Anticipate US Consumers’ Brand Expectations During The Pandemic Recovery

Our research shows that consumer recovery life cycles will vary widely and will depend on US online adults’ financial and emotional context. The next 12 to 18 months will see ebbs and flows in consumer confidence and myriad new behaviors as consumers navigate their post-pandemic reality. Marketers should use Forrester’s Consumer Technographics® data to see whether their consumers are in survival, adaptive, or pioneer mode in order to understand their context and how they get value from brands.