In this conversation, Erika Wykes-Sneyd, Global VP and GM of Adidas's Web3 Studio, discusses the convergence of technology and pop culture, the role of Adidas in sports lifestyle culture, and the responsibility of marketers today. She emphasizes the need for long-term objectives and the importance of solving real-world problems. Erica also highlights the waste in marketing and the potential of blockchain and chain technology to create change. She envisions a future where human centricity is prioritized. The conversation explores the negative impact of social media algorithms and the need to bring humanity back into the tech experience. It also discusses the importance of directing marketing dollars away from problematic platforms and creating a consortium of marketers for collaboration. The need for cross-pollination and collaboration is emphasized, along with a rallying cry for change. Takeaways Technology is becoming intertwined with every aspect of pop culture, including fashion, music, and beauty.Marketers have a responsibility to define the market and lead organizations into new opportunities.There is a disconnect between CMOs and CEOs in terms of priorities and objectives.The marketing industry needs to address the issue of waste and focus on solving real-world problems.Blockchain and chain technology have the potential to create transparency, incentivize contributions, and solve complex challenges.Human centricity and meaningful relationships are crucial in marketing and problem-solving. Social media algorithms have contributed to divisiveness and negativity in the online world.Marketers have the power to choose which platforms to support and should prioritize those that bring humanity back into the tech experience.Directing marketing dollars away from problematic platforms can help reduce the spread of disinformation and create a nicer online environment.Creating a consortium of marketers would allow for cross-pollination of ideas and collaboration on solving industry-wide challenges.Collaboration and sharing of insights among marketers is essential for driving meaningful change in the industry. Chapters 00:00 Introduction and Background 01:06 The Convergence of Technology and Pop Culture 03:25 Adidas's Role in Sports Lifestyle Culture 06:25 Navigating the Stigma of Web3 and Blockchain 10:56 The Responsibility of Marketers 11:20 The Love for Marketing and Defining the Market 14:24 The Disconnect Between CMOs and CEOs 17:17 The Need for Long-Term Objectives in Marketing 23:25 The Hate for Waste in Marketing 25:45 Creating Change and Solving Real Problems 29:25 The Potential of Blockchain and Chain Technology 42:26 Future Vision and the Importance of Human Centricity 43:23 The Impact of Social Media Algorithms 44:18 Bringing Humanity Back into the Tech Experience 45:21 Directing Marketing Dollars Away from Problematic Platforms 46:14 Creating a Consortium of Marketers 47:02 The Need for Cross-Pollination and Collaboration 47:48 Rallying Cry for Change Hosted on Acast. See acast.com/privacy for more information.