Media Shotz

Alex Young, Managing Director, We Are Futures

“It is no secret that the advice is to advertise through a recession for proven success in the long term but, more than that, hard times provide the perfect opportunity to open a gap on your competitors. 

“Anyone prepared to forge a different path and harness the right channels and methods to reach people in a way befitting of the specific circumstances in which we find ourselves, will come out on top.

“Younger consumers are especially likely to notice those brands who use their voice to make a positive social impact. 

“By switching up conventional ad campaigns in favour of investing in partnerships and projects that aim to establish a deeper connection with consumers, marketers can grow both the brand and drive its influence simultaneously.

“The numbers may show growth now, but there is no getting away from the fact we are heading into a period of uncertainty, so brands who are bold and challenge the conventional advertising patterns will almost certainly be those who come out stronger on the other side of a recession. 

“Words always matter but actions combined with words will win at this time.”

Comment: Industry reaction to Q4 2022 IPA Bellwether report

Top 100 influential people

Mark has been announced as one of the winners of the Top 100 Influential People of 2023! 

The awards are new and were created to highlight and reward truly influential people who affect and impact society today, across a broad range of sectors. The guiding principle is that people who are genuinely making the world a better place need to be encouraged, thanked, and given every opportunity to get their message out.

Mark joins an illustrious group of winners which includes Steven Bartlett, founder of Social Chain, sculptor Sir Amish Mikhail Kapoor CBE,  Dame Sharon White, Chairman at the John Lewis Partnership, the Olympic gold rowing medallist James Cracknell, Ben Francis CEO of Gymshark, and even Joe Wicks!

Mark has been a huge influencer in the field of social mobility for two decades.

He opens up unprecedented opportunities for disadvantaged young people, is benefitting business, investing in UK plc and creating a more positive, skilled and talented workforce.

He genuinely revolutionised the way businesses support young people and education, which has resulted in an additional £200m being invested.

He has worked with 250 businesses, charities and government organisations, delivering real social impact at an unprecedented level and overwhelmingly focused on deprived areas.

His focus areas are: skills, jobs and opportunity; fairness, diversity and empowerment; health and wellbeing; environment and climate change; the arts.

Example programmes:

• With Hyundai (since 2022): £500,000 this year going into supporting and funding school trips
• With Sky (2019): more than doubled recruitment of BAME graduates within a year
• With Duracell (2018+): The Big Battery Hunt in primary schools has prevented 14.6 million batteries going into landfill – the target was to recycle 1 million
• With P&G (2017+): more than 1 million girls have received free sanitary products to stop ‘period poverty’ keeping them out of school

More than 18 million young people have benefited directly from his work.

The full list of 100 winners and their bios can be found in this link below.

https://top100influentialpeople.com/the-winners-2/

Bethan Staton, Financial Times

It is the session before lunchtime at University Technical College Heathrow, and a class of sixth-formers is learning about risk and reward.

The students are lively and engaged, debating whether mortgage holders really own their homes, the risks of trading bitcoin and the ethics of gambling. The lessons are not just academic: many of the 16 and 17-year-olds have part-time jobs, and some are already considering apprenticeship offers or student loans.

“We’re of an . . . age to learn about this — to learn how to save, invest and not spend recklessly,” said Myron Mascarenhas, who in the past has traded and even mined bitcoin. “We need the money — we’ve got to save up for what we desire.”

UTC students are not alone in wanting to learn about money matters. With the launch of its Financial Literacy and Inclusion Campaign last year, the Financial Times set a mission to democratise financial literacy with free, engaging content for young people across the UK.

“At FLIC we aim to help young people cope with the reality of everyday life now — from guarding against crypto scams to the fact it’s much harder for this generation to secure affordable housing,” said Aimée Allam, FT FLIC’s executive director.

While financial education has improved in British schools, there is still a long way to go, with teachers citing persistent barriers.

According to a 2021 survey by the London Institute of Banking and Finance, almost three-quarters of 15 to 18-year-olds said they wanted to learn more in class about how to manage their money. But only 15 per cent of the 2,000 students surveyed said school was their main source of financial education.

According to an all-party parliamentary group that is looking at the issue, financial education in the UK is “patchy”, with many exposed to money from a young age but unequipped to handle it.

