Why are CMOs losing CEO/CFO support for brand building?

Economic pressures and a focus on cost reductions have led CEOs and CFOs to scrutinize marketing budgets more closely, prioritizing short-term ROI over long-term brand investment.

What is brand purpose and why is CMO confidence declining?

Brand purpose refers to a brand's values beyond commercial goals. Confidence is declining due to backlash from championing social issues in a divisive political climate.

How are CMOs adapting to budget pressures and ROI focus?

CMOs are focusing on proving marketing's direct impact on awareness, growth, and loyalty, while improving data centralization and technology measurability.

Home / Business and Economy / CMOs See Support Wane for Brand Building

CMOs See Support Wane for Brand Building

21 Nov

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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.