As we move into 2024, one trend that is gaining momentum is ‘Integrity Economics’, which according to The Pace of Progress: dentsu 2024 Media Trends, largely boils down to a strong emphasis on social and environmental responsibility, authenticity, and a genuine connection with culture.
Integrity Economics encourages brands to find their true purpose and mission beyond profit. It’s about understanding why a company exists and how it can positively impact the world. When a brand’s purpose is aligned with the values of its audience, it creates a powerful emotional bond that goes much deeper than the more shallow transactional relationships.
Authenticity also speaks to simply owning what you are as a brand. Sarah Bonnefoy, Senior
