5 marketing predictions for 2034—what to expect from Gen Z and Alpha, CMOs, AI

We’ve seen the countless predictions of what’s to come in 2024. Writing the next chapter in the generative AI story, concerns about online misinformation in a presidential election year and the continued evolution of consumer purchasing habits on social platforms are among those that come to mind. Across industries, technologies and the world at large, this year is poised to deliver monumental moments. But future-proofing means being at the forefront of emerging technology and trends, which often take much longer than a year to crystallize. And those who see the early signs can start preparing. So here are 5 predictions for 2034—a decade from now: Chief marketing officers will assume responsibilities of chief revenue and chief client officers By 2034, marketing’s connection to growth and new business will evolve, bringing brand reputation closer to business outcomes. As a result, CMOs will be more directly accountable for revenue and sales. Twenty years ago, digital channels were an add-on to existing marketing strategies, but today, digital is inseparable from everything we do. By 2034, marketing will be synonymous with business strategy. AI marketing blog How brands are using ChatGPT, DALL-E 2 and other tools Read more here Managing reputation as well as the holistic consumer experience of a brand will be part and parcel of revenue generation, tech adoption and shareholder value. CMOs developing these skills will blur the lines between the roles of CROs and CCOs as we understand them today. Alpha talent and Gen Z leaders will transform the workplace Gen Alpha is quickly approaching adulthood, with the oldest alphas turning 24 in 2034. Facing ever-increasing expectations, Gen Alphas in the workplace will master technology, disrupt workflows and learn new ways to optimize the age of the information knowledge worker. This transformation will create opportunities to produce 50x greater outputs than what we can achieve today. [Here's what 80 ad execs predicted for 2024] We’ve also already seen Gen Z push back on the status quo, and by 2034, many Gen Zers will be in leadership positions. These decision-makers will value different approaches to reward and recognize talent, hiring practices and other aspects of the employee experience that move past a “carrot and stick” approach toward an intensely collaborative workplace championing voices on authenticity, social issues and purpose. Physical wallets, keys and remote controls will be obsolete Digital payments within devices will progress to the point of no return, but wallets won’t be the only physical fixtures to be digitized. By 2034, many other everyday items, such as car keys and remote controls, will disappear from our lives. Accessibility evolves to inclusivity design, with an intensified focus on anyone being able to access their digital goods and command services. With this trend, information security will be more important than ever, as people prioritize their own data ownership and customize their protection settings. While the question of private sector solutions or government regulation will need to be answered, this digital progress will change how physical experiences are delivered by brands across industries, making virtual and immersive experiences through XR and metaverse environments the norm. Brand transparency will be a legal requirement By 2034, we will likely have experienced bumps along the way toward brand transparency and accountability and learned from the experiences of Generative AI in the early 2020s. Consumer expectations will reach new heights, and the judiciary system will follow. In the next 10 years, there will be significant progress toward regulating how brands reveal the steps they are taking on tech development and data usage, with documentation visible to the public, and enforcement for non-compliance. It should be a major win for consumers, but there is the possibility that brands might be operating without transparency, an outcome funded and supported by a partisan agenda. But I’m hopeful that positive steps taken to regulate AI in the short term will set the stage for this domino effect in other aspects of business. Humans will still run the show—in a new theater Rapidly advancing emerging tech will drastically change how we work and function, creating fear and uncertainty. However, humans will remain in control of the process and the technology with a creative and authentic touch. New roles will emerge, outdated roles will decline and sustained roles will undergo change. But humans remain in control, directing the innovation traffic. Artificial intelligence will be leveraged to upend and break through the glass ceiling—areas of which may still be imperceptible to us today. AI will help us move away from managing items within a production flow and move toward enabling people to make informed choices with more impact and exponential value creation. Media measurement blog Tracking TV, social and digital updates Click here

5 marketing predictions for 2034—what to expect from Gen Z and Alpha, CMOs, AI

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