Issue #44: Our favorite brand moments of 2024
Talking to my friend and fellow writer, Zoya, about our favorite (and least favorite) trends & brand moments in 2024.
Hi friends! I hope you’re logging off and beginning your holiday break very very soon. This week, I’m doing something a little different and collaborating with my friend Zoya Virani, who writes
, on a conversation about our favorite (and least favorite) trends and brand moments of 2024. You can listen to the conversation below, or read the (condensed) transcript below. Enjoy!CA: Hi Zoya! I’m excited to hear your takes on trends in 2024 and any predictions for trends in 2025. So what were some of the trends that stood out to you this past year?
ZV: That is the million dollar question. One that is notable and noteworthy to me is that this year we saw a lot of brands take to TikTok to build brands and not only build them, but show a day in their lives, show the entire process of quitting their job to transitioning to building a brand… And then also those brands seemingly doing really well as a result.
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CA: One thing that came to mind for me is the resurgence of print magazines. It feels like it had its moment already this past summer and fall, both from brands and also from media publications. I think J. Crew launched a print catalog. But I think we saw this desire to just go back to flipping through a magazine and physically marking images or pulling inspiration. It definitely relates to the overall theme of nostalgia and desire to go back to like some of the things we did in the 90s and 2000s. Did you see that too?
ZV: Yes, 100%. I think J. Crew was really emblematic of that trend, and also, it's funny because I feel like a lot of people were talking about a more nostalgic feel at the beginning of the year, and then we saw that come through, especially with GAP. Everyone was talking about GAP this year. I was reading the Red Antler report, which is influencing me here a little bit, but brands that are perceived as more valuable or heritage brands that have history and legacy and are able to activate that properly.
CA: I think that also relates to the popularity right now of IRL activations and pop ups. I know we tried to go to the Poppi pop up in Soho a few months ago and the line was so long we could not get in. We walked by. But yeah, just this desire to have more like tangible physical experiences, whether that's through a print publication or an actual experience in person. I think all of that is kind of connected.
ZV: Not to point out the obvious, but I feel like post-COVID it's all kind of come to fruition and culmination this year, that itch from like a consumer view of more physical, more tangible marketing and just interaction. But I feel like there was a dearth of it, obviously, during the pandemic, and so now it's really like, completely gone on the other end.
CA: I guess one thing… is just observing how dating apps are really out this year. I think dating apps have found themselves in a really interesting place where people want to meet in person. That's the theme of today – in person. IRL. People wanting to meet in more like old fashioned ways and even like run clubs being a big thing. So I'm really curious to see how dating apps are going to respond to that and maybe try to launch more opportunities for in person communities and events, ways to connect in real life. Then also just through their messaging, maybe position themselves more as a supplement to meeting in real life.
ZV: I think that you bring up a good point. I also think that it was evident in the consumer tech space… Partiful being all the rage this year and also I think they won a big award for like app of the year or something. I think Partiful, Strava, Beli, like all these apps that have been around, but we're seeing the same trends also across like the tech scene or at least within Gen Z, within my friend group, that using those apps goes hand-in-hand with what we're seeing in real life.
CA: Those apps represent this intersection of digital and IRL. Like, you can go to a restaurant and have an amazing experience there and then record it on Beli for all your friends to see and follow along.
CA: Which trends were you not into in 2024?
ZV: For me, it was not Brat cause I thought Brat was really fun while it lasted. And I think that there was great marketing that came out of it. So I'm not a hater, but the whole demure thing… I mean, I was a fan of the celebrity look-alike contests. The first one was funny. The rest of them, I was like, oh my god, this is just, we're doing too much. Like, we gotta stop. There were so many trends where I just felt like there was a precipitating original trend that came before it, and the one after it, I was like, okay, we just need to stop.
I think that we haven't touched on this yet, but AI marketing – which is like a whole thing in itself. I think that having really trivial, bland messaging… Like if you blindfolded me and put up like five different AI ads for tech companies, I wouldn't know the difference. So that's a trend I got really tired of seeing. It wasn't even a trend, I guess it was more just figuring out the market and figuring out how to talk about it this year.
AI marketing that was more fresh and a trend I did like was, for example, the Perplexity Super Bowl ad I loved. It's so odd. It's like a science fiction movie and they don't mention Perplexity until the end. And it's kind of A24-esque and definitely meant to cause drama around their brand or make you question like, ‘Ooh, what is this software they're using in this clip?’ But then it ends up being an ad for Perplexity. So with their taglines… ‘The know-it-alls,’ I think that they were able to differentiate pretty quickly off the bat, which I don't think many other consumer tech and AI-focused companies were able to do. But yeah, all I have to say, I’m sick of the bland, boring messaging.
CA: And I do think AI companies struggle to differentiate. ChatGPT is the leader, but, at least in my opinion, not necessarily based on a brand that they've built, but more just consumer perception and the name being kind of the first in the game.
ZV: What do you think brands will start utilizing more of or less of on social media?
