Q2 & 3 – Marketing Predictions

Quarter 1 of 2022 has come to a close and we are nearly half-way into Q2 . Our prediction for Q2 continues to see further increase in M&As and a consolidation of markets. Throughout Q3 and beyond, we will also see stronger collaboration through joint ventures and initiative. Equally, we will see a down-turn and a change in consumer’s willingness to spend, continued move from global to local markets and an increased use of AI for marketing purposes.

While hospitality and event industries are re-inventing themselves, other business segments are trying to meet the uplift in sales. The job market has turned into a job seeker’s market and the propensity to switch employer has never been higher. There is some slowin

More change is coming and the continued political volatility (caused by more extreme governments, the Ukraine war, the instability around China and the change of conversations in the Middle East ) and a shift from global back to more local markets will continue to drive innovation but also demand more agile (closer to home) supply chains.

The World Bank is predicting slow-down for 2022 and increase of inflation (https://www.worldbank.org/en/news/press-release/2022/01/11/global-recovery-economics-debt-commodity-inequality). In the meantime, we will see the META world growing exponentially and non-fungible-tokens become the ‘speculative-happy’s’ favourite past-time. Unfortunately, this will also mean that many will find escape in this surreal world and an outlet for their gambling habits – and while they are not gambling on sports, they will be giving their money away to purchase yet more non-real-life assets.

This is in the minority world.

The majority world, however, is seeing even further market decline and the developmental chasm will deepen. Yet, a number of countries like India and Nigeria might just prove this prediction wrong. Their recent investment in technology and entrepreneurship has the potential to support some of the newly created supply issues the minority world has yet to resolve.

Now what does that mean for marketing? Here our top 7 marketing predictions for Q2 and some of Q3 2022:

Advertising spending will rise initially with a focus on talent acquisition and small business innovation.

Culture wars in the US and somewhat later in the UK will most likely see more radical advertising and marketing campaigns. A good example of this is the recent campaign for Jeremy’s Razors which is not about the razors, but about a worldview. Brands previously following the loudest voice will have more opportunity to express alternative views. This could provide an interesting platform for creatives in the industry. Not just in Q2 and Q3 but beyond.

Brands need to keep an eye on disruptors from the majority world. Including these in any market research of online analysis will be prudent. Disruptors might not be local to the majority world, but might be a competitor who has chosen to take advantage of the increased know-how in majority world countries coupled with the still relatively low pricing.

Marketers will need to engage with the Meta world whether they want to or not. The talent of tomorrow is likely to hang out in this or similar spaces. Advertising in a magazine just does not cut it anymore :).

PR and what was traditionally known as ‘below the line marketing’ will continue to grow in importance. However rather than courting the media, brands will aim to drive more of their audience to owned media as well as courting them in online spaces. The difficulty will be how to balance resources and the vast array of spaces a brand could engage with.

AI for marketing: the sheer amount of work needed to identify, find and engage today’s online audience will see more and more brands use AI to meet the challenge.

Finally, with an increase in inflation, possible food shortages caused by the war in the Ukraine and resulting supply chain issues for agricultural commodities such as fertiliser, and an increased sense of insecurity, consumers will move to buying less and buying cheaper products or products which seem to offer more value. Marketeers need to be aware of this change and consider that anything which indicates price hikes or sacrifice for things such as Net Zero might no longer be welcomed as readily as in previous seasons. A shift in messaging will be away from “Net Zero” towards “Energy” and “Energy Security” in all its forms.

We live in a time which will require marketeers to think very strategically about the long-term market development. More than ever, it will be important to give time and resources to understand not only the economic situation but the impact the political stage will have on business, brands and spending.

(To read our Q1 forecast post, click below.)


Chocolate Freedom

Meet Simon and Sarah Wood, owners of Freedom Chocolate, an artisan chocolate brand, which appeals not to a niche of people, but young and old from all walks of life.

Freedom Chocolate makes it possible for those with allergens to enjoy rich, allergen free chocolate.

Simon and Sarah have developed a treat which is also ideal for vegans who love good quality and ethically sourced ingredients! 

Simon creates all chocolates by hand and uses only the finest of ingredients. He and Sarah ensure that all ingredients are ethically sourced and of the highest standards. For a small business this can be costly, but both agree: “It is worth it if it means people, especially children, are kept safe a result.”

