Connecting with culture is an underlying theme of Creativebrief's Industry Insights 2024 report. This report is free to download and explores the themes that progressive brand leaders are thinking about.
Overwhelming insights reveal that maintaining a close connection to culture is critical for brands looking to create work that has real impact and truly engages with their audiences.
Based on solid research and conversations with the industry's most forward-thinking agencies and brands, this report distills the key trends emerging from initiatives and campaigns on Creativebrief's leading marketing intelligence platform. This report is firmly rooted in the trends impacting creative work today.
“At Creativebrief, we have the great privilege of being located at the heart of the marketing and advertising industry. Our latest Insights report distills our daily conversations with brands, data and content from the platform itself to help us understand progress. gives you an idea of what brands are thinking,” explains Kathryn Pebworth, head of marketing and PR at Creativebrief.
This report explores eight key themes to consider how brands and agencies can best connect with their audiences and contribute to a culture of curiosity within the creative industries.
Key emerging themes include how the comfort of nostalgia provides solace in a world no stranger to crisis. We also explain how leaning into fandom can alienate established brand advocates from your audience. Another central trend in the post-pandemic world is how humor is making a comeback, both in the most popular productions and at Cannes Lions. Organizations and individuals alike seek the solace of light relief.
“From leaning into the comforts of nostalgia to celebrating the weird (and wonderful), we’re seeing more and more success from brands using a culture-first approach to connect with consumers.” added Charlie Carpenter, CEO of Creative Brief.
To help both brands and agencies stay at the cutting edge of curiosity and creativity, this report aims to promote creative excellence that is both commercially successful and socially conscious.
To learn more or download the report Please click here.
