STEPIC 2022: The macro forces shaping marketing’s future

This report, based on Ascential’s "STEPIC" framework, examines the six dimensions of society, technology, economy, policy, industry and creativity, which helped lay the groundwork for the latest edition of the WARC Marketer’s Toolkit.
  • Consumers are having to make difficult choices due to the cost of living crisis, which threatens brand loyalty and sustainable product selection.
  • Telehealth has evolved rapidly since the pandemic, as have online communities, which has impacted America’s tech giants.
  • Soaring inflation and the war in Ukraine are making recessions more likely; additionally, deglobalisation is an increasing threat.
  • Global policy makers find themselves in a challenging situation with the need to balance measures to tackle inflation and cost of living emergencies while meeting their climate change target to reduce net zero carbon emissions.
  • Supply chains are becoming a top priority for...

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