The report also acknowledges the DEI (Diversity, Equity, and Inclusion) backlash. As brands achieve success with DEI campaigns, some develop a sense of invincibility, leading to missteps and subsequent backlash. This underscores the ongoing need for genuine empathy, awareness, and inclusivity in marketing.

Finally,  OOH (Out-of-Home) coding is emerging as a visually distinct marketing tactic. Brands are using visual codes – distinctive colours, imagery, and contextual cues – to create memorable and attention-grabbing OOH campaigns, making their messages easily identifiable amongst the clutter.