Predictions Report

Predictions 2024: B2C Marketing

CMOs Prioritize Practicality Over Purpose

October 25th, 2023
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
Audrey Chee-Read, Principal Analyst
Audrey Chee-Read Principal Analyst
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Keith Johnston , Emily Collins , Eric Epstein , Jen Sanning , Benjamin Nagle , Michael Belden

Summary

Practicality trumps purpose in 2024 B2C marketing strategies. An exigent need for profitable growth amid a backdrop of a more divided, mobilized, and activist consumer base puts values-based marketing on hiatus. In its place, CMOs will double down on the principles of marketing: quality products, cost-effective pricing, dependable distribution models, and uncontentious brand experiences — but not at the expense of innovation. Generative AI will dominate the headlines even more in 2024 as CMOs move from intrigue to investment. This report details Forrester’s 2024 predictions for B2C marketing.

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