Future Demand: How Marketing to Tomorrow's Customers Will Break Your Brand Out of the Performance Trap

As the performance of performance marketing diminishes, brands need a way back to profitable growth.Across the globe, marketers are reporting rising acquisition costs, diminishing returns, and campaigns that look successful on dashboards but fail to deliver genuine growth. Something isn't adding up.In Future Demand, marketing effectiveness researcher and entrepreneur James Hurman explains why.Only a small proportion of buyers are in-market at any given time. The rest - the much larger group - are future buyers. Performance marketing efficiently converts current demand. But sustainable growth comes from shaping future demand before customers are ready to buy.Drawing on two decades of marketing science, behavioral research, and real-world case studies, Hurman shows:- Why brand investment improves performance efficiency- Why short-term metrics systematically mislead- Why creativity and emotion have measurable commercial impact- How to measure marketing in a way that aligns with how markets actually workThis is not an argument against performance marketing. It's a framework for integrating brand and performance so that both work harder - and longer.For CMOs, founders, and finance leaders navigating short-term pressure and long-term ambition, Future Demand offers a clearer path to scalable growth.