Page 21 - WhitePaper_MC&I Benchmark in Covid19 Era
P. 21
CHART 4
The pandemic also has also changed marketers’ degree of focus on cultural insights in their
marketing efforts. In Q3–4, a quarter of marketers will increase their focus on cultural insights.
However, one in fi ve marketers plan to lessen cultural focus in favor of diverse casting and
universal insights. These shifts seem to balance each other out without a signifi cant increase in
embedding cultural insights in the near future.
CHART 5
21
