Findings from Deloitte’s 2022 Global Marketing Trends report
Deloitte’s 2022 Global Marketing Trends report examined the brands experiencing high growth, and analyzed what those brands are doing to make that success a reality.
High-growth brands are 66% more likely to see purpose as a means to guiding employee decision-making.
“Cut through the noise and resonate with customers by making a holistic commitment to purpose. High-growth brands gain a competitive advantage through a holistic purpose.”
Deloitte 2022 Global Marketing Trends
High-growth brands are 1.9x more likely to have DEI-related talent objectives than negative-growth brands.
“Consumers shop more with brands that make a commitment to addressing social inequalities. Winning over your future customer takes a commitment to DEI both in front of and behind the camera.”
Deloitte 2022 Global Marketing Trends
63% of college-educated employees are working remotely.
“A majority of the college-educated workforce shifted to remote work during the pandemic. Marketers can integrate this new talent pool to fill skill gaps, bring in more diverse thought, and get geographically closer to their business partners.”
Deloitte 2022 Global Marketing Trends
61% of high-growth brands are shifting to a first-party data strategy, while only 40% of negative growth brands said the same.
“Growth leaders are rethinking customer marketing and data strategy in a rapidly changing digital world that will increasingly shift to first-party data strategies [data a company collects itself and owns].”
Deloitte 2022 Global Marketing Trends
53% of consumers said active device listening is creepy, and high-growth brands are listening to their customers when it comes to balancing privacy and building trust.
“There’s a delicate balance between being helpful and invasive when it comes to consumer data. For marketers, this means carefully designing data-driven experiences that foster trust and create customer value.”
Deloitte 2022 Global Marketing Trends
75% of executives said they will invest in more hybrid experiences over the next 12 months.
“Executives look to hybrid [combining digital and real world interactions] to create more personalization, innovation, and connection. Consumers, especially younger ones, are interacting with and purchasing from brands on emerging channels.”
Deloitte 2022 Global Marketing Trends
Timely offers and knowledgeable customer service are most helpful to the purchase experience.
“Brands can combine Artificial Intelligence and customer service to deliver a true end-to-end experience.”
Deloitte 2022 Global Marketing Trends