As the end of 2023 approaches, we look back at yet another year which has been defined by economic uncertainty, geopolitical upheaval, and technological disruption, all of which have tested the mettle of companies of all sizes, right across the globe.

Yet, amidst this turbulence, businesses have demonstrated remarkable agility, embracing digital transformation and leveraging technology to streamline operations, enhance customer experiences, and explore new revenue streams. They have also fostered a culture of innovation, encouraging employees to think creatively and adapt to the ever-changing environment. In this piece, we highlight some of the most significant, high-level developments from the year, and look ahead to what 2024 might have in store.

Artificial intelligence goes mainstream

AI has been the hot topic of the year, with the scale of coverage growing almost as fast as the technology. 2023 will be remembered as the year when we all started to play with the likes of ChatGPT and Midjourney. For many, it's been a voyage of productivity, helping us to do more, and work more effectively. But as the technology becomes more sophisticated, we will undoubtedly experience challenges in the way we work, which could potentially threaten job security for many.

Social media upheaval

It’s been a particularly tumultuous year across social media platforms, and the extent to which they depend on advertising revenue for their survival has become crystal clear. The high-profile takeover and rebrand of Twitter, and the subsequent exodus of its biggest advertisers, has opened the eyes of brands, who are now thinking differently about social media and their marketing spend in general. We’ll wait to see what implications this has for platforms in 2024, and for digital demand generation.

Doing business the right way

Sustainability has been a huge area of focus in 2023, with consumers becoming far more sophisticated in their choices. Describing a product as ‘organic cotton’ doesn't necessarily cut it anymore. Where it was grown, by whom, and how it was shipped are just as important, as consumers adopt a broader lens to rate the social and environmental impact of businesses and brands. This goes beyond sustainability. Employee conditions, pay levels, pay disparity, equality, diversity, tax behaviour and director’s remuneration are all being scrutinised. Smart businesses realise this and actively differentiate themselves through authenticity. Just beware of ‘virtue washing’- consumers will see through this and walk away from brands that try it.

Digital ‘brain drain’

The so-called ‘Great Resignation’ and ‘quiet quitting’ both made the headlines this year, with thousands of workers leaving their jobs, or simply working to rule in the wake of Covid-19. So is this a short-lived trend or a fundamental shift in the way people see their careers and work/life balance? At Zebra, we believe it’s the latter. We’ve certainly seen an emerging trend for multi-talented digital specialists steering away from full-time roles, instead choosing to work across a portfolio of opportunities.

Additionally, the normalisation of remote working has opened up geographies and locations across the UK and beyond, leaving businesses racing for talented candidates that have less inclination to stay than ever before. To navigate this ongoing challenge, it’s vital that businesses understand capability and capacity, and know when to outsource much-needed digital skill sets. Despite these formidable challenges, businesses have shown remarkable resilience this year. As we look ahead to 2024, the picture may be uncertain, but one thing is clear: businesses that adapt, innovate, and focus on attracting and retaining skilled people will be the ones to thrive in the year to come.

If you need a partner to help you rise to new challenges and realise the true commercial potential of digital for your business in 2024, just get in touch.