- Aha! Quotient
- Posts
- AQ #71: Wrapped : The Underrated Trends That Shaped Marketing in 2024 (Part - 1)❣️
AQ #71: Wrapped : The Underrated Trends That Shaped Marketing in 2024 (Part - 1)❣️
Explore the subtle yet powerful shifts in marketing that quietly transformed strategies and defined success in 2024.

‘tis the season of
hot beverages
snuggling blankets
cozy warmth
slowing down
taking stock
deep reflections
finishing the year gently, not strong, not with a bang, not like a pro.
Or at least, that’s how I want it to be for me. We’ve been finishing strong through the year, and we will continue to put our best foot forward in the coming year as well.
At this time, I like to take it easy and gently ease into a new year while being grateful for the year gone by. The best thing perhaps we can do during such a transition phase is to reflect upon all that shaped the year, take learnings from it and build upon those learnings in the coming year.
And that’s exactly what we’re also doing here at the special year-end round-up of the year.
In this multi-part series, we will explore 15 underrated marketing trends from 2024 that had a quiet yet transformative impact across the board.
This article will focus on the first 5 trends as Part 1 of a 3-part series.
What's in today?
Trend 1: "Silent Campaigns" – The Rise of Soundless Marketing
Industry: Technology, Retail
Geography: Global
What Happened
In a world dominated by scrolling and muting, 2024 saw brands experimenting with “silent campaigns.” These campaigns used subtitles, text overlays, and eye-catching visuals to communicate messages effectively without sound.
Major players like Apple and IKEA created dynamic, soundless videos optimized for platforms like Instagram and TikTok, ensuring engagement even with muted devices.
Why It’s Significant
This trend aligns with user behavior: 85% of videos on social media are watched on mute.
Brands realized the importance of making their content accessible and impactful without relying on audio. This shift forced marketers to think visually first, creating content that communicated emotions and stories effectively through graphics, animations, and typography.
What’s Next
Expect this trend to evolve further, with innovations like AI-generated text-to-video tools allowing brands to create visually driven content at scale.
Trend 2: Localization Meets AI – Hyper-Personalization for Regional Audiences
Industry: FMCG, E-commerce
Geography: Asia, Latin America
What Happened
In 2024, regional audiences were front and center.
Companies like Unilever and Flipkart invested in AI-driven content creation tools to generate region-specific campaigns, reflecting cultural nuances, language preferences, and even local festivities.
Why It’s Significant
Localization became more than just language translation. AI enabled real-time adaptation of visuals, tones, and offers for hyper-targeted campaigns.
A campaign in India for a snack brand, for example, varied its tagline and imagery for urban and rural markets while using the same product story.
What’s Next
Localization will likely deepen, with brands using tools like Salesforce’s Marketing Cloud Personalization and Einstein Personalization to create audience segments as small as a single household.
Trend 3: The Emergence of “Purposeful Piracy” in Marketing
Industry: Fashion, Entertainment
Geography: North America, Europe
What Happened
In 2024, brands attempted to turn piracy into a creative opportunity.
Luxury brand Balenciaga and HBO’s “House of the Dragon” embraced pirated content as a form of guerilla marketing. HBO subtly acknowledged pirated copies by adding cryptic Easter eggs, encouraging fans to seek official versions for exclusive content.
Why It’s Significant
Rather than fighting piracy, these brands leaned into it, creating buzz and encouraging discussions around brand accessibility and exclusivity.
It shifted the narrative, positioning piracy as a gateway to genuine fan engagement.
What’s Next
More brands might blur the line between accessibility and exclusivity, especially in regions where piracy remains rampant.
Trend 4: "De-influencing" – The Backlash Against Over-Sponsored Content
Industry: Consumer Goods, Tech
Geography: Global, Led by Gen Z
What Happened
In 2024, a wave of “de-influencing” swept across social media, especially on TikTok. Gen Z consumers, tired of overly sponsored content, gravitated toward creators offering raw, unscripted reviews and advice.
Brands like Patagonia and Glossier pivoted to work with micro-influencers whose content felt more authentic and relatable.
Why It’s Significant
This trend disrupted influencer marketing. Big-ticket collaborations became less impactful as consumers sought genuine connections.
The era of “more followers = better ROI” began to wane, making way for credibility over clout.
What’s Next
Expect brands to double down on nano- and micro-influencers, leveraging their smaller but loyal audiences for authentic campaigns.
Trend 5: Beyond Discounts – Gamification of Loyalty Programs
Industry: Hospitality, Retail
Geography: Middle East, North America
What Happened
Marriott Bonvoy and Starbucks revolutionized loyalty programs in 2024 by introducing gamified elements.
Marriott added tiered challenges where members could unlock exclusive experiences like room upgrades or local tours.
Starbucks gamified its app with limited-edition digital collectibles that boosted customer engagement.
Why It’s Significant
This trend signified the evolution of loyalty from transactional to experiential.
Customers engaged with brands for entertainment, not just discounts. Gamified loyalty tapped into dopamine-driven behaviors, increasing retention rates significantly.
What’s Next
With blockchain technology maturing, loyalty programs might include tradeable rewards and NFTs tied to customer engagement.
Final Thoughts
The next part of this series will explore five more unseen trends, from AI-driven emotional marketing to the rise of brand communities replacing traditional CRM strategies.
Stay tuned to uncover the shifts that are quietly reshaping the future of marketing.
Which of these trends surprised you the most?
I’d love to hear from you!
Share your thoughts, experiences, or questions about modern marketing.
Merry Christmas and happy holidays.
Comment below if you’re reading it on our website or hit reply if you’re reading it in your inbox .
In the next edition -
What topics would you want to see here?
Hit reply (if you’re reading it in email) or leave a comment (if you’re reading it on the web) and tell me what topics, brands, or case studies you would want me to analyze, and I'll add them to my list of ideas. You’ll also get a shout-out.
Reply