Evolution of Marketing


WARC’s Evolution of Marketing programme is the leading source of insight into the changing face of marketing: tracking, analysing and evaluating emerging technologies, media, social influences and other drivers of change relevant to marketers.

About The Evolution of Marketing

The Evolution of Marketing programme is focused on providing marketers with insight into emerging trends and significant shifts in industry. It aims to answer two main questions:

  • What will be the most effective marketing strategies in coming years?
  • What can marketers do today, to best position themselves for this future?

WARC's Marketer's Toolkit is the centerpiece of this program, identifying critical emerging trends. Additional reports and deliverables build on it, allowing us to provide additional forward-looking insight and analysis on key marketing issues throughout the year.

The Marketer's Toolkit 2024

The Marketer's Toolkit identifies five trends that will disrupt existing global marketing practices:

  1. Preparing for the age of polarization
  2. Unlocking the potential of Gen AI
  3. Masculinity in crisis
  4. Sportswashing changes the game
  5. Sustainability is coming home

Industry snapshots

October 2023

Industry Snapshot: Trends in consumer packaged goods

Identifies four trends that will shape marketing strategies of the CPG sector in the coming year.

August 2023

Industry Snapshot: Trends in retail

Identifies five trends that will shape marketing strategies of the retail sector in the coming year.

May 2023

Industry Snapshot: Trends in financial services

Identifies five trends that will shape marketing strategies of the financial services industry in the coming year.