“It’s probably one of the things they’re asking for the most,” UTC teacher Louise Kelsh said. In her classroom, there is a gulf in understanding, with students way ahead of teachers in areas such as cryptocurrency, but lacking knowledge of more mundane aspects of money management.

Sharon Davies, chief executive of education and employability charity Young Enterprise, said teacher confidence, lack of access to support and training, and a dearth of incentives were causing financial education to fall off the timetable.

“Teachers are under enormous pressure, so even putting it on the curriculum is not enough,” she said. The subject is not on the statutory curriculum in English primary schools but has been for secondary schools since 2014.

The Money Charity, which focus on money management support, described its inclusion as a “Pyrrhic victory”. Financial matters, it said, were still not taught consistently due to a lack of “resourcing, teacher training and prioritisation”.

Mark Fawcett, founder of We Are Futures, a branding agency that connects companies and schools, said that greater accountability in educational establishments could improve matters. He suggested including financial education in school inspections and making teachers answer for not focusing on it.

But educators insist supportive measures — carrots rather than sticks — are more effective. Government funding for England’s schools has fallen in real terms in the past decade and, according to the Institute for Fiscal Studies think-tank, will return to pre-austerity levels only next year.

That would leave budgets squeezed, even as schools face additional demands to help children catch up on lost learning, and progress emotionally and socially in the wake of years of lockdown disruption due to the coronavirus pandemic.

According to a study by survey app Teacher Tapp, 63 per cent of teachers said a lack of time was the main barrier to creating a financial education programme. Training is also a problem: 13 per cent cited a lack of subject expertise as the main obstacle.

“We tend to have shovelled more and more into schools’ responsibilities overall, without taking anything out,” Fawcett said.

This, he added, has affected disadvantaged children disproportionately as the schools they attend tend to be more stretched. “Children from families that are having the most constant money worries are being given a one-hour lesson from a PSHE [personal social health and economic] teacher who may not be trained in the subject.”

At UTC, a focus on vocational learning underscores the importance of financial education. For time-pressed teachers, Kelsh said teaching tools make a big difference. Last week, pupils learned about interest rates, debt and gambling from lessons produced by banking group NatWest.

“For many teachers [reluctance to teach finance is down to] a lack of confidence about how to teach something which they think they’re not good at themselves,” explained Caroline Edwards, financial capability lead at the bank.

Not all resources are created equally, however, and experts such as Davies warned that having materials but no guidance on how to use them made deciding what to teach difficult sometimes. “We need to mark the quality of these products,” she said.

That, in part, is why the FT created its own charity last year, the Financial Literacy and Inclusion Campaign, to share access to trusted financial education.

“A crucial element of financial literacy for young people is the ability to recognise when they are being marketed to. Financial education should be for everyone, not just potential clients,” said Allam of FLIC.

A lack of financial literacy can deepen inequalities as wealthier households tend to have more time and resource to teach children about money, according to a survey by financial advisers. Research by St James’s Place found that teenagers from more affluent background scored more highly in financial literacy tests than their peers from households with lower earnings.

While working as a teacher, Tom Harbour was struck by the influence of background on education, and founded the charity Learning With Parents to help families learn about school subjects together.

“Schools are asked to do so much, they are the social workers, they are the core curriculum providers, and they are everything else,” he said. “Things like providing financial literacy are always going to fall down the list.”

At UTC Heathrow, students believe action on financial education cannot come soon enough.

“When we are young, it’s very easy to think we’re going to have this money, and keep getting it,” said Foad Hussein, who saves 75 per cent of money from his parents and part-time work, in anticipation of becoming financially independent himself.

“But . . . it’s not going to be like that forever. You’re going to have to start paying for stuff soon, and it’s going to hit when you move out.”

https://www.ft.com/content/a385c715-3541-4eb7-8f41-19b9c21a41a1

Alex Young, Creative Brief BITE

Predictions are never easy, and as we end 2022 mired in a heady mix of cost-of-living crises, rampaSignificant cultural and behavioural shifts could create an exciting marketing landscape

The butterfly effect of any occurrence – big or small – is impossible to predict, or to detect, until long after the event, and the bigger the incident the wider the ripples will spread. When the pandemic hit in 2020 the narrative through the advertising industry echoed that from the last recession. Businesses were encouraged to spend through the hard times in order to limit the damage to their bottom line. And now, no sooner is the pandemic behind us and businesses have dusted themselves off than we are back in a real recession and the story feels like it’s all been told very recently.

