Volatility is the new world order, but now is not the time for marketers to play it safe
For the courageous organisations that are willing to change how they go about doing things, there’s plenty to gain in the new world order. Dan Beaumont looks at how marketers can find a way forward with confidence.
As we rapidly roll into 2019 (where did January go?) and attempt to comprehend the big marketing themes for the coming calendar year, all signs suggest we’re going to experience more ‘hyper-volatility’ before business conditions improve.
Globally, there’s a litany of threats (apologies in advance for over-simplifying some of these, but I think you’ll get the collective point) – the undermining of democracy by the rise of nationalist and socialist attitudes around the world has the potential to reverse the gains of globalisation as borders become less ‘porous’, restricting trade (US v China, Brexit v EU).
Politicians, particularly in Australia, are leading with their egos instead of their heads and hearts, resulting in minimal policy progress, government shutdowns and a disturbing amount of indecision. Volatility in financial markets is significantly impacting on company values (and ultimately people’s retirement nest eggs) and some analysts are predicting a global recession or, at worst, another GFC-scale meltdown.
“You don’t have to be an economist, accountant, behavioural scientist or mathematician to understand that economics and finance drive more than 100% of decision-making in business.”
Dan, I have studied and worked in several of those professions named above, so please explain how economics and finance drive MORE THAN 100% of decision-making in business.
@JG – You might have missed my very subtle and poor attempt at a written joke. Thanks for taking the time to read the article though.