Vision Report

Vast, Fast, And Relentless: Consumer Buying Enters A New Era

What B2C Businesses Need To Know To Survive And Thrive In The Next Decade

August 11th, 2020
Anjali Lai, null
Anjali Lai
With contributors:
Mary Pilecki , Fiona Swerdlow , Emily Collins , David Hoffman , Rick Parrish , Arielle Trzcinski , Melissa Parrish , Fatemeh Khatibloo , Nicole Murgia , Rachel Birrell


It won’t be news to anyone that consumers are more empowered than ever, but it’s hard to pin down in precisely what ways they’re empowered and how that changes the way businesses must serve them. If you’re in a consumer-facing business, let us be the ones to break it to you: You’re entering the most frenzied phase of innovation you’ve ever experienced, and consumers won’t let you rest anytime soon. This report explores the future of buying and what B2C firms must do to be successful in the next 10 years.

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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.