Predictions Report

Predictions 2020: The Customer In 2020

Consumer Pressure To Put Idealistic Values Into Action Forces Brands To Evolve Their Purpose

October 28th, 2019
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
Anjali Lai, null
Anjali Lai
With contributors:
Keith Johnston , Lexie Lawhon , Alex Sobchuk , Rachel Birrell

Summary

CMOs have been racing to invent content and experiences that are novel, delightful, hyper-personalized, memorable (if not viral), and delivered at the perfect moment to consumers' ever-shrinking screens. But consumers still feel unfulfilled. Clairvoyant CMOs that create and capture new types of value by tapping into consumers' sense of and need for purpose can change the game. Read our inaugural predictions focused exclusively on customers to understand how evolving consumer needs and expectations will shape their approach to brands and tech.

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