend to reunite and display a message of importance surrounding community, which typically demonstrates “a group of people with diverse characteristics who are linked by social ties, share common perspectives, and engage in joint action in geographical locations or settings,” (Am J Public Health, 2001), my trend needs to be adaptable to all, even if it isn’t desired by all. To do this, I need to take a holistic approach, including all demographics, this will ensure that I am more successful in combatting my goal to reinvent this idea of interdependence.

Demographics -

Age: Predominantly 10-25-year-olds

Gender: Male and female

Occupation: Suitable for a wide range, including students, unemployed, people that have been made redundant and ultimately anyone that wants to be a part of something holistic.

Geographics -

Location: Global - to be inclusive in allowing everybody into this community.

Psychographics -

Interests: Social media, fashion, self-care, mindfulness.

Hobbies: Spending time with family and friends. Going to the gym and exercising.

Aspirations: To improve their mental health and create stronger bonds.

Values: Supporting one another and being positive throughout difficult situations.

I believe that ‘Interdependence’, is likely to be most prominent within bridge brands. Bridge brands have a wide appeal to consumers, due to being defined by quality and their value for money, this is because their price points don’t sit too high, meaning customers from various demographics can afford them. It is important that my trend possesses this affordability, as mental health issues can affect anyone, and despite Generation Z being the most likely consumer, the forecast needs to be affordable for all to deliver its message effectively. Especially as I found that one of the issues that people had been struggling with post-pandemic was a loss of income, having the price point of the trend too high would make it inaccessible for many people.

In terms of manifesting itself to the masses, I expect that my trend will explore the notions of ‘trickle-down’ and ‘bubble-up’ effects. The ‘trickle-down’ effect describes a situation where particular trends are first accepted by people in the top social class, then, over time, become gradually accepted by those in the lower classes. The ‘bubble-up’ effect is the complete opposite of this, as it refers to a situation where specific fashion trends start from lower-income groups, or the ‘streets’, and then work their way up through the hierarchy of society. I think ‘interdependence’, will ’bubble-up’ from society into the realm of fashion and beauty, but then may ‘trickle-down’ from runway shows, from both the garments and how the set design is created.

When considering the diffusion of innovation theory, it is important to acknowledge that despite being the priority target market, members from Generation Z, that are struggling with their mental health, may fall within the late majority segment. This segment consists of the people that are the final group to adopt a trend before it enters the mass market; these people are rarely leaders and not as adventuresome as others, however, they do generally adopt new ideas before the average person. Although these people may not adapt to the trend as quickly, I think they will receive the most benefit from ‘Interdependence’, as their reserved personalities, will be supported by the network of people that are also on board the trend, encouraging them to reach out of their comfort zones and ultimately benefit their mental health.

My research into the colour yellow helped me unveil very different meanings behind the colour, demonstrating its almost split personality of good and bad connotations, as after a year of the pandemic in 2020 ‘ultimate grey’ and ‘illuminating cheerful yellow’ were paired together to represent Pantone’s colour of the year, which displayed a “…happy-sad combo…” (R Lanigan, 2020). Leatrice Eiseman, the executive director of the Pantone Colour Institute, stated that the aim of this was to express “…a message of positivity supported by fortitude.” ‘Gen Z Yellow’, much like ‘Millennial Pink’ represents a change, however in the form of “…sexual freedom replaced with dangerous agitation, nervous anxiety and apocalyptic beauty…” (F Petty, 2018).

Although yellow often possesses positive connotations of sunshine, positivity and happiness, it also displays opposing meanings due to it traditionally being associated with Judas Iscariot, a bad guy in Christian methodology, as well as its use in Italy, where crime stories are referred to as ‘Giallo’, which is Italian for the colour.

Yellow also has connotations of being sickly, jaundiced and pallid, which are all unpleasant.

The colour has been successful on the runway on many different occasions, particularly when used to make a statement, such as for Prada’s Autumn Winter 18 Collection which consisted of “…acidic neons, a sporty-rave-feminist dream of clothing as well as a visual statement” (F Petty, 2018) and for Balenciaga’s Winter 2022 show in Paris, which saw Kim Kardashian covered neck-to-toe in yellow caution tape that was printed with the brand’s name. With the creative director of Balenciaga, Demna Gvasalia, being from Georgia, which was previously part of the Soviet Union, the current Ukraine-Russia crisis reminds him of the war in his home country, which he and his family had to flee when he was younger, therefore the tape look was “…designed as a tribute to the war in his home country” (Q Legardye, 2022). The use of the colour yellow in this scenario represents its power to draw attention through its bright hue and showcases its strength for use during difficult times.

Where will my forecast exist?

Products inspired by my trend, ‘Interdependence’ will be stocked in big places, by brands that follow strong ethical processes. Mental health conditions can often make it difficult for sufferers to leave their homes, therefore it will be important to ensure that my trend will be stocked online as well as in stores. With Generation Z being the biggest target consumer, their ‘digital native’ personality makes the presence of the trend online an obvious choice anyway. However, I also believe that it is important for the trend to be accessible in-store as well, in the hopes that this will encourages consumers to reach out of their comfort zones and challenge their mental health conditions, by doing something that they might usually choose to avoid, like going to the shops. As I previously talked about the power that influencers have on Generation Z, I expect that my trend will be promoted by mental health advocate influencers such as Christina Wolfgram, Hannah Daisy and Matthias James Barker. All of which, have accumulated thousands of TikTok and Instagram followers.

How does my forecast offer support for mental illness?

My forecast will support mental illness by helping individuals feel as though they are a part of something important, hence giving them the ability to feel worthy. After discovering from my research that introverted people adapted to the idea of the lockdown more than extraverted people, my forecast is likely to be beneficial to extroverts, who are “outgoing and socially confident people.” These types of people will have suffered as a result of the pandemic, due to the restrictions enabling them from interacting with others as much as they might usually do. With my trend being universal and worn by the masses, users will feel congregated and as though they are accepted by participating in something major. As well as this, my forecast displays uplifting components, such as bright colours, flowers and self-care items, all of which I have found to be effective for improving people's moods. These aspects of the forecast complement the idea of community, by creating a sense of enjoyment and love. As I mentioned earlier, judgement, integrity, patience and love are all characteristics that are required to maintain healthy relationships and these will be adopted throughout by trend through their relevance within the acceptance process for individuals that are dealing with mental health issues, as well as during the recovery phase, which is often very challenging for people.

What does my forecast mean for people that are struggling?

My forecast aims to offer individuals that are struggling with mental illness an escape from their internal thoughts by offering them an opportunity to connect with other people that may be experiencing similar situations. This idea of bridging connections between people that have perhaps been distanced as a result of the pandemic will attempt to rebuild the idea of community to adjust from the new norm of distancing. By making people feel as though they are part of a holistic system again, where they can be interdependent, their confidence levels and morale will hopefully increase to ultimately have a positive effect on their mental health. Due to this, my trend forecast for 2024, ‘Interdependence’, will be inclusive, lively and optimistic.

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