How European Marketers Can Adapt to a ‘Never Normal’ World

The concept of the ‘Never Normal’ world has become a central theme in marketing worldwide, reflecting the rapid pace of technological advancements, political upheavals, and shifts in consumer behavior. While these marketing challenges are consistent across industries, geographies, and generations, some nuances exist across the globe. 
Discover how European and UK marketers can navigate the challenges of a ‘Never Normal’ world through insights from our Global and Regional Trends Report

Understanding global trends through a European lens

Globally, advances in technology have led trends across the board. With the rise of artificial intelligence (AI) tools, we’ve achieved unprecedented levels of innovation and efficiency. But AI also brings a level of complexity and an increase in malicious digital acts. The world has never been more complex, fast-moving, or mistrustful—all complex behaviors that are interconnected and interdependent of one another.

European marketers are increasingly using AI to enhance personalization, automate processes, and gain insights from vast amounts of data. However, ethical concerns and the potential for misuse of AI-generated content pose significant challenges. AI has ushered in the rise of deepfake technology, which allows users to create fake videos and photos based on text prompts to an AI model. Deepfakes have become sophisticated enough to fool even the closest relatives of celebrities, leading to significant trust issues. This technology, when used nefariously, can lead to the proliferation of misinformation.

Due to the negative side effects, the U.K. and Europe have been particularly critical of these technologies, enforcing government legislation in some cases. While the UK and many European countries have had elections this year, the respective governments remain committed to finding a balance between the risk and reward of technology. That said, the disparity between the more tightly regulated EU (with EU AI Act) and the less regulated UK is presenting challenges that will need to be overcome in the near future.

Furthermore, these technologies come with a great deal of cybersecurity risks. A Clark School study found that global cybercrime incidents occur every 39 seconds. The financial and reputational damage from such crimes is escalating, emphasizing the need for robust security measures. For European marketers, this means adopting advanced cybersecurity protocols and crisis management strategies to protect their brands and maintain trust.

Outside of technological innovation and digital tools, sustainability remains a critical concern for consumers, particularly in Europe. Compared to other global economies, European countries are making significant strides toward renewable energy goals. Consumers are increasingly demanding a genuine commitment to sustainability from brands – not just corporate statements and missions. Marketers will find that highlighting genuine sustainability efforts through transparent and engaging storytelling may enhance brand reputation and support customer loyalty.

Regional trends shaping U.K. and European marketing

While many trends we analyzed are applicable globally, there are some particular trends that marketers in Europe and the U.K. will face this year.

The recent U.K. General Election and European Parliament elections brought significant political shifts, with citizens electing political officials who will impact regulatory environments and market dynamics. While the full impact of these electoral changes has yet to be seen, marketers should expect to stay agile and ready to adapt strategies to new political landscapes.

Alongside newly elected officials may come updates in legislation, particularly in the area of renewable energy. Europe is leading the way in renewable energy adoption with ambitious targets for 2030. As previously mentioned in regard to a global interest in sustainable initiatives, brands should lean into their green initiatives and align with renewable energy companies.

The U.K. and Europe are also making substantial investments in technology and innovation, aiming to compete with global leaders like the U.S. and China. With a strong focus on AI, quantum computing, and electric vehicles, European marketers have a wealth of opportunities to position their brands as innovators.

Lastly, the quantification fallacy remains a constant challenge among European marketers. While data-driven marketing is important, there is a growing concern about over-reliance on metrics at the expense of creativity. European marketers will benefit from striking a balance between quantifying marketing efforts and fostering higher-quality campaigns. This can be accomplished by focusing on campaigns that resonate emotionally with consumers and leverage data to refine, rather than dictate creative strategies.

How brands can adapt

In a world where change is the main constant, adaptability is a key skill for marketers. Building agile teams that can pivot quickly in response to new trends and challenges is essential. Brands should create a culture of continuous learning and remain flexible in their strategies to thrive in our ‘Never Normal’ world.

Adaptability is also vital in building your brand toolkit and technology stack. Stay ahead of technological trends, invest in tools that enhance your marketing efforts, and streamline processes. Landing the perfect tech stack may take time, but the effort is worthwhile. Always explore new technologies to stay competitive.

Marketers also need to listen to consumer preferences and lead with the audience in mind. Trust has always been a mainstay of society and consumer psychology, but earning it has never been more critical or more challenging than now. With consumers increasingly skeptical of brands and information, marketers must prioritize building and maintaining trust. This can involve being transparent, authentic, and responsive to consumer concerns; implementing robust data privacy measures; and engaging in ethical marketing practices.

Trust can also be earned through heart-felt brand actions, such as prioritizing sustainability efforts. European marketers are highly attuned to environmental issues, and brands that demonstrate genuine commitment to sustainability will stand out.
In an effort to keep up with our rapidly evolving landscape, marketers should lean on external resources—like our Global and Regional Trends Report. The report includes a thorough analysis of current trends in marketing and communications, with deeper dives into regional differences in trends. By understanding these trends and adapting strategies accordingly, brands can navigate the ‘Never Normal’ world effectively and better understand how to create strategies that resonate with consumers.