However, the pandemic was responsible for a significant shift in the way many brands connected with the public and one that will be critical as we go into 2023. They discovered the power of positivity, of using their might for good. And that has, to an extent, continued into 2022. Over the past year or two we have seen a marked increase in brands engaging with a more personal approach to marketing: more impactful campaigns, consciously making a positive difference to people’s lives and working hard to get more personal with consumers.

Consider some of this year’s Christmas ads as a prime example. Several brands – from Co-op to M&S – chose to use their annual moment in the spotlight to showcase a good cause. And John Lewis produced a very literal nod to human connection with its film about a foster dad going that extra mile (on a skateboard) to connect with his new charge. All a refreshing change to the usual focus on food, gifts and general excess.

Over the past year or two we have seen a marked increase in brands engaging with a more personal approach to marketing: more impactful campaigns, consciously making a positive difference to people’s lives and working hard to get more personal with consumers.

Alex Young, Managing Director, We Are Futures

Meanwhile on a day-to-day basis consumer giants like McDonalds, Samsung and Sky are putting marketing spend behind projects that are designed not to shift goods today, but to build a stronger connection with the public through campaigns based on education, opportunity and upskilling. 

Whether it’s offering school leavers the chance to train on the job, mentoring young tech entrepreneurs or delivering an expanded arts education to cash-strapped schools, each of these businesses – and scores more like them – have diversified their marketing spend towards things that positively impact people’s lives.  

And if you’re wondering how to sell the notion to the finance director, it’s not exclusively virtuous. By focusing on delivering life-changing projects to young adults, you are also investing in the consumers of tomorrow. Your consumers of tomorrow: Those people who grew up seeing your brands as a positive force, one that inspired them, gave them purpose or just provided a much-needed leg up into a career. That dedication will pay off in spades down the line as you earn the trust and loyalty of tomorrow’s wage earners. 

But, as an increasing number of brands move towards positive storytelling in 2023, it will become more important than ever to live those stories. The phrase “be the change you want to see in the world” has never been more pertinent. Young people today are savvy and switched on. They don’t stand for disingenuousness or a lack of authenticity. Saying the right thing is not enough – they respect the brands that do the right thing, and whose external values are carried through into every facet of their business. 

The secret, I believe, is to treat people as partners, not consumers. The world is moving on from the purely transactional “we-sell-you-buy” model and instead is becoming a two way street. People have a need and a brand has a solution. In providing that solution businesses can go some way to improving lives and experiences.

Education and skills building programmes that help a young person hone their skills and progress in a chosen career, personal banking challenges that improve financial literacy, and schemes that celebrate equality and diversity will all set a brand apart for originality and a commitment to change.

Actively creating opportunities for change, rather than just talking about them in marketing materials and advertising, will give a brand credibility and act as a proof point to discourage any talk of virtue signalling. 

All this points to an exciting time for advertising in 2023 and beyond. I’m deeply hopeful that next year will mark a turning point in businesses creating amazing purposeful and personal connections with people. The subtle shifts over the past few years, coupled with the changing expectations of young people, are now resulting in a wave of new behaviour, so much so that those marketers who fail to adjust in time will, I fear, be left behind. 

https://www.creativebrief.com/bite/will-2023-be-the-year-real-purpose-led-marketing-finally-goes-mainstream

Mark Johnson, Media Shotz

Predictions are never easy, and as we end 2022 mired in a heady mix of cost-of-living crises, rampant inflation and a war in Ukraine, who knows what will be on the cards for next year?

In our first look at business predictions for 2023, we’ve canvassed the leading lights of the marketing world to gauge what they see as the key priorities for the sector in the year ahead. 

Having emerged from the global pandemic in 2022, we should remember that we’re all survivors.

Perhaps it’s no surprise, then, that kindness, empathy and being authentic are coming to the fore as we prepare to head into a new year… 

Sharon Flaherty, CEO Folk

“Empathy and authenticity are key for 2023.

“The cost of living crisis has made the world a darker place for many, and there is a real risk brands might misstep because they don’t give enough thought to this reality. 

“Brand activism is real, and people will call out brands who create content and campaigns that aren’t in tune with what is happening in the world. 

