The changes in lifestyle during times of crisis, whether economic, political, social, or due to pandemics, have led people to adapt in various ways. As everything gradually stabilizes and life resumes, people are regaining hope for themselves and the world. This includes taking care of their health holistically and connecting more with nature, driven by technology in both online and offline aspects of life across all ages. COTTO tiles under SCG Decor have brought together a team of designers to study the social contexts of individuals, events, situations, and environments, reflecting on past lifestyles. This is a crucial time to open new perspectives on material usage by integrating the evolving lifestyle trends of people, which are diverse and not bound by traditional views, inviting contemplation since every creative work often reflects the identity of its creator.

The presentation of lifestyle trends, based on the fascinating and evolving consumer behaviors of COTTO for 2023-2024 under the theme MEflection, We Reflect the World, the World Reflects Us, stems from the combination of the words Me and Flection. This reflects humanity's tendency to revisit life and express our identity to the outside world, while the world we inhabit also reflects back on us. The narrative intertwines with lifestyle trends showcasing different perspectives on life stages in four distinct forms.

BASIC ORGANIC – Our Balance, the World's Balance

Having gone through various experiences, it is not surprising that people from Gen Y to Gen X, who are at a stage of bearing various burdens, feel exhausted and weary of life. They seek happiness for a meaningful life, returning to prioritize balance, caring for their health, and focusing on mental and emotional well-being. They adopt a slower pace of life, spending more time in nature. This trend seeks relaxation and engaging in favorite activities during holidays, enjoying nature, and showing interest in home renovations to enhance quality of life, aligning with local contexts. They are eco-conscious and support businesses that not only seek profit but also aim to care for society and the environment, under the belief that if we are well, society and the world will be well too.

Designs that resonate with this trend must connect with nature, featuring simple and free forms. The materials should emphasize craftsmanship and recycling, while the main colors appealing to this group will be neutral tones, reflecting balance and a slower rhythm, along with shades that promote sustainable tranquility.

RETRO FUTUR - Moving Towards the Future with Joy from the Past

In times of crisis, opportunities for new innovations often arise as humanity develops technology. Technology plays a crucial role in driving the world forward into the future, requiring people to adapt to these advancements. The Gen Y group seeks to apply technology in every dimension, while Baby Boomers and Gen X use technology as a tool to connect with others. Meanwhile, Gen Z and Alpha have grown up with these technologies.

It is evident that Gen Y is proficient in using technology, open to new innovations, and believes that technology can enhance their lives. However, there are moments when they reminisce about the joys of the past. Thus, the trend “RETRO FUTUR” symbolizes the fusion of future technology with the essence of bygone eras, representing a generation that connects with other generations they are responsible for, ensuring their families have a good quality of life, prioritizing hygiene, and willing to use technology if it can address cleanliness and safety.

What meets the needs of this group often features advanced functionality while blending designs of the past harmoniously with current trends, such as retro styles, rounded lines, or grid patterns. The materials chosen must convey cleanliness and safety (Hygienic Materials) or be recycled materials that help reduce resource scarcity (Smart Eco Material), including materials that integrate with technology to create innovations for the future (Smart Materials).

YOUTOPIA - A Better Version of the Same World

Due to the world's differences and diversity, issues of inequality, injustice, and environmental problems have turned what should be an equal and safe space for everyone into merely an ideal world or Utopia. However, the growth of online communities has empowered social media, pushing people to learn about rights and freedoms, becoming more aware of issues, boldly expressing their stances, and hoping to change society for the better. The tool of choice for this generation is “Soft Power,” a force conveyed through creative and entertaining ideas, laced with humor but rich in substance intended to raise awareness among others. They believe that the ideal Utopia can transform into Youtopia, a better world for future generations, through the small powers that begin together today.

We may think that only younger generations are interested in social and world development, but in reality, people of all ages are becoming aware of this as well. Some older individuals understand the changes of the times, referred to as the Elastic Gen, or those with high adaptability. Gen X tends to adapt quickly, has ideals, and questions social structures, while Gen Y is full of creativity and courage to demand what is right. Gen Z, having grown up with technology, is aware of diversity and equality, and has the courage to stand up and act on what is right. The integration of all generations helps drive today's world toward the one we desire, using creativity to campaign across all dimensions, including politics, the environment, equality, and the rights of the disabled and elderly.

Designs that respond to this group will thus employ out-of-the-box thinking that reflects free identity, full of energy, fun, and a love for vibrant colors, blended with modernity to enrich thoughts and beliefs. Beyond considering design, they also think about living environments and embrace diversity in material combinations to create new things.

FREEDOM SPECTRUM: Virtual-Real World

The arrival of the digital age has made the world no longer just one; it allows us to access information without limits, recognize diversity (Human Diversity), and strive to amplify our voices online. The final point is the influence of Gen Z, who boldly express their identities and create a world that is inclusive. All of this has led to the trend “Freedom Spectrum,” or “Freedom in the Virtual + Real World.” As the digital society grows into another space that gathers people from all corners of the world, a group known as Digital Natives emerges, characterized by their creativity and openness to new experiences, predominantly comprising Gen Z individuals who are risk-takers, love freedom, and are part of new social networks, expressing themselves through innovative content creation that compels other generations to follow and adapt to the new era. They tend to adapt well to changes, open to new cultures, especially in digital realms, including currency systems, art, and virtual worlds that expand their experiences.

Designs that align with the nature of this group can be diverse and limitless, as they blend online and offline worlds. They may have surreal elements reminiscent of games, infused with fantasy to resonate with their advanced imaginations in both the real and virtual worlds.

The presentation of lifestyle trends evolving across different generations by COTTO emphasizes the use of new material forms, whether in design or color, no longer bound by traditional views or forms, to ensure that designs meet the lifestyle trends of people in 2023-2024, reflecting the identity of the creators and users, while also expressing ESG perspectives through products certified under the SCG GREEN CHOICE label. For more details on all four styles,

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