Crafting Shape in a Fluid World – The Intersection of Marketing and External Forces

Description

Marketing practice is being transformed by technological advances, geopolitical shifts, economic pressures, and growing demands for sustainability and social responsibility. Retail environments serve as key sites where these transformations unfold, with both physical and digital channels becoming laboratories for new consumer engagement and adaptive strategies. Consumers now demand greater brand ethics, transparency, and societal contributions, while external disruptions like supply chain fragility, inflation, and geopolitical tensions reshape pricing and sourcing. Simultaneously, artificial intelligence and platform ecosystems are fundamentally changing how consumers access information and make purchase decisions.

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Potential topics

• Consumer responses to global disruptions (e.g., inflation, supply chain fragility, climate events, tariffs, war)
• Impact of AI, automation, and platform-based ecosystems on consumer well-being and happiness
• How to enhance responsible consumption (e.g., reducing food waste and increasing adoptions of green energy and public transportation)
• How to serve marginalized and disadvantaged consumers and enhance equality among gender, race, ethnicity, and socioeconomic status through marketing and equitable practices
• Evolving consumer purchase patterns and consumption practices around brand ethics, transparency, and sustainability
• How firms can navigate sociopolitical activism (e.g., Should brands take a stand or remain silent?)
• Recalibrating brand-consumer relationships in times of social and political polarization
• Cross-cultural and cross-generational consumer insights in a post-globalization era
• Retail innovation in response to external forces, trends, disruptions, and shifting consumer expectations
• Marketing strategies for enhancing trust, loyalty, engagement in uncertain environments