Marketing’s Power Problem: A Moment to Reflect and Act

Marketing has never been more commercially important. Marketers shape and power growth, influence behaviour and help organisations navigate change. And yet, as Sophie asked at the start of the conversation, “If marketing is so powerful, why does it struggle so badly with its own reputation?”

That question prompted a thoughtful and, at times, challenging discussion amongst over 150 The Marketing Society members from around the world. What emerged was not frustration, but a collective opportunity to reset how marketing shows up inside organisations. A recurring theme was the increasing `financialisation' of decision-making. Marketing is often judged narrowly, line by line, on short-term cost, while much of the value it creates unfolds over time. Marketing’s impact doesn’t end in an accounting year.

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