Eduardo Sonoda is the founder and CEO of Eduardo Sonoda Advisory. He has always wanted to be an entrepreneur since he was a young man. In creating his firm, he follows some of the most recent trends in marketing while innovating others.

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Some of the influential factors that drive new trends include:

• The economy-the ups and downs of the economy drive prices and consumption
• Demographics- considering things like age, gender, income and other factors define marketing strategies
• Cultural factors- influence marketing strategies and trends

There are many new marketing trends currently driving the industry. Some of them are:

1. To survive in the world today, companies need to capitalize on their agility. Companies have to be able to pivot based on what is happening in the world around them.
2. Companies that are able to make human connections will do better than those who cannot. Understanding their place in the world and their relevance in society helps consumers relate to a company. When a company makes a charitable donation of its products that influences consumers greatly.
3. How a company’s e-commerce business is conducted makes a difference. While consumers increased their online purchases, companies had to re-think their models. Building trust with customers is crucial to keeping that system going.
4. Companies are redesigning their talent models. In a time when technology, already a major factor, expands, companies must reexamine what kind of talent they need to have in their employees.

Eduardo Sonoda as leader of his self-named firm is on top of all the trends that are emerging. His firm in the United Kingdom has become an international marketing company, consulted by clients all over the world. Even though his firm consumes much of his time, he considers philanthropy as an important part of his life. He works with non-profits that deal with international disasters in countries in Central America and Asia. He also works in London with organizations that supply school supplies to needy children.