CA: Great question. And yes, we have talked about TikTok. We will see what happens with TikTok. I think you're more of the mindset that it's not going away. I'm like, I don't know. We'll see. But yeah, like we were talking about how it's like such an important business platform and there's so much money being made on TikTok. Are they really going to do away with it?
But as far as what brands might start leaning into, I think long-form content is going to become the name of the game here in the next year or two. We're seeing just way more investment in channels like YouTube, Spotify, the launch of a lot of brand podcasts and specifically filming those podcasts and putting that video on Spotify…
So I think long-form video, but then also written long-form content on Substack as well as other platforms. Leaning into email as a really useful, loyal channel. You have direct control over your subscriber base and you are putting content in their inboxes. They're not just scrolling through a feed and happening to stumble upon you. I do work at an email marketing company, if you couldn't tell.
ZV: I was going to say email is slept on, that's not the first thing that comes to my mind, but it's hugely important. And some brands are so good at email marketing, whereas some I'm like, can you stop sending? Like I'm hitting unsubscribe tomorrow.
CA: I also think [it’s about] creating valuable content, right? Like so many brands use email for just like sales purposes, but we should actually be using email for content marketing and thought leadership purposes. And that's where Substack can be a really valuable platform by having like brand leaders start Substack publications. I don't know if you follow the CEO of Ghia, the nonalcoholic spirit brand. I think she has a Substack. So like really establishing a voice for your brand, whether that's a member of the leadership team or someone who is just working at the brand…
ZV: I think some that come to mind are like Lindsay Carter of Set Active. She has Substack. Diana Cohen, she also has one that I'm subscribed to, but I feel like it all goes hand-in-hand with what we're seeing on TikTok, just taking [content] off the platform… it's becoming an expected extension. Like you're expected to extend your brand if you're an influencer, like you're expected to start providing long-form content. You're expected to start getting more and more creative with how you show up for followers and your subscribers. So I would not be surprised if more brands start coming to Substack.
CA: Ooh, I like this one. What's one word to encapsulate and sum up 2024? That's such a tough one.
ZV: It's such a tough one. I originally had said hyperbole. Everything was just really exaggerated and everything was just so drama this year. It felt like everything we were doing, whether it be the pop-ups, I think it kind of goes with the IRL activations, everything was big, but also not at the same time. So that was the first word, but now I'm starting to think after our conversation, everything also just moved incredibly fast, the hype cycles were moving so, so fast this year. I don't know if I change my answer to fast.
CA: Yeah. The trend cycle was insane this year. I'm like, I can't keep up… Those are both great ones… I'm just going to throw out there: authentic. I think there were a lot more authentic ways that brands showed up this year. Also I'm seeing just a lot more like voice and empathy and relatability behind brands than ever before, and influencers being really transparent about how they're making money…
ZV: I feel like the other thing which we hadn't touched on, but you kind of brought up was this concept of taste… Because this year it feels like all these voices are becoming more authentic… Like, everyone's learning that they have to become more differentiated. They have to show up in so many different ways, and they have been this year, but taste-making is kind of at the forefront of all this. Who's able to curate really well? How you show up with experiences for people that follow you?
CA: So we have like four words to sum up. We have: hyperbole, fast, authentic, and taste. I think that they all tell the full story. I think we did well. This was so fun.
ZV: I mean, this was so fun. I am honored to be collaborating, if you will, with Brand Baby.
CA: Me too! Have a great holiday break.
This was so fun. Thank you, Zoya!! 💖
In other brand news, Instagram is working with some really cool creators to recap the best trends discovered in 2024 and share their predictions for 2025. One of those creators is Susan Alexandra, who is sharing their take on bag charms, a trend that gave us an opportunity to personalize and individualize our style with a fun, accessible accessory. I asked Susan about her take on the trend.
CA: Bag charms are such a fun way to mix things up and diversify your look without necessarily buying a brand-new bag. They serve as an accessible way to personalize style without investing in a big piece. Do you see other accessories accomplishing this goal as well?
SA: Bag charms are so special because they pack so much personality and energy in a small and price accessible package! Other pieces that have opportunity for lots of punch in a small package are socks and hats, we will be leaning into those in the year to come. Additionally, charm jewelry. Pieces that you can pick and choose that represent YOU and only you!
CA: What are your predictions for ways that Gen Z might infuse more personality and uniqueness in their style and accessories in 2025?
SA: It's so fun to watch how people re-interpret trends from the early aughts (I love Addison Rae's version of this). I foresee lots more DIY, more charms and jingly jangly things that you can clip into your hair, onto your bags, your nails, etc. Everything should be highly specific and personal.
I haven’t decided if I’m going to publish anything next week, so have a fun, cozy holiday season in the meantime! And thank you SO much, dear reader, for all your support this year. xx
This was a great read! I especially enjoyed the "word of the year" section, and I definitely agree with the words you both chose.
Brand founder with a Substack 🙋🏻♀️ here! 😂