Unveiling the Brand and Marketing Trends of 2024 as Uncovered by Amplify

Amplify's global ECD Alex Wilson defines the global brand and marketing trends for the year ahead

Written By: Global Amplify Team
Published by: Little Black Book
Date: 18/01/2024

2024 has flown out the blocks, and with it, we have looked towards Amplify’s global hubs - London, Paris, Los Angeles, New York, and Sydney - to define the brand and marketing trends we will see become prevalent in the year ahead. With shared ideals but a distinct cultural tapestry, each city stands as an incubator for innovation, setting trends that in time will resonate across the global industry.

IP is going to carry more value than ever, AI filmmaking is going to continue to push the boundaries of both the technology and people's comfort zones. The landscape of streaming culture will shift and the lines of commerce and experience will continue to blur.

Along with the annual cultural moments for brands and consumers to connect with such as the Super Bowl, The Oscars, Eurovision, we have more niche cultural happenings like the Swiftposim, an academic conference on Taylor Swift, and of course global events such as the Paris Olympics, US Presidential Elections and Notre Dame reopening five years after the devastating blaze.

What does 2024 have in store for the future of innovation, beauty, fashion and culture…

Paris - Luxurious Hospitality

Johanna Worth, global head of luxury, Amplify

As a result of global diversification and a need for emotional engagement through immersive multi-sensory experiences, many luxury brands are becoming more involved in their clientele’s lives and lifestyles by expanding into the hospitality sector.

This transition from storytelling to story living is likely to be a growing trend among luxury brands as luxury consumer travel picks up again post-pandemic.

Louis Vuitton was a pioneer with its travel guides but more and more brands are finding their own way to embrace the possibilities of hospitality

By opening restaurants and cafes (Tiffany Blue Box Café, Ralph's Coffee by Ralph Lauren) or hotels (AP’s Hôtel de Horlogers in Le Brassus, Armani, Bulgari), luxury brands offer their customers a chance to immerse themselves in and live out the essence of their favoured brand. This year I expect to see more brands investing in these immersive moments, allowing guests to establish a genuine, enduring relationship with the brand.

London - Hyper-personalisation in Beauty

Chelsea Mtada, creative strategist, Amplify

In 2024, personalisation will become the hallmark of the beauty and skincare industry, with more inclusive products available, largely owing to the strides made in AI technology. Consumers will increasingly seek products and brand experiences tailored precisely to their unique needs and preferences. One notable manifestation of this trend could be the proliferation of in-store beauty boutiques and studios that offer reasonably priced, bespoke foundation services. Platforms like Pinterest with their body type, skin and hair match tools are paving the way as more shoppers will take up the opportunity to consult with experts and have their skin analysed by AI algorithms, resulting in a foundation formula uniquely suited to their skin type, tone, and desired finish.

The implications of this personalisation wave extend beyond just customised products. It may foster a change in consumer behaviour, encouraging individuals to buy fewer, but higher-quality items. As awareness of the environmental impact of the fast beauty industry grows, consumers will gravitate towards personalised and sustainable beauty options, aligning their purchases with their values and unique needs. This shift not only benefits consumers but also promotes a more conscious and responsible approach to beauty consumption.

Sydney - Brands will take giant leaps (and small steps) into space

Tim Baggott, executive creative director, Amplify

The global space renaissance is in full swing, with the first crewed mission to the moon since 1972 scheduled for 2025. Earlier this year it was announced that PRADA is co-designing the lunar spacesuits for this mission and we’ll likely see many other brands joining the conversation. With an industry committed to sustained space exploration over the next few years, we will hopefully see more meaningful, longer-term “space marketing” strategies that move beyond launch-a-product-into-space stunts. A decentralised space industry built on partnerships has also made space more accessible than ever before. Australia is a key player in the global space program, creating an amazing opportunity for Australian brands to get involved.

New York- Metal will go mainstream

Zoe Lewis, partner, Amplify

This year’s nu-metal resurgence, fuelled by TikTok and the Y2K revival, saw new bands embrace the genre and established bands of the '90s and '00s return to the stage. Metal offers so much of what today’s audience is craving: immersion, theatrics, intense emotional experiences and strong values, resulting in some of the most dedicated fandoms on the planet. Historically brand partnerships with metal bands have been limited to energy drinks, alcohol and musical equipment, but in 2024 I predict we will see a more diverse array of brands attempt to tap into the fanbase.

LA - Gen ZAlpha + mashup culture

Kat Leinhart, creative strategist, Amplify

Today’s youth are driving the atomisation and fragmentation of culture. Gone are the days when brands could activate within a single cultural vertical to reach young audiences. Music, style, sports, and gaming are increasingly intersectional, with gen z and Alpha rejecting conventional categories to invent their own mashups, niches, and 'cores.' Brands looking to connect with these audiences need to understand that contemporary culture is referential and ever-evolving – and adopt that agility in their strategy – to drive relevance with a generation of cultural chameleons.

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