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New Accenture Report Shows 50% Of APAC Marketers Are Experiencing Burnout

Accenture Report analysis is unsurprising considering the high levels of employee burnout reported throughout the world, there is a glimmer of hope.

Accenture Report Shows 50% Of Apac Marketers Are Experiencing Burnout

According to a new Accenture report, at least 50% of marketing executives in the Asia Pacific (APAC) area said the previous year utterly tired their personnel that led to burnout.

This percentage rises to 72% in Singapore. While this is unsurprising considering the high levels of employee burnout reported throughout the world, there is a glimmer of hope. Some marketing departments surpass their peers in terms of revenue growth, profitability, and customer happiness.

The analysis, dubbed “The Great Marketing Declutter,” was produced by Accenture Interactive and polled more than 1,000 marketing leaders worldwide, 200 of whom were from APAC. It found a tiny number of marketers – 19% in Asia Pacific and 17% globally – whose marketing organizations are prospering despite all of the upheaval, uncertainty, and complexities that have plagued the past 18 months. 

This group, dubbed “Thrivers” by the research, has honed in on their clients’ growing motives and what it takes to service them in smarter, improved ways. To manage complications, they are decluttering marketing, focusing on what counts, eliminating what doesn’t, and rewiring the rest.

Consequently, they find a deeper purpose in their job, which is crucial for servicing the company and its customers, as well as maintaining and attracting personnel.

The great majority of APAC and Singapore Thrivers believe their marketers have been energized by a new purpose of serving clients’ continuously shifting reasons. This number is greater than the APAC average of 30%.

The remaining APAC respondents are divided into two groups based on the nature of their customer relationships: The first group is made up of, “Strivers,” who have some autonomy when it comes to fulfilling customer needs, but their knowledge on customer changes is limited; and “Survivors,” who are exhausted and not in tune with customer changes, and make up the remaining 21% (Global: 17%).

38% of Thrivers in APAC (59% globally) reported that their marketing organization is significantly stronger today than it was last year as they have been driven to think about marketing in new ways.

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