South Africa, Jan. 9 -- I predict we will see a rise of essentialism and discernment; mindfulness and wholesomeness; and Boomer apps over the course of 2020.

1. Essentialism

As the world continues to straddle socio-economic pressures and the continued tech-evolution, marketing-led growth will only strive through essentialism and discernment .

Brands cannot continue to be all things to all people, neither can they continue to spray and drown consumers in too much information and a plethora of data accompanied by a tsunami of visuals.

Brands need to get back to being the beacons of light that help consumers navigate their busy lives, by simplifying their offerings, communications as well as adopting focused targeting.

Too many SKUs are...