Catalyst issue 2 | 2026: The missing piece

Calm in chaos

Marketers are used to dealing with uncertainty, but the current climate tests that concept to extremes.

The Chartered Institute of Marketing is a proudly global family and recently celebrated the opening of its Dubai office in February. The events that have happened since across the Gulf have certainly shaken the foundations of the region, and our thoughts are with members, partners, friends and family in the area. 

We debated whether or not to run our two features focusing on UAE in this issue. But whatever the current situation, the reality is that people continue to live and work in the region, and with the region’s businesses. It may not be quite business as usual, but there is a prevailing view to ‘keep calm and carry on’.

Marketing does have a role to play in times of conflict. There is a need for stability, for clear and timely communication, and for actions that help support customers, both at home and abroad. Growing concerns around fuel price rises and potential shortages need to be addressed by strong communicators who can calm consumer worry and avoid a lurch to extreme behaviours. People need reassurance, and marketing can provide.

We are not a sleepy planet, and dealing with global issues is part and parcel of becoming a global brand. In our cover story, Lucy Handley explores how companies that extend their arms around the world can make sure they’re welcomed with similar enthusiasm. However globally universal your brand, an ability to chime with local culture is still key, and occasionally it can be a difficult balance to strike.

The ability to bring national cultures to a new global audience is a skill, and one that has come from unexpected quarters. In our analysis of YouTuber IShowSpeed’s ‘world tours’, we can see that a conventional approach is not always the most successful, particularly when trying to reach younger audiences.

It is all to do with that much-vaunted phrase marketers are wont to use – authenticity. IShowSpeed’s authentic enthusiasm for joining new communities and experiencing new cultures is unvarnished and genuine, endearing him to the new people he was exploring, as much as to his existing audience back home.

Authenticity can be easily lost, however, particularly if brand teams or leadership don’t genuinely buy into the philosophy. This is why DEI initiatives have struggled. When DEI is embraced by teams on the ground but not followed through, it can leave a bad taste in the mouth.

This issue has been brought to the fore at an unusual time of year. Over Christmas, a new TV drama emerged, highlighting the challenges of homophobia in the very macho sport of NHL ice hockey. It unexpectedly garnered a huge following worldwide and naturally brands flocked to be associated with it. But it also revealed where allyship was barely skin deep. In an in-depth article from senior contributor MaryLou Costa, she explores how LGBTQ+ brands and associations set clear boundaries for brands, and what authentic allyship looks like. 

As always, there is much, much more to explore in this issue of Catalyst and I look forward to hearing your thoughts.