Looking ahead: Key marketing trends brands should focus on

Mukta Lad

GSK Consumer Healthcare’s Shawn Roy examines the key consumer and marketing trends that brands need to look at over the next five years as the world moves from the pandemic to endemic stage of COVID-19.

With consumers increasingly seeing the importance of sustainability, authenticity and social responsibility, Shawn Roy, lead consumer insights at GSK Consumer Healthcare Southeast Asia and Taiwan, explained at FUTR Asia 2021 how brands need to take note of the woke consumer.

Sustainable marketing

Roy labelled sustainability as the “hero change” consumers are looking at and called it the reason why brands need to look at sustainable marketing.

Stating that sustainable marketing is more than just social responsibility, he explained: “Sustainable marketing is a mix of short- and long-term goals. It’s about demonstrating the values of sustainability and that’s what we must...

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