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CMOs See Support Wane for Brand Building
21 Nov, 2025
Summary
- CMOs face declining CEO/CFO support for long-term brand goals.
- Brand purpose confidence dropped significantly to 71%.
- Most CMOs (84%) now prioritize ROI for budget allocation.
Chief Marketing Officers are facing intensifying challenges in balancing short-term performance marketing with enduring brand development. Macroeconomic pressures are contributing to a notable pullback in support from CEOs and CFOs for brand-building initiatives. These executives are demonstrating heightened scrutiny over return on investment, impacting marketing budgets.
Despite budget constraints, a significant majority of CMOs express confidence in their brand equity. However, belief in foundational marketing elements like brand purpose has declined sharply in 2025, potentially due to a divisive political climate that has led to backlash against companies championing social issues.
Marketers are urged to enhance their data centralization capabilities and improve technology measurability. With marketing dollars under increased scrutiny, CMOs are tasked not only with spending wisely but also with definitively proving how their efforts drive awareness, growth, and loyalty, moving beyond mere efficiency to demonstrating tangible impact.