“Cultural authenticity, empathy and crucially, allyship needs to be on the mind of every person in every marketing department if they are to connect with audiences in a way that is meaningful, moral and drives commercial impact.”

Sivan Tafla, CEO, Total Media Solutions

“Alongside the immediate need to navigate the economic climate, long term issues, such as privacy concerns and the impending loss of the cookie, must be addressed. 

“Pausing adoption of first-party data strategies could lead to long term ramifications, leaving businesses behind the competition.

“Similarly, the maintaining and improving of quality in all business practices cannot be sidelined. Slipping standards leads to slipping visitor numbers, and ultimately slipping ROI. 

“Both publishers and advertisers need to ensure the upkeep of the quality and effectiveness of their offerings, encouraging strong relationships with consumers, and maintaining the support of loyal brand users in 2023.”

Mordecai, Founder, Day After

“The Relevance Economy – It’s actually happening, we’re finally moving from influence to relevance due to the algorithmic and government regulations on digital. 

“The Relevance Economy, one of our 2023 trends, is doing what cultural marketers long claimed to be masters of. 

“What’s exciting about The Relevance Economy which is most evident on TikTok is that it is further driving marketing out of archaic age/gender/race personas and pushing a more equitable understanding of an audience. 

“Furthering the overall trend that consumers want to be the ones telling brands what they like and not vice versa.”

From Jacques van Niekerk, Global CEO, Edisen

“A Content Revolution; both real and fake. The amazing opportunities and real risks of generative AI will be a key focus for content creators in 2023. 

“It brings with it the opportunity to revolutionise the production industry in incredibly exciting ways – but everyone ready to take advantage of this has a responsibility to be mindful of the inherent biases within the publicly available AI tools’ algorithms and training data sets. 

“There is a clash coming between original and synthetic content (real and fake if you like) and brands must be aware of the benefits and downsides of each if they are to take full advantages of the pending content revolution.”

Jo Eckersley, CEO, Bubbl

“Despite the cost of living crisis and ensuing discretionary spend cutbacks, consumer purchasing power does still exist – even if audiences are being more selective. 

“In this context, marketers must invest wisely and ensure that communications boost engagement and trust. 

“With apps still on a phenomenal growth path and mobile technology capability unlocking new innovation at every software release, mobile will fast become the absolute go to channel for consumer experience and engagement for 2023.

“Hyper relevance and creativity matter, and this is especially apparent via mobile channels. Encouraging greater creativity in what marketers deliver via mobile channels, and finding new ways of engaging at the right time with a consumer, is critical to get attention.

“Marketers must seek to deliver situation-specific rich content ,offers and customer engagement based on factors such as the environmental context, intent, time and location. 

“Looking ahead to 2023, we will almost certainly see continued growth across mobile shopping, loyalty, entertainment and customer service through new ‘out of app’ channel opportunities. 

“Today, it is possible to use a variety of contextual triggers including geo-fencing, bringing hyper relevance to mobile interactions while still negating the need for cookies or personal data. Innovation in this space is progressing rapidly.

“A privacy-first, convenient and friction free mobile experience is paramount as consumer expectations continue to grow. Today audiences expect seamless service and intuitive, responsive design.”

Louie Sumpter, co-Founder & Strategy Director, EveryFriday

“Stability. Sanity. Simplicity. Coming off the back of Covid, numerous Boris-gates, Ukraine, the cost of living crisis, and most recently the Truss-o-nomic car crash… you get the sense that most people are exhausted, both mentally and emotionally. 

“Add to that the spectre of a US election year that sees Trump stirring an increasingly febrile pot, and it’s enough for anyone to stick their head in the sand. 

“What the world needs more than ever are grown up brands with cool heads. Brands that provide leadership through a steady and reassuring presence. 

“People are going to have enough on their plates just getting by next year, they’ll thank the brands that don’t make life any more crazy than it needs to be.”

James Sleaford, Chief Growth Officer UK, Incubeta

“The economic downturn hitting the nation in 2023 will naturally put pressure on organisational budget planning, and despite all the evidence and analysis which tells us not to do so, marketing will find itself at the forefront of those tightening conversations. 

“Ultimately this climate will drive a focus on efficiencies, which is no bad thing as there are opportunities in automation. 

“The challenge will be balancing a sharp eye on efficiencies with the confidence to continue with long-term branding and privacy essential investments. 

