Skip to main content

Save or Share this Report

For CMO Professionals

Make Meaning For Consumers And Employees To Drive More Success

Unlock Customer Value By Understanding What Your Brand Means

November 20, 2019

Primary author headshot


Why Read This Report

Declaring your values feels like a minefield today: Messages can inflame audiences without warning. CMOs must look beyond values-based consumers' surface-level needs to establish how their brand can satisfy their deeper desires. Our analysis of multimodal data, executive interviews, and academic research reveals that values-based consumers and employees are striving to restore meaning to their lives. Use this report to understand how people make meaning, its commercial implications, and how to contribute to it.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Many Firms Take A Misguided Approach To Values
  • The Right Approach: Values That Make Meaning
  • Making Meaning Drives Business Success
  • Make Meaning For Consumers And Employees
  • Recommendations

  • Company Values Are A Path To Prosperity
  • Supplemental Material
  • Related Research Documents

Recommended Research