群邑集团（GroupM）：包装商品、奢侈品、电信、汽车和技术新经济展望报告（英文版）（25页）.pdf

1、NOVEMBER 2021 PORTRAITS OF CHANGE: THE NEW ECONOMY INTRODUCTION03 AUTOMOTIVE06 CPG09 LUXURY13 TECHNOLOGY16 TELECOM20 WHATS AHEAD23 TABLE OF CONTENTS Habits formed during times of adversity have a way of becoming permanent. Children of the Great Depression never outgrew the compulsion to conserve res

2、ources, and the women who entered the workforce during World War II never really left. Today, as offices and cinemas reopen and airports prepare for holiday crowds, we are in the exciting position of seeing which consumer behaviors adopted during the pandemic may be with us for the long term and how

3、 they will affect our culture, our economy and our industry. To get the fullest possible understanding, it is helpful to look at the origins of these habits and how theyve impacted various economic sectors thus far. This means looking backward so we can see whats coming. While we aim to maintain a c

4、onsumer lens in our analysis, often the most detailed and accurate information about consumers can be assessed through extensive analysis of financial data from the companies they patronize. This report focuses on five of the largest marketing categories: packaged goods, luxury, telecommunications,

5、automotive and technology. By evaluating their performance over the past several years, as well as the headwinds and opportunities presented by these unusual times (supply chain changes, product distribution and sales, the capacity to operate digitally), we hope to emerge with the clearest possible

6、picture of how our recent past is shaping the foreseeable future. COLLECTIVE INTELLIGENCE AUTUMN 2021 3 PORTRAITS OF CHANGE: THE NEW ECONOMY 3 INTRODUCTION Forecast Growth of Advertising Spend by Sector 2021-2023 0% 5% 10% 15% 20% 25% 30% 35% AutomotiveCPGLuxuryTechnologyTelecoms Growth of Advertisi