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Document type
Corporate author(s)
Chartered Institute of Marketing
Chartered Institute of Marketing
Date of publication
1 March 2017
Marketing: all aspects of marketing, advertising and public relations
Business and management
Material type

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This report covers the findings of two studies commissioned by Chartered Institute of Marketing (CIM). The first was conducted by YouGov between December 2016 and January 2017 with 255 people who work in a marketing role in England, Scotland and Wales. The second was an online survey of 112 CIM members conducted in January 2017.

Key findings

  • Brexit is the top worry for 55% of respondents, then fear of recession, cited by 47%.
  • This explains why 54% of respondents believe there will be more 'brand Britain' messaging in 2017, and 19% are already working on such ideas.
  • There was also evidence of the importance of ethics, with 87% saying there is now more pressure for brands to act ethically and 89% believing that the internet, particularly social media, is enabling consumers to find out more about how brands behave and giving them more pressure to affect change.

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