Key points

• A new approach to social media is required as younger consumers shun the performative style of Instagram (and google search)
• Humour is making a comeback – use it wisely
• Real life is trending – tell it how it is and create experiential brand moments
• Re-consider using the term sustainability – better options to avoid green washing, Nike's report does it well

At the beginning of the year, we brought you six must-dos to help your brand get ahead. As we get into the thick of the second half of 2024, let’s discuss some emerging trends and the implications for brand custodians and marketers.

 1.   Keeping it real

Authenticity-driven marketing is a key trend stemming from missed milestone events during the pandemic, therefore, the opportunity and privilege to connect in real life is valued by all generations. According to The Lab’s 2024 Outlook, brands that provide opportunities to come together in unique ways are on to a winner – cue ‘No Swipes’ singles events which give the middle finger to dating apps. Or the last minute Fred Again concert at the Sydney Opera House which was announced, sold out, and performed all within a 24-hour time frame; a clear case of the power of connection boosting his fandom and authenticity. The Lamb TVC also played with this theme by breaking down the generation gap to show how all generations can reunite and reconnect over lamb (of course!).

With the rise of AI, customers are also questioning what is machine driven and what is human driven. Bar being able to meet or connect IRL, ensure marketing activities are driven by authenticity. Oatly’s dedicated website (https://fckoatly.com) devoted to discuss the negative publicity received by the brand is “helping fans—and the thousands of people who hate us—better understand everything that’s “wrong” with our company”. A genius way to tackle things head on in an honest yet fun way.

Implications for brands:

• Inject more experiential opportunities and ways to connect between brands and customers
• Use testimonials or employee-generated content to increase authenticity

2.   Changing of the guard: new rules of social media

As young people feel more disillusioned with big social networks, more are moving away from the overt performative style of Instagram and relishing in the chaos and rawness of TikTok. Younger consumers are posting less publicly and engaging in private chat rooms or groups which are seen to be more authentic and personal. The Brandwatch 2024 Digital Marketing Trends predicts that social media will become the go-to search engine especially for younger audiences who view social media as less biased than Google Search 😱, and are already migrating their searches to platforms which they already spend a significant time on. End of days…? 🫥

Implications for brands:

• Social media marketing is a must, a clear strategy that evolves with your audiences needs not just jumping headfirst in the latest channels. At the very least, connect your search marketing to your social marketing
• Create social content that answers search questions to help your brand be discovered
• Rethink ways of communicating and tap into new platforms

3.   Sustainability is the buzzword… or not

While sustainability is definitely a trend and hot topic of 2024, there is a lot of confusion about brands and products that are good or bad ethically, leading to an erosion of brand trust from green and social washing. In Australia, the top 3 sustainability concerns are dominated by social issues; poverty and mental health issues are the top two, followed by climate change in third position according to the Kantar Sustainability Sector Index.

The Kantar report discussed how sustainability has a language problem, with inconsistent and unclear use of language creating confusion. They advise NOT to use the word ‘sustainability’ which is increasingly being corrupted and compromised. Instead, be specific about the pillar of sustainability you are referring to according to the United Nations Sustainable Development Goals (SDG) and show the action being taken. For instance, Nike addresses the SDG 3, better health, with their investment in kids sports programs and the representation of women and pay equity in their workforce which is SDG 5, gender equality (see the Nike 2023 Impact report).

In addition, ensure the key action that your brand is taking to make a difference is relevant to the brand or business, meaningful to the audience, and not overly conceptual. Republic of Everyone, now the Impact Communications arm at the global consultancy South Pole, and leaders in sustainable communications, recommends a webpage dedicated to show evidence of roadmaps, targets, actions and partnerships to support the action your brand is committed to taking.

Implications for brands:

• Be clear and specific which pillar of sustainability your brand is acting on
• Show and report how your brand has taken action around something people care about and is relevant to your audience
• And of course, be authentic to your brand values!

4.   AI is your friend not foe

The increased familiarity of AI in 2024 has reduced initial knee-jerk reactions – we're now in the utilisation rather than takeover phase. People are now talking about how AI can enhance human skillset and AI adoption to harness new opportunities. Talk of AI being used to fight cybercrime is certainly welcomed by everyone but more commonly, many brands are using it to increase personalisation for their consumers or increase scale and human connection.

Personalisation opens opportunities to create super-fans. For instance, Netflix’ launch of the Black Mirror fantasy series offered viewers the choice of a hyper-personalised website using their photo (with consent). This series is also autonomy and ‘choose your own adventure’ in action as viewers can watch the six seasons in whatever order they choose as each episode is their own standalone story.

Implications for brands:

• Ensure AI personalisation is relatable and something audiences will froth over
• The activation should be an extension of your brand to foster a deeper connection, not just fluff that is faddish.
• Use AI to create human-centred experiences (yes, a paradoxical problem!)

5.   Funny is back baby!

This year’s Cannes Lion had a humour category for the first time, and according to Kantar, the percentage of ads with humour in it has increased after suffering a decline during the Covid pandemic in 2020-21.

Among this year’s winners are Specsavers with their ‘Misheard Version’ campaign in the UK based on their insight that many people delay having a hearing test. Partnering with Rick Astley to re-record his most misheard lyrics, this campaign was launched without explanation, realising the world’s biggest hearing test. And it was chaos! The ‘Misheard Version’ was played over 20 million times in the first 8 hours, making ‘hearing aid’ the highest trending topic in the country.  (🎶🎵 “never going to give you up, never going to let you down, never going run around with dessert spoons” 🎶🎵)

Implications for brands:

• Humour is a great way to gain attention – ensure it is appropriate for your brand personality and message
• Not just creativity for creativity’s sake – use it to solve business and consumer problems, and not ‘just for a laugh’

Many of the world’s brand custodians understand that marketing is an important investment for brand growth. To quote Marcel Marcondes, global CMO AB InBev who manages brands like Corona, Budweiser and Stella Artois, and won Creative Marketer of the Year in 2022 and 2023 at Cannes Lions, the first team to win two years in a row,

“We don’t do creativity for creativity’s sake. Creativity needs to have a purpose, a reason, a mission. Creativity is great only when used to address real consumer and business problems.”

If you are a marketer looking for a partner to help you put some of these tips into practice or to take advantage of these latest trends, get in touch here!

Blog sources:

Brandwatch. (2024). 2024 Digital Marketing Trends. https://www.brandwatch.com/reports/digital-marketing-trends/view/

Kantar. (2024). The Language of Sustainability. https://kantaraustralia.com/the-language-of-sustainability/

Kantar. (June 2024). Cannes Lions 2024: Five takeaways for marketers. https://www.kantar.com/inspiration/advertising-media/cannes-lions-2024-five-takeaways-for-marketers

The Lab. (2024). The Lab Outlook 2024. https://thelabstrategy.com/the-australia-project/

Marketing Week. (June 2024). Ab InBev: Building brands is like a marriage. https://www.marketingweek.com/ab-inbev-building-brands-marriage/

Republic of Everyone. (2024). How to avoid greenwashing without losing your pizazz. https://www.linkedin.com/company/republicofeveryone/posts/?feedView=all