From the impact of AI to the influence of the election, the cultural firepower of brat, to developing a more circular economy, 2024 was not short of change and challenge. The year left us with a lot of questions. Many of which we still don’t have the answers to.

Yet far from trying to find definitive answers, curiosity is fuel for creativity. In an industry where things change so quickly that trying to keep up with culture is a full-time job in itself, taking the time to ask for the perspectives of others and learn from one another is vital.

In a world of polarisation, stepping outside of our own bubbles and seeing things with fresh eyes can help forge new pathways for connection. As well as help to create much more interesting work.

In the spirit of learning, curiosity and asking the right questions, here is a round-up of some of BITE’s most read Big Questions of 2024.

How does Charli XCX's ‘brat’ summer prove the power of authentic social media? 

The cultural firepower of Charli XCX’s brat was undeniable, industry leaders shared how social media helped to drive its success.

Are leaders underestimating the impact of generative AI?

2024 called time on fear mongering and forced the industry to consider the genuine real-world impact AI can have on creativity.

What marketing lessons can we learn from Trump’s election victory?

While Trump’s win was a result of more than just marketing, the battle for the presidency provided some unforgettable marketing moments.

Will the Paris Olympics mark a new era of inclusive, accessible sports storytelling?

The Paris Olympics 2024 ushered in a new era of sports storytelling, realised by social media, but driven by a wholesale shift in sports culture towards a more inclusive and authentic narrative.

Are brands doing enough to consider cultural context within the work?

In an age of uncertainty and crisis we asked industry leaders if brands need to have more cultural awareness.

Has the marketing industry underestimated the creative firepower of out of home advertising?

Research points to the commercial and creative effectiveness of outdoor advertising, but are brands paying attention?

What are you doing to empower your teams to create better boundaries?

For most, the best ideas do not strike at the desk. Industry leaders share how they are creating better conditions for creativity.

Will 2024 mark a watershed moment for equitable sponsorship investment in the Paralympic Games?

The investment gap between the Olympics and Paralympics remains vast, brands have the opportunity to do things differently.

Should brands do more to lean on the power of cultural connection to drive the circular economy forward faster?

As sustainability becomes a growing priority for consumers, cultural connection can help to drive behavioural change.

Will Christmas 2024 be the ultimate silly season?

We ask industry experts if brands will be embracing light relief this Christmas season.