In 2024, growth hinges on timely opportunities. Generative AI, producing new content via deep learning, emerges as the decade's paramount innovation. With 60% of marketers already onboard, it's endorsed by 91% of CMOs and 78% of consumers as transformative.

Meanwhile, digital platforms face a monetisation crunch. The projected digital advertising growth rate sits at just 6.6% between 2023 and 2025. Platforms are thus refining their offerings, with marketers needing to recalibrate strategies for continued audience reach.

Finally, "integrity economics" redefines growth beyond mere financial gain. Brands must consider their societal footprint, with 78% of CMOs acknowledging the convergence of business and societal benefits. Emphasising diversity, sustainability, and online safety becomes essential for brands targeting holistic growth in 2024.