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Study Says Optimism Among Marketers Is At Highest Point In Six Years.

Optimism among marketing executives is at the highest point since 2015, according to The CMO Survey.

The survey is a collaboration of Duke University’s Fuqua School of Business, Deloitte, and the American Marketing Association and is based on the responses of 282 marketing executives polled in August. It uses a 100-point scale with “100” representing the most optimism. The August optimism rating is up 3.3% from the last survey in February to 69.6%. Additionally, the optimism rating is up 18.7% from June 2020, when confidence reached its lowest point since the survey has been fielded.

“Optimism regarding the U.S. economy’s next quarter – that’s Q3 2021 – compared to last quarter, also showed a stark increase from June 2020, but a significant decrease from February 2021, with only 32.7% of marketers stating they were more optimistic,” Fuqua Professor and Founder of The CMO Survey Christine Moorman said when discussing the findings, according to MediaPost. “This decline in optimism regarding the next quarter aligns with the rise of the COVID-19 Delta variant and reapplication of pandemic protocols,” Moorman continued.

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