Marketing sits at the centre of the world’s most successful companies. For decades, Australian businesses have treated marketing as an afterthought or simply viewed it as an expense to be trimmed. The landscape is shifting rapidly. By 2026, companies across Australia must reconsider how they approach the role of marketing within their organisations. Failure to adapt can result in loss of market share, missed opportunities and stagnation, especially as global competitors quickly modernise. This changing reality demands a shift in mindset: Marketing drives revenue and should be treated as a strategic engine, not a discretionary activity.
