Welcome to the second Insights Accelerated report of 2024 by Spark Foundry, exploring consumer trends in diversity in advertising, sustainability, gaming and tech.
We saw a worrying decrease in people’s sentiment towards representation in advertising overall. However, there are areas of positivity that point to change, with radio ad representation improving due to TikTok integration, and TV and YouTube ads continued to lead in representation.
In gaming, Activision's new patent aims to boost player engagement through streaming, while Call of Duty's latest additions sparked debate. Despite industry challenges, public sentiment towards gaming remains positive, with new advertising strategies emerging for brands.
Sustainability trends showed a rise in interest for eco-friendly travel but a decline in renewable energy and plant-based product searches, indicating economic pressures.
Electric vehicle interest, however, saw significant growth. Brands are encouraged to integrate sustainability and diversity consistently across campaigns, leverage current media trends, and adapt to economic conditions to maintain consumer engagement.
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Authored by Marcos Angelides Co Managing Director Spark Foundry.
Published on 3 October 2024
This piece is part of our In My Humble Opinion content series in partnership with Publicis Groupe UK
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