MARKETING 5.0 / التسويق 5.0

Marketing 5.0 materializes against the backdrop of three major challenges: generation gap, prosperity polarization, and the digital divide.

It is the first time in history that five generations living together on Earth have contrasting attitudes, preferences, and behaviors.

The Baby Boomers and Generation X still hold most of the leadership positions in businesses and the highest relative buying power.

But the digital-savvy Generations Y and Z now form the largest workforce as well as the biggest consumer markets.

The disconnect between the older corporate executives who make most decisions and their younger managers and customers will prove to be a significant stumbling block.

Marketers will also face chronic inequality and imbalanced wealth distribution, which causes the markets to polarize.

The upper class with high-paying jobs is growing and fueling the luxury markets. At the other end, the bottom of the pyramid is also expanding and becomes a large mass market for low-priced, value products.

The middle market, however, is contracting and even vanishing, forcing industry players to move up or down to survive.