Trends Report

Geopolitical Disruption Demands Local Trust

CMOs At Global Brands Must Pivot To Truly Multilocal Operations

February 11th, 2021
With contributors:
Martin Gill , Keith Johnston , Xiaofeng Wang , Brian Hopkins , Anjali Lai , Nick Monroe , Melissa Chaudet , Lexie Lawhon , Alex Sobchuk , Rachel Birrell


Even before COVID-19, significant economic, political, and tech trends were fragmenting the global order. The pandemic’s economic and social crises and associated geopolitical shifts will drive further fragmentation. CMOs must anticipate the impact of this new global order on their brands and revisit their marketing in light of increasingly demanding and polarized consumers. This report helps CMOs at global brands close the technological, cultural, and behavioral gaps they face in creating globally consistent brand messages that meet local consumer expectations.

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