A Closer Look at KO Insights 2022 Technology & Cultural Trends

Nothing changes faster than the trends you haven’t been paying attention to. But in the past few years there’s been SO MUCH OTHER STUFF to pay attention to that you’d be forgiven for taking your eye off of the zeitgeist.

That’s fundamentally why I began sharing these trends. Over the years, our savviest clients have asked for insights presentations, wanting to know the patterns I was seeing emerge from my vantage point of working across a broad range of industries for a wide variety of clients.

They’re not just any trends, though. Since I founded KO Insights, our work has been committed to improving human experiences at scale, so we’re always keeping an eye on the horizon for emerging trends that relate to that mission.

In case you’re wondering about our methodology, I’ll sum it up. Our 2022 Technology and Cultural Trend Map — which we published last week, so if you missed that, you might want to go back and download a printable copy you can keep handy as a reference — is shaped in four ways:

  1. Through the topics that have bubbled up repeatedly in direct conversations with business leaders, civic leaders, and industry thought leaders
  2. Through noticing emergent patterns in news and industry chatter
  3. Through direct research into peer-reviewed studies
  4. Through observations and insights of my own. Which is, after all, what the name of the company promises. It’s what’s on the label.

What all of the resulting topics have in common is that they’re poised to impact human experience in the next few years, and offer considerations leaders should be weighing now. They also reflect the macro themes, such as the ways the current global climate crisis is reverberating through industries and across communities everywhere.

2022 KO Insights Cultural & Technology Trend Map (small format)

This week we’ll offer a brief look at each of the trends included in the map. In weeks to come we’ll unpack them further, but be sure to let us know if you’re particularly interested in one or the other; we’ll be happy to prioritize the order somewhat based on your feedback.

The 2022 trends are:

  • The Immersive Trends
    • Always-On Economies
    • Virtual Third Spaces & Emerging Subcultures
    • Intuitive Intelligence
    • Augmented Everyday Experiences
    • Biometric Face-Off
  • The Integrative Trends
    • Making Tech Safe for Humans
    • Value Disruption
    • Food Innovation
    • Adaptive Cities
    • The Economy is People
    • Work Rework
    • Truth & Trust in Doubt
  • The Innovative Trends
    • Education Everywhere
    • Covid-to-Climate Momentum Transfer
    • Overcoming Supply Chain Chaos with Sustainability
    • Navigating the Just Transition

You can read a little more about each one below.

The Immersive Trends

Always-On Economies

Virtual work, virtual learning, virtual retail, etc

The pandemic has thrust many of us deeper into the virtual versions of the activities that occupy our days, whether that’s work, school, socializing, gaming, or the miscellany of errands and tasks we fulfill online, like shopping, banking, and even medical care. Owing to on-demand content and services, distributed user bases, and algorithmic and machine-generated experiences, these spaces have become “always-on” economies, and they are becoming more and more the norm.

This trend introduces several unique experience considerations. For example, as we live more and more in virtual worlds, our “real life” physical environments must function as shared spaces as well — shared with those with whom we live or work or play, either virtually or physically. Another side effect of such immersive technology is that it will create a growing need to protect our personal information, and how we trade it for services and products.

Virtual Third Spaces & Emerging Subcultures

Metaverse, Web3

The first spaces people spent time in online were virtual chat rooms & services like AOL’s local chat rooms, which often served subcultures that had very little interest in ever meeting face-to-face. Imagine those spaces, but on a much larger scale, and integrated with our day-to-day lives and functions.

A sub-trend here is the need for a personal avatar in the virtual third spaces to represent you. I’ve written for years about our digital selves and how to think about what they represent, but the subject keeps getting more nuanced and interesting all the time.

How do you represent yourself to others? What are the rules & expectations that surround this? These are some of the experience considerations we’ll be weighing as we examine this trend. We already see many people making their avatars look like them or someone they admire, and at times dressing them in ways that are out of the ordinary, daring, or simply unattainable in the physical world.

Intuitive Intelligence

Machine learning into human emotional expression, nuance, abstraction

Researchers are trying to detect human sentiment with machine learning, and piece together nuance and abstraction in a variety of interesting ways. These include chatbots, but also machines that play games and learn to beat human players (and do so again and again).

