Citation:

Nyi Mas Aini. "Future-Now Thinking: Application of Causal Layered Analysis to Develop a Persona for Scenario-Based Adaptive Marketing Strategy" International Research Journal of Economics and Management Studies, Vol. 4, No. 12, pp. 163-173, 2025. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V4I12P120

Abstract:

Sustainability has become an increasingly prominent concept, particularly in Indonesia, a country that formally declared its commitment to achieving Net Zero Emission (NZE) by 2060. The success of this commitment cannot be achieved by the government alone but requires the active participation of multiple stakeholders, including the banking sector, which plays a strategic role as a catalyst in accelerating sustainability practices. This research aims to formulate adaptive marketing strategies for the implementation of Sustainable Trade Finance in PT Satu Bank (pseudonym) over the next ten years. The study employs a qualitative approach through in-depth interviews with industry players involved in the Sustainable Trade Finance ecosystem, supported by a survey and expert validation using the Delphi method. Initial findings indicate the presence of perception gaps that mainly appear at the surface level, necessitating deeper analysis to understand the underlying motives, beliefs, and narratives shaping these perceptions. Accordingly, this research applies Causal Layered Analysis (CLA) to uncover deeper meanings surrounding sustainability issues, identify underlying beliefs, and reveal metaphors representing the perceptions of key decision makers, which subsequently form the basis for customer persona development. Furthermore, this research adopts a Scenario Planning approach to explore possible future conditions and key factors influencing Sustainable Trade Finance implementation. This research concludes that the integration of CLA, persona development, and Scenario Planning provides a strategic framework for SB Bank to formulate adaptive marketing strategies, with tailored messages aligned with the characteristics, needs, and perceptions of each persona across different future scenarios.

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Keywords:

Adaptive Marketing Strategy, Causal Layered Analysis, Persona Development, Scenario Planning, Sustainable Trade Ecosystem, Sustainable Trade Finance.