These are the marketing and communication pillars of 2023

By: Trademagazin Date: 2023. 01. 17. 11:09

Founded at the end of 2016 and operating as an exclusive professional community of the Hungarian Marketing Association, the Marketing Decision Makers Club summarizes for the seventh time this year what to expect in the field of marketing and communication in the year ahead. Twelve prominent domestic marketing and communication decision-makers spoke about how we can respond well to changes in the consumer, technological, economic and social environment in this environment saturated with uncertainty in an unimaginable way.

Uncertainty as a foundation

After the economic and political challenges of recent years and the pandemic times, many hoped that a lighter period would greet us and that a new balance would emerge in 2022. Now we can clearly see that the last months of the last year were more of a preparation period for the next, even tougher times, says Krisztina Schubauer (EXIM Hungary).

Due to the challenges and disruptions caused by the pandemic, geopolitical tensions and economic uncertainty, this year is once again a year that cannot be compared to any other, adds Beáta Harcsa (Bonafarm Group).

We face simultaneous challenges such as war, inflation, rising energy prices, exchange rate fluctuations and raw material shortages, the effects of which leave their mark on consumer habits and customer behavior. This year, 2023, is unpredictable, contradictory and dubious: on one side, a kind of consumption growth is emerging, and on the other side, a conscious decrease can be seen in action, says Eszter Jákó (MVM).