The need for B2B marketing leaders to understand and consider the geopolitical context in these uncertain times was really brought home for me at the Propolis Leaders Forum this year, where we brought together 100 of the brightest and best marketing leaders from across the sector.
Awareness of these macro-trends can enable and empower marketers to have the right conversations with other members of the C-suite. So, with the shameless help of ChatGTP (as sadly I wasn’t there! ;-)) here’s a run down of what marketers need to know.
The World Economic Forum (WEF) 2025 summit in Davos brought together leaders from business, government, and civil society to address a range of pressing global issues. While the discussions were broad, there are several key messages and conclusions that B2B marketers should be aware of as they navigate the rapidly changing economic and technological landscape.
1. Global Economic Uncertainty is Here to Stay Quote:
“The global economy is facing an unprecedented level of uncertainty, and businesses must be prepared for volatility,” said Kristalina Georgieva, Managing Director of the IMF.
Takeaway for Marketers: B2B firms will need to pivot quickly to respond to shifting market dynamics. Marketers should focus on highlighting the resilience, flexibility, and adaptability of their products and services. Demonstrating a deep understanding of local economic conditions can be a valuable differentiator.
2. AI and Automation are Key Drivers of Future Growth, but with Challenges Quote:
“AI will be the defining technological transformation of the next decade, but we must balance innovation with ethics,” emphasized Sundar Pichai, CEO of Alphabet Inc.
Takeaway for Marketers: B2B marketers need to position their brands as thought leaders on responsible AI use. Highlighting how AI can improve efficiencies, reduce costs, and create value for clients—while ensuring ethical considerations—can resonate deeply with stakeholders looking for trustworthiness in emerging technologies.
3. The Need for Businesses to Act as Stewards of Society Quote:
“Businesses are not just profit centers; they must also contribute to society, addressing climate change, inequality, and long-term societal stability,” said Klaus Schwab, Founder and Executive Chairman of the WEF.
Takeaway for Marketers: There is growing pressure for businesses to align their practices with social and environmental values. B2B marketers should ensure their companies’ sustainability efforts, diversity initiatives, and community impact are front and center in their messaging to attract both clients and talent.
4. Geopolitical Tensions are Reshaping Global Markets Quote:
“The era of globalization as we knew it is over; we must now navigate a multipolar world,” noted Ursula von der Leyen, President of the European Commission.
Takeaway for Marketers: B2B firms must be agile in their global strategies. Marketers will need to emphasize the flexibility of their offerings, whether in product customization, local compliance, or geopolitical adaptability. Messaging should focus on how businesses can navigate these changes while offering stability and predictability.
5. The Future of Work is Hybrid and Tech-Enabled Quote:
“The office of the future is not defined by walls, but by digital connectivity,” said Satya Nadella, CEO of Microsoft.
Takeaway for Marketers: As hybrid work continues to dominate, B2B marketers should highlight the tools and solutions that enable remote collaboration, productivity, and innovation. Whether it’s through cloud services, virtual collaboration tools, or AI-powered efficiencies, positioning a company as integral to the hybrid work ecosystem will be key.
6. The Role of Trust in Business and Technology Adoption Quote:
“Trust is the foundation for business to thrive in this new digital economy,” remarked Mary Barra, Chair and CEO of General Motors.
Takeaway for Marketers: In an increasingly digital-first world, B2B firms must work on building trust—especially when it comes to data security, privacy, and transparent AI usage. Marketers should focus on cultivating relationships with clients based on reliability and ethical business practices.
7. Diversity and Inclusion as Competitive Advantage Quote:
“Diversity is not just a moral obligation; it’s an economic imperative,” argued Melinda Gates, Co-chair of the Bill & Melinda Gates Foundation.
Takeaway for Marketers: As businesses across sectors continue to embrace diversity, B2B marketers must ensure their brand represents inclusivity. Diversity in leadership, talent acquisition, and customer engagement strategies should be communicated as not just ethical, but essential for driving innovation and growth in a competitive marketplace.
The 2025 Davos Summit reinforced several trends and challenges that B2B marketers must consider: economic uncertainty, technological innovation (particularly AI), the importance of trust and ethical leadership, and the evolving role of businesses in society.
Marketers should be prepared to respond with messages that emphasize agility, responsibility, and innovation while aligning their strategies with the broader social and economic shifts underway.
It’s not bad this AI thing, is it? 😉