The first survey used 2,500 adult consumers in specific countries in North America, Europe, the Middle East, and Asia. The second surveyed over 400 C-suite executives, and CMOs from U.S companies.
A key find was the loss of confidence among executives in their capability to make a strategic impact and influence their peers. CMO confidence percentage fell from 5% last year to just 3% this year, and CEOs saw a fall from 55% to 35%. It was the opposite result for consumers who had positive views of how brands are responding to the global pandemic we are currently in. Four in five people could point to a time a brand responded positively to the pandemic and one in five consumers strongly agreed this led to brand loyalty on their behalf.
Some trends in 2021
1. Purpose: "Flourishing brands will be those that know why they exist and who they are built to serve. "Companies which know "why" they serve their stakeholders are uniquely positioned to navigate unprecedented change."
2. Agility: "Successful marketers will be those who invest in agile marketing strategies. The pandemic-triggered recession is not one that will reward retrenchment over imagination and innovation"
3. Human connections: "Making authentic connections is now more important than speed-to-market or efficiency. It's the choice between taking a cheaper flight or a safer one; buying clothing with the fastest delivery or from the supplier with the most ethically designed supply chain."
4. Trust: "Trust arises when what's promised is what's delivered. Messaging should be transparent, and delivering on those messages should be consistent and reliable. Also, think about shifting your focus from demographics to values."
All seven trends can be viewed by visiting the original article at the top of this page!