In 2024, the Fast-Moving Consumer Goods (FMCG) sector experienced notable shifts in consumer behavior within grocery retail and convenience shopping. These developments were influenced by economic pressures, technological advancements, and evolving lifestyle preferences. For FMCG marketing teams, understanding these trends is crucial for strategic planning and market positioning.

In the maze of today's digital marketing world, where data-driven strategies and numerical analytics dominate discussions, the ancient art of storytelling is making a compelling comeback. As we navigate through the digital age, the intrinsic value of storytelling in marketing has not just survived but flourished, evolving into a vital tool for brands aiming to connect with their audience on a deeper, more emotional level.

In today’s rapidly evolving business landscape, marketing now finds itself in a perpetual identity crisis. Unlike any other profession, it is constantly chasing shadows to justify its existence in modern boardrooms. This relentless pursuit of validation has led to what can be termed the “immutable destruction” of marketing—a gradual erosion of its foundational principles and a dilution of its strategic significance.

In this Market Understanding 2.0 Series, we help business owners, brand managers, and investors better understand the information that being presented to them, in order to improve their market understanding to help them make better business decisions.

The last few decades in marketing have been a relentless pursuit of the latest advancements and business tools, each hailed as the next big thing before being discarded for the next shiny new marketing toy.