AdNews asked industry figures for their assessment of 2022 and outlook for next year
Catherine King, chief strategy officer, Leo Burnett Australia
There are patterns in our industry. Themes that you can tease out from shared conversations and whispers around our worries. They point to a tenacious focus on growth; product or business model innovation; attracting next gen talent; and how to balance the commercial realities of business with the renewed space and care that we share around wellbeing.
The end of the year is a time when we consider all of this and make bets on the future and sometimes how we make these bets is as interesting as what we bet on. While the future is never guaranteed, our collective comfort levels towards uncertainty have taken a hit. Our recent Good Study found that half of Australians feel pessimistic about the economic outlook of our country’s future over the next 12 months and only 26% believe that we will be better off.
And while this may all seem a little too hard, history shows us that times of uncertainty and change can be unexpected opportunities for hope. Our industry is without a doubt, an influential one. We combine creativity, commercial savvy and psychology to effect change and our Good Study shows that 88% of Aussies now look towards us and the brands we work with for active demonstrations of positive action.
So within this uncertainty and change, we should look at how we make even more silver linings in the year to come.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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