The capacity to do tremendous good with this kind of technology is enormous. Therapy bots are a current example that can help people who need mental health support and feel less awkward — at least initially — chatting with a bot than seeking out a human therapist. But of course the potential is there as well for these to be deployed in ways that are creepy, invasive, authoritarian, and just otherwise harmful.

The experience considerations here are vast, and will play into everything from personal privacy to public policy. Among the concerns are the fear that machines will eliminate or threaten highly-skilled human jobs; another concern is whether machines can be truly impartial when making decisions on our behalf. We’ll be looking at all of it.

Augmented Everyday Experiences

AR brings integrative entertainment, just-in-time context

I’m on record all over the place saying that augmented reality is the emerging tech I’m most excited about due to its potential to offer just-in-time contextual relevance — which is a form of meaning. Any technology that can be used to offer more meaningful human experiences is one worth exploring.

Of course, to think about the experience design and strategy considerations of augmenting everyday experiences is a bit meta, but we thrive in the land of meta. So we’ll continue to explore the implications of this trend on both a societal and personal level. This technology has the capacity to enhance or amplify experiences without replacing them fully with virtualized equivalents. So the experience design considerations will focus on how to integrate technology in ways that support our lives, not compete with them or require their wholesale reinvention.

Biometric Face-Off

Facial recognition & other biometric tech meets deployment & caution

This is an area I’ve been quoted on extensively in the past few years. There’ve been some developments in the past year, and we’ve written about some of them here at the site. But there are many still-to-come instances of this technology being rolled out in new ways, so we’ll continue to investigate what it means for personal privacy and other implications.

A sub-trend here is how facial recognition will be used in real-time by police & government authorities during protests to catalog & identify people who take part. This is already happening in some places, but it’s very likely only the beginning of what’s to come.


The Integrative Trends

Making Tech Safe for Humans

Emerging tech meets ethics, human protections, etc

In the age of algorithmic decision-making, these are the questions that will arise more and more frequently: How do we know if a machine or artificially intelligent algorithm is making decisions for human beings that are fair, just, accurate, unbiased?

What is bias in data inputs used to train machines, etc. — and how can it vary by race, gender, political affiliation, geography?

Who’s accountable for errors made by machines?

There are many related questions, of course. But the point is that ethics and human protections must be integral features of emerging technologies. If not, humanity could pay an incredibly steep price for new technology before we over-correct to “fix” what we’ve allowed to scale.

Value Disruption

DeFi, NFTs, Bitcoin, mobile payments, cryptocurrency, blockchain

There are big social issues around the speed at which these technologies and platforms are developing. Will they be used for crime and corruption and just plain greed? Sure, but then so will other technologies that don’t rely on decentralization or blockchain’s distributed nature.

We’ve written a bit about this here, but the theme is: money is getting weirder. We’ll continue to explore the innovations and risks, and follow the policy experts on what sorts of regulations might need to be implemented to protect people and use technology in positive, productive ways.

The larger question I’m interested in looking at, though, is in the relationship between disruption — or creative destruction — and meaningful human value. And what new ways might emerge to move from disruption to value-driven innovation. Because the most important part of designing new technologies is ensuring that they can make life better for humans. That means that at some level they must benefit society and the planet at large, not simply advance for technology’s sake. If they don’t, they are not helping us solve the many problems of the present to get to the future we need.

Food Innovation

Combating losses of covid & insecurity with innovations, planet-centric diets

What does the future of our food look like?

Agricultural innovation will be focused on protecting crops to better feed more people. We know that climate change is impacting crop yields, and we urgently need approaches to overcome it. Will lab-grown meat solve our issues around waste production & energy usage? Seems like the questions are more complex than the answers so far.

But as someone who’s been vegetarian for 27 years and vegan for 24, I’m delighted to see an enormous push to make plant-based proteins seem more consumer friendly. I’m especially happy to see the trend toward lab-grown meat that doesn’t require the energy and environmental impact of cattle production. But overall the emphasis is less about plant-based and more about planet-based eating. It just so happens that for now, those two ideas are rather aligned. We’ll be watching this space with interest.

Adaptive Cities

Place-by-place experiments in resilience

The Adaptive City is the global trend of cities undertaking initiatives to better prepare themselves for uncertain futures, whether due to climate change or political volatility. This is as much about major cities developing climate resilience and mitigation strategies as it is about smaller-scale community planning, with a focus on flexibility and affordability in addition to resilience.

