Top marketing executives are growing increasingly cynical about their own roles, as well as the overall direction of their marketing organizations, according to findings released by industry consultant MediaLink.

Three quarters of 400 senior marketing executives surveyed last summer indicated they are pessimistic about their business’s growth prospects, while nearly a third (31%) said they are “very pessimistic,” reports MediaPost.

In its analysis of the data in the just-released 2024 edition of its “Marketers Forecast” report, MediaLink’s analysts attributed the increasingly negative sentiment to “the scale of challenges” confronting big marketers, including an uncertain economic environment and fundamental changes in media and marketing technologies, such as the complexity associated with the transition to AI.

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