07/16/2026
One of the themes that stood out to me in the latest American Marketing Association Future Trends in Marketing report was sustainability—not just as an environmental initiative, but as a marketing opportunity.
Three ideas resonated with me:
• Credibility matters more than volume. Consumers are looking for proof, not promises. The brands that communicate with transparency will earn more trust than those making the loudest claims.
• Think beyond today. Short-term market shifts shouldn't distract from long-term brand strategy. The strongest brands continue investing in what will matter years from now.
• Marketing has the power to shape behavior. Great marketing doesn't just respond to consumer demand—it helps create it by making better choices easier to understand and more appealing.
One of the reasons I value my AMA membership is the opportunity to stay connected to conversations like these and continue learning alongside other marketing professionals.
— Debra Nemeth | Managing Principal
