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Marketers are constantly evolving with the world around them. If last year was about responding to an unprecedented shock, this year is about recovering, and for those best positioned, thriving in this customer-centric world. We polled 100 CMO’s based in the Netherlands, 11,500 consumers from around the globe and conducted 18 in-depth interviews with executives from leading global trends. By expending the lens to address our data environments, people and experience, we identified seven trends that marketers and customer experience leaders should be thinking about over the next 12-18 months:

• Purpose - A beacon for growth: cut through the noise and resonate with customers by taking a holistic commitment to purpose.

• Authentically inclusive marketing: Consumers shop more with brands that make a true commitment to addressing social inequalities.

• Building the intelligent creative engine: Talent models need to evolve by working to seamlessly blending creative and analytical skill sets and rethinking external creative relationships.

• Meeting customers in a cookieless world: High-growth companies are not only getting ahead of their lower-growth peers in shifting to a first-party data strategy, but they are also deploying dynamic creative optimization and programmatic media.

• Designing a human-first data experience: Interact with customers to foster trust. In our research we categorized 10 scenarios involving personal data and asked how “helpful” or “creepy” consumers found each one.

• Elevating the hybrid experience: A majority of executives plan to invest more in hybrid experiences to offer more personalization, greater innovation, and help people connect.

• Supercharging customer service with AI: Brands can combine AI and customer service to deliver a true end-to-end experience.