Managing Marketing & Communications Teams Amid Flexible Work and the AI Boom
Our Privacy Policy has been updated! The Conference Board uses cookies to improve our website, enhance your experience, and deliver relevant messages and offers about our products. Detailed information on the use of cookies on this site is provided in our cookie policy. For more information on how The Conference Board collects and uses personal data, please visit our privacy policy. By continuing to use this Site or by clicking "OK", you acknowledge our privacy policy and consent to the use of cookies.  Our Privacy Policy has been updated! Detailed information on the use of cookies on this site is provided in our cookie policy and our privacy policy. 
TCB Tourch
Loading...
  • logoImage
  •  
    • US
    • EUROPE
    • ASIA

  • 2

    Close
    • Insights
        • Insights
        • Explore by Center
          • Explore by Center

          • CED
            Committee for Economic Development

          • Economy, Strategy & Finance

          • Environmental, Social & Governance

          • Human Capital

          • Marketing & Communications
        • Explore by Content Type
          • Explore by Content Type

          • Reports

          • Webcasts

          • Podcasts

          • Charts & Infographics
        • Trending Topics
          • Trending Topics

          • Artificial Intelligence (AI)

          • 2024 Elections

          • Geopolitics

          • US Economic Forecast

          • Sustainability

          • Future of Work
    • Events
        • Events
        • Upcoming Events
          • Upcoming Events

          • 2025: A Year In Preview

          • Corporate Communications: Driving the Business Forward

          • 25th Annual Employee Health Care Conference - New York

          • 2025 ESG Summit

          • 25th Annual Employee Health Care Conference - San Diego

          • People First: Strategic Transformation

          • Explore all Upcoming Events

        • Member-Exclusive Programs
          • Member-Exclusive Programs

          • Center Briefings

          • Experts Live

          • Roundtables

          • Working Groups

          • Expert Briefings

    • Data
        • Data

        • Consumer Confidence Index

        • Data Central

        • TCB Benchmarking

        • Employment Trends Index

        • Global Economic Outlook

        • Leading Economic Indicators

        • Help Wanted OnLine

        • Labor Markets

        • Measure of CEO Confidence

        • Human Capital Benchmarking &
          Data Analytics

        • CMO+CCO Meter Dashboard

    • Centers
        • Centers
        • Our Centers
          • Our Centers

          • Committee for Economic Development

          • Economy, Strategy & Finance

          • Environmental, Social & Governance

          • Human Capital

          • Marketing & Communications
        • Center Membership
          • Center Membership

          • What Is a Center?

          • Benefits of Center Membership

          • Join a Center

    • Councils
        • Councils
        • Find a Council
          • Find a Council

          • Economy, Strategy & Finance

          • Environmental, Social & Governance

          • Human Capital

          • Marketing & Communications
        • Council Membership
          • Council Membership

          • What is a Council?

          • Benefits of Council Membership

          • Apply to a Council

    • Membership
        • Membership
        • Why Become a Member?
          • Why Become a Member?

          • Benefits of Membership

          • Check if Your Organization is a Member

          • Speak to a Membership Associate
        • Types of Membership
          • Types of Membership

          • Council

          • Committee for Economic Development

          • Economy, Strategy & Finance

          • Environmental, Social & Governance

          • Human Capital

          • Marketing & Communications

        • Already a Member?
          • Already a Member?

          • Sign In to myTCB™

          • Executive Communities

          • Member-Exclusive Programs

    • About Us
        • About Us
        • Who We Are
          • Who We Are

          • About Us

          • In the News

          • Press Releases

          • Our History

          • Support Our Work

          • Locations

          • Contact Us

        • Our Community
          • Our Community

          • Our Leadership

          • Our Experts

          • Trustees

          • Voting Members

          • Global Counsellors

          • Careers

          • This Week @ TCB

    • Careers
    • This Week @ TCB
    • Sign In to myTCB™
      • US
      • EUROPE
      • ASIA
    • Insights
      • Insights
      • Explore by Center
        • Explore by Center

        • CED
          Committee for Economic Development

        • Economy, Strategy & Finance

        • Environmental, Social & Governance

        • Human Capital

        • Marketing & Communications

      • Explore by Content Type
        • Explore by Content Type

        • Reports

        • Webcasts

        • Podcasts

        • Charts & Infographics

      • Trending Topics
        • Trending Topics

        • Artificial Intelligence (AI)

