Credits: Ekaterina Repina @repina.e.ai

With rising inflation and rapid virtualisation consumers are floating amidst uncertainty. Socially driven marketing that aligns with consumers’ new priorities around values and ethics is becoming crucial in 2024 and beyond.

Credits: Rita Fine Jewelry @ritafinejewelry & Hera Kim @tinkertailorart

Emerging values-led networks will increasingly influence purchasing decisions, compelling brands to implement strategies to reach new types of communities. Retailers must bring instinctual, deep-rooted storytelling to life, focusing on community-building and AI- enhanced escapism over commerce. Infusing designs with wonders and unexpected fun as a fundamental tool is essential to bring relief and joy into daily experiences. Mission-driven stores and maximalist product installations are increasingly promoting community sharing, social interaction, and collective cultural daydreaming through innovative designs and retail initiatives.

Credits: @fashsplash.ai & Tabayer @tabayer 

Guided by this spirit of empathetic exploration, consumers will increasingly seek out maximised, wonder-stimulating products and services. Jacquemus, the French fashion brand, recently illustrated this growing phenomenon with a marketing campaign featuring giant 3D renderings of its iconic Le Bambino bag. Similarly, Indian beauty brand Fae used surrealist marketing to launch their Lip Whip lipstick, showcasing an oversized wand against the Gateway of India, enhancing the yearning for radical daydreaming amid contemporary challenges. Moreover, the latest Schiaparelli haute couture jewellery collections have demonstrated how surrealism is partnering with maximalism to affirm the need for striking statements, in a moment of global chaos.

Credits: Leen Heyne @leenheyne & sıla şehrazat yücel @silasehrazatyucel

Maximalism in experiences and products will be the glue that binds future generations, fostering connection and shared cultural, value-driven exploration.