Imagine you are reading this in 2024, when the world was calmer, more predictable. You may not have been preoccupied by the general lurch to the right of many political parties around the world, the implications of AI on your marketing practices or teams, the employer brand impact of DEI roll-backs by US business partners or possibly your own company, or the potential imposition of tariffs on your exports. Since then your world, your organisation and the marketing function have changed rapidly. Expectations are mounting from stakeholders on your impact on the environment. How you deploy AI and the ethics around it are under scrutiny in how marketing, sales, customer service functions in your organisation get their jobs done. Globalisation is seen with scepticism with fragmenting markets wanting reassurance that your services account for local preferences. Allyson Stewart-Allen reveals how to make sense of our ever-increasing VUCA (volatile, uncertain, complex, ambiguous) environment.
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