‘Built over decades, measured in quarters’: How can marketers escape short-termism?
In a volatile world where shareholders demand quick wins and squeezed consumers want short-term savings, how can marketers champion long-term thinking?
Growing pressure to deliver improved performance every quarter is leaving marketers with little time left to focus on the long-term health of their brands.
Marketing Week’s 2025 Language of Effectiveness research, in partnership with Kantar and Google, finds well over half of marketers have seen their business prioritise short-term activity over the last year. This is activity designed to deliver results over a period of just six months, leading many marketers to question whether their organisation is investing sufficiently in long-term brand building.
What is causing this growing squeeze on long-term thinking and what should marketers do about it?
