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We’re living times where the pace of change is accelerating exponentially due to an innovation era that combines different technologies like never. Thinking about the future is indeed a stressful exercise, because it forces us to draw new boundaries, cross the frontier of the unknown. In doing so, we leave the man of action that answers to the moment, to become the man of thought, that should make the right questions. The same will be for marketing, to evolve from a distant and one answer discipline, the “it is marketing”, to become “the can be marketing”, where a questioning attitude should prevail, thus new skills will be needed to be successful.
In my presentation, I’ll emphasize that digital transformation will suck every industry in, some faster than other and only the fittest brands and companies, those that are able to evolve, will survive. But, Change is very uncomfortable and sometimes companies need to practice autophagy to innovate and move to the next level. Those who don’t do it, will most likely drown and cease to exist. Gen Z and the following generation, are incredibly different and challenging to understand, but some theories defend that such thing as repeating generation patterns do exist, helping to uncover a bit of what they will be like, as well the world we’ll all live in. I’ll also share a few trends that will impact the way marketing will be done, supported with cases, and will finalize with 7 future work skills that Porto Business School endorses.