Three Trends to Look For in 2024: Hazik Ali – Z2C Limited

We ask industry leaders to give us their take on what’s to come in the year ahead and reflect on the year that’s passed.

As the great Prince once sang, “I have seen the future, and it will be.”

With the New Year just passed, and another trip around the sun completed, it’s that time once again to take a peek into the future and offer up what we think it will be.

As part of an annual series, we asked industry leaders what they see coming in the year ahead while also looking at the year just passed.


Next up is Hazik Ali, Client Director – PR & Comms at Z2C Limited, taking a look ahead, a look back, and at the fate of his New Year’s resolution for 2023.

Looking Ahead

What are three trends to look for in the coming year?

1. Return of the Brand Storytelling

In a world where everyone’s jumping on the ‘trend’ bandwagon, brands risk becoming a blur of similarity. The antidote – a good old-fashioned story. Over the years, amidst the trendy chaos, a compelling narrative that tugs at the emotional heartstrings of consumers has proven to be the timeless recipe for brand love.


Let’s revive that art of storytelling and not be a trend that’s just a blip in the grand scheme of things.

2. The Rise of Nano Content Creators

Forget the big and sexy names; the real power of marketing lies in the hands of the little guys staying true to themselves. Armed with original and engaging content, these underdogs wield surprising influence.

“In a world where everyone’s jumping on the ‘trend’ bandwagon, brands risk becoming a blur of similarity. The antidote – a good old-fashioned story.”

With data unveiling their potential, it’s high time brands hopped on the nano content creator bandwagon for a big impact. Size doesn’t always matter – it’s what you do with it that counts!

3. Baggy, Simple Clothes Please

No more of this slim fit, that fit drama. Spare my 40-year-old dad bod the agony of ensuring my glutes and tummy receive equal exposure! Let’s embrace the comfort and simplicity of baggy clothes. After all, who needs tension when you can have ease, right?

Looking Back

Your favourite trend of 2023

(Don’t Say ChatGPT, Don’t Say ChatGPT, Don’t Say ChatGPT)… ChatGPT – Damn it!

Your favourite campaign of 2023?

SIUT Ramadan 2023.

Every Ramadan, Muslims worldwide celebrate with abundant charity. Amidst brands seeking donations, SIUT, a hospital offering free treatment, took a unique approach.

Their communication drew inspiration from the ‘courage and never give up attitude of parents’ for their children. Beautifully executed, it tugs at the heartstrings and restores faith in a parent’s love.

What was your 2023 New Year’s Resolution and did you keep it?

I resolved to kickstart my training and coaching career, merging my stand-up comedy antics with corporate wisdom to create customized training for companies, highlighting the importance and power of humor in the workplace – *Insert joke*

Despite a slow start (procrastinating until August), I took the plunge and began my journey. So, yes, I kept it – slow and steady wins the race to awesomeness.

Check out our Three Trends series here.

Bobby McGill

Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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