American Values & Marketing Trends for 2024 — Scott Harkey // The Harkey Group
- Part 1 American Values & Marketing Trends for 2024 — Scott Harkey // The Harkey Group
Show Notes
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02:50The impact of changing American values on marketing trendsThe recent changes in American values, marked by political tensions and economic uncertainties, have prompted smart brands to align their values with consumer values while avoiding political divisions. Younger generations are showing a hopeful outlook for the future.
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03:38Five prominent consumer trends in 2023Notable trends include "hyper fatigue" where consumers are focusing on work-life balance, personal empowerment for informed decision-making, and intentional spending on brand perception. Other trends include product and brand personalization, and sustainability.
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05:49The 2024 relationship renaissanceIn 2023, people were reflecting on their lives, focusing on mental and spiritual well-being, and looking beyond the daily grind. 2024 will be a time of relationships where individuals seek more real-life connections, meaningful experiences, and disconnect more from electronics.
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07:40Key consumer trends for 2024These include a focus on human skills, a reassessment of values beyond money, a prioritization of human connections, and going beyond basic sustainability. Additionally, brands and consumers will work together in new ways to address uncertainty and promote unity and harmony.
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09:56Opportunities for brands as consumers prioritize values and human connectionsThere is a growing desire for more meaningful connections and values beyond materialism and technology. Brands that genuinely align with these aspirations have an opportunity to resonate with consumers and build stronger connections.
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11:58Incorporating positive and inspirational messaging into marketing effortsIn a world fatigued by negativity, brands have a unique opportunity to inspire and uplift. By going beyond the safety of performance marketing and delving into storytelling that resonates with people's aspirations for positivity, empathy, and unity, brands can make a positive impact.
Quotes
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"Smart brands right now are aligning their values with consumer values, and they're staying out of the red or blue." - Scott Harkey
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"2024 will be the year of connection and people understanding what relationships mean. As more AI and tech emerge, were going to see more nature, more experiences, more connection, and more disconnection from electronics." - Scott Harkey
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"Human beings want more connection. They understand that life isn't just about money, technology, and things. For brands that can be aspirational to that, there is absolutely an opportunity." - Scott Harkey
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"People want to be inspired. There's a reason why Patagonia sells a lot, And North Face, which has stuff just as good as Patagonia, doesnt. It's two different worlds of brands." - Scott Harkey
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"We're overwhelmed by all the political stuff right now, and people are sick of it. They're asking for brands to make them feel better." - Scott Harkey
Up Next:
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Part 1American Values & Marketing Trends for 2024 — Scott Harkey // The Harkey Group
Scott Harkey, Founder and CEO of The Harkey Group, dives into marketing trends for 2024. In a world dominated by algorithms, political divisiveness, and negativity, consumers are tired and increasingly looking for more human connections. For brands, this presents an opportunity to stand out, inspire, and make a positive impact by embracing values that align with the deeper aspirations of their audience. Today, Scott discusses American values and marketing trends for 2024.
