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THE 2021 GLOBAL MARKETING TRENDS STUDY
As our world went through rapid changes, we recognized a need to dig deeper into the evolving milieu to better understand how consumers and executives are responding to their new environments. With this in mind, we conducted two surveys to inform each of the 2021 Global Marketing Trends chapters.
The Global Marketing Trends Consumer Pulse Survey polled 2,447 global consumers, ages 18 and above, in April 2020. This survey was launched in the United States, the United Kingdom, Mexico, China, South Africa, Qatar, the United Arab Emirates, and the Kingdom of Saudi Arabia.
The Global Marketing Trends C-suite Survey polled 405 US C-suite executives from global companies in May 2020. This survey asked CMOs, CFOs, COOs, and CHROs their thoughts on a variety of topics related to their response to COVID-19.
Each of our 2021 global marketing trends shares the common theme of breaking out of our often defensive mindsets to more holistically—and authentically—meet human needs.
1️⃣ In our opening trend chapter on
Purpose, we establish the foundation required to flourish in even the most turbulent of times. To do this, organizations should be deeply attuned to why they exist and who they are built to serve.2️⃣ Our second chapter,
Agility, explores how organizations can best structure themselves to not only live out this purpose, but also to do so as stakeholder needs unfold.3️⃣&4️⃣ The
Human Experience chapter explores how organizations can break out of their efficiency-first mindsets to elevate the experiences of their customers, workforces, and business partners. In our fourth chapter, Trust, we provide a means to holding brands accountable and ensuring that the messages they convey are congruent with the experiences they deliver.5️⃣ Our fifth trend chapter,
Participation, makes use of an in-depth consumer study to highlight how some of the leading companies in the world are harnessing customer passion to bolster their engagement strategies through customer-led innovation and advocacy.6️⃣ Our
Fusion trend sheds light on how some of the most creative companies in the world were able to overcome their defensive mindsets to create entirely new solutions through the fusing of new partnerships, customer ideas, and digital ecosystems.7️⃣ The final chapter,
Talent, provides a line of sight into how marketing can elevate its talent model into a competitive differentiator—even in the toughest of times.These trends do not purport to predict what the future holds, but they may offer something more pressing: a path forward to help your customers, workforces, and society when, collectively, we need it the most.
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