With the New Year knocking at the door, it’s the perfect time to reflect on the lessons gained. The fresh start invites us to embrace challenges as opportunities, turning the obstacles of the past year into stepping stones for growth in the year to come.
As part of our annual series, we invite industry leaders to share three trends they believe will shape 2025, highlight key moments from the past year, and discuss what stood out—both the good and the not-so-good.
Up next, Michelle Hor, Account Director at GrowthOps Asia, reflects on the past year, shares her aspirations for 2025, and reveals the outcome of her 2024 New Year’s resolution
Looking Ahead
What are three trends to look for in the coming year?
Authenticity will reign supreme.
Brands showing real people, real moments, and real messes—ditching the glossy, curated vibes. Think raw, unscripted content that feels like a chat with a friend.
Why it works: People want honesty and connection. It’s not about “picture-perfect” anymore; it’s about candid, relatable moments. Embracing imperfection makes brands feel human.
Looking Back
Your favorite trend of 2024:
Mindful living! Prioritization of mental health and work-life balance, embracing the present moment, and creating a lifestyle that nurtures mental and emotional well-being.
Your least favorite trend of 2024:
AI overload. Brands went all-in on AI, cranking out generic, soulless content at scale. Why it flopped: AI is efficient, but it often lacks emotional depth or meaningful storytelling—and it showed.
What was your 2024 New Year’s Resolution and did you keep it?
I don’t do New Year’s resolutions! I prefer shorter-term goals—they’re easier to accomplish. I’ve focused on getting enough sleep, keeping a good work-life balance, nurturing relationships, and eating healthier.
