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Our inaugural Global Marketing Trends report is, in many ways, a response to this Fourth Industrial Revolution. Through interviews with more than 80 subject matter experts across the globe, we identified seven key trends on which every business will likely have to focus over the next 18 to 24 months to help build a socially- and human-conscious enterprise. These trends are:

PURPOSE: Demystifying purpose
Customers know what their values are, do you? As customers align with businesses that share their values, companies that act with purpose are more positioned for success. They are able to respond more quickly in times of uncertainty. They can turn tough decisions into simple choices because they know how to invest, how to engage their employees and how to meet the needs of stakeholders.

AGILITY: Changing the playbook
The current environment has tested business models in unprecedented ways and made clear that agility is a crucial, cultural mindset for organizations. Digital technologies can empower organizations to respond more nimbly when rapid changes in customer expectations and market needs collide. It is now more important than ever to accelerate— rather than throttle—investments in those technologies.

HUMAN EXPERIENCE: Know thyself
As our world becomes more enabled by technology, people are easily reduced to an email address, a social media interaction or an order shipped in a box. By deepening their understanding of their customers, employees, and stakeholders, companies can create tools, solutions and devices that make peoples’ lives better, not just always on.

TRUST: The promises we keep—or don’t
Trust takes years to build, yet only seconds to destroy. Trust is built on a brand’s promise and the delivery of their product or service. Even in the most turbulent of times, when delivery meets expectations, brands build trust. When the gap between messaging and delivery widens, trust breaks down and reputation suffers.

PARTICIPATION: A two-way street
Customers are interacting with brands more than ever before, from a simple product review to co-creating content. With engagement now a two-way street, companies are thinking about customers strategically, as brand ambassadors, influencers, collaborators, and innovators in their engagement strategies. Companies are tapping into this passion to broaden their focus for more collaborative engagement with customers.

FUSION: The new ecosystem
Organizations can better help the people they serve by creating innovative experiences through cross-industry partnerships. Fusion represents the art of bringing together new business partnerships, customer insights, and digital platforms to create ecosystems that more holistically address human needs.

TALENT: Marketers disrupted
As the pandemic shifted ways of working and impacted budgets and even headcount, marketing organizations have focused on ways to make their most valuable asset, their talent, a strategic force. Technologies like AI liberate marketers from mundane, tactical execution freeing them to innovate and generate the big, creative ideas.