As the world around us is burning, literally and figuratively, more and more people realize that our anthropocentrism and narcissism are going to destroy us.
So the growing trend in advertising will be offering guilt-free consumerism. You are not just buying a product or paying for a service, you are supporting a cause, saving the planet.
Brands will continue to flirt with political correctness, gender equality and social responsibility, with various degrees of success, depending on how sincere they will come across in their messaging.
As for the local trend in advertising, I believe we will see the continuation of the eternal trend – “make the budget lower”. Agencies have already shown that they can operate under the motto “Big ideas for small budgets”, at the delight of the clients, so it will be interesting to see how low we can go.