As 2024 draws to a close, the marketing and communications world finds itself in a fascinating moment of transition. This year brought rapid technological advancements, shifting audience expectations, and putting an even greater demand for authenticity in a crowded media landscape.
At SE2, we’ve been navigating the challenges and opportunities that defined 2024 and exploring the trends that will shape the future.
2024: A Crisis in Confidence for Communicators
RJ Johnson, Content Producer
The most important shift in 2024 wasn’t just a new platform or technology—it was a change in audience expectations. “Audiences became increasingly skeptical and selective, seeking messages that resonate with their values,” said RJ Johnson, SE2’s content producer. With shrinking attention spans and heightened skepticism of traditional marketing tactics, authenticity emerged as a vital currency for building trust.
Elizabet Garcia, Public Relations and Community Outreach Specialist
Video formats—especially short-form—cemented their dominance. As Public Relations and Community Outreach Specialist Elizabet Garcia noted, “Instagram and TikTok amplified the power of short videos. They’re the perfect length to deliver big messages without losing focus.”
At the same time, alternative channels like podcasts gained momentum, with political figures and brands alike exploring new ways to connect directly with these audiences.
AI wasn’t just a buzzword—it became a tool. “AI isn’t the enemy or the savior,” said Principal Eric Anderson. “It allows us to automate mundane tasks and elevate our focus on things only humans can do.”
Principal Susan Morrisey observed that AI matured from a novelty to a practical resource, reshaping workflows without replacing the core of good communication: human creativity.
2025: Authenticity Takes Center Stage
Susan Morrisey, Principal
Looking ahead, authenticity will remain the bedrock of effective communication. “Audiences crave narratives grounded in genuine experiences—not polished campaigns,” shared RJ Johnson.
Real stories rooted in shared values will cut through the noise, fostering trust in a divided and cluttered media landscape.
AI will continue to grow in prominence, but its role will evolve. “People are becoming more attuned to recognizing how AI is used,” observed Mikhail Talley, associate. “They’ll place greater value on what AI can’t replicate: authentic human emotion.”
Mikhail Talley, Associate
To stand out, brands must pair AI-driven efficiency with deeply human storytelling.
At the same time, face-to-face connections will reclaim importance. “In-person interactions build trust in ways AI and digital tools cannot,” said Eric Anderson. This trend highlights the need for human-centered strategies that go beyond screens, from meaningful community engagement to real-world collaborations.
And as misinformation and disinformation loom large, regulator shifts could redefine the boundaries of communication. “Emerging regulations like COPPA 2.0 could drastically impact how advertisers engage with young people,” said Jack Cohen, associate. COPPA 2.0 refers to proposed updates to the Children’s Online Privacy Protection Act (COPPA) aimed at strengthening online privacy protections for children, addressing emerging technologies, and expanding regulations to better safeguard minors’ data in the digital age.
Eric Anderson, Principal
Navigating these changes will require agility and a deep understanding of evolving platforms.
Bridge 2024 to 2025 and Beyond
Jack Cohen, Associate
The world of communications never stops evolving, and 2024 underscored the importance of adaptability. As we look to 2025, our focus remains on fostering connections, telling real stories, and meeting audiences where they are—whether through AI-enhanced strategies, video platforms, or in-person interactions.
At SE2, we’re committed to navigating the challenges ahead with creativity, resilience, and an unwavering dedication to the communities we serve. As Mikhail Talley summed up, “In an increasingly divided world, the most important thing is to focus on the common values that connect us all.”
About the Author:
RJ Johnson (they/them) is a trans behavior change marketer. They create fun, engaging, and strategic content. With over six years of experience in marketing, communications, and content management, they have touched just about every aspect of the field. RJ is a lifelong learner with an M.B.A. from the University of Colorado, Denver, and a B.F.A. in Creative Writing from Stephens College. RJ is a content strategist at SE2, a behavior change marketing agency, previously worked in the health insurance sector, and is passionate about aiding in the fight for equal opportunities and advocacy. They approach everything from a lens of intersectionality and community.