        • 2024 Elections

        • Geopolitics

        • US Economic Forecast

        • Sustainability

        • Future of Work

    • Events
      • Events
      • Upcoming Events
        • Upcoming Events

        • 2025: A Year In Preview

        • Corporate Communications: Driving the Business Forward

        • 25th Annual Employee Health Care Conference - New York

        • 2025 ESG Summit

        • 25th Annual Employee Health Care Conference - San Diego

        • People First: Strategic Transformation

        • Explore all Upcoming Events

      • Member-Exclusive Programs
        • Member-Exclusive Programs

        • Center Briefings

        • Experts Live

        • Roundtables

        • Working Groups

        • Expert Briefings

    • Data
      • Data

      • Consumer Confidence Index

      • Data Central

      • TCB Benchmarking

      • Employment Trends Index

      • Global Economic Outlook

      • Leading Economic Indicators

      • Help Wanted OnLine

      • Labor Markets

      • Measure of CEO Confidence

      • Human Capital Benchmarking & Data Analytics

      • CMO+CCO Meter Dashboard
    • Centers
      • Centers
      • Our Centers
        • Our Centers

        • Committee for Economic Development

        • Economy, Strategy & Finance

        • Environmental, Social & Governance

        • Human Capital

        • Marketing & Communications

      • Center Membership
        • Center Membership

        • What is a Center?

        • Benefits of Center Membership

        • Join a Center

    • Councils
      • Councils
      • Find a Council
        • Find a Council

        • Economy, Strategy & Finance

        • Environmental, Social & Governance

        • Human Capital

        • Marketing & Communications
      • Council Membership
        • Council Membership

        • What is a Council?

        • Benefits of Council Membership

        • Apply to a Council

    • Membership
      • Membership
      • Why Become a Member?
        • Why Become a Member?

        • Benefits of Membership

        • Check if Your Organization is a Member

        • Speak to a Membership Associate

      • Types of Membership
        • Types of Membership

        • Council

        • Committee for Economic Development

        • Economy, Strategy & Finance

        • Environmental, Social & Governance

        • Human Capital

        • Marketing & Communications

      • Already a Member?
        • Already a Member?

        • Sign In to myTCB™

        • Executive Communities

        • Member-Exclusive Programs
    • About Us
      • About Us
      • Who We Are
        • Who We Are

        • About Us

        • In the News

        • Press Releases

        • This Week @ TCB

        • Our History

        • Support Our Work

        • Locations

        • Contact Us

      • Our Community
        • Our Community

        • Our Leadership

        • Our Experts

        • Trustees

        • Voting Members

        • Global Counsellors

        • Careers

        • This Week @ TCB

    • Careers
    • Sign In to myTCB™
    • Download TCB Insights App
  • Insights
    Insights

    Our research and analysis have helped the world's leading companies navigate challenges and seize opportunities for over 100 years.

    Explore All Research

    Economic Indicators

    • Explore by Center
    • CED
      Committee for Economic Development
    • Economy, Strategy & Finance
    • Environmental, Social & Governance
    • Human Capital
    • Marketing & Communications
    • Explore by Content Type
    • Reports
    • Webcasts
    • Podcasts
    • Charts & Infographics
    • Trending Topics
    • Artificial Intelligence (AI)
    • 2024 Elections
    • Geopolitics
    • US Economic Forecast
    • Sustainability
    • Future of Work
  • Events
    Events

    Our in-person and virtual events offer unmatched opportunities for professional development, featuring top experts and practitioners.

    See Everything Happening This Week

    Sponsor a Program

    • Upcoming Events

      • 2025: A Year In Preview

      February 04 - 05, 2025

      Corporate Communications: Driving the Business Forward

      March 06 - 07, 2025

      25th Annual Employee Health Care Conference - New York

      April 08 - 09, 2025

    •  

      • 2025 ESG Summit

      April 24 - 25, 2025

      25th Annual Employee Health Care Conference - San Diego

      May 01 - 02, 2025

      People First: Strategic Transformation

      May 15 - 16, 2025

    Explore all Upcoming Events

    • Member-Exclusive Programs
    • Center Briefings
    • Experts Live
    • Roundtables
    • Working Groups
    • Expert Briefings
    • Explore by Type
    • Events
    • Webcasts
    • Podcasts
    • Member-Exclusive Programs
    • Center Briefings
    • Experts Live
    • Roundtables
    • Working Groups
    • Expert Briefings
  • Data
    Corporate Disclosure Data

    TCB Benchmarking

    Real-time data & analytical tools to benchmark your governance, compensation, environmental, human capital management (HCM) and social practices against US public companies.

