How to address marketing's 'culture of short-termism'

The Marketing Week Podcast

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In the latest episode of The Marketing Week Podcast, we’re discussing why short-termism is becoming a even bigger issue for brands and what marketers can do to mitigate it.

Marketing Week’s 2025 Language of Effectiveness survey, in partnership with Kantar and Google, reveals 63.1% of marketers say their business has increased its focus on short-term activity over the past 12 months.

Just 17.3% strongly agree their business invests sufficiently in long-term brand health, while more than half (52.9%) believe their campaigns are too focused on performance or sales.

The barriers to investing in brand range from a lack of data and budget, to scepticism from leadership and a lack of agreed metrics. As a result, just 11.1% of marketers claim to be able to comprehensively demonstrate the effect of brand marketing and its overall business contribution.

To dig into these stats, host Charlotte Rogers, deputy managing editor and head of insight at Marketing Week, is joined by senior reporter Niamh Carroll, Rhea Fox, marketing director for gift experiences at Moonpig Group, and Pete Markey, former Boots CMO and Marketing Week Marketer of the Year 2023.

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