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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 Adopt Agile And DevOps To Drive Digital Business Success

  Executive Overview: The Modern Application Delivery Playbook

  January 6, 2021 | Chris Gardner, Jeffrey Hammond

  Every business is now a digital business. Companies are scrambling to respond to consumers' higher expectations and nimbler competitors. Application development and delivery (AD&D) organizations...

• 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 Retailers Are Starting To Reap The Rewards Of Omnichannel Commerce

  Landscape: The Omnichannel Commerce Playbook

  March 26, 2020 | Michelle Beeson

  Because customer expectations are so high, digital business professionals are investing heavily in customer-facing and back-end technology to deliver great experiences. This report analyzes...

• Report The Future Of The Digital Store

  Vision: The Digital Store Playbook

  March 19, 2020 | Fiona Swerdlow

  Today's empowered customers use multiple digital devices to engage with brands and retailers on their own terms while shopping in-store. At the same time, new technologies are transforming retail...

• Report Process Makes Perfect: Exceed Customer Expectations With Omnichannel Excellence

  Processes: The Omnichannel Commerce Playbook

  March 13, 2020 | Brendan Witcher

  Although having a functioning omnichannel fulfillment program is now a basic necessity, many retailers still fail to meet customer expectations. They also struggle to fully understand program...

• 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...

• Survey Consumer Technographics® North American Youth Survey, 2019 (US)

  September 9, 2019

  SURVEY TOPICS Device adoption and attitudes Online topics and websites Digital activities Media and advertising Social media behaviors Retail spending, products, and brands purchased Financial...