2024 could be a paradigm shift for advertising

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The Future. Gone are the days when brands could succeed just by promoting their products and services. Now, people crave resonance in their messaging — and cringe at tone-deaf advertising. As a big election year approaches (that’ll surely fire up the media and social landscape), agency insiders predict that a mixture of ethical advertising, immersive experiences, and personalized storytelling will drive 2024’s creative trends.

Give the people what they want
Adweek provides the ultimate cheat sheet for brands to engage (and maintain) audiences in 2024.

  • Humor will go a long way. While a recent Oracle study found that 95% of business leaders fear humor in consumer interactions, it also revealed that 91% of people want brands to be funny.
  • Immersive formats from AR and VR will usher in new creative possibilities. There’s a lot of potential to create memorable, interactive brand stories within virtual worlds, especially as gaming continues to hook a massive and diverse audience.
  • Queer storytelling will evolve beyond the “coming out story” and the annual Pride moment. Nearly 60% of Gen Alpha believe that gender is irrelevant anyway, so brands should treat queer consumers as a vital, multifaceted audience who’s here all year around.
  • Creators will have more control over usage rights, IP ownership, and pay. They won’t be exploited for their followings but invited to collaborate for their diverse talents and perspectives.

Meet the consumers where they’re at
In 2024, it’s crucial for advertisers to be more socially responsible and transparent in their practices. This means protecting consumer data and weaving personalized narratives that resonate with individual consumers, moving beyond broad demographic targeting.

Kait Cunniff

Kait is a Chicago-raised, LA-based writer and NYU film grad. She created an anthology TV series for Refinery29 and worked as a development executive for John Wells Productions, Jon M. Chu, and Paramount Pictures. Her favorite color is orange.


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