With most of the Oscars ads still unaired, industry mavens like Aviles will be closely watching for clues to see “if the cultural and spending power of women over 50 is reflected,” she said. “It’ll be interesting to see how brands navigate that in terms of creative expression, because there’s definitely an energy heading into this event.”

But unlike the weighty marketing of the past several years, Chelsea Kauth, partner and executive creative director at Omelet, thinks there may be a lighter tone to future campaigns, while still tackling crucial topics.

“There’s a need for boldness and optimism in advertising,” Kauth said. “I hope and expect to see a good balance of both on Sunday.”