5 Things That Caught Our ?? - April 2024

With trends, technology, and media evolving faster each day, we’re keeping tabs on the bits of culture you should be aware of each month.

Keep reading to see what we’ve been tracking and what we think it means for advertising.

1. Recognizing Women

The Barbie movie and the record-breaking WNCAA tournament are both testaments to the growing force behind women. Despite recent policy changes and controversial trends like the “tradwife trend” making people wonder if we’re taking a step backward, the overall social movement in support of women seems to be gaining traction.

And brands are paying attention. Molson moved the names of PWHL players to the bottom of their jerseys and their brand to the top so players’ ponytails would block the brand name instead of the player name.

Changes are even being reflected in business structure, with the number of female CMOs rising. Our CEO, Britt Fero, explains how this also presents an opportunity for the way business leaders choose partnerships and collaborations.

2. More Than Just Gen-Z

Gen Z has captured the attention of advertisers and held their gaze for several years. While they are spending a lot more, some advertisers are beginning to wonder if they should pay more attention to other, overlooked markets.

AdAge’s Jack Neff made the case for targeting 50+ audience given they have more disposable income than most Gen Zers. Long life expectancy and lower comparative birth rates are yet other reasons for establishing a relationship with more mature populations.

This makeup ad by Laura Geller Beauty plays into this idea of “embracing the mature self” instead of focusing solely on youth. Could we see alcohol brands expanding to boomer brunches or the popular health sodas cash in on older adults?

Another perspective by Reid Litman explains how targeting both demographics may not be as difficult as we think. Perhaps we forego age altogether and join PEW research in questioning the importance of generational grouping and phasing the labels out completely.

3. AI in AD

Uncertainty around AI remains. Some clients and agencies have been excited by the technology’s potential, others remain wary.

Brands like Dove have found success integrating the technology into engaging creative that combats the negative aspects of the program by adding representation of “real people” in the space.

On the other hand, ads featuring deepfaked creators have received mixed responses. Beyond creative, one area quickly integrating more AI into its processes is television, with NBCUniversal, Disney, and Paramount incorporating AI tools into the buying process and shoppable ads.

In short, everyone is still tentatively navigating this new “reality.” AI’s ability to assist in problem-solving and speeding up research processes is unquestionable, but human ingenuity plays a critical role in figuring out how to best leverage the insights.

4. Racquet Sports Are Everywhere

Racquet sports are everywhere. Playership has seen an immense boom over the past few years and now just about every industry is getting in on the action.

Challengers starring Zendaya is hitting the big screen. Brands like Moncler, Miu Miu, Reformation, Polo Ralph Lauren, and Loewe are all creating tennis-inspired looks. Growing tournament-related influencer partnerships such as Paige Lorenze’s involvement as the Chief Lifestyle Officer at the Miami Open are further evidence of widespread fascination with this sports culture.

We haven’t missed a beat – creating Visit Seattle branded pickleball courts at conferences across the country and along the PPA tour, boasting Seattle’s claim as the birthplace of the popular sport.

5. '60s are back?

This era is impacting seemingly every industry.

Rimowa released a 1960s-inspired suitcase. Apple TV’s series Palm Royale takes place in 1969. Recent Skims ads portray the Vegas brides of the ‘60s. Dead & Company announced a residency at the Sphere in Vegas. And one could argue even the Sherwin-Williams color of the year seems to be a nod to this time.

It’s fun to think about how brands can draw upon their history to take advantage of our newfound fascination with this era. After all, brands including Walmart, Nike, Domino's, and Gap are all products of that era.