At Furthermore Marketing, we’ve been contemplating the future of marketing and design for 2024. Here are our predictions for what is set to trend this year, hopefully offering insight into what lies ahead for creative agencies and the broader realm of marketing.
In our world, where being kind to the environment matters more than ever, sustainable design takes the lead. People are concerned about climate change, so they look for eco-friendly, ethical, and green designs. Think of zero-waste fashion, reusable packaging, and buildings that save energy.
Design award categories have shifted their focus to rewarding individuals and companies who embrace sustainable design. There has been a clear industry and societal shift especially within marketing, with the likes of D&AD awards making sustainable design their primary focus. It is for this key reason we believe we will continue to see sustainable design trends well into 2024 and beyond.
Source: Green Product Award 2024.
Embracing green design in marketing is necessary for agencies aiming to meet the growing demand for eco-friendly products. As more consumers favour sustainability, especially with the ongoing shift in the energy sector, agencies can help such clients stand out as environmentally conscious, boosting their brand image. Not only does an eco-friendly approach cut costs, but it also supplies great material for engaging content. Partnering with like-minded businesses, running educational campaigns, and using sustainability metrics in marketing plans are crucial for success. In essence, going green not only fits consumer trends but also becomes a key factor for brand uniqueness, reputation building, and long-term business success in today’s eco-conscious market.
At FM, we’ve embraced a shift toward eco-friendly merchandise, advocating for recycled water bottles, bamboo sunglasses, and sustainable packaging sourced from local print suppliers. While we recognise there’s a long journey ahead for a greener future, we believe that these small shifts in mentality surrounding single-use items can have a significant impact. Additionally, we’re proud to see and promote sustainable stand design, focusing on the idea of reusability and creating high-quality marketing materials that prioritise longevity and quality over quantity.
Augmented reality (AR) & gamification
Ok we are cheating here with a bit of a two-in-one but with the growing popularity of AR and gamification, we see an exciting connection appearing for marketing campaigns. Think about it as using virtual reality (VR) and game-like elements to enhance your marketing strategies. This combination can create immersive and interactive experiences that engage users in a whole new way.
For instance, you could use AR to let customers try products virtually and incorporate gamification to make the process fun and rewarding. As the industry continues to evolve, marketing agencies will likely explore these synergies to design exciting and interactive campaigns that capture the audience’s attention.
For instance, IKEA and other online retailers use AR tools to aid customers in visualising furniture in their homes before making a purchase. With VR tools and Meta’s influence, AR is poised to become a household norm. This promises versatile, integrated digital experiences, shaping the way we interact online and in the real world. We predict that as this industry grows, so will the services offered by marketing agencies.
We like to Imagine a future where Virtual Reality (VR) could be used even in the energy sectors training. Imagine a virtual experience where aspiring engineers immerse themselves in offshore rigs or wind farms, gaining valuable insights and skills before stepping on-site. This innovative approach, beyond traditional training, offers a dynamic platform for navigating scenarios and addressing challenges.
Gamification elements could enhance this experience, making the educational journey engaging and memorable. Benefits extend beyond education, reducing on-site training risks and providing accessibility from diverse locations. Embracing technologies like VR in training initiatives aligns with broader design and marketing trends, emphasising immersive experiences that shape the future of learning and opportunities energy sector.
Diversity and inclusion have become essential in marketing and design. Companies now understand the importance of creating products and spaces that suit people of different abilities, cultures, and backgrounds. You can see inclusive design in accessible websites, adaptive fashion, and diverse representation in marketing materials. Industry leaders like Microsoft and Apple are pioneering user-friendly designs that work for everyone.
With Gen-Z becoming a sizeable proportion of the working world, inclusive design is starting to take the spotlight in a big way, especially in UX and UI design. As the world goes digital, how we use technology is changing. Companies need to focus on user experience (UX) design to stay competitive.
“Born between 1997 and 2012, Generation Z – or Gen Z – currently make up 30 percent of the world’s population and are expected to account for 27 percent of the workforce by 2025.”
Our prediction is that in the ever-changing world of marketing, inclusive design isn’t just a buzzword; it’s a game-changer. As workplaces mix it up, brands that really get inclusivity will not only grab a bigger audience but also be at the head of the table in innovation and influence. Think personalised strategies that vibe with different with an ever-growing demographic. With Generation Z in the mix, being real and inclusive isn’t just checking a box it’s key for success. Brands that live and breathe inclusivity won’t just do well; they’ll rock a new era were keeping it real and celebrating diversity are the keys to kicking goals. Imagine interactive campaigns and design that hits the mark for everyone and doesn’t fall flat in its efforts. We’d like to see clean no-nonsense design that has a purpose but is still clever and hits the mark.
This style of marketing campaign gained popularity after the pandemic, but we predict a resurgence of tongue-in-cheek and bold marketing in 2024. Brands will use playful and attention-grabbing styles, incorporate cheeky humour, and utilise social media for widespread impact. Their focus will be on appealing to specific groups with a humorous twist in their campaigns.
“It’s time for the advertising industry to ditch the polished campaigns. It’s time to get relatable. The pandemic has created a world of change and uncertainty, and the best advertisements supply an antidote to feelings of anxiety by supplying comfort.”
Source: Lastword Media.
The “Cancer won’t be the last thing that f*cks me” campaign by GirlVsCancer and BBH is a prime example of tongue-in-cheek marketing because it uses humour and a bold approach to address the sensitive topic of cancer, making it more relatable and breaking down barriers for discussion.
We expect a resurgence of this campaign style, driven by the demand for authenticity in a world saturated with stock imagery and corporate language. In an era were standing out is paramount, having a distinctive voice is the key. Picture this: instead of a typical Christmas post, a company unveils Santa’s Christmas strategy for 2024 or launches a campaign allowing people to rate each other on the age-old criteria of being naughty or nice. It’s about embracing a bold voice and being proud of it to truly cut through the clutter.
In 2024, the design world is changing in exciting ways. These trends are based on research and real-life examples. Whether you’re a designer, run a business, or just love clever design, these trends will guide you through the evolving design landscape. Get ready for design trends that will transform how we see and interact with the world in 2024.
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