How trends, opinions and challenges will guide marketing in 2023

If we dare to believe the challenging days of the pandemic are almost behind us, it is surely a moment for our industry and the world to take a second to observe all that has changed, all that has diminished, and all that has emerged. 

For many leaders, the choppy waters of 2023 may be their third experience of economic turbulence after the collective trauma and global transformation of the last 24 months. And while we’re only scratching the surface of the long-term impact on consumer behaviors and leadership decisions, we’ve begun to uncover meaningful signs of a widespread shift in mindset.

At the center of this shifting new reality, MediaLink’s Revelation Report reveals that expectations on profit have become disconnected from a business community movement to lead well. This disconnection has created great inner turmoil among media and marketing leaders, which is not surprising given the precipitous drop this year in confidence in the prospects for business growth, from 59% last year to just 29% in 2022.

And amid a backdrop of a temporary post-pandemic bounce-back, followed by the current economic downturn and stakeholder pressure to deliver results, leaders have developed a genuine desire to create environments where talent thrives, and society evolves for the better—even while feeling challenged to live up to these goals realistically. This might come through significant structural changes, with 51% of respondents believing that brands or parts of their business are facing extinction, and 54% stating that they will need refreshed leadership to transform. 

The Revelation Report explores these tensions in depth in four sections:

Beyond the barometer

This is a gauge of the state of leaders’ careers and organizations at a time of simultaneous survival and transformation. Our research reveals that 75% of leaders feel professionally fulfilled, yet, 49% are considering moving to other companies and 24% leaving the 
industry.

Lost at C-suite

Talent, growth, wellbeing, DEI and ESG are proudly declared by the majority of companies as the most important aspects of the way they operate and deliver. However, we see the alarming disparity around those charged with leading these initiatives versus the intellectual bias of trust and respect they hold at the board level.

Disconnected delta

As the debate over returning to the office continues to rage (as well as the impending threat of economic downturn), we highlight in our report the undeniable compound effect and rapid acceleration of a disconnection of the human spirit. As the delta between the extraordinary expectations of leaders and the fair and reasonable contributions of individual employees continue to diverge, we must work to find an equilibrium that protects all our futures. 

Money laundering

In our report, we also look at the growing challenge around the addressable corporate behaviors for brands, talent, agencies and platforms alike when it comes to morals over money. We sought to uncover the tension between shareholder value, greenwashing and employee ethics. As we predicted in our 2021 report about the gathering pace of “unofficial unionization”—i.e., the rise of the collective voices of many, ultimately forcing meaningful change at the top of organizations— we enquired how to manage the necessary commercial deals alongside the new climate ideal. 

While the pandemic has receded from the headlines, the war in Ukraine and the ongoing fight for equality, inclusion, freedom of choice and liberation remain at the forefront of our everyday lives. Our industry and its leaders will play a powerful and influential role in being truthful and emotional, yet also remain as commercial citizens in the year ahead. The Revelation Report aspires to offer inspiration and great expectations as we navigate what’s to come and stride forward once again.

The Revelation Report is MediaLink’s 12th annual future-facing research into the hearts and minds of global marketing and media leadership. It uncovers the trends, provocative opinions and unruly challenges leaders will grapple with in the year ahead and presents their unvarnished collective views, opinions and inner thoughts. MediaLink, a UTA company, surveyed over 400 C-suite leaders globally across the media, marketing, advertising, entertainment and technology sectors.

For a full view and analysis of the findings, download The Revelation Report here.