    Economic Data

    Consumer Confidence Index

    US consumers' thoughts on the economy, jobs, finances and more

    Data Central

    One-stop, member-exclusive portal for the entire suite of indicators

    Labor Markets

    Covering all aspects of labor markets, from monthly development to long-term trends

    Measure of CEO Confidence

    Examines the health of the US economy from the perspective of CEOs

     

    Employment Trends Index

    Monthly, forward-looking composite of eight proven labor-market indicators

    Global Economic Outlook

    Track the latest short-, medium-, and long-term growth outlooks for 77 economies

    Leading Economic Indicators

    Track the state of the business cycle for 12 global economies across Asia and Europe

    Help Wanted OnLine

    Track the status of job markets across the US through online job listings

    Other Featured Data

    Human Capital Analytics Tools

    Tools to understand human capital management and corporate performance

    CMO+CCO Meter Dashboard

    Tracks the impact, resources, and satisfaction of CMOs and CCOs

  • Centers
    Centers

    Centers offer access to world-class experts, research, events, and senior executive communities.

    Our Centers
    • Committee for Economic Development
    • Economy, Strategy & Finance
    • Environmental, Social & Governance
    • Human Capital
    • Marketing & Communications
    Center Membership
    • What Is a Center?
    • Benefits of Center Membership
    • Join a Center
  • Councils
    Councils

    Councils are invitation-only, peer-led communities of senior executives that come together to exchange knowledge, accelerate career development, and advance their function.

    Find a Council
    • Economy, Strategy & Finance
    • Environmental, Social & Governance
    • Human Capital
    • Marketing & Communications
    Council Membership
    • What Is a Council?
    • Benefits of Council Membership
    • Apply to a Council
  • Membership
    Membership

    Membership in The Conference Board arms your team with an arsenal of knowledge, networks, and expertise that's unmatched in scope and depth.

    • Why Become a Member?
    • Benefits of Membership
    • Check if Your Organization is a Member
    • Speak to a Membership Associate
    • Types of Membership
    • Council
    • Committee for Economic Development
    • Economy, Strategy & Finance
    • Environmental, Social & Governance
    • Human Capital
    • Marketing & Communications
    • Already a Member?
    • Sign in to myTCBTM
    • Executive Communities
    • Member-Exclusive Programs
  • About Us
    About Us

    The Conference Board is the global, nonprofit think tank and business membership organization that delivers Trusted Insights for What's Ahead™. For over 100 years, our cutting-edge research, data, events and executive networks have helped the world's leading companies understand the present and shape the future.

    Learn more about Membership

    • Who We Are
    • About Us
    • In the News
    • Press Releases
    • Our History
    • Support Our Work
    • Locations
    • Contact Us
    • Our Community
    • Our Leadership
    • Our Experts
    • Trustees
    • Voting Members
    • Careers
    • This Week @ TCB
Check if You're a Member
Create Account
Forgot Your Password?

Members of The Conference Board get exclusive access to the full range of products and services that deliver Trusted Insights for What's Ahead TM including webcasts, publications, data and analysis, plus discounts to conferences and events.

Multicultural Consumer

Managing Marketing & Communications Teams Amid Flexible Work and the AI Boom

03 August 2023 / Report

Download Report
  • Email
  • Linkedin
  • Facebook
  • Twitter
  • Copy Link

Marketing and communications leaders are facing multiple challenges managing their teams. They have to achieve business and productivity objectives while keeping employees happy in a tight labor market—on top of figuring out the impact and opportunities of vastly expanded AI capabilities.

Trusted Insights for What’s Ahead™ 

  • Marketing and communications teams need to figure out the right mix of remote and on-site, considering the particular importance of creativity and co-creation, as well as what our Q1 survey of 2,000 US consumers, including employees across professions,  found is a conflict between how people perceive their own productivity when they work from home versus what they see as most productive for the company.
  • Offering hybrid work is important for attracting and retaining diverse marketing and communications talent, especially younger, higher-income, Hispanic, and Black employees.
  • A four-day workweek to accommodate employees’ increasing demand for work-life balance in tight job markets would require significant work reorganization and coordination. Companies would need to offer continuous service for customers and manage emerging crises, making it a difficult model for many marketing/communications teams.
  • Focusing increasingly on skills and practical experience provides new talent pools for marketing and communications teams, which is valuable given rapid AI developments, and at the same time requires updated learning and development programs for current and potential future team members, including students.

