A Prediction for Agencies in 2020: The Industry Will Delve Further Into Brand Purpose

We’ll see even more organizations pull away from dated values

Person with a metal director scanning for upward graphs
Even though 2019 was full of brands finding their purpose, it's going to go one (or many) steps further in 2020. Getty Images

Goldman Sachs just released its much-anticipated forecast report and painted a rosy picture for consumer-led capitalism. We’ll see the easing of trade wars and monetary policy, an accelerated growth of 2.5% and unemployment dropping to 3.25% by the end of 2020, which the bank says would be the lowest rate since the Korean War. Wage growth should also rise by about 3.5%, with those on lower incomes set to gain the most.

@maxlenderman Max Lenderman teaches at Denver Ad School (DAD), University of Colorado Boulder and is a member of the Adweek Academic Council.