Trends | Adel & Link Public Relations
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Imagining the future

At Adel & Link, we’re not only hungry for stories – we’re also always on the hunt for the latest trends. On a daily basis, we observe how our society is changing, what people are talking about and what we can do to make a difference. We immortalise the most important trends in many different ways – from stickers to trend books to socks – and send them out into the world to share them with our network. After that, we present the most important trends at our annual Trendvernissage.

Our trends 2021

Our trends 2021


The goldfish is superior to us. At least in terms of its attention span: it stays focused for nine seconds, while we become distracted after eight. Back in 2000, we still managed to focus for 12 seconds – statistically speaking, our attention span is melting away. Push messages, notifications and e-mails are constantly draining our concentration, positively flooding us with information. [Hey – are you still with me?] So how much time is left for articles and texts that take five, eight or even twelve minutes to read? You guessed it: none. TL;DR – Too Long; Didn’t Read. The abbreviation can be used in two ways. When used as a comment under articles on the internet that are deemed too long, it points out the unreasonable length. In other cases, TL;DR indicates a short summary of a text: concise, informative, to the point – in under 800 characters. If you actually want people to read what you write, it has to be brief. But what does that mean for the communications industry? And will we still be reading anything at all in ten or 20 years from now?


TL;DR (Too Long; Didn’t Read) stands for today’s lifestyle; no time for lengthy content, texts have to be short and to the point – or you might as well leave it.

Rediscovery of Home

We have never experienced our home like this before! A sentence that people around the world can relate to. Hobbies, leisure time, school and work moved into our homes overnight – and with them new needs. The solution: rethinking. DIY stores were overrun, entertainment was demanded: TV sales increased by 11% in 2020. What was no longer available outside, moved into our homes. This means that the home no longer knows any boundaries. Having nature on your doorstep is a luxury. And its absence is a reason to move. To a flat with a balcony. A house. With a garden. In the countryside? Working at home opens up a whole array of new possibilities. Last year we were already on to something with our trend Progressive Province – COVID-19 has taken this to a new level. But how will our home life evolve in the long term? Will our home truly become our castle? Will we also build a tiny homeoffice in the garden? Will the apartment become even more of an adventure park? How will its appearance change? And how will we change within it?


TL;DR: COVID-19 turned our homes upside down and shows us how we really want to live – the ideal living situation is rapidly evolving and we are in the midst of it.

Experience Extreme

Elephants, lions, zebras – the giants of the animal kingdom are on display in the circus ring and animal rights activists can lean back and enjoy their popcorn. After all, they’re only watching life-size projections. Elsewhere, a band brings the stage to life, beamed in from their studio for the rest of the world to enjoy – no more long-haul flights necessary. Holograms are on the rise. Possibilities like these strike a chord with a pandemic-stricken world. After their umpteenth walk around the block, people are looking for new, extreme experiences. No wonder digital escapes have become so popular: AR and VR take us into other spheres and offer us unique experiences that we can enjoy from the comfort of our sofa, without endangering ourselves or others. So what can we expect in the near future? Holograms we can touch, smell or even taste? Multisensory escapes into virtual worlds? And how long will it take until we can send our very own digital doppelganger to the next family reunion?


TL;DR: Digital is the new normal and we want more of it: holograms, avatars, AR and VR – we’re ready!

Generation Justice

Political correctness – the term is as divisive as the concepts it represents. But there is no denying the fact that the topic is omnipresent in today’s society. Even if it is a challenge for some in the older generations and some might occasionally desperately search for the right word: The world is diverse – and more and more people are fighting for the world to acknowledge that. Social networks such as Instagram and TikTok introduce children and teens to people from all over the world at an early age. Education on different cultures, backgrounds and mindsets is going viral. And this is already evident in their circle of friends: colourful in all respects – whether with regards to skin colour, gender or lifestyle. The world has many facets and a place for everyone. Already at an early age, the digital generation is learning to embrace differences. Brands are also coming to the realisation that they have to reflect this diversity if they want to appeal to younger generations. A generation in which no one has to hide anymore is growing up – how will it change society? The language? The interactions? And are young people really as open-minded as they seem at first glance? One thing is certain – the future is colourful.


TL;DR: The world is diverse and ever-changing – and more and more people are demanding justice for all.

