The Youth Lab

In this, the second of two editions, we’ve captured important predictions around Technology, AI, Social & Digital Media from some of the most influential Marketing Leaders, Business Leaders, Influencers and Activists.

When we asked,“What do you predict brands & businesses will do more of, and less of, in 2024?” these are the brilliant responses we got:

The Digital & Social Landscape will get more community-like, commercially focused and less ‘polished’.

James Kavanagh, Social Media Influencer, Writer, Entrepreneur (and former Thinkhouse teammate) thinks influencer marketing needs to get bold and brave, not beige. He said:
“I started off content creating/influencing (whatever you want to call it) 7 years ago on Snapchat. When brands eventually dipped an apprehensive toe into influencer marketing, the ads were great. It all felt very organic, fresh, new and different to above the line advertising (which still holds its important place). This natural style of marketing with looser briefs worked, for both the creator & the brand. We were seeing a product handled and used by real hands, with the shine & script cast aside. Fast forward to today and most influencer campaigns are treated like TV ads with endless briefs, multiple meetings and reams of red tape. The rough around the edges magic is fading. Engagement suffers massively when influencer content is polished like a diamond and the creator is puppeteered by unnecessarily elaborate briefs & stylistic demands. In 2024, I think we’ll see a return to a more relaxed, real style of content creation, and brands being bold & brave - not beige.”

Mark Little, Spotify/Kinzen said:
“The walled gardens of social media fall apart. Creative people focus more on authentic engagement with their communities, and less on virality and status with billions of their "closest friends".

Tiffany Arnston, Head of The Youth Lab (UK), said:
“2024 should see more attention on threads, that's comment threads not Instagram Threads. Especially around big moments. It's the equivalent of hanging out in a crowded, noisy kitchen at a house party, with all sorts jostling along. It's where stories are told, it's where culture happens.”

In 2024, according to Aedamar Howlett, VP Europe O2O Digital Transformation at The Coca-Cola Company, we’ll see more
“real time digital activation that also leads to a transaction.”

Donagh Humphreys, Head of Social & Digital Innovation, THINKHOUSE said:
“The Creator Economy is what fuels the engine of social media. And we don't predict this slowing down anytime soon. Both TikTok and META are increasingly modifying their platforms to the needs of creators, recognising their importance. As creators begin to successfully market their own brands to become real global players (think PRIME), 2024 may be the year when the big players head them off at the pass and bring them in as partners rather than just treating creators like a media buy.”

AI, Data, Uncertainty, Trust & Misinformation serves up major challenges and opportunities

Mark Little, Spotify/Kinzen said that in 2024
“AI becomes electricity: creative people will use it more than they talk about it.”

Donagh Humphreys, Head of Social & Digital Innovation, THINKHOUSE said:
“There is a lot of noise around AI. Who is creating what and with which AI tool. Ultimately the real effectiveness of Generative AI is getting creative made quickly, in a way that is cost effective and to a quality that is equal to, if not better than, traditionally created content. (Not to mention being copyright compliant!) Until this starts to happen, the noise around AI will be just that.”

On data, Derek Lande, Managing Director, Accenture agrees, predicting that we’ll see more use of
“data in a meaningful way in EVERY kind of business.”

Gerard Ryle, Director, International Consortium of Investigative Journalists, said:
“Businesses will continue to experiment with AI before there is a big swing back to what will be branded as old fashioned authenticity. But out of those experiments the true usefulness of AI will emerge.”

Lottie Armstrong, Communications Manager, Ben & Jerry’s EU/ANZ, said:
“The need for greater transparency will continue to be crucial in 2024. The rise of AI generated content and the challenge of misinformation online asks for increased scrutiny on brand claims and communications. We can expect people to continue to seek more authentic connections with brands they choose to engage with.”

Mark Luna, Digital Motion Creator, THINKHOUSE, said we’ll have:
“Lesser faux digital OOH executions, and with AI constantly upgrading, I foresee a ton of new services prominently backed by AI.”

Dr. Martina Byrne, CEO, The Public Relations Institute of Ireland & The Public Relations Consultants Association said:
“There will be less ‘playing around’ with AI and more transparent integration of AI tools into work programmes – with appropriate ethical and practical ‘guard-rails’ to mitigate against errors and bias.”

Debbie Byrne, Managing Director, An Post, said:
”ESG will shift into a new gear. Companies / Brands will need to better articulate their strategies to drive not only growth and shareholder return but how they positively impact their wider communities and create greater equality. Gen AI will go from proof of concept to scale.”

Aoife McGuigan, Head of Marketing Lucozade Alert, Suntory Beverage & Food GB&I said:
“Brands will be less sceptical or wary of AI in 2024 and will explore how it can be used to enhance their marketing comms.”

Manuel Salazar, Co-Founder, Extinction Rebellion (irl) said in 2024 there will be
“Less trust in ESG programs as reporting fails to address climate risks and transition plans and more EU local binding regulations become into effect.”

Jonathon Wise, Co-Founder of Purpose Disruptors UK, said:
"It's been a challenging few years and in 2024 we'll experience the US and UK elections, increased impact of AI and heighted climate impact along with things we cannot foresee. These events have the potential, again, to alter plans and affect our individual and collective wellbeing. Becoming more skillful in acknowledging and managing how we accept and work with the things we can not alter would be a good skill to cultivate."

HUMANS ARE IN (Should be a relief to all the humans reading this)

Derek Lande, Managing Director, Accenture expects 2024 to have
“less remote meetings… we’re falling in love with seeing people again.”

David Coyle, Head of Commercial Operations, THINKHOUSE thinks we’ll see
“Less remote working for SMEs and increased return to office to focus on one of the fundamental business essentials - optimum teamwork, collaboration and social connection.”

Julian Boulding, Owner of thenetworkone, said:
“A word for 2024: Dehumanization. We see it in marketing, where data replaces insight. We see it in social media, where algorithms and bots rule. We see it in business, where results are all that matters. We see it in the news, from Russia and Ukraine, from Israel and Gaza. It’s what happens when we replace people with numbers. Let’s keep trying for a better way to be.”

Lynsey Paisley, Head of Integrated Strategy, THINKHOUSE said:
"Societal and political unrest surged in 2023, deeply dividing human discourse. As we head into 2024 we hit a cross-roads; where we end up in 2024 will likely influence the longer-term nature of social media engagement, perhaps even usher in a new era. Content platforms, audiences and brands all have a voice and a part to play - with real space and opportunities opening up to lead in a renewed era of positive community-building through more inclusive, human narratives and creative initiatives".

BRAND & BUSINESS TAKEOUTS

• AI remains a key disruptor, offering solutions and complications for business and marketing leaders in 2024.
• Another shift in business culture has emerged - the preference from ‘virtual’ to ‘real life’ working has started.
• Uncertainty, mistrust and misinformation will continue to influence culture, politics and business. Business and marketing leaders must understand, and prepare for, the risks this presents to their brand, people and organisation. Caution and alertness is a critical skill to employ for all marketers.

THANK YOU

Thanks again to all of the contributors who generously serve THINKHOUSE’s community with brilliant insights for our client and subscriber community.