Summary of journalism and media development in 2023: These 8 trends will become important

What trends will shape the media and communications industry in the new year? In recent weeks, countless trend reports and outlooks for 2023 have been published. An ideal time to take a closer look and compare: What are the trends that are emerging for the new year — and where are we mainly dealing with hypes and good marketing-speak?

Which trends will be relevant for journalism and media houses in 2023? Strategy consultant Konrad Weber has analysed over 20 trend reports and summarised them in 8 meta-trends. (Photo: Adrian Graf)

Trend 1: Focus — less is more

Why is this becoming important?

Achieving more with less has emerged as a major challenge in recent months. Rising prices, higher costs, and inflation. The success story of constantly growing prosperity is currently being severely slowed down. As a result, we have to radically rethink our understanding of prosperity.

Sources on this trend

✍︎ Media Trends & Predictions 2023 by Kantar
✍︎ Chief Economists Outlook by World Economic Forum
✍︎ Social Media Trends 2023 by Hootsuite
✍︎ Medientrends 2023 von Medieninsider
✍︎ Technology, Media, and Telecommunications Predictions 2023 von Deloitte Insights
✍︎ Key Digital Themes for 2023 von Kepios

Trend 2: Programmed intelligence — artificially created content

Why is this becoming important?

It was an eye-opener of a special kind when OpenAI launched the new application ChatGPT at the end of November 2022. Suddenly, the possibilities of artificial intelligence seemed to be accessible to all, seemingly overnight. A simply asked question was enough to explain quantum physics in the style of Shakespeare, to read out confusing data sets or to develop complex code.

Sources on this trend

✍︎ Predictions for Journalism 2023 by NiemanLab
✍︎ Influencer Trends 2023 by Ogilvy
✍︎ Wayfinder Review Preview — Trends Report 2022/2023
✍︎ Farsight futures reviewed by Copenhagen Institute for Futures Studies
✍︎ Predictions 2023 by nextMedia.Hamburg
✍︎ Innovation in Media 2022/2023 Word Report by FIPP — Connecting Global Media

Trend 3: Let it be found — instead of searching forever

Why is this becoming important?

When Google presented a study on the search preferences of its users last summer, the results may have surprised some. According to the study, around 40% of younger users do not use Google Maps or Google Search when looking for a place to eat but are inspired by content on TikTok or Instagram.

Sources on this trend

✍︎ Think Forward 2023 by we are social
✍︎ Wayfinder Review Preview — Trends Report 2022/2023
✍︎ Change and Opportunity 2023 Media Trends by dentsu

Trend 4: Goodbye — difficult replacement process of third-party platforms

Why is this becoming important?

Although some trend reports predict the end of social media (again) in 2023, the reality is different: Many media houses still benefit from social media traffic — and even the often dead link post lives longer than expected.

Sources on this trend

✍︎ Social Media Trends 2023 by Hootsuite
✍︎ Medientrends 2023 by Medieninsider
✍︎ Predictions 2023 by nextMedia.Hamburg
✍︎ Predictions for Journalism 2023 by NiemanLab

Trend 5: Portfolio — new products, bundles and subscriptions

Why is this becoming important?

If you continue with trend 1, you end up with trend 5: Only those who focus on what they offer can sharpen their own profile in the flood of content. Therefore, the following applies (once again): “Do the best and link to the rest.”

Sources on this trend

✍︎ Predictions for Journalism 2023 by NiemanLab
✍︎ Medientrends 2023 by Medieninsider
✍︎ Wayfinder Review Preview — Trends Report 2022/2023
✍︎ Innovation in Media 2022/2023 Word Report by FIPP — Connecting Global Media
✍︎ Think Forward 2023 by we are social

Trend 6: Personnel development — necessary answers to the shortage of skilled employees

Why is this becoming important?

“Great Resignation” and “Quiet Quitting” were the hallmarks of 2022, and there was a lot of discussion about the shortage of skilled employees. This will also concern us in 2023 and even become a new reality: By 2030, 5 million more workers will retire than enter the labour market in Germany alone.

Sources on this trend

✍︎ Top 5 Priorities for HR Leaders in 2023 by Gartner
✍︎ Predictions for Journalism 2023 by NiemanLab
✍︎ Chief Economists Outlook by World Economic Forum

Trend 7: Change fatigue — empathy for constant change

Why is this becoming important?

Organisations are supposed to become even more efficient, even faster, and even more agile. At the same time, an increasing number of employees state in surveys that they suffer from “change fatigue”. While in 2016 74% of employees were willing to change their own work behaviour in order to support organisational change, this number dropped to 38% by 2022.

Sources on this trend

✍︎ Top 5 Priorities for HR Leaders in 2023 by Gartner
✍︎ Predictions for Journalism 2023 by NiemanLab

Trend 8: Net zero — walk the talk

Why is this becoming important?

There has been loud debate about the climate crisis and activist action in recent months. In contrast to last year, several trend reports, therefore, see 2023 as the year of real and sustainable innovation. This is the only way the media and advertising industry can contribute to reducing CO2 emissions.

Sources on this trend

✍︎ Media Trends & Predictions 2023 by Kantar
✍︎ Technology, Media, and Telecommunications Predictions 2023 by Deloitte Insights
✍︎ What’s Next 2023 Trend Report by TikTok

Collection of Trend Reports for 2023

Here you will find all reports as original sources that served as the basis for this summary.

Questions? Further tips?

Which of these trends are you most concerned about? Do you see any other “meta-trends” that will become relevant in 2023? Feel free to let me know by using the comment function or by sending me a message on another channel. I am looking forward to it!

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Strategy consultant and coach for digital transformation. www.konradweber.ch

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