Companies as Activists

There is no planet B. Every item on the checkout line is a political statement and a building block of a future world. Companies have internalised what consumers want and are now becoming activists themselves. During the Black Lives Matter movement many have shown a clear stance against racism that we would not necessarily have expected from them. While consumers used to be the ones making demands, companies are now encouraging their customers as well as policy makers to act. Activism takes many forms: some companies are switching to more sustainable production, others are choosing suppliers who pay fair wages, or start campaigns for a better tomorrow.  Symbioses with fellow campaigners are also becoming more common, for example when it comes to saving food. That’s how misshapen pieces of cereal which the cereal manufacturer cannot use find their way into brew kettles to be turned into delicious beer. Whether they’re doing it for profit or out of conviction, it works. And while companies try to outdo each other in their activism, the planet benefits from this development. It remains to be seen how this will affect the economy.


TL;DR: Whatever their motives may be, more and more companies are turning into activists – Mother Nature is grateful.

Planetary Diet

Saving the world one bite at a time? En vogue! After superfoods, protein bombs and meat substitutes, a new attitude towards food is emerging – what ends up in our stomachs has to be good for us and for the planet. The procurement radius of our food shrinks – why ship an avocado from overseas when we can enjoy some local cabbage? This doesn’t only save CO2, but also puts freshly harvested produce on our plates. Highly processed foods with long lists of ingredients are also shunned. We want our food to be clean and organic. After all, we like our bodies like we like our soil – free of toxins. In the planetary diet, humans see themselves as part of a bigger picture. The pandemic has fuelled this trend, shifting the focus to our immediate surroundings and bringing forth amateur gardeners. Because what could be better for us and the planet than home-grown fruit and veg?


TL;DR: The planetary diet is simple – we consume only what is good for the planet, we are part of a circular whole.

Eco but Sexy

The German word öko (eco) has many different connotations – and not all of them are good. While it can be used to describe something that is sustainable and organic, it has long been employed as a slightly derogatory term for proponents of a certain lifestyle: ökos are said to have a problematic relationship with personal grooming, wear clothes made of hemp fibres and exclusively shop in health food shops. This cliché is now slowly crumbling – sustainable razors made of stainless steel have become lifestyle products and plastic alternatives made of bamboo, glass and metal are gradually replacing plastic cups and bread bins. Renewable materials are conquering the market a little more each day. Clothes made from sustainably sourced, natural and organic fibres have become fashionable. Sustainable products are finding their way into everyday life. And sometimes they’re so attractive that they end up in the shopping baskets of people who aren’t even looking for eco products. At the same time, health food shops are freeing themselves of dusty clichés and turning into chic lifestyle temples. Whether it’s cleaning products, natural cosmetics or snacks – organic has never been so sexy.


TL;DR: They’re organic and everyone wants them – sustainable products are no longer associated with hippies – they’re becoming new status symbols, conquering all areas of life.

Private Everything

In the year of COVID-19, we rediscovered our privacy. Being cocooned at home makes us feel safe and good in volatile times. And what works at home is now increasingly becoming possible in public. The gastronomy and leisure sectors have reacted to this need and upgraded their equipment: we can now dine in secluded little plastic booths or book a private spa day for the whole family. The ski slope for an hour just for your own family. Cinemas are also joining in, offering smaller rooms for private screenings. Is private leisure the new normal? What other offers can we expect? Who can afford it? And is this the end of fun in crowds?


TL;DR: All private everything – whether it’s a restaurant, cinema or spa, we want it all to ourselves. And more and more offers are meeting this demand.

Life in Quibits

Unprecedented computing power, speeds that take our breath away and new possibilities that will change the internet, data exchange and all our lives – we are talking about quantum computers. Although these technological giants will not be moving into our home offices any time soon, they could lead to the next breakthrough in medical research. Quantum computers can reliably calculate complicated chemical and biological reactions and can be used to accurately simulate the effects of drugs in the human body. By doing so, a patient quickly receive a customized remedy. But medicine is only one of the areas where these giants will be used. Because they process data differently than conventional computers, data exchange in the future will be more secure than ever before. One thing is certain – this new technology will change many things. Perhaps even the way we think.


TL;DR: Medicine, science, global affairs – quantum computers will change our lives. Will they also affect the way we think?



Once a year, we move our desks to the side and create space for the future. Our Trendvernissage brings together exciting topics and creative personalities. It offers an inspiring platform and sparks ideas among start-ups, creatives and communication professionals in the Rhine-Main area.We bring together pioneers, visionaries and sometimes even oddballs, present evolving ideas and show how they will shape the future. And we invite our guests to exchange ideas and soak up inspiration.

Our previous trends