Trends Report

Today’s Empowered Consumers Seek Novel And Hybrid Experiences

New Insights On Forrester’s Empowered Customer Segmentation

January 4th, 2023
With contributors:
Mike Proulx , Shynise McElveen , Xiomara Nunez , Peter Harrison


For more than 25 years, Forrester has used global consumer surveys to gauge consumer sentiment. Today’s environment is unique as consumers emerge from a public health crisis and step right into economic uncertainty and geopolitical turmoil. In this turbulent environment, more than ever, marketers need a window to the needs, wants, frustrations, and aspirations of consumers. This report helps B2C CMOs understand where the most empowered US consumers stand today and track where they’re going next.

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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.