Optimism stays high among global marketers

Suzy Young

  • Headline GMI down 0.3 points from April yet up 1.5 points year-on-year
  • Marketing budgets continue to increase
  • The outlook for trading conditions remains positive

Global marketer optimism remained buoyant in May, with trading conditions rapidly improving across all regions, according to the latest data from Warc’s Global Marketing Index.

Globally, the headline GMI measure – which takes into account marketers’ expectations for marketing budgets and staffing levels as well as trading conditions – recorded an index reading of 58.0 in May, a decline of 0.3 points from April but a 1.5 point rise against the previous year. A reading of 50 indicates neutral sentiment.

Despite modest rises in the global indexes for trading conditions and marketing budgets, a fall of 1.2 points in the reading of the third component of the headline index – staffing levels – caused the mild contraction in May.