The events of the past few years have jolted marketers in every sector – even in what once were perceived as comparatively sleepy industries, like household appliances.
As the maker of products like wall ovens, dishwashers and microwaves, Electrolux sells products which have traditionally seen relatively long, and somewhat predictable, buying cycles.
But a series of disruptions, from the COVID-19 pandemic and related expansion of high-speed food and grocery delivery to the war in Ukraine and a surge in energy prices, mean that established assumptions and certainties have been called into question.
“You need to challenge some of the things...