“Advertisers will need a robust data strategy to provide the insights and measurement which will guide them based on their own personal brand position and categories.”

Mateusz Jędrocha, Head of Upper Funnel Solutions, RTB House

“In the year ahead, contextual targeting will continue to gain traction. This technology was used for a long time, but thanks to advancements in AI, marketers can now leverage contextual signals for the purpose of targeting and personalisation. 

“Further, current contextual segments allow brands to build audience segments in a privacy-safe way through Natural Language Processing and the predictive power of algorithms. 

“And the benefit of a contextual approach is that the data is highly relevant, because media buying is based on what the user is interested in at a given moment, rather than in the past.

“Most importantly, because contextual targeting relies on what the user is browsing at any given moment, it is much more relevant when compared with strategies based on behaviours and interests from the past. 

“That’s why marketers can confidently look at contextual as a valuable alternative, ready to be used at scale throughout 2023.”

Sid McGrath, CSO, Wunderman Thompson

“2023 has to be when marketing earns its stripes in the boardroom by fighting for the money brands need to weather the economic storm. 

“The tendency to slash budgets, focus on short-term tactics and shift funds into performance marketing has problems: it’ll erode brand equity that’s been built up in previous years; the brand experience will fracture if only bit parts rather than the whole are focused on; whatever the brand does in the short-term, will have to be lived with for the long-term because this recession is going nowhere fast. 

“We predict a period of intense economic chaos where marketers will need to embrace unpredictability and use its momentum to make smarter, brand-enhancing solutions, demonstrating a longer-term duty of care.”

Alex Young, Managing Director, We Are Futures

“Going into 2023 the driver for marketing success will lie in the ability of brands to make deeper connections with consumers.

“Those that are seen to be responding to the ongoing crises will fare better, and those that keep that elusive ‘purpose’ at the heart of their communications and activities will come out on top.

“Consumers want to feel a connection with the brands they are spending their carefully saved earnings with, so messages that don’t just speak to the hardship but do something and give something back will win.

“That might be supporting communities with products or donations, or activities that help people retrain or upskill to improve their employability and prospects.

“However they go about it, brands must strike the right tone and be sensitive to the stresses on people’s everyday lives to avoid alienating them.”

Adam Goodman, Founder ACA Live

“We know from the latest IPA Bellwether report that events was the only category to see growth in Q3, which shows a confidence in and commitment to a sector that suffered so badly through the pandemic.

“Consumers will be spending less in 2023 but will be making more careful choices. Many will still do what they can to get out and have fun so I don’t see there being a drop off in people attending festivals or ticketed events, they might just choose to attend less than usual.

“There are fewer more powerful ways to connect with consumers than through live events, with the opportunities for multi-sensory, immersive moments, so brands would do well to commit marketing budget to the sector and simply scale their activity up or down accordingly.” 

Daniel Todaro, MD, Gekko

“Inevitably next year will be dominated by the need for brands to understand a campaign’s Return on Investment (ROI).

“With so much pressure on the bottom line, ROI will become the single most important driver for marketing in 2023. 

“After all, the ability to demonstrate the value of every pound spent and the weighted impact of your marketing efforts, leads to the only barometer that matters, sales. 

“And in a period where 60% of consumers are prepared to switch brands based on value, the customer journey must be re-understood to be curated effectively”.

Jo-ann Fortune, Head of Content, iCrossing UK

“The key ambition marketers should keep front and centre for 2023 is to be helpful.

“Whether that’s by offering expert guidance or improving the customer experience so it’s easier for users to complete a task.

“Brands need to pinpoint the opportunities for them to make their customers’ lives easier, by identifying gaps and digging into their unique expertise on specific subjects. 

“Being conscious not to simply add to the noise on saturated topics, which could detract from more authoritative sources.

“With finite resource, the greatest skill marketers can nurture in 2023 is prioritisation – weighing up opportunities to drive value and visibility through content, against the effort involved.”

Elliot Hill, CMO, VeraViews

“In the new year, we hope the industry will take a stand against ad funded crime.

“This is why we joined the founding advisory team of the newly created UK Stop Ad Funded Crime (UKSAFC) initiative.

“It’s important to increase trust and value in the media ecosystem. Every year, hundreds of billions of pounds are lost to fraudulent advertising. 

