Trends you need to know in 2024

Trends that will shape us as a society 

Election year 2024

In 2024, an estimated 4 billion people across over 50 nations will vote in pivotal elections impacting global politics. Key issues include Western cohesion, democracy stabilization, globalization continuation, and intensified decarbonization. Elections range from Taiwan to India, the USA, Russia, the EU Parliament, and Germany. 

The rise of deepfakes

AI is causing a surge in deepfakes, making it difficult to distinguish truth from lies. The number of deepfakes doubles every six months, and it's almost impossible to spot them. Banning deepfakes is unlikely and futile, so developing counter-strategies and integrating AI safety is crucial. 

Trust is crucial

In the digital era, trust is paramount due to the rise of misinformation and deepfakes. Authenticity, demonstrating consistent integrity, is crucial for politicians, media, and companies in building lasting relationships. As deepfakes advance, the value of trust will increase, making transparency essential. 

Re-defining new work

As we approach 2024, age-diversity and the 4-day work week are emerging as key success factors for companies. However, businesses may be underestimating the mental toll of returning to office life. The future of work is flexible, diverse, and requires mindful attention to employee well-being. 

Trends that will impact Internet culture

Gen Alpha

Gen Alpha (2010-2025) is the first generation to grow up entirely digital, with 94% of German parents owning a smartphone and 70% allowing their children to use it. This generation views gaming as a social platform and are vocal about social issues like climate change and diversity.

Baby Boomers

The digital engagement of Baby Boomers (1946-1964) has significantly increased, with a 68% rise in social media use since 2013. Despite holding 30% more wealth than younger generations and being more likely to make online purchases, boomers feel underrepresented in advertising. Therefore, there's a need to re-strategize campaigns to better represent this demographic.

AI possibilities and concerns

AI's rapid advancement, exemplified by ChatGPT's million users within five days of launch in 2022, is causing mixed reactions. While 60% of consumers are excited, 71% feel it's progressing too quickly, raising job security concerns. Brands need to strategize, upskill teams, and engage with customers as regulatory discussions commence.

Humor is key

In the competitive social media landscape, humor is becoming a key strategy to stand out. Memes are particularly popular among younger users. Over half of German social media posts now incorporate humor. Brands can potentially increase their viral reach by adding a touch of fun to their voice.

Trends that will change how we communicate

Virtual influencers

Human-to-robot interaction on social media is rising, with millions engaging with AI-powered virtual influencers. These digital personalities promote brands and products, attract large followings, and even launch merchandise lines. Collaborating with them offers cost-effective marketing for brands, especially smaller companies, without continuity risks.

Community generated content

In the AI era, brands should empower their community content creators to foster authenticity and deepen connections. This strategy encourages organic growth and loyalty, allowing brands to focus on their core business while fans shape the narrative and public discourse.

Closed communities

In 2024, social media trends are favoring intimate platforms like Instagram Broadcasts and WhatsApp Channels. With 75% of people using WhatsApp daily, brands and influencers are creating closed communities to share exclusive content. Followers are even willing to pay for this personalized interaction.

The end of trending topics

Brands' decade-long focus on trending social media discussions for cultural relevance and sales is losing effectiveness due to over-saturation and consumer disinterest. Instead, brands should strategize around social movements, as 70% of consumers prefer understanding a brand's values over trend participation.