Introducing Adweek's 2022 Global Theme

When our editorial team prepared last year's Outlook issue, we started with a list of questions: What would the future of work look like? Would consumer habits change long-term? Would media spending rebound? Less than a year into the Covid-19 pandemic, many of those questions remained unanswerable. This year is different. We're beginning 2022 with a clearer view of the world that lies before us—a world of convergence. For the first time in our publication's history, we are declaring a global theme for 2022: Convergent Futures. In the next 12 months, our entire organization will map the fascinating ways once disparate trends and technologies are merging to create a new reality. In biology, convergence happens when cells come together to create a new organism. In marketing, business models are converging to create a new advertising ecosystem. I'm celebrating my seventh anniversary with Adweek this month, and it's not lost on me how rapidly the industry and our newsroom have changed in that time. Programmatic advertising has ballooned from a niche sector to the forefront of the international privacy debate. Brands' interest in culture has expanded from St. Patrick's Day tweets to business strategies anchored in global citizenship. The darling digital media disrupters of a decade ago now find themselves in need of a pivot. And agencies are finding ways to hold their own in the client-creative power dynamic. Also in that time, our newsroom has doubled in size. Fifty journalists strong, we are covering this industry with the level of depth our readers require. We know you need us now more than ever. And because you have outsize influence on culture and the very world we traverse, we take that responsibility seriously. Much depends on ads, as silly as that may sound to the uninitiated observer. It's a fascinating time to be an industry mapmaker. Our reporters are digging daily into 10 verticals and developing new beats as this industry evolves. Look for more stories on sustainability, plant-based products, augmented reality and inclusive creativity. And watch for thought leadership and guides to help you understand the metaverse, talent, augmented reality and privacy on platforms spanning audio and TikTok. But first, to get a handle on the new year, read this week's cover story, a series of essays by Adweek editors and expert contributors laying out the most reliable predictions you'll find for where consumers are headed. These should serve as thought starters for your business strategy and conversation starters for your teams. What do you see converging down the road? Tell us—this is the start of a conversation we'll be leading all year. Cheers, Stephanie Paterik Editor in Chief

Outlook

Editor's Letter: Introducing Adweek's 2022 Global Theme

Thought starters for your business strategy in the new year

Stephanie Paterik

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Stephanie Paterik