Marketing and communications leaders are facing multiple challenges managing their teams. They have to achieve business and productivity objectives while keeping employees happy in a tight labor market—on top of figuring out the impact and opportunities of vastly expanded AI capabilities.

Trusted Insights for What’s Ahead™ 

  • Marketing and communications teams need to figure out the right mix of remote and on-site, considering the particular importance of creativity and co-creation, as well as what our Q1 survey of 2,000 US consumers, including employees across professions,  found is a conflict between how people perceive their own productivity when they work from home versus what they see as most productive for the company.
  • Offering hybrid work is important for attracting and retaining diverse marketing and communications talent, especially younger, higher-income, Hispanic, and Black employees.
  • A four-day workweek to accommodate employees’ increasing demand for work-life balance in tight job markets would require significant work reorganization and coordination. Companies would need to offer continuous service for customers and manage emerging crises, making it a difficult model for many marketing/communications teams.
  • Focusing increasingly on skills and practical experience provides new talent pools for marketing and communications teams, which is valuable given rapid AI developments, and at the same time requires updated learning and development programs for current and potential future team members, including students.

Marketing and Communications Teams Need to Find the Right Mix Between Remote and In-Person Work to Achieve Productivity and Employee Satisfaction

Overall, 41% of respondents feel most productive when working fully remotely, but 35–55-year-olds, higher-income earners, and Asian Americans feel most productive with a hybrid model

  • Purposeful in-office activities might help convince marketing and communications employees who feel more productive at home to come to the office. For example, marketing and communications teams could schedule ideation workshops, planning sessions, and in-person workdays for projects that require a lot of coordination. On-site time can also be used for culture building and to collaborate with other teams.
  • Marketing and c
This publication is only available to Members. Please sign in to your myTCBTM account to access it. To learn more about becoming a Member, click here. To check if your company is a Member, click here
  • Sign In
  • Create An Account

Forgot Password?

 

Keep my computer signed in



 

By Clicking 'Create Account',
You Agree To Our Terms Of Use

Create Account  

Members of The Conference Board get exclusive access to Trusted Insights for What’s AheadTM through publications, Conferences and events, webcasts, podcasts, data & analysis, and Member Communities.

Great News!

You already have an account with The Conference Board.

Please try to login in with your email or click here if you have forgotten your password.

Author

Denise Dahlhoff, PhD

Denise Dahlhoff, PhD Denise Dahlhoff, PhD

Director, Marketing & Communications Research
The Conference Board

Read Bio

Other Related Resources

Report

HR and the Future of Generative AI

HR and the Future of Generative AI

December 18, 2024

Report

The Human Compass: Navigating Leadership in the Age of AI

The Human Compass: Navigating Leadership in the Age of AI

December 16, 2024

Newsletters & Alerts

OpenAI's game-changer: ChatGPT Pro takes the AI assistant to new heights

OpenAI's game-changer: ChatGPT Pro takes the AI assistant to new heights

December 12, 2024

Report

AI and Investor Relations: Practical Insights and Real-World Applications

AI and Investor Relations: Practical Insights and Real-World Applications

December 04, 2024

Newsletters & Alerts

OpenAI's GPT-4o: Creating AI doppelgangers with unsettling ease

OpenAI's GPT-4o: Creating AI doppelgangers with unsettling ease

December 04, 2024

Article

Leading Through the AI Transformation: Event Insights

Leading Through the AI Transformation: Event Insights

November 26, 2024

Newsletters & Alerts

AI Innovation: Transforming Communication and Work

AI Innovation: Transforming Communication and Work

November 01, 2024

Newsletters & Alerts

HR's AI playbook: 20 smart moves to keep your team ahead of the curve

HR's AI playbook: 20 smart moves to keep your team ahead of the curve

October 07, 2024

Newsletters & Alerts

The critical factor holding AI back from its full potential

The critical factor holding AI back from its full potential

September 26, 2024

Article

FEC Interpretive Rule on AI in Political Ads

FEC Interpretive Rule on AI in Political Ads

September 25, 2024

Newsletters & Alerts

ChatGPT's new voice mode: Is this the dawn of AI companions?

ChatGPT's new voice mode: Is this the dawn of AI companions?

