Marketoonist on marketing for Gen Z
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Consumer & Market Trends
What marketers need to stop, start, and continue doing in 2024
Marketing Week ReportersAs we look forward to the year ahead, some of Marketing Week’s roster of columnists have taken a step back to provide a to-do list for the year ahead. Here, they share their thoughts on what behaviours, approaches, attitudes and practices should be reconsidered, ramped up and maintained.
Consumer confidence rises pre-Christmas, but long-term causes of concern remain
Chris SutcliffeThe latest GfK consumer confidence barometer suggests that consumers are trying their hardest to find reasons for optimism ahead of the holidays.
UK ad growth, post-purchase comms, retail footfall: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Consumer confidence stages end-of-year rally but uncertainty continues
Chris SutcliffeThe GfK Consumer Confidence Index demonstrates a positive uplift in consumer confidence – but the impact of the Autumn Statement is yet to be felt.
Launching Gen Z cult brands to new markets – how to get it right
Tom StoneWhen launching established, cult brands in new markets, the importance of cultural insights and behavioural nuances – especially on social – has never been more important.
Role of CMOs, updating skills, gendered cost of living impact: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
‘It doesn’t have to be tired’: How whisky brands are finding a new audience
Josh StephensonThe perennial problem for any whisky brand is how to attract new customers. As the category continues to recover from a post-Covid slump, three whisky brands tell us how they are looking to grow the market through a younger audience.
‘Bad news for marketers’: Consumer confidence falls across the board as UK economy stalls
Chris SutcliffeThe latest GfK consumer confidence barometer has dire implications for UK marketers, as the British public seeks to save rather than spend.
Why Krispy Kreme is focused on increasing penetration over driving frequency
Josh StephensonKrispy Kreme is celebrating 20 years since it opened its first store in the UK – but its CMO believes the brand still has growth potential if it can increase awareness.
Fashion brands need to be prepared for a gender-fluid future
Helen JamesGender-fluid fashion is reaching a cultural apex so mainstream fashion brands looking to capitalise on its growing popularity need to be prepared to speak about it authentically – and with confidence.
Representation, collaboration, debt: 5 interesting stats to start your week
Chris SutcliffeFrom a lack of representation in shops and social to the reality of ‘buy now, pay later’ debt, here are the most important stats you need to know this week.
Consumer confidence rises but more questions than answers remain
Chris SutcliffeThe latest GfK Consumer Confidence Barometer reveals that even as optimism around personal finances rises, the public remains hesitant to spread the wealth.
Pernod Ricard looks to effectiveness drive to outperform bigger spending rivals
Chris SutcliffeThe drinks company is looking to get even smarter with the investment choices it makes with increasing use of analytics tools that will allow it to improve performance across its portfolio, and not just on the flagship Jameson and Absolut brands.
Inflation, imposter syndrome, brand infidelity: 5 interesting stats to start your week
Chris SutcliffeGet up to speed on the most vital stats of the week with our handy roundup.