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• 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 Know Your Social Media Audience In 2021 — And If They Want To Interact With You

  Landscape: The Social Marketing Playbook

  January 29, 2021 | Jessica Liu, Sarah Dawson

  The question B2C marketers should be asking is not whether consumers use social media but how best to use social media to interact with consumers. Forrester's new social consumer segmentation...

• 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 Consumer Goods Companies Spend More On Digital Marketing

  The COVID-19 Pandemic Hastens Trends That Were Already In Motion

  August 6, 2020 | Shar VanBoskirk, Brandon Verblow, David Novitzky

  For CPG marketers, the COVID-19 pandemic and its associated shelter-at-home restrictions created both a burst of product demand and unexpected media behavior. The result is that digital spend by...

• Report Modern Privacy Laws Change The Paradigm For Marketing And Advertising

  Roadmap: The Customer Trust And Privacy Playbook

  February 19, 2020 | Fatemeh Khatibloo

  The General Data Protection Regulation (GDPR) has changed how B2C marketers and advertisers operate in the European Union (EU). But more privacy regulations are in play, from the US to Japan, all...

• 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...