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
With contributors:
Keith Johnston , Alex Sobchuk , Lexie Lawhon , Rachel Birrell


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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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.