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  • AQ #72: Wrapped : The Underrated Trends That Shaped Marketing in 2024 (Part - 2)❣️

AQ #72: Wrapped : The Underrated Trends That Shaped Marketing in 2024 (Part - 2)❣️

Exploring the not-so-obvious yet significant marketing trends that quietly reshaped industries and consumer behavior in 2024.

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Hope you painted the town red with your loved ones on this Christmas and made merry.

Just before we took the Christmas break yesterday, we started this mini-series as a wrap for the underrated yet significant trends that shaped marketing in 2024. In the first part, we covered five trends across geographies, industries and target segments.

In the second part today, we’ll continue our wrap series with five more underrated trends that we think will very much continue in 2025, or maybe even become more mainstream.

So without further ado, let’s get going with the next five trends from the year gone by.

The Bold Moves that Redefined Brands in 2024

(Part - 1)

(Part - 2)

(Part - 3)

The Underrated Trends that Shaped Marketing in 2024

(Part - 1)

Trend 6: The Rise of Micro-Community Commerce

  • Industry: Retail and eCommerce

  • Market Segment: Gen Z and Millennials

  • Geography: Global (notably Southeast Asia and Latin America)

What Happened?

Brands began shifting from traditional mass-marketing techniques to targeting micro-communities—small, tightly-knit groups formed around shared passions, hobbies, or identities. These micro-communities became hotspots for commerce, fueled by platforms like Discord, Reddit, and niche WhatsApp groups.

Why It’s Underrated Yet Significant?

While social media giants remained dominant, micro-communities offered brands a way to foster genuine engagement. The high trust and loyalty within these groups made them prime for hyper-personalized campaigns, often leading to higher conversion rates.

Who did it successfully?

Indonesian beauty brand Somethinc created exclusive WhatsApp communities for skincare enthusiasts, offering early access to product drops and personalized consultations. These groups converted at 3x the rate of traditional campaigns.

Trend 7: Ambient Marketing in Everyday Spaces

  • Industry: Consumer Goods, Automotive, and Entertainment

  • Market Segment: Urban Millennials and Families

  • Geography: North America, Europe

What Happened?

Marketing left traditional ad formats and entered unexpected daily moments. From QR codes on coffee sleeves that lead to gamified experiences to interactive car dashboards promoting entertainment content, marketing became more ambient and subtly embedded in daily routines.

Why It’s Underrated Yet Significant?

Consumers no longer feel interrupted by ads; instead, they encounter value-driven messaging seamlessly integrated into their environments. This has led to better engagement and higher brand recall.

Who did it successfully?

Tesla partnered with Spotify to introduce an interactive "Tesla Tunes" challenge via in-car dashboards, allowing drivers to create playlists and share them on social media, indirectly promoting Tesla’s entertainment ecosystem.

Trend 8: Revival of Long-Form Content in Social Media

  • Industry: Media and Publishing, Education, SaaS

  • Market Segment: Knowledge Seekers and Professionals

  • Geography: Global (led by India and the US)

What Happened?

Amidst the dominance of short-form reels, TikToks, and tweets, long-form storytelling made a comeback. Platforms like LinkedIn, Substack, and even Instagram’s carousel posts became hubs for detailed narratives, case studies, and thought leadership content.

Why It’s Underrated Yet Significant?

The oversaturation of bite-sized content created a craving for substance and depth. This shift is especially relevant for industries needing to establish authority and trust.

Who did it successfully?

HubSpot’s LinkedIn series, featuring 10-slide carousels with actionable marketing advice, consistently received 5x higher engagement compared to shorter updates.

Trend 9: AI-Powered Emotional Personalization

  • Industry: Healthcare, Wellness, and Retail

  • Market Segment: Emotionally Conscious Consumers

  • Geography: Asia-Pacific and North America

What Happened?

AI stepped beyond transactional personalization (e.g., "Hi [Name]") to emotionally intelligent interactions. Using sentiment analysis and predictive behaviors, brands like Headspace and Nike offered content and recommendations based on real-time emotional cues.

Why It’s Underrated Yet Significant?

Emotional personalization taps into empathy at scale, creating a deeper connection with users while setting brands apart in competitive markets.

Who did it successfully?

Headspace’s AI-driven push notifications encouraged users to take mindfulness breaks during peak stress hours based on usage patterns, leading to a 22% increase in app retention.

Trend 10: The Emergence of Circular Economy Marketing

  • Industry: Fashion, Electronics, and Consumer Goods

  • Market Segment: Sustainability-Conscious Consumers

  • Geography: Europe, Australia, and North America

What Happened?

The circular economy model, which focuses on reducing waste through reuse, repair, and recycling, gained significant traction. Brands began highlighting their contributions to sustainability through innovative campaigns that integrated circular practices into marketing efforts.

Why It’s Underrated Yet Significant?

While sustainability is a known buzzword, the shift towards actively promoting circular practices is still niche. It has resonated deeply with eco-conscious consumers, building loyalty and positioning brands as leaders in sustainability.

Who did it successfully?

Patagonia launched its “Worn Wear Tour”, a traveling repair service for outdoor gear. Customers could get their items fixed for free while learning about reducing consumption. This campaign not only strengthened the brand’s eco-conscious image but also boosted engagement and goodwill across multiple geographies.

Final Thoughts

As we dive deeper into the unseen trends that defined marketing in 2024, one thing is clear: nuanced strategies are winning over flashy gimmicks. These trends emphasize subtlety, authenticity, and emotional resonance, challenging marketers to rethink their playbooks.

Stay tuned for Part 3, where we’ll uncover the final set of five unseen trends shaping the future of marketing.

Let me know if you'd like more details or examples for any trend!

I’d love to hear from you!

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In the next edition -

Wrapped : The Unseen Trends That Shaped Marketing in 2024 (Part - 2)

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