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社區、創造力和色彩充滿活力地描繪了 2023 年
因為去年的無限樂觀情緒轉變為對鼓舞和玩耍的旺盛需求。
所有跡像都表明，由於經濟不穩定、政治不穩定和環境惡化持續存在，今年將是黯淡和混亂的一年。然而，面對持續的困難，人們決心表現出韌性、創新和快樂。 Pantone 為其 2023 年度代表色 Viva Magenta 做出了明智的選擇，抓住了一種活潑的情緒：它是“非常規時間的非常規色調”。 Joyconomy今年正在興起，各品牌為所有年齡段的人提供無拘無束的遊戲和模仿扔五彩紙屑感覺的運動課程――請加入我們（揮動雙臂大量）。
「新科技賦能」或「持續很久的大事件」都是形成趨勢的原因，因為它影響著人們的生活與價值觀，進而形成趨勢浪潮。而這次2023 年「Future 100 改變未來的100 件事」的發行，正是科技與反思的成果。不過，不管環境有多挑戰，我們都可以用更樂觀的態度來擁抱未來！
Community, creativity, and color vibrantly paint 2023.
As last year’s unbounded optimism shifts to an exuberant need for uplift and play.
All signs should point towards a bleak and chaotic year as a rocky economy, political instability, and environmental deterioration persist. However, people are determined to show resilience, innovation, and joy in the face of continued hardship. Pantone’s bright choice for its Color of the Year 2023, Viva Magenta, captures the spritely sentiment: it’s “an unconventional shade for an unconventional time,” the brand says. A joyconomy is in motion this year, with brands offering uninhibited play for all ages (Ageless play) and exercise classes that mimic the feeling of tossing confetti (Joy workout)―sign us up, please (with arms waving profusely).
“New technologies" and "major, long-lasting events" are two big drivers of new trends because these factors are profoundly changing people's lives and values. The issuance of Future 100 2023 represents exactly the reflection on these events and the technological advancement. However challenging the future will be, I know we can face it and embrace it more optimistically.
因為去年的無限樂觀情緒轉變為對鼓舞和玩耍的旺盛需求。
所有跡像都表明，由於經濟不穩定、政治不穩定和環境惡化持續存在，今年將是黯淡和混亂的一年。然而，面對持續的困難，人們決心表現出韌性、創新和快樂。 Pantone 為其 2023 年度代表色 Viva Magenta 做出了明智的選擇，抓住了一種活潑的情緒：它是“非常規時間的非常規色調”。 Joyconomy今年正在興起，各品牌為所有年齡段的人提供無拘無束的遊戲和模仿扔五彩紙屑感覺的運動課程――請加入我們（揮動雙臂大量）。
「新科技賦能」或「持續很久的大事件」都是形成趨勢的原因，因為它影響著人們的生活與價值觀，進而形成趨勢浪潮。而這次2023 年「Future 100 改變未來的100 件事」的發行，正是科技與反思的成果。不過，不管環境有多挑戰，我們都可以用更樂觀的態度來擁抱未來！
Community, creativity, and color vibrantly paint 2023.
As last year’s unbounded optimism shifts to an exuberant need for uplift and play.
All signs should point towards a bleak and chaotic year as a rocky economy, political instability, and environmental deterioration persist. However, people are determined to show resilience, innovation, and joy in the face of continued hardship. Pantone’s bright choice for its Color of the Year 2023, Viva Magenta, captures the spritely sentiment: it’s “an unconventional shade for an unconventional time,” the brand says. A joyconomy is in motion this year, with brands offering uninhibited play for all ages (Ageless play) and exercise classes that mimic the feeling of tossing confetti (Joy workout)―sign us up, please (with arms waving profusely).
“New technologies" and "major, long-lasting events" are two big drivers of new trends because these factors are profoundly changing people's lives and values. The issuance of Future 100 2023 represents exactly the reflection on these events and the technological advancement. However challenging the future will be, I know we can face it and embrace it more optimistically.
