Macro-level geopolitical turmoil is no longer the background against which marketing operates, writes Revolt's Pippa Morris. It's central to the fight to foreground purpose in advertising.
The impact on resources, logistics, supply chains and public sentiment from the Ukraine war, Washington/China tensions and now the escalating Israel and Palestine conflict have been widely documented. Geopolitics is rapidly becoming an unavoidable and dominant risk to running a business.
And geopolitical issues are now having an increasing impact on corporate ESG policies. Shifting supply chain relationships, increasing energy prices and growing nationalistic sentiment are all putting pressure on carefully constructed ESG plans.
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