The first half of this decade has continued to test the adaptability of marketing strategies for brands everywhere. Following contentious political upheaval and a rollercoaster economic reckoning, brands are continuously having to navigate an increasingly complex landscape—often responding to multiple crises at once. To maintain business continuity and build resilience, many brands have had to pivot in real time to effectively respond to the shockwaves of disruption. In some cases, their responses—or lack thereof—put reputations on the line and subjected them to the scrutiny of an increasingly polarized world.

We live in a world full of disruptions: notifications ping, trends shift overnight and consumer behaviors evolve in real time. Digital transformations are reshaping industries and algorithms are influencing decision making.

Last year, we explored the two halves of Gen Z: The Elder Z community and the Younger Z to check in on how they view the world. As with each wave of research, we also dug deeper into two topics, with this wave AI and social media habits. The data’s in and we’re ready to unpack it for brands looking to connect with Gen Z.

Hit play and feel the energy! 2024 was filled with unstoppable momentum for our wonderful clients. From bold strategies to breakthrough results, every moment is a testament to pushing boundaries and making big things happen. We’re excited to keep that momentum going!

Think of an advertisement that has stuck with you long after its run. You may be thinking of examples like Budweiser’s “WAZZZUP,” Verizon’s “Can you hear me now?,” Dos Equis’ “Most Interesting Man in the World” and “Mayhem” by State Farm to name a few. At first glance, these campaigns might not have much in common, but at their core they are all centered around one thing—a big idea.

As 2024 draws to a close, we’re reflecting on a year where marketing was fueled by transformation and creativity. Mainstream AI tools caused disruption in marketers’ day-to-day so we could focus on the big ideas, personalization reached new heights and the ever-shifting digital landscape kept us all on our toes. Change wasn’t just happening—it was redefining how brands connect, engage, and grow.

The new year brings hopeful reflections for what the next 365 days will hold– and what challenges may arise. In an ever-changing arena like marketing, finding a foothold can be tricky. Our Hiebing experts are here to help. We asked our experts what trends could maximize a brand’s impact in the new year. Here’s what we’re on the lookout for in 2025.

When Lady Gaga casually dropped Culver’s restaurants’ name in an interview—what do you do? Seize the opportunity and create additional content, of course! Early in October, while out on a press junket, Lady Gaga went on Jimmy Kimmel Live and shared a tale about a memorable road trip with her Midwesterner fiancé–which of course included a stop at Culver’s.

Back in 2019, when we first set out to explore the older side of Generation Z, we had no idea what was coming. A global pandemic, social movements and a rapid digital revolution later, we’re circling back to that group—whom we call “Elder Z”—and sizing them up next to their younger Gen Z counterparts. How did these monumental years shape their views, behaviors and values? To answer that, we dove into the data, stacking up the insights from Elder Z (ages 20 to 25) against Younger Z (ages 16 to 19) at the same life stage.

In marketing, the landscape evolves at such a rapid pace, that we are constantly trying new things to evolve the marketplace and give consumers what they really crave: authentic connections with real people. This desire for authenticity from brands is one reason influencers have had such an impact on the marketplace – they are real people giving real feedback that help shape consumer expectations.

Engaging audiences effectively has always been a delicate balance of the provable and the possible. As marketers, we map out every detail like a masterful chess game—relying on data, bold strategy, and a bit of instinct to reach our audiences. But let’s face it: in a world where attention spans are shorter than ever, it’s increasingly harder to predict which move will checkmate.

Three years ago, our client ABC Supply—the nation’s largest wholesale distributor of roofing and other select exterior and interior building products —came to us with a bold vision: to channel their success into something bigger. With strong ties to the veteran community, ABC Supply sought a partnership that embodied their ethos of building something that endures and could leverage their momentum to make an impact where it mattered most. They found that in Homes For Our Troops (HFOT), a nonprofit dedicated to building specially adapted homes for severely injured post-9/11 veterans.