Turmoil on social media provided marketers with new challenges this year, but the full-on return of events and a new crop of influencers served as reasons for excitement in the space.

In a worsening economic climate, marketers will face pressure to divert dollars to tactics that directly drive sales. They shouldn’t lose sight of brand building in the process.

TikTok fashion aesthetics, such as “coastal grandma” and “coconut girl,” present an opportunity for brands, but their quick life span means they must move quickly — but carefully — to capitalise effectively