What happens when you put a marketing and consumer behaviour professor on the mics with a Chief Marketing Officer and the boss of a large media buying group to work out what might happen to media audiences and buyer behaviour as we tumble out of Covid and stumble into an economic downturn? The consumer mindset is inflationary, confidence is down, and wallets are likely to shrink considerably. There has been “revenge spending in spades” within entertainment, travel and food – but that may be about to grind to a halt. GroupM ANZ CEO Aimee Buchanan, Premium Content Alliance CMO Claire Williams and Jana Bowden, Professor of Marketing and Consumer Behaviour at Macquarie University, unpack the outlook for marketers, media owners and agencies.

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