Think BIG: Trend Reports, Ranch is Canceled + TikTok Might Be Next

What’s hot right now:

It’s the most wonderful time of the year…for trend recaps. From Pinterest Predicts to flavor reports, Q4 is packed with forecasts and annual planning advice.

Here’s what our crystal ball predicts:?

1) PR will become a cornerstone of B2B marketing/sales strategies

Traditionally, PR has been narrowly viewed as a tool for managing crises and reputation, but this limited perspective has overlooked its potential within demand generation and lower-funnel activities. As tactics like cold calling increasingly fall out of favor, companies will be compelled to leverage PR in innovative ways to reach and engage next-gen buyers who prefer a no-sales, self-led experience. No longer relegated to a silo under communications, PR will be integrated into marketing departments and contribute directly to revenue generation. Businesses will increasingly prioritize inbound marketing tactics that position their leaders and brands as authoritative voices in their industries.?

2) Influencers’ primary role in the marketing mix will grow beyond content creation to include market research

Brands will start to recognize influencers as key conduits of audience understanding. Plugged into what resonates with their followers and key drivers of trends, influencers will be incorporated into the early stages of product development, not just promotional campaigns.

3) Consumer trust will be increasingly tested as social media grows as a news discovery tool

Algorithms, driven by engagement rather than accuracy, can amplify biases, create echo chambers and obscure diverse perspectives. This will prompt a rising demand for digital literacy education, fact-checking services and transparency. Consumers and regulators will push for greater accountability from social media platforms, advocating for changes that prioritize news accuracy over engagement. However, balancing free expression with the need to curb harmful content will lead to ongoing debates and potential regulatory challenges.

News we’re noting:

• Instagram Launches Trial Reels for Audience Sampling – heeey, organic A/B testing!
• Appeals Court Upholds U.S. Ban of TikTok – diversify your channel and influencer strategy; check out more of our recommendations on LinkedIn
• Will 2025 be a year of contradictions? Here’s what the numbers say – spoiler: brand loyalty is down while loyalty programs are up
• Brands Are Finding Engaged, Niche Audiences on Substacks – non-traditional platforms increase in popularity as mainstream media loses readership
• Equity Tastemakers: Gen Z and the Future of Inclusive Marketing – PACO Collective’s new report takes a look at Gen Z’s view on inclusivity and empowerment
• ‘We Can’t Cry About the Milk that’s Spilled’: As DE&I Fallout Continues, Multicultural Agencies Grapple with Changes? – In the midst of DEI rollbacks, multicultural agencies double down that diversity efforts and inclusive campaigns are good for business; they recommend integrating efforts into marketing campaigns (vs. treating as standalone initiatives)

Fresh off the press: Client wins

• Ranch dressing is canceled, say bored Gen Z foodies — who have also dubbed ‘swalty’ the new swicy?
• Rebranding Initiative Helps Golden Waffles Meet Growing Breakfast Popularity and Demand
• Product Review: New York Bakery Gluten Free Texas Toast
• How EVEREST is Bringing its Home Storage ‘Beautility’ Vision to Life
• Rising Electricity Demand’s Impact on Commercial Energy Bills
• Inside McKesson’s ‘Gritty’ Ad Campaign
• Ideal Expands Twister Wire Connectors with ProFlex Max and ProFlex Plus

That’s it for 2024. Thank you for an amazing year of BIG thinking.