Making a sale is getting harder. With consumers concerned about where and how they spend their money, it is important for companies to demonstrate their environmental, social and governance (ESG) credentials.
And, in an era where the general tolerance for advertising is on the wane – many people are prepared to pay extra to be able to skip ads on streaming platforms, for example – marketers are also faced with a significant challenge of conveying a lot more information in far less time.
In 2024, then, marketing campaigns and ads must serve the dual function of selling a product or service and the company behind it, all the while navigating some difficult wider contexts.