Trends Report

To Win And Retain Consumers During The Pandemic, Start With Empathy

Demonstrate Empathy By Designing For Unique Customer Risk Profiles

December 17th, 2020
Anjali Lai, null
Anjali Lai
With contributors:
Keith Johnston , Lexie Lawhon , Rachel Birrell , Rachel Birrell


Within the COVID-19 crisis are the seeds of transformation: The boldest leaders will not only adapt their businesses; they will use insights to get closer to their consumers and understand their needs during these times of immense change. We apply Forrester's Consumer Risk Perception Framework to reveal what customers expect from brands and why. We also highlight examples that show how leading brands are changing to meet customers' expectations.

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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.