From festive inclusion to gaming fusions: The insights from Spark Foundry’s Q4 2024 report

Media agency Spark Foundry has today released its Q4 ‘Insights Accelerated’ report. This report delves into the latest consumer trends, focusing on the developments of diversity in advertising, sustainability, and gaming and technology from Q4 2024.

Using a range of its own tools, this edition of Spark Foundry’s quarterly report examines trends in consumer habits from October to December 2024.

1. Impact of inclusive brand campaigns on diverse groups

Spark Foundry’s survey of diverse UK communities, including people of colour, LGBTQIA+, and neurodivergent groups found a 40% increase in perceived representation in Q4 2024 compared to the previous year. This improvement was particularly strong amongst women, people of colour, and individuals aged 35-54. The most significant increase occurred in December, with representation sentiment rising by 30% during the festive season, highlighting the impact of inclusive Christmas campaigns.

Meanwhile, the automotive sector, often seen as less inclusive, saw its inclusivity perception rise by 3%, thanks to efforts like Jaguar’s transformative rebrand.

Podcasts have emerged as a promising platform for C2DE and 55+ audiences, showing a 17% and 6% increase in representation sentiment, respectively, during Q4 2024. This suggests podcasts are becoming increasingly effective in reaching and resonating with diverse groups.

Commenting on the findings, William McMahon, Head of Technology & Innovation at Spark Foundry said,“Brands have the opportunity to deepen consumer engagement by consistently delivering diverse and inclusive advertising across the calendar year. The significant impact delivered during the latest Christmas campaigns is a testament to the power of brand campaigns that effectively convey a brand’s story and core values.”

“The Jaguar campaign showcased how brands shouldn’t be afraid to step outside of the box. Whilst met with initial backlash, the campaign resonated with those outside of the typical automotive audience, and in the long run this will have positive impact on the brand.”

1. Will cross-media collaborations and innovation level up the gaming landscape?

The launch of Squid Game 2’s integration into Call of Duty: Black Ops 6 on Boxing Day 2024 created a significant buzz, generating 4.3 million mentions across fan communities. This partnership marries the psychological tension of Squid Game with the adrenaline-pumping action of Call of Duty, captivating diverse fan bases and redefining interactive entertainment.

This collaboration emphasises a larger trend in the gaming industry – leveraging cross-media partnerships to merge popular entertainment properties with interactive gaming, enhancing user engagement and experiential depth.

The announcement of the Nintendo Switch 2 promises to reshape the gaming market landscape this year. The 2025 release date generated a remarkable 4x increase in potential impressions to 283 billion in one day, highlighting consumer anticipation and the console’s potential impact.

Michael Clingham, Account Director at Spark Foundry, said “The collaboration between Squid Game 2 and Call of Duty shows how cross-media partnerships can elevate brand experiences by blending narrative depth with gaming excitement. Similarly, the upcoming Nintendo Switch 2 marks a new era for portable gaming, providing marketers a unique opportunity to engage gamers across various environments like commuting journeys. Brands can use in-game advertising and strategic partnerships to integrate into different parts of their audience’s day.”

1. Navigating the festive shift – dining green while fast fashion convenience dominates

In Q4 2024, a tension in consumer sustainability trends became apparent. While there was a 4% decrease in overall interest for meat-free options year-on-year, the festive season reignited enthusiasm for plant-based foods. Reflecting how these diets are becoming mainstream, searches for plant-based cheese and chocolate surged by 40%, with 25% of UK households planning to include these options in their Christmas feasts. Richmond sausages seized this moment, experiencing a 29% uptick in searches, illustrating a shift towards sustainable festive celebrations, even as the overall category saw a £37 million decline.

In contrast, the hunger to stay on trend during the festive period fed the appetite for fast fashion, overshadowing sustainability efforts. Interest in second-hand clothing and sustainable fashion dipped by 3% and 17% respectively, as brands like Bershka and Primark led the charge with search boosts of 64% and 29%. This trend highlights a preference for convenience and stylish partywear, particularly during the holiday season.

Electric vehicle (EV) searches rose by 21% year-over-year, fuelled by media buzz and high-profile partnerships. BYD experienced an 81% increase in interest following its collaboration with Uber, while Jaguar and Tesla saw rises of 55% and 36%, respectively. Despite the heightened curiosity, this interest has yet to fully translate into sales, underlining the challenge for brands to turn marketing hype into actual purchases.

Pippa Sparks, Business Director at Spark Foundry, noted “The festive embrace of plant-based foods presents brands with an opportunity to keep sustainable practices on the table for other holidays such as Easter and Eid.”

“The surge in electric vehicle interest challenges brands to bridge the gap from interest to purchase. This requires strategic educational campaigns that illustrate tangible benefits and environmental impact, transforming curiosity into commitment.”

As the industry adapts to these dynamic trends, Spark Foundry continues to empower its clients with insights that align with evolving consumer expectations and keep them ahead in the market. For more information about Spark Foundry’s ‘Insights Accelerated’ report, please visit here.