9 Marketing Trends in 2024

Since none of us possess a crystal ball, and 2024 is a very short time horizon, the following is informed conjecture. I’ll touch on Gen Z, social ads, the ’90s, authenticity, content creation, and AI. As a global marketer in tech for the past 20 years, having experienced the rise of Millennials, and currently working with Gen Z teams and customers, here is some of my 2024+ visioning.

1. Where Gen Z Finds Community

Even if paid social ads will continue to decline in efficiency, social channels will continue to be the primary place for Gen Z (but also for Gen Y, Gen X to lesser extents) to find community within their different identities (ethnic, gender, sexual orientation, etc.) and struggles (mental health, reproduction rights, political, environmental, work/life balance, etc.).

2. Savvy Gen Z Gets 360º View

There is not one place for Gen Z to find info about products, companies, celebs, or influencers. The latest generation is very savvy about getting a 360 from different sources. Because they are very skeptical about biz speak, and corporate America’s recuperation of social movements, it’s best not to BS them, but rather involve them in an honest conversation. Simply adding a rainbow to your logo during Pride month doesn’t cut it.

3. Content Is Still King

Content is (still and always will be) king and queen in 2024 and beyond. Be very thoughtful and deliberate about an honest — mid to long term horizon — content strategy. Become the benevolent resource for anyone interested in your product space or category, even if you’re going to respectfully reference some of your competitors. Grow the pie together in service of the people, rather than fight about it. Doing good pays up for those who truly mean it.

4. Gen Z Is Practical

Gen Z as a whole is also a very practical generation. Even though they say they care (and they truly do!) about global matters like the environment, they still favor consumerist brands like Amazon because of the immediacy of the 2-day shipping or Shein because of micro-trends. They would donate to a cause, and amplify a voice, but may soon forget about it and move on in the next 3-5 minutes because of the onslaught of the short attention span current platforms cultivate. There is an opportunity for brands who can skillfully harness the do-good impetus to combat waste.

5. The Rise of AI Creates Anxiety and Opportunity

For brands and for marketers, the rise of powerful AI-driven tools is creating a combo of anxiety (fear of irrelevance) but also opportunity (desire for efficiency). I see an interesting potential on the strategic side (given the right prompts) to craft more focused and better researched value props and positioning statements. Within the creative process, simple starter tasks such as brainstorming and sketching will be simplified but (IMO) cannot yet replace the creative quality of human artistry. Working very closely with creatives and artists (at Auto-Tune^® and personally), I know that true art is borne out of human struggle, angst, and experience (but that’s another debate).

6. Companies Will Use AI in Every Way Possible

Companies will use Ai in every way possible to streamline operations, increase efficiency, reduce costs, and appear edgy to consumers. By 2025-26, the ones that are more “organic” in their creative expression will differentiate themselves best. “Non AI-generated” will become the new “non GMO” sticker.

7. Human Curation Will Become the New Luxury

Human curation will become the new luxury (again) but that will extend well beyond 2024. Algorithms will continue to evolve, become “smarter” and more refined. However, when everyone has access to the tech, the playing field is leveled. The differentiation — especially for premium brands and subscriptions — will come in the form of exclusive human curation, just like in the old days. That’s why we still need influencers and art gallery owners.

8. The ’90s Comeback

Finally, (and to my great joy) we will continue to see many aspects of the ’90s come back and being re-incorporated into pop culture (art, music, fashion, etc.), as Gen Z discovers an era they have not lived in. For the digital native generation, the nostalgic fascination for the analog, acoustic, and physical will continue to grow.

9. Phasing Out the Word “Authentic”

When every brand from Costco to Chipotle claims it, it’s time to start phasing out the use of the word ‘authentic’ in external communication. The word ‘authentic’ is the new ‘disrupt.’ That doesn’t mean you should not aim to be genuine, ethical, and honest in everything you do as a brand, but when you have to shout it through a megaphone (along with everyone else), it is seen as fake virtue signaling. Remember, Trader Joe’s with still no social media presence or a loyalty program, is still crushing it.

What are your predictions for marketing trends in 2024 and beyond?

Originally published on LinkedIn by Saf Elmansour.