Luxury & Marketing What does CONTEXT means in the minds of Marketers today I think that marketers need to be able to adapt quickly to new trends. Moreover, they need to be able to spot new trends ahead of time, they need to be able to anticipate what will happen, what consumers are looking for and how they can best deliver it to them. Gen-Z is shifting what context used to be to a new and different context. Now more than ever, marketers need to be able to showcase their brands’ values and beliefs because it is what will make or break a buying decision nowadays. Sustainability, diversity, equity, inclusivity and more generally being ethical, are important elements of context for marketers today. Also utilizing the internet to its full potential is of course part of context for marketers. Knowing what the Metaverse is, what NFTs are is essential in today's world and for the future of marketing. To conclude, context for marketers today is being aware of trends, shifts in society and culture and being able to adapt quickly to them to stay relevant in the eyes of consumers.