Personas remain a powerful empathy-building tool for creating alignment and driving customer-obsessed decision-making. But most organizations’ personas are the result of outdated practices that amplify biases about customers, cause confusion and data overload, and lead to low adoption. To create effective personas, companies must rethink their approach and focus on creating personas that are purpose-built, insights-based, goal-oriented, cocreated, durable, compelling, and inclusive. This report helps B2C marketers, customer experience (CX) pros, and digital business leaders understand the qualities of modern personas and the best practices to create them.