Is it too late to make a prediction for the year? Probably, but I’ll do it anyway. In the world of business and marketing, 2024 will be all about humour and having a laugh. It will be the year of fun. I’ve seen anecdotal evidence of this. I’ve noticed that people re-branding their businesses have used playful cartoons. Or have incorporated amusing copy. Here’s an example. There were lots of funny ads during this year’s Superbowl. Celebrities were not taking themselves too seriously. The Beckhams. Ben Affleck. And in my favourite ad - Arnie and Danny.

So why is this?