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From geopolitical conflicts and economic instability to the ongoing threats related to climate change, CMOs are facing no shortage of external challenges. However, we believe they are likely well-positioned to create new levers for organizational growth amid such uncertainty. For our 2023 Global Marketing Trends report, we used executive surveys and conversations conducted in June 2022 with brand leaders to discern how they’ve managed to stimulate growth and capture their thinking as they plan for the coming year. This culminated in four trends that could help marketers elevate their contributions to brand success, and guide CMOs as they set 2023 priorities.
2023 global marketing trends
75%
of the marketers most concerned with economic instability are responding with an investment mindset
1
Brands answer economic instability with marketing investments
CMOs surveyed are prioritizing new technologies, expanding markets, and customer personalization to help their brands endure—and thrive—in uncertain times.
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2
Chief marketing officers drive growth through internal sustainability efforts
As consumers stress sustainability as critical to their brand choices, marketers are recognizing equity and environmental impact from the inside out.
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3
Creativity as a force for growth
Common among high-growth brands surveyed are processes and thinking that encourage creativity, risk-taking, and cross-functional collaboration.
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4
Rising technologies for marketers to watch
Adoption of emerging technologies can create competitive advantages, and marketers are looking at the metaverse and blockchain as particularly promising.
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Methodology
The 2023 Global Marketing Trends Executive Survey polled 1,015 executives from the C-suite from global companies in the United States, United Kingdom, Switzerland, Japan, Middle East, and Australia in July 2022. The survey respondents included marketing executives holding roles such as chief marketing officer, chief customer officer, chief revenue officer, chief digital officer, chief growth officer, and other related titles and were sampled across a wide range of industries. Each respondent offered their perspective on a variety of topics related to the future of marketing in the coming one to two years.
Separately, 23 executive interviews were conducted during September and October of 2022. These executives currently serve in marketing executive roles and their insights were a key part of shaping the insights in this report.
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