Page 10 - MYM 2016

World Marketing Summit in action
Shifting the Paradigm bY Sadia kibria
Today the world is facing up to some of the most challenging economic and social conditions in a generation. The dramatic slowdown in the global economy, combined with widespread
political unrest and existential concerns about the environment, is compelling evidence that the growth model of recent years has been exhausted. The task at hand now: how to develop a new model that har- nesses the power of technology and innovation to deliver global economic growth that is more inclu- sive and sustainable, to create a better world through marketing.
We are also in a unique position today due to technology innovations, which allow us to engage with experts around the world and train present and future generations to nd solutions to the existing challenges in a manner and scale never thought pos- sible. From the way we use the world’s resources through our basic daily consumption and living, to the decisions made at enterprises and institutions which drive the world’s economy – people’s beliefs and values, and the choices they make create the world we live today. It is by in uencing this behav- ior that we can make the biggest impact towards the creation of a better world.
The new technology era, if we shape it and
contribute to it in a responsive and responsible
way, can catalyze a new cultural and economic renaissance that will enable us to feel part of some- thing much larger than ourselves, a true global civilization. The technologies we need to deliver a new economic growth model are essentially ready, ranging from the Internet of Everything and Digital Money to alternative fuels, 3-D Printing, nanotech- nology, robotics and even arti cial intelligence. The challenge is how to use these innovations intelli- gently to transform today’s system of production and consumption, while at the same time delivering growth that creates employment, increases social inclusion and rewards investment, goals which all are imperative.
As of now, some of world’s leading businesses are already rising to this challenge in a variety of industries. Manufacturers of cars and trucks are not only evolving towards alternative fuels but are also using internet technologies to position themselves as providers of integrated mobility services to improve the quality of life in the world’s fastest growing cities. In the nancial services sectors, companies, banks and exchanges are developing new ways to service the unbanked and mobilize the capital for workable investments. Meanwhile, policymakers are working hard to ensure that new regional trade and
10 | MINd YOUr MarkETING OCTOBEr 2016