THE STEPIC METHODOLOGY

This report is part of the 11th annual Marketer’s Toolkit from WARC, aimed at providing insight and planning support for the main challenges facing marketers in the coming year.

As in recent years, the report is based on the proprietary STEPIC methodology developed alongside WARC’s sister brands within the Ascential group of companies. STEPIC covers six drivers of change for marketing: Society, Technology, Economy, Policy, Industry and Creativity.

By reviewing the major macro drivers expected to impact our industry in 2022 across each of these six pillars, the WARC team has been able to gain insight into the major trends and disruptive forces for marketers, and help define the most effective strategies to manage and profit from these forces.

SOCIETY

The drivers altering consumer behaviour and preferences

TECHNOLOGY

The drivers enabling new models, processes and possibilities

ECONOMY

The drivers of marketing investment

POLICY

The regulatory drivers affecting marketing activity

INDUSTRY

The drivers dictating the competitive environment

CREATIVITY

The drivers shaping creative output

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