“British businesses and the government itself are unwittingly paying millions for invalid traffic (IVT) and much of this is orchestrated by criminal gangs. 

“Thanks to a new, multi-stakeholder approach, we can make a difference, with a world-leading initiative that drives people to action.

“I look forward to progress in this area. After all, whether you’re a brand, advertiser or publisher, IVT is one of the greatest threats to the success of a digital ad campaign.”

Owen Hancock, RVP, Marketing EMEA, impact.com

“In 2023, we expect to see brands turn to innovative partnerships for more trusted and personalised interactions especially in tough market conditions.

“Partnerships can offer a more authentic call to action, through reviews sites, bloggers or influencers and they are a creative and and cost-effective way to turbocharge campaign impact. 

“What’s more, we expect to see a shift towards technology platforms that help to find those creators and partners with the best fit. 

“There’s an enormous volume of new talent in the partnership economy, but it’s tough to find those efficiently (which is what technology can support with).”

“Meanwhile, automation can free up time for marketers to focus on strategy. 

“For instance, automatic link updates for retailers ensure content remains relevant, up to date and profitable, while integrations with e-commerce platforms such as Shopify can give small and medium business owners access to global partners in just a few clicks. 

“In 2023, macroeconomic pressures will make these types of efficient integration priceless.”

Roger Barr, Chief Digital Officer, iCrossing UK

“Search trends tell us that there’s been huge changes in consumer behaviour, and that is only going to continue into 2023.

“Whether that be searching for inflation busting deals, products to help reduce energy use or simply ways to manage finances and reduce the daily cost of living.

“Brands therefore need to double down on creating and leveraging customer insights so that customer experience marketing is more human and sensitive to their economic realities. 

“With customer retention a key challenge for 2023 brands will need to stay ahead and proactively intervene based on customer signals.”

Rachel Peace, UK MD, Hearts & Science

“In the coming year, focusing on the relationships between agencies and clients will become even more critical. Notably, we’ll need to help CMOs make a case that marketing is a business investment not a cost. 

“As such, agencies need to speak the language of the boardroom, to place marketing spend in the context of long-term growth and the P&L.

“Clarity and context will become all the more important. We will need to justify every decision in order to keep all stakeholders onboard and be transparent on how spend will drive sustainable and measurable impact. 

“The challenge will lie in fixing variable budgets – but it pays to be reactive in uncertain times and so makes sense to allocate more to the variable list.”

Bhavin Balvantrai, Chief Market Analyst, Omnicom Media Group UK

“Economic headwinds will continue to increase scrutiny on all media investment. The focus will be on measurement and attribution to ensure marketing spend is efficient and effective. 

“This will dovetail with the need for a progressive approach to privacy, ethics and compliance. One thing that is becoming clear is that video is the consumer format of choice. 

“We’re seeing a decline in appetite for text-based social media, applying pressure to Meta and Twitter as audiences migrate to TikTok. 

“And the fight for streaming ad pounds begins as ITVX, a rebranded Channel 4 and an IP-delivered Sky services take on commercial solutions from previously subscription-based platforms.”

Mike Fantis, VP Managing Partner, DAC Group

“Marketing budgets are going to be cut in 2023. This will place greater emphasis on personalisation to generate cut through and gain attention. 

“In practice, this means bringing genuine value to audiences through earned and owned content that is closely aligned to their particular needs – and across all touchpoints. 

“Success will be contingent on understanding those audiences of course, but at this stage most brands will have the data they need to do so. Now they need to work out how they can use it to benefit their customers over pushing their own agendas.”

Hugh Stevens, Head of Strategic Growth, LiveRamp

“Data collaboration will continue developing into one of the backbones of modern digital advertising, and in 2023 brands will continue to find different ways to connect their customer data sets strategically. 

“The ability to unlock profiled new audiences, improve campaign planning and to improve measurement will provide a great deal of value for media owners and the brands or agencies they work closely with.”

“For example, if we look at the retail customer journey, e-commerce data often exists separately from data generated by in-store purchases. 

“However, merchandisers have the technology available to them to analyse transactions across the full customer journey, enabling  strong insights that power more efficient and personalised consumer interactions.”

“Marketers who know their audiences thoroughly, through the use of sophisticated data collaboration strategies, will be one step ahead when the economy stabilises.”

Predictions 2023: Marketing