December 2024

What trends have shaped marketing and communications in 2024?

As 2024 draws to a close, it’s time for this year’s final edition of Thoughts on Tap, our monthly LinkedIn newsletter. Deputy CEO Staffan Lindgren looks back on what has defined our industry over the past 12 months, from the widespread integration of AI and brands’ use of short-form video on social media to increasing regulatory pressures and the evolution of trust.

2024 marketing and communications wrapped - we hope you'll enjoy the read.

“Looking back on 2024, marketing and communication has proven to be more dynamic, impactful, and essential than ever before.”

From embracing cutting-edge technologies to redefining how businesses engage with stakeholders, this year has been marked by a strong focus on building trust through authenticity, purpose and agility. Here’s a look back at the trends and highlights that shaped the industry in 2024.

1. The evolution of trust in the digital age

Building and maintaining trust was a central theme in 2024’s communication landscape. Companies recognised that authenticity and ethical behaviour were not just values but critical drivers of stakeholder confidence. Trust became a measurable asset, with companies tracking trust and reputation scores through tools like the Edelman Trust Barometer to evaluate and refine their communication strategies. Our parent company Aura Group introduced the Aura Trust and Growth model aimed at defining criteria used to measure corporate trust and growth.

2. AI-powered communication

2024 saw the widespread integration of artificial intelligence (AI) into communication strategies. No longer just a tool for automation, AI became a partner in creating and refining content, analysing data and personalising communication and marketing at scale. The adoption of AI-powered chatbots and virtual assistants has surged, with businesses using them to manage customer queries, internal communications, and even media relations. At Comprend, we’ve been utilising AI in many ways to help our clients, for example, by building customised GPTs for content generation, leveraging AI for data analysis, and developing AI-powered chatbots to build customer trust and satisfaction. Furthermore, Aura Group recently announced the acquisition of AI consulting company Swiftly and its plans to invest in the AI-based content platform Synca.ai. It is clear that 2024 was the year that saw AI transition from a novelty to a necessity, enabling faster, smarter, and more targeted communication.

3. Purpose and sustainability continued to take centre-stage

Purpose continued to be at the fore in 2024. Stakeholders, from customers to employees, demand more than just products or services; they expect companies to stand for something meaningful. Sustainability and transparency stayed integral, with many organisations publishing interactive digital ESG reports to engage audiences and showcase accountability.

Our latest Webranking research, which evaluates corporate websites against stakeholder expectations, highlights significant progress in sustainability communication. This year, European companies met 48% of sustainability criteria, reflecting an improvement from last year. Nearly all companies now clearly articulate their purpose, mission or vision, strengthening trust and stakeholder understanding.

4. Short-form video dominated

Short-form video content cemented its position as the king of digital marketing in 2024, generating the highest ROI in any social media marketing. Short, engaging, and interactive videos dominated platforms like TikTok, Instagram Reels, and YouTube Shorts and became essential tools for reaching diverse audiences, particularly Gen Z and Millennials. Not only did we see short-form video being used for B2C marketing, but we also saw widespread adoption amongst B2B and corporate marketers, on a range of social media platforms. Employee-generated video content emerged as a trend, with companies leveraging their workforce to authentically communicate brand values.

5. DEI (Diversity, Equity, and Inclusion) as a communication pillar

DEI is no longer a “nice-to-have” but a strategic priority. Companies are using communication to demonstrate their commitment to creating inclusive workplaces and addressing societal inequalities. For example, by being more transparent in sharing metrics and stories that highlight DEI efforts and forming partnerships that align with their DEI goals.

6. Accessibility as an emerging standard

In digital communications, we saw inclusive website design emerge as a major trend in 2024 with more companies incorporating accessibility features and designing websites to comply with WCAG AA standards ahead of the European Accessibility Act in June 2025. Our Webranking research showed that while 35% of companies currently publish an accessibility statement, 76% scored highly on accessibility in technical scans, suggesting a proactive trend towards broader digital inclusion.

7. A confluence of regulatory pressures

In 2024, corporate communications faced heightened regulatory pressures driven by evolving standards like the Corporate Sustainability Reporting Directive (CSRD), stricter accessibility requirements, and finance-specific compliance mandates. CSRD expanded sustainability reporting obligations, demanding greater transparency on environmental, social, and governance (ESG) impacts. In the finance sector, tighter anti-money laundering (AML) rules, enhanced cyber security standards, and green financing disclosures reshaped how organisations communicate compliance and risk management. These changes required companies to embed regulatory adherence into their communication strategies, allocate dedicated budgets, and adopt sophisticated tools to meet the growing demand for transparency and accountability.

8. Ethical data practices and privacy

With growing concerns about data privacy, communicators and marketers increasingly turned their attention to prioritising transparency around data usage. This included outlining clear policies explaining how data is collected, stored and used and proactively addressing data breaches quickly and effectively to maintain trust.

9. Transparency as a digital mandate

With the rising demand for ethical practices, transparency in corporate communication became a digital priority. Companies used their online platforms to share not just successes but also challenges and lessons learned. Social media channels were increasingly used to address criticism promptly, allowing businesses to respond with honesty, turning potential crises into opportunities to demonstrate accountability and foster trust. Transparency extended to the use of AI, with companies clearly communicating how AI was used in their operations and data processing. Our Webranking research showed a growing focus on corporate responsibility in technology with 80% of companies now reporting on digitalisation efforts.

10. Employee advocacy shined bright

2024 highlighted the growing influence of employees as brand ambassadors. Companies invested heavily in internal communication to align their teams with corporate goals, turning employees into credible and influential voices. Social media advocacy programs further empowered employees to share company news and achievements, amplifying reach and engagement.

What’s next?

Looking back on 2024, marketing and communication has proven to be more dynamic, impactful, and essential than ever before. Companies that embrace transparency, purpose, and innovation will be well-positioned for success in the years to come. As we move forward into 2025, the lessons and trends of 2024 will undoubtedly continue to shape the future of marketing and communication.

This month’s newsletter was written by Staffan Lindgren, Deputy CEO at Comprend.

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