Future Focus 2020 - The Next Ten Years

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While the 2010s have undeniably been a period of deep changes for the world, they were just a glimpse of the economical, technological and demographical transformations that the 2020s will bring. We interviewed 250 top global marketers, including over 35 Canadian marketers and leaders across a broad spectrum of brands, including FTSE 100 and Fortune 500 companies, to not only understand their expectations for 2020, but also their hopes and concerns for the next ten years. 

Increasing trust and harnessing data to create personalized experiences for consumers are the key ambitions for 2020, and that the search for ways to keep pace with the speed of change in the next five years keeps Canadian marketers awake at night. 

“The 2020s will mark the apex of digital transition into all facets of business, society and customers, creating a new business environment – the Connected Economy,” says Dan Kalinski, CEO, iProspect Canada. “Brands and agencies must embrace this shift accordingly and build their business to deliver through on the customer expectation – a personal experience that removes friction. As an industry, we must accept this new normal where business, messaging, and media is on the customers’ terms.” 

The fifth annual edition of Future Focus lays out practical steps to help marketers make the most of four well-documented macro trends that we believe will shape the consumption landscape and the marketing discipline over the next years.

 Digital transformation… still loading examines the current state of digital transformation and what makes brands successful in the digital economy.

• De-averaging looks into the rise of Diversity & Inclusivity and the personalisation imperative.

• Commerce, redux ponders the growing commerce models, from direct-to-consumer to recommerce and subscriptions. 

• Mobilis in Mobili delves into the increasing connectivity and its implications for client centricity and the marketing practice.

Download your copy now to explore what these trends mean and how to make the most of these business opportunities by preparing today. This year's issue also includes a complimentary copy of Future Focus: The Briefing, a 30-page overview of the most important takeaways, scannable and digestible for today’s marketers on the go.


Download "Future Focus 2020 - The Next Ten Years"