In today’s rapidly evolving digital landscape, the line between the real and the artificial has never been more blurred. The proliferation of deep fakes, sophisticated Instagram filters, and advanced conversational AI platforms like ChatGPT has ushered in a new era of digital interaction, challenging our perceptions of authenticity. Despite this digital revolution, there remains a strong desire among consumers for authenticity from both brands and their peers. But in a world where technology can create experiences indistinguishable from reality, what does authenticity mean in 2024?
The answer is paradoxical yet reflective of our times: sometimes, what is considered fake offers a deeper sense of reality than the real itself.
Starcom’s 2024 Trends Report delves into this concept, exploring how the quest for authenticity is being reshaped across four key dimensions: Technology, Life Goals, Relationships, and Communication. This exploration is crucial for executives looking to navigate the complex consumer landscape of 2024, offering insights into the evolving expectations and how brands can authentically engage with their audiences.
Technology: RealGPT
Artificial Intelligence (AI) is at the forefront of redefining authenticity. The term “artificial” may imply a sense of inauthenticity, but AI is enabling unparalleled levels of customisation and self-expression, facilitating experiences that many find more genuine than those without technological enhancement. For a significant portion of the population, especially younger demographics, AI doesn’t detract from reality; it enhances it, enabling a form of expression and personalisation that feels deeply authentic.
Starcom’s research highlights a growing acceptance of AI among Gen Alpha and Boomer+ generations, driven by a desire for self-expression and personalisation. Brands that leverage AI to invite consumers into the creative process, allowing them to tailor experiences and express themselves in new ways, will resonate strongly with these audiences. Google’s Magic Editor, for example, uses AI to edit out unwanted elements from photos, enabling users to capture images that reflect their intentions more accurately than reality itself.
Life Goals: La La Land
Dreaming big has always been part of the human experience, but the scale and nature of these dreams are shifting. In 2024, young people are not just dreaming big; they are venturing into realms of fantasy, spurred on by the escapism offered by phenomena like K-pop and platforms like TikTok. This trend, dubbed “La La Land,” represents a collective yearning for an optimistic escape from the pressures of the real world, where fantasy and reality blur in the pursuit of manifesting dreams into existence.
For brands, this means navigating a delicate balance between empowering consumers’ dreams and recognizing the fine line between aspiration and delusion. Coca Cola’s AI-powered Coke Studio, for instance, epitomises this trend by allowing festival-goers to live out their rockstar dreams, showcasing how brands can play a role in turning fantasy into tangible, albeit temporary, reality.
Relationships: De-Toxic-ing
The concept of family and friendship is undergoing a transformation, with more people taking a stand on defining who their real friends and family are. This trend, referred to as “De-Toxic-ing,” reflects a societal shift towards wellness and connection, where individuals are more vocal about setting boundaries and cutting out toxic influences from their lives. The changing dynamics of relationships require brands to be mindful of the diverse forms families and friendships can take, avoiding one-size-fits-all messaging and instead acknowledging the complex realities of modern relationships.
Converse’s “Found Family” Pride collection exemplifies sensitivity to this trend, celebrating the support systems formed outside of traditional family structures and recognising the importance of chosen families, especially within the LGBTQ+ community.
The proliferation of deep fakes
The advent of deep fakes and advanced Instagram filters marks a significant technological leap, blurring the lines between reality and digital fabrication. Deep fakes, utilising artificial intelligence, can create highly convincing fake content, mimicking a person’s appearance and voice with remarkable accuracy, raising concerns over privacy, misinformation, and consent. Instagram filters, evolving into sophisticated augmented reality tools, allow users to drastically alter their appearances, sparking debates about body image and the pressures of adhering to unattainable beauty standards. These technologies challenge our ability to discern truth in the digital age, emphasising the need for critical media literacy.
For brands, the opportunities and ethical dilemmas presented by these technologies demand a careful balancing act. Innovations in augmented reality and AI offer novel ways to engage consumers, yet they necessitate a commitment to transparency and authenticity due to the growing consumer demand for genuine interactions. The response to these challenges includes developing regulatory frameworks and detection technologies to govern the use of deep fakes and ensure respectful use of augmented reality, underscoring the collective effort required to navigate the complexities of digital authenticity while safeguarding personal integrity and trust in the digital ecosystem.
Communication: Alter-Egos
In the realm of social media, authenticity is being redefined by the rise of alter-egos and virtual influencers. The decline of platforms like BeReal, which promised unfiltered snapshots of life, points to a growing preference for content that embraces complexity and multiplicity. Authenticity now encompasses the stories told by virtual personas and AI-generated characters, offering new avenues for storytelling and engagement.
This shift presents a unique opportunity for brands to explore influencer marketing through a new lens, recognising that authenticity doesn’t necessarily mean stripped-down or unfiltered content. Partnerships with virtual influencers like Lil Miquela highlight the potential for brands to engage with audiences in innovative ways, leveraging the appeal of fictional yet relatable characters.
Conclusion
The Starcom 2024 Trends Report provides a roadmap for understanding the evolving landscape of authenticity in a digital age. As technology, aspirations, relationships, and communication norms transform, brands must adapt to meet the changing expectations of their audiences. By embracing the new authentic, businesses can forge deeper connections with consumers, navigating the complexities of 2024 with insight and agility.
