As 2024 comes to an end, strategy reached out to marketers to take stock of which trends and innovations had created the most change in the marketing industry this past year, and where the industry is moving, looking forward to 2025. Denise Dias, chief marketing and communications officer of the Terry Fox Foundation, is the first brand leader in our end-of-year series. Check back for more every day this week.

What did you observe as being one of the more surprising events, trends, shifts or demands over the last year?

One of the most surprising and delightful aspects of 2024 for me was the “Taylor Swift effect.” We knew it was going to be big, but I don’t think anyone knew it was going to be that big. The record-breaking global Eras tour not only showcased Taylor’s incredible star power and economic influence, but also her ability to inspire fans to engage with charitable causes. When she quietly donated significant sums to food banks in every city she visited, it sparked a wave of giving among her fanbase and inspired other celebrities and organizations to follow. It’s a powerful reminder of how aligning your brand with influential public figures, particularly those with strong values and a devoted following, can amplify visibility and impact, reach new audiences and engage younger demographics. It also reinforced for me that people are craving cool and memorable shared experiences, and made me think about how our brand can apply the “Taylor Swift effect” among our own supporters and planned activities.

If you, or the industry, could go back and re-do one thing in 2024, what would it be?

I think the industry needed to move faster to fully integrate AI predictive analytics and storytelling into [consumer] communications and donor journeys. There is a growing desire among customers and donors, particularly millennials and Gen Z, for digital-first giving experiences, which includes gamified donation platforms, interactive campaigns and the seamless integration of fundraising efforts with social media. As an industry, if we could go back and re-do that, many charities and organizations that relied on traditional direct mail and static methods for their holiday campaigns wouldn’t have been left scrambling because of the Canada Post strike.

If you could bet on the next big marketing opportunity for brands in 2025 – what would it be?

I think the next big opportunity lies in leveraging AI and immersive technologies like augmented reality and virtual reality to create powerful storytelling experiences. For healthcare philanthropy, these tools can transport donors into the heart of the causes they’re supporting. Whether it’s walking through a state-of-the-art hospital funded by their donations, experiencing a day in the life of someone impacted by their contributions or reliving an iconic moment in history that sparked a movement. There are many new and interesting storytelling opportunities to foster stronger emotional connections and drive deeper engagement.