The Marketer’s Toolkit 2022: Global Trends Report

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
  • The ‘double bottom line’ (DBL), an approach giving equal weight to profits and the ecological impacts deriving from a company’s activity, is a useful framework as investors increasingly view ESG credentials as important for long-term growth.
  • Brands will find it harder to access user-level data due to increased privacy regulation, the deprecation of third-party cookies by Google and the decision by Apple to require users to opt-in to ad tracking by mobile apps.
  • Consumer interests, shopping behaviours and preferences have altered significantly as a result of the COVID-19 pandemic, offering savvy businesses new opportunities in 2022.
  • Brands must learn to...

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