Far from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
From choosing ‘confident all-rounders’ and looking for external expertise, to recruiting specialists, small businesses are finding innovative ways to build their marketing teams.
From upskilling existing teams and collaborating with other departments to exploring new ways of finding talent, marketers are working hard to ensure they have the right skills mix for what has been described as a “transition year”.
As Cop26 kicks off this week, marketers are feeling the pressure to communicate their brands’ sustainable credentials and avoid claims of greenwashing, while still delivering for customers.
Aside from potentially costing them billions in lost consumer spend, brands’ failure to accurately represent the lives of older women means they are missing out on this demographic’s power as influencers on younger generations.
From energy and transport to logistics and tech, female marketers are bringing their own style of leadership to traditionally male-dominated sectors and hoping to break down barriers for the next generation.
From nurturing a fierce curiosity in customer behaviour, to becoming more agile and honing their digital skills, marketers must be prepared to upskill if they want to futureproof their careers in 2021 and beyond.