Trends forecast ’24
While no one can predict the future, we’re still going to try.
Download the Report
More than ever, people believe that businesses have the power to strengthen society and change the world for the better.
And with sweeping advancements in digital—including, of course, the meteoric rise of AI—businesses will be better equipped to deliver.
The 2024 DEPT® Trends Forecast explores the most defining trends within technology, marketing, and society as a whole. Using case studies, real-world examples, and documented research, we offer strategic insight for your brand to join us in pioneering this interconnected, culture-driven digital age.
01
The world is
in its AI era.
AI will turn doubters into believers in 2024 as it gravitates toward both more responsible and more democratised applications.
Innovations will improve transparency around AI, business integration will demonstrate its potential for productivity, and increased adoption will lead to AI becoming a hero for humans in the digital age.
69%
of marketing teams say that GenAI tools save them 2 to 3 hours of work a week
02
Marketing gets personal—this time, for real.
Historically, “personalisation” has been an empty buzzword with no real strategy behind it. But with innovations like GenAI and machine learning, personalisation is (finally) getting real.
Marketers now have the tools to create meaningful experiences catered to each visitor.
71%
of consumers expect personalization in their brand interactions
03
The future
is now.
With tech & data, it’s time to stop asking “what’s next?” because, frankly, what’s next is already here.
AI might be hogging headlines but don’t get it twisted: Between quantum computing, advancements in 3D, and sheer processing power, technology is advancing in unprecedented ways.
And, among all industries, gaming is the one making the most of these advancements.
04
Gen Z is more nuanced than you think
As cultural watchdogs and tech-savvy digital natives, Gen Z remains a priority for marketers everywhere. We’ve made observations about what matters to Gen Z before—this year, we went straight to the source.
We asked nearly 3,000 Gen Z’ers how they feel about their portrayal in the media, what it means to be labeled as the generation that will “save the world,” and what they look for in products.
The most valued product qualities for Gen Z
05
People and
the planet
While there’s no silver bullet solution for solving climate change or the mental health crisis, consumers’ desires for activism will create new opportunities for brands to drive both business and meaningful change.
This year’s annual Edelman Trust Barometer indicated business has become the ONLY institution viewed by the public as both competent and ethical—a key reason for which is undoubtedly the growth of the ESG movement.
More than 90% of S&P 500 companies publish annual ESG reports (McKinsey). Currently, there are more than 6,000 registered B Corporations—including DEPT®—and more than 200,000 businesses registered with their Impact Assessment (B Lab).
Download the report
