We have to re-think marketing. And we have to do it now.
2.7 = 1 Billion +
The costs of change are normally estimated in monetary terms.
Today, it makes sense to express them in terms of numbers of people.
By end-of-century, current policies leading to 2.7 °C global warming could leave one-third of people outside the human climate niche.
We have to re-think our concepts of growth and marketing.
Positioning is about leadership. Leadership is about responsibility.
Positioning means taking a number 1 position. Today, these positions are being challenged more than ever. Drivers of this revaluation of the brand and the brand's job through are rapidly changing contexts. As a result, more and more brands are lagging behind. Behind what people expect. And often behind completely new competitors. -- Sustainability is high on the marketing agenda.
Sustainability isn't a problem. View it is one of the major drivers of growth.
Making investors happy, being successful and competitive - the heart of the economy is constantly asking for more.
The planet asks for less.
This tension results in a restructuring process that only very few can escape in the long term. Much of the growth is migrating to the sustainability of organizations and brands.
Adapt or die
Some industry forecasts for "luxury" are looking shiny. It is and has been associated with exclusivity and elegance. But slowing growth in key markets and Generation Z are challenging the future of premium.
What luxury will be in the future is being renegotiated.
© Carsten Niepmann. All rights reserved.
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