The global marketing landscape has been shaken up over the last few years, largely due to the onset of the Covid-19 pandemic, which contributed to already changing consumer and business behaviour. This year will see a continuation of some of the trends of the last two pandemic years, as well as some shifts in marketing approaches aimed at maximising impact and improving customer experience across all brand touchpoints.

1Africa Consulting’s Lasi Mashaba speaks to B2B publication, Retailing Africa, about marketing and communications predictions for 2022.