Every year, StopPress catches up with a group of talented professionals from across the local industry to talk about the year that was. From their biggest challenges to their biggest inspiration, their favourite campaigns and favourite snacks, they give us a little insight into 2024 as well as what is to come in 2025.
Angelina Ashcroft is Head of Marketing at ecostore.
If 2024 was a drink, what would it be?
A champagne spritz – effervescent, refreshing, and full of unexpected sparkle. 2024 has been about transformations and celebrating new opportunities.
What have been some of the biggest changes you’ve seen this year in terms of marketing for retail products, particularly in the skincare, household and health and beauty categories?
The demand for transparency has surged. Consumers are digging deeper into ingredient lists and impact reports. Clean beauty, minimalism, and sustainability aren’t just buzzwords; they’re expectations now. Pair that with affordability pressures, and brands have had to get creative in delivering value while staying authentic.
At ecostore, we’ve also embraced change by reimagining our personal care packaging, bringing to life the beauty and sophistication of New Zealand native Harakeke. Using X-ray technology, we’ve shown nature and science in a new light, demonstrating how technology can help us recognise and celebrate the intricate brilliance of the natural world.
What does next year hold for sustainability and environmentally-friendly products like ecostore?
2025 will be all about measurable impact. Consumers want proof that their purchases are making a difference. I’m excited to see innovations in packaging and carbon-neutral production ramp up, alongside a stronger focus on circular solutions. For us at ecostore, it’s about scaling what works and finding new ways to lead.
What was the best part of working in marketing in 2024?
The pace of change has been incredible. With AI, we now have smarter data tools, helping us adapt faster and connect in deeper ways. The shift toward authentic storytelling has been a highlight — people want real stories with real impact, and it’s been exciting to create campaigns that genuinely resonate. Disruption has brought so much opportunity, and I can’t wait to see where it takes us next.
Who or what inspired you the most this year?
The team I work with. Their passion, creativity, and shared commitment to our goals make every challenge feel like a shared mission. This year, we’ve launched exciting new collaborations in Japan, expanded into China with new customers and partnerships, and gained recognition for our product performance in New Zealand and Australia. It’s inspiring to see our collective efforts gaining traction and making a difference.
What helped you to stay motivated?
Like the team at ecostore, I’m driven by the knowledge that we’re helping people make better choices to create safe, healthy homes for their families. Inspired by my two girls, I’m proud to be part of building a legacy of products that are better for both homes and the planet. Every small step we take makes a difference, and I want to inspire others to see that their actions matter too. Knowing that we’re making a positive impact motivates me every day.
What are you looking forward to the most in 2025?
We have some exciting projects in the pipeline that will take our authentic storytelling and sustainability efforts to new heights. I’m especially excited about the opportunities in offshore markets like China, Australia, and Japan, and the challenge of localizing our story and connecting with these markets in a way that feels fresh and relevant.
Favourite marketing/social trend of 2024?
Regenerative branding – a trend where brands actively give back to the planet through eco-innovation and restoration. At ecostore, this comes to life through initiatives like our refill stations, which reduce single-use plastic waste, and super concentrated formulations. It’s inspiring a cultural shift, showing how businesses and consumers can work together for a healthier, more sustainable future. It’s not just about looking good — it’s about doing good and making a tangible difference.
If you could wave a magic wand over your industry, what would be the first thing you changed and why?
I’d standardize sustainability metrics across the board. Imagine if every brand had to report their carbon, water, and waste impact using the same measures. It would cut through greenwashing and push the entire industry to do better.
Quick fire 10
1. Most memorable local campaign?
Forest & Bird’s Bird of the Century campaign – every year, I love what they do, even going international and ending up on US talk shows. The drama of international voters and sticky beaks adds a playful twist, but at its heart, the campaign celebrated New Zealand’s unique wildlife. Seeing our native birds capture global attention was both inspiring and a reminder of the power of community-driven campaigns.
2. Best international campaign?
Dove’s “Natural Beauty with AI” campaign. It was a bold and timely stand against the distorted portrayal of women in AI-generated content. This campaign didn’t just raise awareness; it started important conversations about technology’s cultural impact and the need to represent women authentically everywhere.
3. A campaign I wish I worked on?
Patagonia’s 2024 “Unfashionable” Campaign – with the tagline “Built for years, not for seasons,” Patagonia celebrated the durability and timelessness of their products, challenging the fast fashion industry. It’s a message that resonates personally – timeless, durable fashion means investing in pieces you can rely on, reducing waste, and feeling good about what you wear for years to come. It’s a reminder that quality and sustainability never go out of style.
4. An event/news story that got too much attention in 2024?
Misinformation and clickbait – sensational headlines and half-truths designed to grab attention, often at the expense of clarity and trust. Making it harder to separate fact from fiction.
5. Biggest flop of 2024?
Not a flop, but Virtual Reality (VR) tech underwhelmed again this year. Despite big investments and growing potential, it’s still taking longer than expected to break into mainstream, everyday use. High costs, bulky hardware, and limited content that appeals to the average person. Even groundbreaking tech needs time to mature and find its place in people’s lives.
6. The best movie you saw at the cinema?
Wilding. The wild regeneration of land and the return of native wildlife was breathtaking on the big screen.
7. The best thing about your industry?
The chance to create real change. Marketing doesn’t just sell products anymore; it can shift behaviours and help inspire a better future.
8. How do you relax?
I try to bookend my day with a run or walk with music in the morning and a little indulging hot chocolate in the evening.
9. Three things you’d take to a desert island?
A solar-powered speaker (because I love music), a refillable water purifier, and a hammock for ultimate island chillax vibes.
10. Your favourite snack?
Dark chocolate-dipped almonds. Sweet, nutty, and hard to stop eating.
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