Trends Report

Collection: How The COVID-19 Pandemic Affects US Consumer Readiness For Innovation

October 12th, 2020
With contributors:
Keith Johnston , Lexie Lawhon

Summary

CMOs need to understand the shifts in consumer energy through 2020 as they embark on business recovery. Forrester’s Consumer Energy Index measures precisely how the emotional toll of the COVID-19 pandemic is influencing consumer appetite for innovation. After a dramatic drop during the early months of the pandemic, consumer energy hovered at its lowest levels for the past two years. As we enter the last three months of 2020, consumer energy is waning still further. CMOs should treat the four emotional dimensions of consumer energy as their lifelines to the consumer — and tune the content, timing, and tone of their consumer communications to match the emotions of the moment. Read the research linked below, visit our empowered customer spotlight page, and schedule an inquiry for further information.

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