News & Views

Time to populate that content calendar

The final quarter of the year is upon us, which means, at least in an ideal world, it is time to nail down next year’s thought leadership exercise. So, here are some themes that look set to drive conversations and influence business decisions over the coming months, making them useful additions to content calendars in 2020.

Fiscal policy

The global economy – buffeted by a range of factors such as the trade war, the political uncertainty around Brexit, and slowing emerging markets, is losing momentum. In response, central bankers around the world have responded by lowering interest rates to combat the slowdown. However, interest rates can only go so low and with rates in many key markets near, at or below zero, policymakers are now looking to fiscal policy as a means to sustain growth.

Understandably, business leaders may be hesitant to call the election or the trade war’s outcome, or future policy directions. But, outlining how various scenarios can unfold and their potential consequences to a corporation’s various stakeholders, or recommendations on a response, can be a genuine thought leadership exercise.

Sustainable finance

There is a growing realisation of the threat of climate change to the world at large and the rise in demand for sustainable finance is proof of this shifting mindset. In the first half of 2019, global green bond issuances jumped over 26% to USD86.4 billion. In Asia, where markets large and small face the brunt of climate change, green bond issuances were up by nearly 30% to USD21.9 billion. And as the region works to close the funding gap for its massive infrastructure needs, there is a growing interest in sustainable finance. This presents an opportunity to make the subject, and related topics, the focus of upcoming content projects.

Biotechnology

The business of life is good. Investments are flowing into everything from genetically modified crops to burgers made from plant-based meat, to medical technology that promise to add years, if not decades, to the average human lifespan. The anti-aging market is alone estimated to be worth hundreds of billions of dollars and expected to grow further as the science matures. Similarly, the field of synthetic biology is attracting increasing amounts of funding as investors recognise its potential to transform a range of industries.

Fintech for traditional finance

While the buzz around cryptocurrencies may have died down for now, fintech’s potential to disrupt financial services remains very real. This has led to a growing trend in marrying fintech with old-school finance. More traditional banks and financial institutions are leveraging technology to build highly customised products and services even as fast-growing, affordable access to the internet is bringing emerging markets online, creating a market for digital banks.

At the same time, wealth managers are looking to technological solutions such as artificial intelligence and machine learning to mine and crunch ever larger and more complicated data sets for insights that can provide them the edge to deliver higher returns in an uncertain market environment.

There are a number of industry conferences on biotech and fintech – hosted by regional business hubs like Hong Kong and Singapore on a global scale – that provide the ideal platform to showcase timely content and make the most of the buzz generated around these events.

New Narrative recognises the need for B2B marketers to pitch ideas that are not only creative but also directly focus on business outcomes. And we hope these topics prove useful for that all-important exercise: formulating the content calendar for next year.

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