{
  "docId": "019dd923-5ca1-7489-b636-4a7dc4688d5b",
  "docSlug": "9439c6eb4a54a362",
  "documentTitle": "2023 Global Marketing Trends",
  "authorId": "Deloitte",
  "authorName": "Deloitte",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.629,
  "pageNumber": 19,
  "pageCount": 48,
  "prevPage": 18,
  "nextPage": 20,
  "slideType": "key_messages",
  "function": "summarize",
  "density": "overcrowded",
  "nDataPoints": 0,
  "notes": "The slide uses a three-column layout to present qualitative insights on sustainability trends in specific industries.",
  "elementsJson": [
    "paragraph",
    "quote_block"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b636-4a7dc4688d5b/19",
  "deckHref": "/decks/019dd923-5ca1-7489-b636-4a7dc4688d5b",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-4a7dc4688d5b.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-4a7dc4688d5b#slide-19",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "When we looked at marketing priorities by industry, two industries stand out as placing a high emphasis on sustainability and equity: Energy, resources, and industrials (ER&I) has \"building more sustainable capabilities\" as its top priority.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-ba8e-719f-8a5c-586ce8bf0a41",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.25,
        "x": 0.67,
        "y": 0.5
      },
      "kind": "paragraph",
      "text": "Kevin Moens, corporate director for sales and marketing at Eastman, explains Eastman’s deep commitment to sustainability: “In the coming years, we are committed to a strong investment strategy in sustainability, regardless of the macroeconomic environment. We are investing in molecular recycling technologies that enable us to unzip plastic waste and bring the polymers back to their basic molecular components, allowing for infinite recyclability and bringing about a truly circular economy. These technologies produce virgin-like plastics with a substantially",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "05540666-4821-4bd4-8879-b57eb0b8d787",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.36,
        "y": 0.29
      },
      "kind": "paragraph",
      "text": "When we looked at marketing priorities by industry, two industries stand out as placing a high emphasis on sustainability and equity: Energy, resources, and industrials (ER&I) has “building more sustainable capabilities” as its top priority, at a rate nearly double the cross-industry average. Meanwhile, life sciences and health care (LS&HC) has “building more inclusive capabilities” as one of its top three priorities (figure 2).",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "24490480-cb7d-44c8-a43a-4ba8c8a7c241",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.67,
        "y": 0.19
      },
      "kind": "paragraph",
      "text": "ER&I invests in the future by focusing on sustainability. When asked how they plan to improve customer-centricity in marketing efforts, ER&I respondents cited meeting customer values. Since customer values increasingly include sustainability and equity, it is no surprise that these organizations were most likely to report an emphasis on sustainability efforts this year.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "850d2734-1efa-4e06-9857-dcb14d222b0e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.25,
        "x": 0.36,
        "y": 0.62
      },
      "kind": "paragraph",
      "text": "The reason behind this emphasis could be that global events of the past few years have forced companies in the ER&I and LS&HC industries to adapt quickly, in some cases even before they were ready. To help ensure their organizations are prepared for unexpected challenges, CMOs can look for lessons from these industries that are already focused on social issues.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f04134be-d261-4765-87ea-e78732eaa1ec",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.25,
        "x": 0.05,
        "y": 0.62
      },
      "kind": "quote",
      "text": "We have to have answers to [sustainability]. This is not a trend; this is a must because we have only one earth.",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8d0fcdb9-675e-4bcb-acd8-bb9a13ffa72c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "We have to have answers to [sustainability]. This is not a trend; this is a must because we have only one earth. —Michael Schuld, chief commercial and marketing officer, MediaMarktSaturn Retail Group",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd951-ba8e-719f-8a5c-5ed2d2158535",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.25,
        "x": 0.36,
        "y": 0.185
      },
      "kind": "title",
      "text": "Driving sustainable growth: Health care and energy are leading the way",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "955ab9f2-b0c8-4c79-8cea-386aa89336e4",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Big Idea Formula",
      "slug": "big-idea-formula",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "e0153925-cc50-4948-9e04-40cab46613dc",
      "evidence": "When we looked at marketing priorities by industry, two industries stand out as placing a high emphasis on sustainability and equity: Energy, resources, and industrials (ER&I) has “building more sust",
      "confidence": 0.6
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 40,
      "from": 10,
      "beatId": "01309111-3b4c-4739-b8eb-e18f6751797f",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "The document provides solutions and recommendations for CMOs to drive growth and sustainability, including focusing on internal sustainability efforts, creativity, and rising technologies.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 22,
      "from": 15,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "357d21f0-d3c3-426a-b809-7eeab80b5646",
      "evidence": "The document emphasizes the importance of sustainability and equity for consumers and provides examples of industries leading the way in sustainability efforts.",
      "position": 1,
      "objective": "Why is sustainability important for businesses, and how can CMOs drive growth through internal sustainability efforts?",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.7,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}