作者簡介
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/taiwan
Wunderman 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 Intelligence
Wunderman 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 Thompson
WT Taipei FB: https://www.facebook.com/wunthompsontpe/
WT Taipei Instagram: https://www.instagram.com/wunthompsontpe/
WT Official Site: https://www.wundermanthompson.com/taiwan
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/taiwan
Wunderman 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 Intelligence
Wunderman 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 Thompson
WT Taipei FB: https://www.facebook.com/wunthompsontpe/
WT Taipei Instagram: https://www.instagram.com/wunthompsontpe/
WT Official Site: https://www.wundermanthompson.com/taiwan
目次
文化 Culture
科技 & 元宇宙 Tech & Metaverse
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
健康 Health
工作 Work
科技 & 元宇宙 Tech & Metaverse
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
健康 Health
工作 Work
書摘/試閱
01 新現實
元宇宙正在進化中。
元宇宙概念的發展，影響我們對於新興科技的想像，使其成為日
常生活中無處不在、不可或缺的一部分，更模糊了虛實之間的界
線，形塑出一個「新現實」。
DoorLabs 公司運用科技提升虛擬世界的易用性，探索如何利用
「元宇宙裡的全新沉浸式科技，照顧並協助有特殊需求的人們，
使其未來不再受限」，共同創辦人Kunho Kim 向偉門智威智庫
（Wunderman Thompson Intelligence）說道。
社會思辨設計師暨總監Liam Young 則透過虛擬實境（VR）推
廣社會運動。他向偉門智威智庫表示：「虛擬實境使我們從被動
的觀眾轉為主動的公民。作為一個沉浸式世界的公民，和只能呆
望螢幕的被動觀眾截然不同。」
蘋果公司執行長提姆‧ 庫克（Tim Cook）預測擴增實境（AR）
將成為人們日常生活不可或缺的一部分。庫克向荷蘭雜誌
《Bright》表示：「未來回首，你會納悶現在的自己如何度過沒有
擴增實境的生活。就像今天我們會納悶，我們這些過去沒有網路
可用的人是怎麼長大的？擴增實境是足以改變一切、影響深遠的
科技。」
為了迎接沉浸式科技時代的全面到來，科技巨頭相繼投入鉅額
資金開發擴增實境與虛擬實境。根據《商業內幕》報導，Meta 於
2019 年至2022 年9 月30 日間，已挹注360 億美元在其元宇宙
及虛擬實境部門Reality Labs 當中。創投公司Loup Funds 的
分析師Gene Munster 估計谷歌研發部門投資於擴增實境的資
金約有390 億美元。社交媒體公司Snap 則全心投入擴增實境，
在2022 年第三季的財務報告中將投資擴增實境技術列為三大首
要策略之一。
值得關注的原因：
數位時代的下個階段將會出現多元的沉浸式科技，使虛擬與現實
世界的界線更加模糊，引領新現實的誕生。
01 NEW REALITIES
The metaverse evolves.
As metaverse activations continue to advance, the way we
think about emerging technologies is becoming much more
nuanced and engrained in the everyday―shaping a new reality
where physical and virtual living are indistinguishable.
DoorLabs is using technology to advance accessibility in virtual
worlds. The company is exploring how to use “new immersion
technology in the metaverse to better help and better equip
people with different needs in the future,” DoorLabs cofounder
Kunho Kim tells Wunderman Thompson Intelligence.
Speculative architect and director Liam Young is leveraging
virtual reality (VR) to inspire activism. “It changes us from being
a passive audience into an active citizen. To be a citizen of an
immersive world is a different kind of relationship than being an
audience member in front of a screen,” Young tells Wunderman
Thompson Intelligence.
Apple CEO Tim Cook predicts that augmented reality (AR) will
become an integral part of daily life. “Zoom out to the future
and look back, you’ll wonder how you led your life without
augmented reality. Just like today, we wonder: ‘How did people
like me grow up without the internet?’,” Cook told Dutch
publication Bright. “AR is a profound technology that will affect
everything.”
Leading tech brands are investing heavily in AR and VR,
preparing for the coming reign of immersive technologies.
Between 2019 and September 30, 2022, Meta shoveled
$36 billion into Reality Labs, its metaverse and VR division,
according to Business Insider.
