Interact Wrapped 2024

What went down in the brand world in 2024?

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Sustainability and Greenwashing became more important than ever

Sustainability efforts in branding reached new heights of transparency. Patagonia launched an online tracker for consumers to trace the lifecycle of their products, while emerging brands like Blueland launched eco-friendly detergent pods that surpassed industry leaders like Cascade in sales. Even beauty brands like Glossier introduced refillable packaging across core SKUs. On the flip side, brands like Vital Farm’s were caught in the midst of greenwashing controversies surrounding the honesty of their products.

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AI has officially entered the chat

From logos to product design, AI-driven branding became a must-have tool in 2024. Coca-Cola's AI-designed campaign was a major moment, sparking both excitement and debate about the intersection of creativity and technology. AI-driven tools allowed companies to predict trends with uncanny accuracy and create tailored shopping experiences that felt almost psychic. However, as automation soared, so did consumer demand for authenticity, forcing brands to find the balance between high-tech efficiency and maintaining a human touch.

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Microbrands had a big moment

Microbrands emerged as some of the most exciting players in the market. With hyper-targeted audiences and cult-like followings, brands like Graza, Fish Wife, Brightland, Nori, and Tushy showed us that small-scale innovation and entrepreneur mindsets can lead to big-time impact.

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Wellness got real

Wellness brands shifted away from aspirational perfection and leaned into relatability. Brands like Athletic Greens pivoted toward humor-driven ads, and Armra Colostrum leaned into storytelling to educate consumers on its benefits. Emerging players like Miracle Moo celebrated the quirks of self-care while maintaining a strong focus on efficacy.

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Celebrity brands are out the door

Consumers are shifting away from celebrity-backed brands, favoring small businesses and microbrands that feel more authentic and transparent. In a culture increasingly focused on anti-hype and supporting local, shoppers prefer to invest in brands that prioritize transparency, personalization, and genuine connection over star power and superficial luxury. Consumers decided that trust is built through substance, not celebrity status.

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