Маркетологи в новой реальности: от роста к выживанию

В was reported that in the coming years, particularly by 2026, marketers may face significant challenges in securing employment and retaining clients as economic pressures tighten and company budgets for promotion shrink. This shift is already visible as businesses pause or cancel key initiatives, leaving marketing professionals in an uncertain position. The situation was discussed by members of the Altai Krai Marketers Community during a meeting with Zhanna Kramareva, head of the recruitment agency Giraffe. Marketers will have to adapt by speaking the language of business leaders, tempering their own assumptions, and defending their professional boundaries. Many in the field recall how, just two or three years ago, there was a severe shortage of qualified specialists, and companies competed to hire them. Now the message from businesses is different: we are in a difficult position, the direction we planned to launch is on hold, the direction we developed over the last two years is being shut down. All activity has paused. As signs point to an approaching crisis, the first roles to be cut are often those of HR managers and marketers. While 2023 and 2024 saw active hiring, today companies increasingly practice quiet hiring, meaning they do not replace employees who leave and avoid bringing in new staff altogether. This change reflects a broader economic recalibration. What was once seen as a growth sector is now viewed as a cost center to be trimmed. The same direction that was prioritized and funded just last year is now deemed nonessential. Marketers must learn to prove their value not through enthusiasm but through measurable outcomes tied to business survival. On this topic, professionals emphasize that the burden of adaptation falls on them, yet the need to maintain ethical and professional standards remains critical. The years ahead will test whether marketing can transition from a perceived luxury to a strategic necessity.