September 04, 2024

Newsletters & Alerts

How AI is revolutionizing the fashion resale experience

How AI is revolutionizing the fashion resale experience

August 27, 2024

Newsletters & Alerts

AI Innovation: The Global Push for Ethical AI

AI Innovation: The Global Push for Ethical AI

August 26, 2024

Article

Al for Employee Engagement Measurement

Al for Employee Engagement Measurement

August 23, 2024

Database

AI and Automation Risk Index

AI and Automation Risk Index

August 21, 2024

Newsletters & Alerts

AI Innovation: The Secret Tech Behind Frictionless Shopping

AI Innovation: The Secret Tech Behind Frictionless Shopping

August 14, 2024

Report

Learning for the Future: Preparing Organizations and Workers for AI Disruption

Learning for the Future: Preparing Organizations and Workers for AI Disruption

August 13, 2024

Newsletters & Alerts

AI Innovation: Figure's Mysterious New Humanoid Robot

AI Innovation: Figure's Mysterious New Humanoid Robot

August 08, 2024

Newsletters & Alerts

AI Innovation: Separating Fact From Fiction Across Industries

AI Innovation: Separating Fact From Fiction Across Industries

July 31, 2024

Article

AI Under Scrutiny: Strategies for Navigating Machine Power and Peril

AI Under Scrutiny: Strategies for Navigating Machine Power and Peril

July 29, 2024

Quick Take

Putting the Pace of AI Adoption into Perspective

Putting the Pace of AI Adoption into Perspective

July 26, 2024

Report


 HR and the Future of Generative AI

HR and the Future of Generative AI

December 18, 2024

Report


 The Human Compass: Navigating Leadership in the Age of AI

The Human Compass: Navigating Leadership in the Age of AI

December 16, 2024

Newsletters & Alerts


 OpenAI's game-changer: ChatGPT Pro takes the AI assistant to new heights

OpenAI's game-changer: ChatGPT Pro takes the AI assistant to new heights

December 12, 2024

Conference

Future: Innovate & Transform

Future: Innovate & Transform

November 13, 2024

Conference

AI: Leading Through the AI Transformation

AI: Leading Through the AI Transformation

November 07, 2024

On Demand Webcasts

The Power of the New American Majority

The Power of the New American Majority

October 23, 2024

Councils

CEO Council

CEO Council

Councils

Multicultural & Inclusive Marketing Council

Multicultural & Inclusive Marketing Council

Conference


 Future: Innovate & Transform

Future: Innovate & Transform

November 13, 2024

Conference


 AI: Leading Through the AI Transformation

AI: Leading Through the AI Transformation

November 07, 2024

On Demand Webcasts


 The Power of the New American Majority

The Power of the New American Majority

October 23, 2024

Conference Board Sample Web Chat
chatbot-Icon TCB Logo
chatbot-Icon
C-Suite Insights Newsletter - Subscribe to the must-read weekly newsletter for C-suite executives from The Conference Board
ABOUT US
  • Who We Are
  • Annual Report
  • Our History
  • Our Experts
  • Our Leadership
  • In the News
  • Press Releases
MEMBERSHIP
  • Become a Member
  • Sign In to myTCB™
  • Access Experts
  • Member-Only Events
  • Data & Benchmarking
  • Manage Account
EXPLORE
  • Centers
  • Councils
  • Latest Research
  • Programs
  • Webcasts
  • Podcasts
  • This Week @ TCB
CONTACT US
  • Americas
    +1 212 759 0900
    customer.service@tcb.org
  • Europe/Africa/Middle East
    +32 2 675 5405
    brussels@tcb.org
  • Asia
    Hong Kong | +852 2804 1000
    Singapore | +65 8298 3403
    service.ap@tcb.org
CAREERS
  • See Open Positions
Terms Of Use | Privacy Policy | Event Code of Conduct | Trademarks
© 2024 The Conference Board Inc. All rights reserved. The Conference Board and torch logo are registered trademarks of The Conference Board.
The use of all The Conference Board data and materials is subject to the Terms of Use. Reprint requests are reviewed individually and may be subject to additional fees.The Conference Board reserves the right to deny any request.
Terms of Use | Privacy Policy | Event Code of Conduct | Trademarks
© 2024 The Conference Board Inc. All rights reserved. The Conference Board and torch logo are registered trademarks of The Conference Board.
The use of all data from The Conference Board data and materials is subject to the Terms of Use. Reprint requests are reviewed individually and may be subject to additional fees.The Conference Board reserves the right to deny any request.

Thank you for signing up. You will now receive CEO Insights for What's Ahead every Wednesday morning. You can unsubscribe at any time or manage your preferences to receive more content from The Conference Board.

Announcing The Conference Board AI Virtual Conference Series

Explore the Impact of AI on Your Business

Members receive complimentary registration - Learn more >>