Best Practice Report

Make Meaning For Consumers And Employees To Drive More Success

Unlock Customer Value By Understanding What Your Brand Means

November 20th, 2019
Anjali Lai, null
Anjali Lai
With contributors:
Keith Johnston , Rick Parrish , Alex Schanne , Jim Nail , Samuel Stern , Nick Monroe , Lexie Lawhon , Rachel Birrell


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.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.