VML Report Shows We are All Tired and We Want a Break from New Things

There was a warm, fuzzy feeling at the soon-to-be WPP Campus in Woodmead, Sandton for the launch of the new-look VML and the tenth edition of the agency’s Future 100 Trends Report. It was Peach Fuzz, to be precise – the Pantone colour of the year, which the colour-specialist said captures the desire to nurture and be nurtured that we’re all apparently feeling right now.

VML South Africa group strategy director Parusha Partab and chief creative officer Fran Luckin joined VML Intelligence global director (and co-author of the report) Emma Chiu on the event stage to bring a South African interpretation to the global findings, along with some nifty tips for local brands. 

What quickly emerged is that, in a world accelerating at the speed of ChatGPT, people are longing for a break. And brands that can deliver real connection are the ones that will win 2024.

Be more human

Locally, research shows that 67% of South Africans are struggling with a mental health issue and 43% of South Africans say work/life balance is a key factor for them. However, it’s not all doom and gloom – there is a gentle optimism rising, and people are looking for positive experiences to give them a break from the pervasive negativity. Globally, there is a drive for brands to be less superficial and more human in how they interact with consumers, and 64 % of consumers want these interactions to include fun and humour.

Brands that will succeed are those that can be relatable – in a way that’s either meaningful or fun.

Slow down

In an age where everything is digital and there seems to be some new technology, app or social media platform to get our heads around every other day, consumers are feeling “new stuff fatigue”. This is particularly true here in South Africa, although internationally, there has been a surge in sales of dumb phones – old-timey mobile devices that can make calls and send texts (using actual keypads, incidentally) and that’s it. (Imagine the battery life!) And it’s not just an older generation phenomenon – digital natives want the choice of being hyper connected or switching off and going into luddite hibernation.

There’s been a lot of pressure on brands in recent years to deliver cool new tech, but it’s time to haul the boomers and Gen Xers out of storage and start thinking offline again. Brands need to focus on creating an immersive experience that feels consistent, whether consumers are engaging digitally or IRL.

Connection trumps touchpoints

Consumers are craving connection. Time with friends and family is what 80% of South Africans love most, according to research. But they’re also looking for positive experiences that make them feel hopeful and optimistic. In fact, 75% of South Africans are more likely to go to events that promote causes and support local businesses.

Brands that can create experiences that bring people together in moments of joy will win hearts and minds. No pressure, but the Springboks’ trophy tour set the bar pretty high.

Acknowledge diversity

Brands have come a long way in representing the Rainbow Nation in their messaging, but diversity is more than skin tones – something else to consider is that 62% of South Africans don’t live in a nuclear family.

Brands that can depict their audiences accurately and authentically even when those audiences don’t fit the stereotypical mould will build one of the most powerful connections: giving people the gift of being seen. The only way to do that is to really immerse ourselves in the subcultures we want to connect with and understand them from the inside.

Celebrate and support local

Africa is having a moment. From Tyla’s Grammy to Drikus’s belt, South Africans are crushing it on the international stage. Meanwhile, on the beauty scene, A-Beauty (African beauty products using indigenous ingredients) is taking off around the world.

South Africans love seeing other South Africans do well. When a South African excels, it’s not just a victory for the individual – the whole country gets behind them and celebrates the win like it belongs to all.

The creator economy is very much alive and well, but brands that will thrive in this space are those that are willing to co-create the future through authentic partnerships. Looking for potential and helping that potential to grow makes the brand an intimate part of the creator’s success story.

Ultimately, in 2024 people are looking to pause and reconnect – with each other, the world and themselves; they want reasons to smile and laugh again, and they want to engage with brands in a more meaningful way. Get it right, and brands could be reaping the customer loyalty rewards for years to come.

Download the full 2024 VML Future 100 Trends Report here.