The times ahead certainly won’t be less complicated, on the contrary. But we nonetheless believe that human capital, creative thinking and innovation are inexhaustible, which is why we entered 2023 with optimism. The reputation of the marketing industry is often debated, with its performance undermined, detracting from the need for it, with “threats” from new trends, gaming, artificial intelligence…
Given that communication and creativity are the elements used to weave the real marketing “craft”, I’m certain that the existence and success of professionals from our profession is beyond question, due to the very fact that even ancient civilisations recognised and highly valued writers and artists in their society.
The communication system is a factor that sets humans apart from other creatures, and cognitive abilities, and the ability to adapt to the most diverse conditions, provided humans with an evolutionary advantage that today ensures humans rule the world.
Although we cannot, as the human collective, boast of the thoughtfulness of our actions, especially over the last few years, what is nonetheless positive – even if it is only in marketing today and has been conditioned precisely by accelerated digitalisation and various restrictions imposed during the COVID-19 pandemic – is the abandoning of the classic approach of “selling fog by the kilo” to increase consumption and opening up to the ever-increasing eco-economy trend.
Companies can no longer sell whatever brings them the most profit. Smart solutions are being sought
Today’s consumers communicate with one another independently, create independent reviews and debate products/ services, launch their own content and increasingly come together around sustainable solutions, while Generation Z, with its progressive and uncompromising attitude to its own convictions, is growing up at an accelerated rate and is immune to traditional marketing. Companies can no longer sell whatever brings them the most profit. Smart solutions are being sought, while the focus of communication is on brands, i.e., on the system of values that companies share with a much wider audience than their own client group. Our work continues to be important and is developing precisely in this context, encompassing internal, external, corporate, promotional, CSR and all other communication needs through which companies want to share their purpose with the world, and we need that more than ever today, from the individual to the collective.