The year 2024 showed us that marketing and branding had moved far beyond the confines of selling products or services. It was a year when brands became storytellers, allies in change, and mirrors reflecting the complexities of a shifting world. As we look back, we see a landscape reshaped by bold experiments, societal shifts, and a deep yearning for authenticity.

The power of social media: platforms as movements

In Bangladesh, social media became a platform of hope and courage, where young voices united to demand justice and change. Across the globe, platforms like TikTok, Instagram, and even LinkedIn transformed into spaces where activism wasn't just supported but co-created. Movements were born, and causes were amplified—not by corporations but by the people themselves.

Some brands embraced this wave, creating meaningful connections with their audiences by listening and responding authentically. Others, however, stumbled, misjudging the tone of their campaigns or missing the mark entirely, reminding us that while social media is powerful, it demands respect and understanding.

Unconventional leaders: politicians and new platforms

We witnessed political figures like Donald Trump step into unconventional spaces, such as podcasts, sharing long-form stories that resonated deeply with their audiences. This marked a shift toward more intimate, unscripted narratives. The public craved honesty and imperfection—real stories over rehearsed speeches.

Brands learned from this too, realizing that authenticity is no longer optional. It's the currency of trust.

Gen Z's uncompromising demand for purpose

2024 was undeniably the year of Gen Z. This generation brought a fire and focus to marketing, holding brands accountable not just for their promises but for their actions. They rejected surface-level statements and celebrated companies that took real steps toward sustainability, diversity, and fairness.

Patagonia remained a shining example, leading with integrity. Meanwhile, brands that faltered under the weight of unfulfilled promises found themselves in the crosshairs of an audience unwilling to settle for less.

Sustainability: from trend to expectation

Sustainability was no longer a buzzword; it became a standard. Businesses across industries raced to integrate Environmental, Social, and Governance (ESG) principles. Campaigns weren't just about selling products—they were about embodying a purpose that resonated with a world in crisis.

But with progress came scrutiny. Greenwashing was called out with vigilance, forcing brands to rethink their strategies and deliver genuine impact.

Marketing amid wars and crises

2024 was also a year of conflict and tragedy. Brands navigating these turbulent waters faced hard choices: to speak out or stay silent. Those that chose to align with the sentiments of their audiences, showing empathy and courage, emerged stronger. Those that faltered risked irreparable damage.

Marketing in times of crisis became a delicate balance between compassion and strategy—a lesson in the profound weight of words and actions.

As the year closed, one truth became clear: marketing and branding are, at their core, about people. They're about understanding aspirations, fears, and desires—and aligning with values that truly matter.

2024 was a year of lessons and leaps forward. The rules of the game evolved, and the focus shifted to what brands stand for, not just what they sell.

Sajid Mahbub is the Group CEO of Bangladesh Brand Forum.