How did brands fare in driving growth in 2024?
Driving volume growth has been a key challenge for many businesses this year, but how did brands achieve this goal and what strategies stood out?
Marketing often aspires to be seen as the growth engine of the business. For marketers wishing to rise to that challenge, there was no better time than 2024, a year when growth was aspired to by many but achieved with great difficulty.
Many businesses were faced with the challenge of returning to volume growth in 2024. In years of heavy inflation, increasing prices against the backdrop of rising costs was the way many companies maintained positive sales growth. But as brands cycled high levels of pricing and inflation normalised, growing volumes became the main way in which to achieve revenue growth in 2024.
