From Brand Love to Cultural Change: What it Takes to Succeed in Advertising

*This article was originally published in The Drum

Based on consumer research that gathered insights from more than a thousand people across the US, UK, and Australia, Smartly outlines the top four trends driving the current evolution of advertising.

We've all noticed the industry is undergoing a transformative shift. It's a convergence of creativity and AI-driven innovation with a renewed emphasis on driving brand love and advertising for good.

So, what does this mean for marketers? Consumers are speaking up louder than ever and want more than just a product. They're looking for a better advertising experience, social responsibility, and brands they can trust.

Here are four key trends, discovered in Smartly's research, that are driving this industry evolution.*

1. Trust and authenticity

Consumers today expect more from brands. They want alignment with their values and prioritize transparency. Our research shows that over 70% of consumers believe advertising has the power to drive cultural change. This shows that brand love goes far beyond loyalty — it’s built on authenticity, emotional connection, consistent value, and trust.

2. The power of creativity

While technology is essential in powering breakthrough creative at scale, creativity remains the heart of effective advertising. Brands that invest in innovative, engaging content, backed by technology and data, are more likely to capture consumer attention and foster brand loyalty. Today, creative equals performance.

3. AI as a catalyst

AI is upending the entire advertising landscape, making personalized consumer experiences possible and scalable in a way that's fundamentally changing the game. Our research shows that 40% of consumers see generative AI as a tool to enhance their work quality and reduce tedious tasks. AI serves as a "co-pilot" for marketers, helping them to make smarter decisions and deliver more personalized, engaging experiences.

4. Social responsibility

Consumers are more likely to support brands that address social issues and contribute to a better world. Over 60% of consumers believe that "advertising for good" means promoting trust, aligning with personal beliefs, or ensuring brand safety. In short, people expect brands to step up and take a stand on the issues that matter.

Key takeaways

• Prioritize authenticity: Align with consumer values and keep the messaging transparent — it’s how brands build trust.
• Invest in creativity: Memorable content is what sticks. If brands are not engaging, they're invisible.
• Embrace AI: Supercharge campaigns with creative tech and AI - because smarter is better.
• Do good: Contribute to the greater good. Address important social issues and promote positive change.

As the advertising industry continues to evolve, brands and marketers that successfully navigate this inflection point will reap the rewards of increased brand love, business growth, and a positive impact on society. By embracing the power of creativity, AI, and a commitment to advertising for good, brands can build lasting relationships with consumers and thrive in the years to come.

It's important to remember that success isn’t just about individual brand wins — it’s about moving the entire industry forward. That’s why we created Advance. We're bringing together the brightest minds in advertising to inspire action and drive the next era of brand love and business growth. We can't wait to tell you about it. Let’s advance together—see you in NYC!

*Methodology: Research based on a consumer panel of 1,005 people in the US, UK and Australia, with 60% in the US.