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• 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 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...

• Report Changing Expectations Fuel Direct-To-Consumer Disruption

  Consumers Redefine Convenience, Quality, And Trust

  April 2, 2019 | Jim Nail, Anjali Lai

  A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their...

• Report B2B Marketing Agencies, North America, Q1 2019

  Forrester's Overview Of 39 Service Providers Serving B2B Marketers

  February 8, 2019 | Jay Pattisall, Laura Ramos

  You can use B2B marketing agencies to supplement your resources with leading expertise; elevate your creative and content; and drive value from data, analytics, and martech investments. But to...