At VML South Africa's Future 100 launch event in Sandton, Johannesburg, our experts revealed the key trends connecting brands with consumers
Our VML client partners, marketing leaders and colleagues joined us as we uncovered an exciting new future for brands...
In a post-COVID world defined by a seemingly bewildering amount of new technology, people are craving genuine human connection more than ever before – a key theme shared at our Future 100 event.
Below are some of our top takeaways from our SA Future 100 event, including four key themes that reveal significant shifts in consumer behavior to help brands drive growth in 2024 and beyond.
In case you weren't able to join us, below is the full live stream recording of the event
The Great Deceleration
After years of acceleration driven by an overwhelming amount of technology, consumers want to take a pause and shift into living more enriching lives
Trends include Collective Recharge, an intentional slowdown to assess more mindful ways of living embodied by Pantone’s calming Colour of the Year Peach Fuzz, and World Building Brands that contribute a higher purpose to society
Consumers believe the top three roles for brands are to make the world a better place, improve people’s health and wellbeing, and create a more hopeful and positive future
Emotioneering
Brands unlock new areas of growth by engaging consumers around positive experiences, feelings and enchanting emotions like awe, surprise, wonder and mystery
Trends include Dopamine Packaging around brand identity and design that dials up feel good hormones and a sense of play, and Gen A (Alpha) Palates inspired by Gen Alpha’s exposure to a greater range of cultures with more diverse cuisines and up-to-date eating habits
People want brands to engage them with multisensory experiences
Brands that dial into emotion are rewarded with exponential growth
Emotioneering allows brands to get back to being bold to connect, create, dream and evoke – that's what consumers want
Radical Reconnection
Despite disagreeing on values and cause, there’s a desire to unite with others whether we know each other or not
Increasingly people seek a sense of community and purpose
Trends include Spatial Tech and connecting through technology like Apple’s Vision Pro, and Pro-social Effervescence – large groups that unite to do and learn something together to better understand the future
Rather than obsessing over demographics, marketing segmentation and media targeting, brands should focus on what people really care about and their shared interests
Brands should embrace co-creation as it opens up exciting new creative possibilities and opportunities for growth
Well Ambition
76% of people globally would not accept a job that was highly stressful and 77% will only work for companies that align with their values and beliefs
Less talking about work/life balance & start talking about authentic workspaces
While work-life balance may not be the top priority for South African workers, it is still a rising concern
Only 47% of South Africans consider work-life balance to be a key factor in career satisfaction, which is lower than the global average
However, this trend is shifting, and brands need to start thinking about how they can create authentic workspaces that prioritise employee well-being. This means going beyond just offering flexible hours or remote work options and creating a culture that values work-life balance
To find out how we can help you unlock the amazing possibilities of the Future 100 and new growth opportunities for your company through workshops, innovation labs, custom research and more, please contact laura.conti@vml.com
Jarred Cinman, has helped shape the SA digital marketing industry since the 90s and still embraces new technologies with enthusiasm. He enjoys working with visionary brands to create meaningful, research-driven work.
Emma Chiu, is a leading foresight strategist and consumer insights director on a mission to understand how the world is changing, to best advise organizations on how to transform for the future. A co-author of our Future 100 report, Emma consults with clients to build long-term strategies that drive future growth.
Parusha Partab, is an award-winning leading strategist with over 12 years of experience in Digital, Creative, eCommerce, and CX/UX strategy. She collaborates with global clients across Africa, leveraging her understanding of market trends and consumer behavior to drive innovative solutions and results. Parusha is also a thought leader with expertise in market trends and consumer behavior.
One of South Africa’s preeminent creative leaders, Fran Luckin has won multiple awards, including some of the industry’s most coveted accolades. In 2022, she was named Industry Leader of the Year at the Adfocus Awards. She has an MBA from the Berlin School of Creative Leadership and is a passionate advocate of lifelong learning.
Tebogo Skwambane has worked with clients in over 30 countries across both the public and private sectors. Tebogo is a World Economic Forum Young Global Leader and a fellow of the Africa Leadership Initiative and the Aspen Institute's Global Leadership Network. She is committed to driving meaningful transformation and empowering women in leadership.
