Trends Report

Navigating The 2023 Downturn: B2C Marketing Executives

Make Brand Experience (BX) The Top Priority In All Scenario Plans

January 26th, 2023
With contributors:
Keith Johnston , Eric Epstein , Jay Pattisall , Jen Sanning , Shynise McElveen , Peter Harrison


You’ve made it to 2023. It’s an adventure that’s just getting started as the veil of uncertainty has you mired in constant scenario planning. But promise us this: As you reprioritize your business objectives in response to fluctuating market signals, keep “improving the brand experience” at the top. Why? Data from Forrester’s Customer Experience Index (CX Index™) shows that the average CX Index score declined in 2022 for the first time in four years. Since all customer experiences are brand experiences, all eyes are on the CMO: Consumers demand better from brands this year. This report provides specific recommendations to help B2C marketing executives navigate 2023 with a BX-first mindset.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.