Among the tasks cities are taking up are improving infrastructure (laying additional infrastructure underground to make up for above-ground changes) and ensuring the availability of available housing. This is a big trend for the decade to come, and given our work with cities, we will be following it closely.

The Economy is People

Local, community, collectives, mutual aid

The idea that “the economy is people” was a theme in A Future So Bright, has been the subject of quite a few of my Twitter rants, and has shown up repeatedly in research-guided work around everything from the future of work to the future of energy:

Work Rework

Great Resignation, hybrid workplaces, evolving ideas of workplace, work, team

In the pre-2019 days, there was already considerable interest in what the future of work would look like. But in light of the pandemic’s impacts, in light of the shift to remote work and hybrid workplaces, in light of the Great Resignation, in light of the ongoing clamor to wrap our minds around the future of work — we’re still in the early days of this evolution.

Truth & Trust in Doubt

Geopolitical upheaval, misinfo/disinfo, etc

The past few years have seen a deluge of issues in the crisis around trust and truth: “fake news,” suspicions of media bias, the future of democracy in the age of algorithmically-boosted misinformation and propaganda.

We’ve written about this here and we’ll continue to examine these issues.

Personally, the more I think about it, the more I see that we’ll have to work toward truth and trust from the ground up — through education and changing our perspective on what it means to be well-informed. We need tech solutions to untangle tech problems like the amplification of misinformation, but we also need media literacy, citizen literacy, and engaging one another in civil discourse.


The Innovative Trends

The KO Insights working definition of innovative is “aligned with what is going to matter.”

Education Everywhere

Zoom classrooms, just-in-time learning, resolving inequity

The future of learning and education is evolving in a time when we’re grappling with ways to help people cope with change and remain flexible, so they can participate amid public health emergencies, so they can learn at their own pace, so they can compete. It’s easy to imagine a future of learning and education that is “just in time,” ad hoc, and scalable — so people can learn on their own timeline within the constraints of our lives. But these conditions aren’t available to everyone equally, and so the future of education must also grapple with inequity and access.

Covid-to-Climate Momentum Transfer

Hopeful strategic innovation

Of course we’re paying attention to climate momentum anyway, but the rapid technological advancements and digital transformation that have accompanied the COVID-19 pandemic offers incredible opportunity to harness that momentum towards climate mitigation. Observers across industries have noted the opportunity; now it’s just a matter of leaders making the decisions that will most effectively deliver on that promise.

Overcoming Supply Chain Chaos with Sustainability

Investing in greener fleets & fuel

Corporate social responsibility, supply chain management, ESG, ethical procurement — there is growing awareness of these topics as they relate to greener fleets, supply chain chaos, and how these will be addressed in the future.

This also relates to transportation innovation as a whole. Future transport is one of the largest sectors in our series. We’re watching the evolution of electric vehicles including trucks, transportation systems for coastal communities, and more. We’re even keeping our eyes on private spaceflight, although that’s not likely to be a trend we report on here very soon.

Navigating the Just Transition

The challenging move away from fossil fuels

As we undertake the process of moving away from fossil fuels, issues come up around fairness and justice for communities affected by changing policies and initiatives, like native people and people living in low-income neighborhoods in cities, which are often subject to the greatest climate impacts.

The future of work also ties into this topic––green jobs are growing, which is great, because we need solutions for job transitions. And while gender equity isn’t tied to climate per se, studies show the impact of climate change hitting women in developing countries hardest.

This also includes issues related to mobility justice — making sure communities have access to greener infrastructure.

But the scope of this trend actually goes farther and includes sub-topics like: collaborative movements, social impact startups, feminist economics, inclusive policy-making, radical social justice, upending power dynamics, systemic change, universal basic income, collaboration-driven initiatives, building from the ground up, and so on.


And that’s just barely scratching the surface on all of these trends. We plan to dive deeper into each of these topics in the weeks to come, but in the meantime I hope these summaries have given you food for thought in terms of how you might be thinking about your future strategy.

Please don’t hesitate to get in touch if I can answer any questions about how you might use these insights, or if you’d like to discuss booking a session to review them with your team.

I’ll leave you with just one last thought. Although it’s impossible to actually predict the future, one thing is easy to anticipate: the world will continue to need your bold and savvy leadership in the future. More than ever.

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