The biggest marketing trends heading into the new year; Industry executives discuss Gen Zalpha, the economy, in-house agencies and the Twitter 'Hellscape'

Marketing to Generations Z and Alpha-aka Zalphas-is challenging brands to pay close attention to their distinct behavior online while finding a way to talk to the parents who ultimately buy for them. "Our email file and loyalty program are mostly parents so we would never use Gen Z slang in a subject line," said Jacee Scoular, senior director of brand marketing and communications at Hollister Co., Gilly Hicks and Social Tourist. "But on our social, we're a much different brand. Mike Frease, head of creative North America for Whirlpool, said an in-house shop helps the appliance maker put "creativity at the core of the business," and feels his shop gives nothing away to agencies: "We have to be shining some trophies in order to compete with the Wiedens of the world." Devastated by the pandemic and its effect on travel, TripAdvisor has rebounded behind an in-house agency that has collected support beyond the usual hotels and flights, exposing its 450,000 monthly visitors to consumer packaged goods brands, financial services, and alcohol beverage companies among others. "There are a lot of touchpoints to hit that consumer when they're going to spend a lot of money [on travel]," said Christine Maguire, TripAdvisor's VP and general manager of global media business. Around 30% of chief marketer positions since the pandemic have come with an "and" said Lisa Mann, managing director and CMO of Raines International: "It could be chief growth and marketing; chief digital and marketing; chief brand and marketing; chief revenue and marketing ... it's really about the reshuffling of competencies and experiences." Cynthia Soledad, co-lead of the global diversity, equity and inclusion practice at Egon Zehnder, said that the broad scope and many sub-disciplines required of today's marketers require they become good at building teams that can provide specific expertise and teach others.