Trust, authenticity and meaningful diversity drive young marketers’ agenda

With social justice and pandemic response leading the marketing agenda in 2020, the next generation of marketers are holding their senior colleagues to account.

Why it matters

The next generation of marketing leaders will lead on the crucial issues of the future: from equality and sustainability, to a new era of data and technology, to building resilient brands.


  • A decline in industry trust is tied to a lack of action of positive movement on issues such as diversity, which are vitally important to younger consumers.
  • Millennial icons such as the Kardashian family – an influencer empire – are on the way out, with Gen Z consumers looking for more authentic and relatable icons.
  • Accountability on Black Lives Matter and other social justice issues...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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