Thomas Husson
VP, Principal Analyst
Author Insights
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A Potential EU Ban On “Climate-Neutral” Terms And Labels Will Force CMOs To Revisit Their Communication
The European Parliament and Council have reached a provisional agreement on new rules to ban misleading advertisements and provide consumers with better product information. Generic Environmental Claims Will Be Banned Specifically, terms such as “environmentally friendly,” “natural,” “biodegradable,” “climate-neutral,” or “eco-” will be banned without proof of recognized excellent environmental performance relevant to the claim. […]
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2023 B2C Marketing Challenges And Priorities
In a tough economy, where privacy legislation and technology changes make qualitative consumer data increasingly difficult to access, B2C marketers are struggling to adapt their data strategies for deeper customer understanding and to develop AI capabilities to personalize experiences. Forrester conducted a survey of 906 B2C marketing decision-makers. The results are quite telling. Among the […]
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Thoughts From Cannes Lions 2023
Last week, I spent some time at the Cannes Lion 70th International Festival of Creativity. I hadn’t been to the event since back in the days when I was covering mobile advertising for Forrester. It is pretty obvious that over the past 10-plus years, US tech players have progressively dominated the ad industry. After only […]
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Toward A Greener Marketing Ecosystem
Over the past 10 years, marketers, agencies, publishers, and adtech vendors have had to deal with complex collective challenges around consumer privacy, misinformation, viewability, fraud, and diversity and inclusion. Over the next 10 years, the $600 billion advertising industry will have to play its part in fighting climate change. A February 2023 IAB Europe report […]
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Nike Faces Lawsuit Over Greenwashing Claims. It Won’t Be The Last.
The majority of US marketers fear greenwashing blowback when communicating about their sustainability initiatives. Nike serves as the latest example why.
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Beware The Stereotype: Gen Z Isn’t The Most Actively Green Generation
Gen Z’s relationship with environmental sustainability is nuanced, especially in Europe. Learn why as we dispel five common myths about Gen Z and sustainability.
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Breaking The Green Market Opportunity Down Into Segments
There is no single green or sustainable consumer. Learn the value of segmenting your customer base by their green purchasing habits.
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Prévisions 2023
Retrouvez quelques unes de nos prévisions Forrester pour l'année 2023, expliquées par notre expert analyste, Thomas Husson.
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Prognosen 2023: Umwelt & Nachhaltigkeit
Der Klimawandel wird für viele CEOs immer mehr zu einer Top-Priorität. Um Greenwashing zu vermeiden, empfiehlt Forrester, dass CMOs Nachhaltigkeitskommunikation aktiv und integer gestalten.
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European Predictions 2023: Environmental Sustainability
Businesses recognise that sustainability is a strategic imperative, and that’s particularly true in Europe. In the year ahead, firms must act with transparency and integrity to avoid financial pitfalls and consumer mistrust.
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Prévisions 2023 : Durabilité Environnementale
Découvrez les prévisions de nos experts sur la durabilité environnementale en 2023, entre crise énergétique et de confiance.
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The B2C CMO’s Environmental Sustainability Blueprint
Despite the massive opportunity in today’s green market, many B2C CMOs don’t know where to start. Learn the six keys to activating sustainability in your B2C marketing and communications.
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SAVE THE DATE – 22 Septembre 2022 : Transformation écologique des entreprises
La transition écologique devient de plus en plus une priorité de transformation des entreprises en Europe, mais beaucoup ont du mal à l’intégrer dans leur stratégie, dans leur modèle économique, et dans leur approche quotidienne. Quelques chiffres témoignent de ces enjeux clefs : 57% des dirigeants d’entreprise que nous avons interrogés en Europe (contre 37% en […]
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Europe Leads The Way In Re-Empowering The Consumer In The Digital Era
The EU has overhauled the legislative environment for digital services in Europe. Learn what this means for tech and marketing.
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Firms Struggle To Embed Sustainability In Customer Journeys
Many CX pros miss the sustainability opportunity. Read examples of companies embedding sustainability at different customer journey stages.
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VivaTech 2022: From The Metaverse Hype To Green Tech Solutions
Paris was the center of innovation and technology last week. The 2022 edition of VivaTech in Paris was a great success with more than 90,000 in-person visitors and 300,000 digital connections. It has become the largest technology and innovation event in Europe with CEOs, C-leaders, VCs, and startups attending from all over the world. If […]
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Leadership Change, Not Change Management
Whether you refer to digital transformation, customer experience transformation, or sustainable transformation, the most important success factor is often the same, whatever the industry. It is all about the role leaders play in evolving the culture of their organisation. As my colleague Katy Tynan sums it up, this is more about leadership change than about […]
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You’re Probably Greenwashing, But You Don’t Know It
Alongside the COP26 Conference, many businesses communicated their green pledge and how much they are acting to protect the environment. Expect more of this to happen this week, with Earth Day falling on Friday, April 22 — and get ready to see many brands accused of greenwashing. Greenwashing — when a business is perceived to […]
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Alerte Greenwashing
Le phénomène de greenwashing est rarement intentionnel, mais provient souvent d’un manque de dialogue entre les équipes marketing et les équipes RSE.
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Conférence Forrester Technology, Digital and Data Leaders – 20 avril
L’IT doit se transformer au rythme du business et des directions métiers. Toutes les organisations sont aujourd’hui confrontées à une triple transformation : digitale, client, et durable. Ces trois transformations doivent être menées de front et oblige les leaders technologiques et métiers à travailler ensemble et à renouveler leur approche pour s’adapter. C’est particulièrement délicat pour […]
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