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Thriving through customer centricity

2022 Global Marketing Trends

Macro trends, from the integration of digital and physical channels to the sunsetting of third-party cookies, are upending the marketing function. What can brands learn from their highest-growth counterparts to thrive?

At a glance

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.

 

 

Purpose—a beacon for growth

Cut through the noise and resonate with customers by making a holistic commitment to purpose. See how high-growth brands gain a competitive advantage through a holistic purpose.

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Authentically inclusive marketing

Consumers shop more with brands that make a commitment to addressing social inequalities. Winning over your future customer takes a commitment to DEI both in front of and behind the camera.

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Building the intelligent creative engine

A majority of the college-educated workforce shifted to remote work during the pandemic. Marketers can integrate this new talent pool to fill skill gaps, bring in more diverse thought, and get geographically closer to their business partners.

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Meeting customers in a cookieless world

Growth leaders are rethinking customer marketing and data strategy in a rapidly changing digital world that will increasingly shift to first-party data strategies.

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Designing a human-first data experience

There’s a delicate balance between being helpful and invasive when it comes to consumer data. For marketers, this means carefully designing data-driven experiences that foster trust and create customer value.

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Elevating the hybrid experience

Executives look to hybrid to create more personalization, innovation, and connection. Consumers, especially younger ones, are interacting with and purchasing from brands on emerging channels.

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Supercharging customer service with AI

Brands can combine Artificial Intelligence and customer service to deliver a true end-to-end experience.

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LOOKING FOR MORE?

Discover more insights and findings by reading the full report or a specialized version of the 2022 Global Marketing Trends report

METHODOLOGY
To ensure a globally relevant, cross-topic understanding of marketing and the customer experience, we conducted two global surveys and 18 in-depth interviews with global executives.

The Global Marketing Trends Executive Survey polled 1,099 C-suite executives from global companies located in the United States, United Kingdom, France, Japan, and the Netherlands in April 2021. This survey asked chief executive, marketing, information, finance, operating, legal, and human resource officers their thoughts on a variety of topics driving the evolution of the marketing function. As this report focuses on marketing and customer experience leaders, 50% of the respondents consisted of chief marketing officers or those with similar titles (such as chief experience officer and chief growth officer), with nearly equal distribution across the other C-suite roles.

The Global Marketing Trends Consumer Survey polled 11,500 global consumers, ages 18 and above, in May 2021 across 19 countries: the United States, Canada, Mexico, Brazil, Chile, South Africa, Sweden, United Kingdom, Italy, Ireland, France, Spain, Turkey, Switzerland, Denmark, Portugal, Japan, India, and China.

Separately, executive interviews were conducted throughout 2021 and involved 18 executives who either currently or previously held chief marketing, customer experience, or executive officer roles. Their insights were key to uncovering the trends included in this report.