What a year it’s been for business in 2023, and while most of us will down tools for a few weeks over the festive season, it’s also a time when business owners and leaders are casting their eyes towards the opportunities and challenges of the new year.

Like many others, I’ve been attending end-of-year celebrations through the festive season, and a common thread has popped up in a number of the conversations. Owners and decision-makers of businesses confess that after the ride that was 2023, they now understand the importance of investing in marketing. But they’re not sure where to start or what 2024 will look like — if there’s one thing we’ve learnt since the pandemic, the only constant is change and evolution. So, while it’s tricky to predict, here are some key trends businesses should pay attention to in 2024.