CMOs face growing C-suite pressure as market volatility reshapes marketing strategy

The study, based on responses from 29 global CMOs and senior policy leads representing $65bn in annual marketing spend, found that 82% believe marketing budgets are under heavier scrutiny than just a year ago. Half said board pressure has intensified, while 52% report CEOs are paying closer attention to marketing output.

For many, the result is a deliberate slowing of long-term planning in favor of short-term caution. Half of the respondents said they’re spending more time managing immediate risks rather than building future-focused strategies. A full 81% indicated they’re taking more time to reevaluate their brand’s positioning and external messaging as part of that recalibration.

The backdrop is a business environment that few see as stable. More than 90% said today’s market is less predictable than it was a year ago, with 78% noting that business no longer feels like it’s operating under “business as usual” conditions. Roughly 81% believe the landscape is riskier overall, while 60% say there are now more challenges than opportunities on the horizon.

That sense of uncertainty is also shifting where marketers invest. 82% describe the climate as a retreat from globalization, with 68% actively changing the geographic markets they prioritize for investment.

“Brand executives clearly sense a more unpredictable and volatile market. They are being asked to manage risk while also delivering on growth objectives,” said WFA chief executive Stephan Loerke. “Greater due diligence, enhanced cross-functional collaboration and risk mitigation frameworks are all demonstrating their value in an operating environment where stakeholder scrutiny is at a record high.”

The findings, which will be presented in full at Cannes Lions on June 18, highlight how external threats are weighing on decision-making across marketing organizations. When asked to rank sources of risk, respondents pointed first to the geopolitical environment (8.4 out of 10), followed by economic uncertainty (8.1) and tightening regulations (6.9). Concerns over fast-developing AI technologies (6.3) and the business practices of major social platforms (6.1) round out the list.

These mounting pressures have triggered changes in day-to-day marketing operations as well. Nearly three-quarters of respondents said they’ve increased due diligence around communications and expanded cross-functional collaboration to manage risk. 61% are building clearer internal responsibility frameworks, while 53% report taking extra precautions when working with influencers.

“There’s no doubt the waters are choppier than they have been before. There is risk in most aspects of strategy and planning for businesses and brands,” said Jon Wilkins, founding partner at The Intangibles. “Clients who have invested in longer-term thinking, platforms, frameworks and scenario planning, clients who are consistently monitoring against their specific risk profile, are making better decisions. Having a compass in a storm is not a nice-to-have – it’s mandatory.”

The research adds to growing evidence that marketing’s C-suite visibility is rising as companies navigate a volatile mix of political, economic and technological forces heading into the second half of 2025.