Trending 2024: A Vision From the IPA and Foresight Factory

Reckoning with Reality

Join our annual event where we look at the pressing issues facing consumers across the year – and how brands need to address them to keep buyers on their side.

This event will also run in London on 24 January.

In this breakfast session with Foresight Factory, we will highlight critical topics affecting consumers in the year ahead and what this means for how to effectively communicate with them.
This year’s theme is Reckoning with Reality. As we approach 2024, the business landscape is poised for transformative shifts. Brands and consumers must grapple with these four critical questions:

  • In an era dominated by AI, how can we define and preserve our human essence, and what’s that the best way for brands to convey this?
  • Amid rapid health innovations, what constitutes genuine wellbeing, and how can health messaging align with consumer needs?
  • With climate change becoming increasingly urgent, what type of communication will resonate with consumers in this space?
  • In our globalized, digital world, how can brands foster true community and belonging?

Foresight Factory will share exclusive insights tailored for IPA members based on their latest consumer data, hand-picked, best-in-class marcomms case studies and strategic branding and comms imperatives for 2024.

Our expert panel will then discuss the challenges and opportunities these topics present for brands as we head into the new year.


9.00am Breakfast and networking

9.30am Welcome and introduction

  • Sue Benson, Managing Director, The Behaviours Agency

9.40am An in-depth look at the four critical questions - what it means to be human, healthy, sustainable, and have a sense of belonging today.  

  • Marta Vilella-Vila, Client Partner, Foresight Factory
  • David Crosbie, Consumer Trends Editor, Foresight Factory

10.20am Representing Reality: Making Sense of a Somewhat Precedented Future

Simon Frazier, Head of TouchPoints Marketing & Data, IPA

10.30am Panel discussion

  • Marta Vilella-Vila, Client Partner, Foresight Factory (moderator)
  • Steve Brunt, Planning Director, The Behaviours Agency
  • Julie Chadwick, Managing Director, Dentsu Creative
  • Brenda Imeson, Strategy Partner, Carat

11.00am Audience Q&A & Closing Remarks

11.10am Networking

11.30am Close

Please note that this agenda is subject to change. 

Last updated 01 May 2024