The 5th Paradigm of Marketing Is Emerging. What That Means for Advertisers

Navigating the disruption ahead

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Unprecedented disruption has required marketers to reimagine longstanding strategies amid accelerated changes in consumer needs and the consumer experience as a whole. Raja Rajamannar, Mastercard’s Chief Marketing and Communications Officer and President, Healthcare, shared his insights on inspiring and achieving breakthrough work and how he envisions the fifth paradigm of marketing to unfold at this week’s Adweek at Home event.

The 4 paradigms of marketing

Marketing, in some form or another, has been around since the dawn of time and has traditionally consisted of four paradigms:

  • The presumption that people are logical and rational in their thinking.


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