As we close the books on 2022, we thought it appropriate – even necessary – to make an educated bet on the themes that will define 2023. Amid recent uncertainty and shifting priorities, ensuring your focus lies in understanding and exceeding your customers' expectations is key to success in the new year.
Now is the time to get it right: If one lesson resonates from the last few years, it is that great brands are born at the cusp of big inflection moments.
WunderPredicts: Marketing Trends That Will Shape 2023
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While businesses are slated to double-down on digital and tech investments, few winners emerge in tough times. Fortune seems to favor the boldest, not the biggest. But where risk is hefty, rewards are super-sized.
Discover how Wunderkind can help your brand go above and beyond to reap the rewards in 2023.
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Volatile economic headwinds remain a challenge for brands going into 2023. In a welcomed development, the rapid rise of inflation has finally halted.
The Upside to a Downswing
WunderPredicts #1
83%
89%
of CMOs and marketing leaders are planning to increase marketing budgets in 2023.
Many brands plan to double-down on digital and tech investments to arm themselves for higher stakes and market saturation.
While 50% of organizations plan to tighten belts, only 6% are going to be cutting back on tech and digital. 51% will prioritize it as an area of focus by increasing investments.
"Never let a good crisis go to waste."
Rahm Emmanuel
WunderPredicts #2
Rumors of digital’s demise have been greatly exaggerated. While winners and losers will certainly emerge from a tough economic outlook, as is expected, eCommerce and digitization will continue to be favored by consumers.
The pandemic saw an unparalleled rise of eCommerce – both for consumers and organizations. After record gains, a rebalancing took place as in-store activity reopened, and inflation caused purse strings to tighten thereafter. While we don’t expect spending to slow, we do believe consumers will spend smarter.
In a Recession, More is More
of consumers predict an upswing in online shopping
47%
are purchasing at comparable or higher levels than they were a year ago
77%
After a decade of a near-static social media landscape with Meta running the show, the social media hierarchy has seen recent dramatic shifts, setting the stage for a reworked landscape come 2023.
WunderPredicts #3
Big Tech’s Reckoning
Meta’s fall from grace, TikTok’s rise to take its place
Meta attributes the decline in its advertising business as brand spend declined, the impact of the Apple privacy changes and investor concern that the company’s focus on the metaverse is over-leveraged.
In September, TikTok joined the rarified club of the tech elite, hitting 1 billion users. TikTok was the top grossing app in 2022 (when combined with its Chinese market twin) across iOS and Android. It was also the most popular app for both millennials and Gen Z in the US.
of marketers are concerned about the recesssion, especially as budgets are evaluated and set for the new year. Despite the uneasiness surrounding the current economic climate...
Download the full 2023 predictions report to discover additional marketing predictions and learn what these trends mean for your business.
