By Our Staff

WARC has released the Marketer’s Toolkit 2022: Global Trends Report, the first in a series of six volumes for marketers.

This 11th edition of The Marketer’s Toolkit brings together insights from a survey of 1,500 marketing executives, one-to-one interviews with more than 25 leading Chief Marketing Officers, and a review of WARC’s latest proprietary research, best practice guides and case studies.

Said Aditya Kishore, Insight Director, WARC: “Far from signalling a return to normal, the opening up of economies has only created a new set of challenges for marketers. Attitudes, behaviours and market structures have resulted in significant change during the pandemic, and a huge 97% of respondents to our proprietary survey believe changes to consumer behaviour will impact strategies in 2022. Providing a wealth of information, the WARC Marketer’s Toolkit 2022 is designed specifically to support decision making in the coming year and give confidence to adapt at speed, identify and maximise opportunities, and help optimise marketing effectiveness.”

The ‘double bottomline’ – valuing profit and the planet – is now a reality for 46% of survey respondents who say they afford the environment and financial growth equal importance. Actions include changing manufacturing, packaging and distribution, making public commitments they will be accountable for, and encouraging green consumer behaviours in their messaging.

58% of participants agreed sustainability and purpose initiatives ought to be distinct, but there is still work to be done on measurement with 25% of respondents viewing sustainability as a “general goal” rather than using specific metrics.

The full series, available to WARC subscribers, will include a Global Ad Trends: State of the Industry report, with latest analysis and forecasts of advertising spend across 100+ markets (end November); regional reports looking at the challenges and opportunities specific to APAC, EMEA and North America (January); and the Future Thinking Report, focusing on emerging metrics and technologies and a suite of podcasts (January 2022).