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FORRESTERNOW

As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report Forrester Infographic: Work To Maintain Pandemic-Level Email Marketing Engagement

    April 19, 2021 | Shar VanBoskirk

    In the decade spanning 2006 to 2016, consumer data showed stable and often improving perceptions of email marketing. But in the years that followed, a paradox emerged: Behavioral responses to email...

  • Report Geopolitical Disruption Demands Local Trust

    CMOs At Global Brands Must Pivot To Truly Multilocal Operations
    February 11, 2021 | Thomas Husson

    Even before COVID-19, significant economic, political, and tech trends were fragmenting the global order. The pandemic's economic and social crises and associated geopolitical shifts will drive...

  • Report The State Of Consumers And Technology, 2020

    Increasingly Intimate Technologies Spark The Next Mind Shift
    February 2, 2021 | Anjali Lai

    Technology became a lifeline for consumers during the crises of 2020: Consumers now spend more time using more devices for more sophisticated tasks. What is the result of this intense reliance on...

  • Report A Post-Truth Climate Is Shaping Gen Z's Consumer Behaviors

    Now More Than Ever, The Next-Generation Consumer Expects Brands To Be Real, Be Respectful, And Represent
    January 14, 2021 | Mike Proulx

    Step aside, Millennials. CMOs have their sights set on the next generation of consumers and for good reason. Gen Z (born in or after 1997) is likely to form the majority of US consumers in just...

  • Report The Future Of The Empowered Consumer In The US

    The Past Decade Of Consumer Evolution Shows That Consumers Want New Choices, More Immersive Experiences, And Greater Purpose
    December 15, 2020 | Anjali Lai

    People rebound from crises by discovering and flexing their muscles of empowerment. For over 20 years, we've used hundreds of thousands of global consumer surveys to measure the drivers and...

  • Report The Heated Streaming Wars Are About Relationships

    What Disney+ Teaches Marketers About Connecting With Customers
    January 31, 2020 | James McQuivey, PhD

    The media business has always been the canary in the digital disruption coalmine, teaching everyone what's coming next. The latest battle for digital dominance among video streamers is no...

  • Report The State Of US Consumers And Technology, 2019

    Increasingly Intimate Technologies Spark The Next Mind Shift
    November 8, 2019 | Anjali Lai

    Today's abundance of technology means that consumers idealize digital detoxes and device retreats, but our data proves that their willingness and capacity to adopt and use more technology is still...