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For B2C Marketing Professionals

The Values-Based Consumer

A Technographics® 360 Report Using Survey, Social Listening, And Qualitative Data

April 6, 2017

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Why Read This Report

Consumer decision making is changing: Shoppers increasingly evaluate products and brands based on a company's ethics and values. Empowered customers, marked by their sophisticated digital behavior, online resourcefulness, and drive to do business with emotionally enriching companies, demand transparency around company values and have thus created a new dimension for brand competition. Here, we apply Forrester's Technographics 360 methodology to distill when, why, and how company values sway US consumers' purchase choices.

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Table of Contents

  • The Values-Based Consumer Creates A New Dimension Of Competition
  • Use Consumer Context And Emotional Needs To Resonate Effectively
  • Recommendations

  • Act On Company Values To Win Consumer Minds And Market Share
  • Supplemental Material
  • Related Research Documents

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