{"id":21628,"date":"2025-02-07T09:26:46","date_gmt":"2025-02-07T09:26:46","guid":{"rendered":"https:\/\/carma.com\/?p=21628"},"modified":"2025-02-19T13:10:15","modified_gmt":"2025-02-19T13:10:15","slug":"top-trends-in-2024-fmcg-coverage","status":"publish","type":"post","link":"https:\/\/carma.com\/id\/top-trends-in-2024-fmcg-coverage\/","title":{"rendered":"AI, Boycotts & Sustainability"},"content":{"rendered":"\n

In today\u2019s fast-paced media landscape, staying ahead means understanding not just the headlines but the underlying trends that drive them. CARMA seeks to spotlight the dominant narratives shaping key industries.<\/em><\/p>\n\n\n\n

Across finance<\/a><\/strong>, automotive<\/a><\/strong>, FMCG<\/strong>, and energy<\/a><\/strong>, we analyse news headlines to uncover what\u2019s resonating in the world, from the rise of green finance and the impact of AI in consumer markets, to shifting priorities in sustainability and innovation.<\/em><\/p>\n\n\n\n

<\/div>\n\n\n\n

Among all the news we consumed last year across the world, three trends stood out according to our analysts. From major conglomerates \u201cboycotting\u201d X to the negative consequences of AI on employees, 2024 saw FMCG headlines dominated by transformative themes.<\/p>\n\n\n\n

    \n
  1. The contrasting consequences of AI and their impact on the industry<\/li>\n\n\n\n
  2. Boycotts of, and by, FMCG brands<\/li>\n\n\n\n
  3. Positive reception of sustainable products<\/li>\n<\/ol>\n\n\n\n
    <\/div>\n\n\n\n

    While AI is a promising subject to build media excitement for FMCG brands, it risks being overshadowed by consequences for employees. <\/h3>\n\n\n\n

    The most prominent usage of AI in FMCG, earning 29% of global coverage, was Coca-Cola\u2019s five-year, US$1.1 billion partnership deal with Microsoft. The partnership work to implement generative AI use cases.<\/p>\n\n\n\n

    This coverage in prominent media outlets portrayed Coca-Cola in a positive light for its \u201ccommitment to ongoing digital transformation\u201d.<\/p>\n\n\n\n

    The news made waves in the US, the UK, India, and Vietnam, highlighting global interest in how the situation pans out.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Country Breakdown – AI<\/em><\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n
    <\/div>\n\n\n\n

    In contrast, other stories focused on the dark side of AI, in particular, the treatment of employees. Early in the year, it was exposed that large US companies \u2013 including Walmart, T-Mobile and Starbucks \u2013 utlised an AI called Aware to monitor employee conversations on apps such as Slack, Zoom and Microsoft Teams.<\/p>\n\n\n\n

    A widely-syndicated article labelled the move as \u201cdystopian\u201d, noting that the companies did not transparently declare how they had intended to use the AI.<\/p>\n\n\n\n

    The media also reported on how PepsiCo revamped its supply chain, increasing automation with AI and other technologies. It was reported that the automation would help diversify the brand\u2019s good range, but at the cost of employee layoffs.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Volume of Coverage – AI<\/em><\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n
    <\/div>\n\n\n\n

    The biggest boycotts were sparked by a war & a CEO.<\/h3>\n\n\n\n

    Elon Musk\u2019s lawsuit against several firms for \u201cboycotting\u201d X was the dominating story. Amongst the firms were Unilever & Mars, with Musk claiming they had pulled their advertising from X due to political motivations.<\/p>\n\n\n\n

    Prominent US media outlets reported on the surge in extremist content on X since Musk\u2019s takeover, citing the multiple legal actions taken against the site as a consequence.<\/p>\n\n\n\n

    Advertisements on X were pulled by the FMCG firms due to the Global Alliance for Responsible Media\u2019s intention to address illegal and harmful content on social media.<\/p>\n\n\n\n

    A majority (87%) of the lawsuit coverage was negative, with advertisers \u201cbaffled\u201d by the lawsuit, and former FTC policy director David Balto branding it a \u201chideous joke\u201d.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Volume of Coverage – Boycotts<\/em><\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n
    <\/div>\n\n\n\n

    The Israel-Gaza war sparked boycotts towards FMCG brands with media reporting on its efficacy of the movement.<\/p>\n\n\n\n

    Coca-Cola and PepsiCo saw widespread coverage for their loss of market share in Muslim-majority countries such as Egypt and Pakistan. Both brands denied links to Israeli military actions and shared little messaging on the issue.<\/p>\n\n\n\n

    Reports consistently noted that the American origin of the companies led consumers to link them to the U.S. support for Israel.<\/p>\n\n\n\n

    As a result of the boycott, Middle Eastern markets saw a boost in popularity and coverage of local FMCG brands such as Cola Next and Pakola.<\/p>\n\n\n\n

    Meanwhile in the US & UK, Coca-Cola received positive coverage following its announcement of exceeding third-quarter revenue growth, generating highly favourable media attention.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Country Breakdown – Boycotts<\/em><\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n
    <\/div>\n\n\n\n

    Products associated with sustainability and innovation consistently received positive media attention.<\/h3>\n\n\n\n

    FMCG products saw 92% of its sustainability coverage as being favourable. The positive reporting helped boost the perception of some products such as dairy protein.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Volume of Coverage – Sustainability<\/em><\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n
    <\/div>\n\n\n\n

    The largest media spike occurred when Global Whey announced a predicted market valuation of US$984.2million by 2034, with the media attributing it to their focus on sustainability.<\/p>\n\n\n\n

    India, a contributor to 24% of the world\u2019s milk production, also earned massive coverage for dairy protein.<\/p>\n\n\n\n

    While reporting on Indian conglomerate Amul as the strongest global food and dairy brand (BrandFinance\u2019s Food & Drink 2024 report), Indian outlets emphasised that competitor Nestle had a stronger reputation for sustainability.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Country Breakdown – Sustainability<\/em><\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n
    <\/div>\n\n\n\n

    Sustainability coverage was frequently tied with innovation. The 50-year \u201cScanniversary\u201d of the barcode featured the launch of GS1 barcodes, which allowed consumers to access information about a product’s sustainability practices. Articles highlighted that consumers increasingly valued this transparency.<\/p>\n","protected":false},"excerpt":{"rendered":"

    In today\u2019s fast-paced media landscape, staying ahead means understanding not just the headlines but the underlying trends that drive them. CARMA seeks to spotlight the dominant narratives shaping key industries. Across finance, automotive, FMCG, and energy, we analyse news headlines to uncover what\u2019s resonating in the world, from the rise of green finance and the […]<\/p>\n","protected":false},"author":60,"featured_media":21653,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[84,361],"creator":[],"class_list":["post-21628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-commentary","tag-lomt-2024"],"acf":[],"yoast_head":"\nAI, Boycotts & Sustainability - CARMA<\/title>\n<meta name=\"description\" content=\"2024 FMCG headlines ranged from major conglomerates \u201cboycotting\u201d X to the negative consequences of AI on employees. 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