The Christmas break offers not only a period for reflection, but also time to start the process of planning the year ahead. But this felt somewhat futile this year, as frankly, no one seems to know what the next three months hold, never mind the next twelve.

It did make me reminisce about the old days when you could forecast with confidence, and of the optimism we all felt going into 2020 despite the unknown of the pending Brexit.

But then, wave after wave of uncertainty came our way, and whilst we kept trying to ride through them, they continue to keep coming.

Historically, estimating trends were always in isolation, but the wider context we find ourselves in now, effects everyone and everything, either with less means or reasons to purchase.

2023 may be shaping up to be another test of our resolve, but we’re optimistic, determined, and ready to adapt.

So, my advice right now, to anyone working in the marketing industry is patience and endurance. Success will come to those that see beyond the now and maintain their own vision.

My Five Top Tips

Perseverance: Believe in your own truths.

Agility: Be flexible. Be ready to adapt and act fast.

Accessibility: Give consumers as many ways as possible to purchase.

Empathy: Take in the wider context of now.

Engagement: Make maintaining connection with your customers a constant.

Duncan Collins

Managing Director