UK marketers are more optimistic about their own company’s prospects than they are for their industries as a whole, according to the Institute of Practitioners in Advertising’s (IPA) latest Bellwether report.
The quarterly report shows that just ten per cent of marketers are more optimistic about the prospects of their industries than they were three months ago, whereas 35 per cent are more hopeful about their own company’s financial prospects (MW August 4).
Similarly, just over half are more pessimistic about the financial prospects of the industry they work in, yet just 31 per cent are pessimistic about the future of their company.
The report, which surveys over 250 marketers, concludes that companies have become more upbeat about their own prospects over the last quarter, and less downbeat about their respective industries. This means that the marketers surveyed are expecting their company’s performance to exceed that of their industry.
Marketers were asked the question: “Taking all things into consideration, do you feel more or less optimistic about the financial prospects for a) your company, and b) your industry as a whole, than you did three months ago?” The question was introduced last quarter.