As the great Prince once sang, “I have seen the future, and it will be.”
With the New Year on its way, 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 Selina Rashid Khan, the CEO of Lotus Client Management & Public Relations – looking ahead, looking back, and revealing the fate of this year’s resolution.
Looking Ahead
What are three trends to look for in the coming year?
1. Reverse Mentoring
Gen Z is in the house and we have a lot to learn. As torchbearers of change, Gen Z brings fresh perspectives on sustainability, inclusivity, and digital communication. Their innate ability to harness the power of social media and emerging technologies will redefine marketing strategies, workplace dynamics, and societal norms.
For me then, 2024 will be a time for both structured and fluid reverse mentoring across agencies and businesses. Trends, innovations, and cultural shifts are evolving at an unprecedented pace, and the collaboration between Gen Z and millennials will be crucial in navigating this dynamic landscape. This year will mark a shift towards a more inclusive and collaborative work environment, where reverse mentoring will not only bridge the generational gap but also foster a culture of continuous learning.
2. New Voices, New Consumption
2024 will usher in a new era of new voices with new consumption trends. The traditional stronghold of media houses reporting on crises and oppression for instance, is undergoing a formidable challenge from the force of thinkfluencers and social media voices. However, this transformation is not solely limited to the content creators themselves; it extends to a significant geopolitical rebalancing.
The era of media dominance primarily wielded by US and European entities is encountering a shift, as voices from Asia, Africa and the Middle East emerge as influential players in the global conversation. This shift not only challenges the narrative control but also injects perspectives that were traditionally underrepresented.
“This year will mark a shift towards a more inclusive and collaborative work environment, where reverse mentoring will not only bridge the generational gap but also foster a culture of continuous learning.”
These emerging voices, in the form of influencers, content creators and commentators are already reshaping the landscape of information dissemination and consumption, while operating in a more decentralized and diverse space. The nuanced and interactive nature of their voices, largely manifested online, allows audiences to engage directly and honestly, fostering a sense of community and participatory journalism, creating a more dynamic and responsive information ecosystem
3. The connection between psychology and communications
In 2024 and indeed, beyond, there will be a greater synergy between psychologists and marketing/comms professionals, forging a powerful connection that goes beyond traditional and data driven strategies. This intersection of disciplines reflects a broader recognition that effective communication involves a deep understanding of the human psyche to create meaningful connections, in an era where meaning, connection and authenticity are the pillars on which marketing stands today.
By delving into the intricacies of cognitive processes, emotions, and social dynamics, marketers will stand to gain a deeper understanding of what resonates with their target audience, beyond what data can offer.
Behavioral science in digital marketing will be important. Personalized user experiences, targeted advertising, and persuasive design elements are increasingly being informed by psychological research, creating more compelling and resonant interactions with consumers.
Looking Back
1. Your favorite trend of 2023?
AI, by far. It’s been revolutionary.
It’s a trend that not only defines the year but also sets the stage for a future. AI-powered analytics have proven instrumental in making data-driven decisions, optimizing processes, and predicting market trends with accuracy. Automation, driven by AI, has streamlined workflows, allowing professionals to focus on more complex, creative tasks that require a strategic human lens.
2. Your favorite campaign of 2023?
I loved Coke & Meals “Recipe for Magic” that celebrated the bonds of food, family and friendship. A digital campaign led by multiple tiers of influencers, from chefs, food enthusiasts, critics, bloggers, and social stakeholders, Recipe for Magic drew us all into the culinary traditions of diverse Pakistani as well as diaspora communities.
It was the authenticity that really resonated.
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3. What was your 2023 New Year’s Resolution and did you keep it?
On a personal level, mine was to live more mindfully and for the most part, I did pretty ok!
Professionally, it was to challenge the ways of working, to focus on learning and relearning. While I can’t say I met the resolution entirely, I can say I am on my way.
Check out our Three Trends series here.
