Objective: Assess trends in branding as we head towards Q1 of 2024. To achieve this, we looked at consumer attitudes to 9 branding trends combined with the perceived prevalence of each trend throughout the past 3 months.  

Survey Summary

Who we targeted: A general panel within the United States

Ages: 18-64

Trends included in the survey: Minimalism, Nostalgia, Mission Driven Brands, Humor, AR/VR, Bright, Bold Branding, Humanized Branding (hand-written fonts, illustration, etc), Absurdist Branding, Branding Featuring AI

Survey Question 1: How would you describe each of the following branding trends? Pick up to two descriptors for each: Overused, different, interesting, uninspiring, neutral.

Survey Question 2: How often have you come across the following branding trends within the last 3 months? Never, rarely, a few times, often, very often.

Conducted: November 2023

Survey Results & Analysis

There is an unmistakable note of positivity or comfort to many of the branding styles that look set for popularity in 2024. Respondents to our survey, who were spread evenly from the ages of 18-64, found the following four branding trends mostly “interesting”:

• Humor (66.4%)
• Bright, Bold Branding (56.4%)
• Nostalgia (55.6%)
• Humanized Branding (53.6%)

Looking at how often survey respondents had seen the trends “often” or “very often” in the previous 3 months, the use of humor and bright, bold branding appears established. There is room to grow for nostalgia and humanized branding:

• Humor (62%)
• Bright, Bold Branding (55.2%)
• Nostalgia (44.4%)
• Humanized Branding (29.2%)