Pick up some great tips about how to run your own chocolate business. What are the the ins and outs of setting up a chocolate business? How do you take the next steps from start-up to early stage business?

To find out more about Simon and Sarah and Freedom Chocolate, go to:






Leadership beyond 2021 – what do we really need?

What kind of leadership do we need in 2021 and beyond?

Will it need to be different? In which way? Or will we simply need good leadership, leadership which reads the times we are in and knows what is needed?

Does knowledge get in the way of leadership?

Is leadership purely transactional, based on knowledge, only based on data or do we need another level of leadership which puts wisdom, experience and possibly emotional intelligence first?

Is wisdom more important that knowledge?

Which countries’ leadership style will serve our future?

In this episode of Zeitgeist Leadership Pulse we explore where leadership is heading through and after the pandemic of Covid19 and what type of leadership will be needed 2021 on beyond. After (or still in) a pandemic, with Brexit in the UK and an increasing call for collaboration, what kind of leadership will succeed and where do we need to think differently?

We are talking to Stephen Gibbs, Principal Lecturer for Business and Leadership at the Institute of Business, Industry and Leadership, University of Cumbria, UK.

Connect with Steve here. He also has a fantastic blog, don’t miss! :
e. stephen.gibbs@cumbria.ac.uk

m. 07544 581601

linkedin: https://www.linkedin.com/in/stephen-gibbs-5452a2a/

twitter: https://twitter.com/Stephen_Gibbs

blog: https://bloggulentgreytripe.com/

To find out how we at Zeitgeist Communication work with leaders to develop successful strategies and focus on clear communication with stakeholders and customers, contact us at hello@zeitgeistcomms.com or connect with us on our website at http://www.zeitgeistcomms.com.


Social Media Hashtags 2021

Getting ready for 2021? The more organised, the better you can deliver on your social media and PR goals. There are many hashtag days you could include and it can get confusing what to use and what not.

We have made this easy for you and have curated the most useful hashtags for 2021 for small business owners or marketing and PR professionals working for SMEs or charities.

To get your free copy of the 2021 selection, register below.

Also, if you are looking for a social media planning tool which let’s you plan out multiple categories, schedule the same post several times, post directly to Instagram and more – and yes this is an affiliate link, but we really enjoy this tool and are sure you will, too – head on over to SmarterQueue.

And before we forget: we are also giving you access to a set of free Lake District-inspired social media backdrops. Sign up below and then head over to your email to download this free resource


Reputation, the last thing on your mind? Think again.

Mistakenly leaders invest in PR when it is too late

“In your kind of business, you have to convince people that they need you.” – These words were spoken almost as a through-away comment in a business conversation. Yet, they are so true. Public Relations and reputation management far too often do not come into play until the crisis has hit. Then, naturally, people are convinced of their usefulness.

Business leaders are rightly focused on the next sale, the next hire, the next meeting and the way forward. Excellent business leaders, however, realise that tomorrow’s business relies on today’s reputation. Hiring PR professionals only as a way to ‘clean-up’ or to ‘prevent the worst’ rather than investing in your brand and good standing is a miscalculation.

Steady investment drives business

“Why?” The steady investment in a good reputation and strong relationships with stakeholders and media, while no insurance, provides the backdrop needed to call upon support and understanding when the chips are down. Furthermore, sales depend on reputation.

Trigger-happy finger pointing

The current Zeitgeist in countries such as the UK and USA is marked by purchase decision-making which is no longer based on products and prices. Rather, we are seeing a strong desire to see brands contribute to the community in one way or the other. Unfortunately, this is compounded by trigger-happy finger-pointing at brands which do not measure up. The result is brand damage and loss of sales.

Public Relations must be part and parcel of any marketing strategy in today’s business environment. It cannot be an add-on.

Excellent reputation management will include three core elements:

– a consistent stakeholder strategy,
– an engaged social media strategy,
– committed media relations with long-term focus.

It is only through ongoing relationship building and dialogue that brands will be able to ascertain where the market and customers are heading. A clear Public Relations strategy identifies where reputational issues might pose a threat. Strong relationship management can build the understanding businesses need to create sustainable success. It is here that brand loyalty is won.

In today’s climate, business owners and leaders who spend little time and money on brand reputation are likely to be making a very bad investment decision.

Return on investment is about finances. Reputation is its breading ground.

If you are not thinking about reputation as a key vehicle to drive your ROI, think again.