Over the past decade, marketing teams separated performance and brand initiatives (oftentimes, at odds with one another). This created a generation of specialists instead of generalists, and the pendulum is swinging back to the latter--rebranded as "full-funnel". The creative challenge ahead is to build brands with this perspective, blending efforts to create demand (and convert to sales) today while building a base of future customers for tomorrow.

The increasingly fast-paced and high turnover of (endlessly remixed) trends in culture and design means creatives are chasing likes and follows instead of making time to pause and reflect. As designers, we're often being paid to replicate rather than invent. And if we don't slow down, it'll be harder to self-impose better ethical standards and shift our roles from enablers to our clients' (at times) questionable decisions to stewards of a better society.

Decoding the scary and seemingly unapproachable facade of AI will be essential for the success of technology brands. From unpacking what it means for jobs of the future, to assessing how we value technology in our lives, smart creative strategy can bring humanity to the chaos.

Simply cutting through the clutter. Creativity which is BOLD enough to grasp the DNA of the brand and unleash it in a way that really connects with the consumer. Embrace what makes the brand unique and meaningful, and empower this instead of trying to make it what someone else thinks it “should” be. Assume “it already is”, and then share it with the world.

Simply said, the biggest challenge is authenticity. Same as it ever was.

After three decades of digital culture distorting our sense of reality, people have grown disillusioned with the pervasive lack of authenticity. They're seeking genuine connections with personal resonance (i.e. beyond visual theming) in a world that has become obsessed with ubiquity and growth. While there's heightened awareness surrounding data and privacy, people also accept and understand that companies know a lot about them. Spotify's hyper-personalized Wrapped, TikTok's eerily accurate content algorithms, and Sephora 's Beauty Insider exemplify how brands can build strong rapport and resonance through tailored experiences.

Heading into 2024, brands will be operating with a stronger sense of awareness, and tripling down on empathy. Messages must pivot away from 'how our products and services make your life better' to 'Times are tough. We see you, we're here for you, and this is how we'll help.' Be Human. Personal. Authentic. Talk about the struggle openly. Show customers you understand how hard life has been. Don't just tell me 'We're going to get through this together'. Be explicit about how you're doing to do it. This is no time for nuance. And from a management POV, understand creative teams have suffered as much as anyone else. Give them space. Be patient. Teams that lead with heart and compassion will produce the best work.

As more tools for automation become available I believe a genuine, human voice is essential to maintaining trust with an audience. Communicating authentically and connecting with people on a deeper level will feel unique to viewers, who are ever more inundated with content. Experiences that build interaction and connection will be what people crave in this new environment.

The biggest challenge (and opportunity) for brands is understanding how creativity can be used to connect with future customers. How they can use creativity to build deeper relationships with Gen Z and Gen Alpha consumers who don't just want cooler or more expensive "stuff", but who instead want brands that are driven by clear core values, and that strive to make positive change. Creativity can be the driving force of this, pushing brands to be more human, empathetic, and genuine.

As we're coming out of COVID in a liminal transition, there's growing scrutiny around how companies are remaking their supply chain and design processes to enable products for the long term. There's lengthy research on growing consumer fatigue with fast fashion and disposable products, and with 2030 / 2025 promises looming, we're seeing a lot of companies back away from being able to hit carbon neutrality goals (recently: Crocs, Asos). This is a huge creative challenge for apparel brands in considering how to take advantage of consumer purchasing uncertainty, as well as growing expectations for reducing overconsumption, increasing traceability and offering products that are gentler on the earth.

In the next decade, thousands of powerful AI brand and marketing tools will emerge. However, there's one thing they won't be able to replicate: creative thinking. At least not yet. From captivating imagination, originality, great ideas, distinct personalities, and unconventional perspectives, creativity is what will still set brands apart. And with the impending barrage of AI-generated content, the craving for creativity will grow stronger. The brands that recognize this are the ones that'll forge connections with people that stand the test of time. This is also why it is of great importance that we prioritize the integration of creative thinking in our education system. By equipping everyone with the skills to unleash their creative potential and leveraging the power of new technologies, the next wave of opportunities, innovation, and growth will be greater than we've ever seen before.