Advertising Age published content from DIRECTV Advertising highlighting “3 Top Trends In Advertising That Will Carry Into 2023.”
The trio of trends closed with the following:
Consumers are first
As we look toward next year, the most important thing for all of us to keep in mind is that consumers are always the top priority. Advertisers know this, and many are making necessary changes in order to keep consumer attention and boost loyalty at a time when there is more competition than ever. In 2023, we’ll continue to see advertisers shift and blur their media strategies across linear and digital, innovate with more creative ad formats and utilize programmatic technology in an effort to meet consumers where they are now and flourish in a crowded field.
Okay, but a trend in Adland that will not carry into 2023—and never carried beyond 2020—involves embracing true diversity. Despite the global recognition that “consumers are first” and consumers are culturally diverse, no one is clamoring to create a workforce that reflects consumers. Hell, the ruling majority continues to actively resist diversity, equity, and inclusion.
In short, the top trend in advertising that will carry into 2023—having extended since at least 1923—is the deliberate perpetuation of systemic racism, inequities, and exclusivity.
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