Analyst Gene Munster of Loup Funds estimates Google’s R&D
spending on AR at around $39 billion. Snap is going all in on
AR―the company listed investing in AR as one of its top three
strategic priorities in its 2022 third quarter financial results
report.
WHY IT’S INTERESTING
The next era of digital engagement will see a diversification of
immersive technologies and further blurring of the digital and
the physical―ushering in a new reality.
元宇宙正在進化中。
元宇宙概念的發展，影響我們對於新興科技的想像，使其成為日
常生活中無處不在、不可或缺的一部分，更模糊了虛實之間的界
線，形塑出一個「新現實」。
DoorLabs 公司運用科技提升虛擬世界的易用性，探索如何利用
「元宇宙裡的全新沉浸式科技，照顧並協助有特殊需求的人們，
使其未來不再受限」，共同創辦人Kunho Kim 向偉門智威智庫
（Wunderman Thompson Intelligence）說道。
社會思辨設計師暨總監Liam Young 則透過虛擬實境（VR）推
廣社會運動。他向偉門智威智庫表示：「虛擬實境使我們從被動
的觀眾轉為主動的公民。作為一個沉浸式世界的公民，和只能呆
望螢幕的被動觀眾截然不同。」
蘋果公司執行長提姆‧ 庫克（Tim Cook）預測擴增實境（AR）
將成為人們日常生活不可或缺的一部分。庫克向荷蘭雜誌
《Bright》表示：「未來回首，你會納悶現在的自己如何度過沒有
擴增實境的生活。就像今天我們會納悶，我們這些過去沒有網路
可用的人是怎麼長大的？擴增實境是足以改變一切、影響深遠的
科技。」
為了迎接沉浸式科技時代的全面到來，科技巨頭相繼投入鉅額
資金開發擴增實境與虛擬實境。根據《商業內幕》報導，Meta 於
2019 年至2022 年9 月30 日間，已挹注360 億美元在其元宇宙
及虛擬實境部門Reality Labs 當中。創投公司Loup Funds 的
分析師Gene Munster 估計谷歌研發部門投資於擴增實境的資
金約有390 億美元。社交媒體公司Snap 則全心投入擴增實境，
在2022 年第三季的財務報告中將投資擴增實境技術列為三大首
要策略之一。
值得關注的原因：
數位時代的下個階段將會出現多元的沉浸式科技，使虛擬與現實
世界的界線更加模糊，引領新現實的誕生。
01 NEW REALITIES
The metaverse evolves.
As metaverse activations continue to advance, the way we
think about emerging technologies is becoming much more
nuanced and engrained in the everyday―shaping a new reality
where physical and virtual living are indistinguishable.
DoorLabs is using technology to advance accessibility in virtual
worlds. The company is exploring how to use “new immersion
technology in the metaverse to better help and better equip
people with different needs in the future,” DoorLabs cofounder
Kunho Kim tells Wunderman Thompson Intelligence.
Speculative architect and director Liam Young is leveraging
virtual reality (VR) to inspire activism. “It changes us from being
a passive audience into an active citizen. To be a citizen of an
immersive world is a different kind of relationship than being an
audience member in front of a screen,” Young tells Wunderman
Thompson Intelligence.
Apple CEO Tim Cook predicts that augmented reality (AR) will
become an integral part of daily life. “Zoom out to the future
and look back, you’ll wonder how you led your life without
augmented reality. Just like today, we wonder: ‘How did people
like me grow up without the internet?’,” Cook told Dutch
publication Bright. “AR is a profound technology that will affect
everything.”
Leading tech brands are investing heavily in AR and VR,
preparing for the coming reign of immersive technologies.
Between 2019 and September 30, 2022, Meta shoveled
$36 billion into Reality Labs, its metaverse and VR division,
according to Business Insider.
Analyst Gene Munster of Loup Funds estimates Google’s R&D
spending on AR at around $39 billion. Snap is going all in on
AR―the company listed investing in AR as one of its top three
strategic priorities in its 2022 third quarter financial results
report.
WHY IT’S INTERESTING
The next era of digital engagement will see a diversification of
immersive technologies and further blurring of the digital and
the physical―ushering in a new reality.
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