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The Brand Experience Playbook For 2021

Create A Customer-Obsessed Brand Experience

In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

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  • Report US Consumer Pandemic Recovery Outlook: Spotlight On Media Consumption

    Heavy Online TV/Video Consumption Accelerates, Reshaping How Consumers Access And Experience Content
    June 17, 2021 | Anjali Lai

    Brands' first step in accelerating through the COVID-19 pandemic and building a profitable, sustainable future is to establish a laser-sharp focus on consumers. Leaders must develop an accurate and...

  • Report Data Digest: US Consumers May Be Shifting To Renewable Energy

    June 15, 2021 | Anjali Lai

    Values-based consumers are asserting themselves through ecofriendly energy and transportation choices. Forrester Analytics Consumer Technographics® data shows that nearly one-quarter of US online...

  • Report Wellness Outcomes Depend On Effective In-App Mechanics

    Part Of The "Successful Health And Wellness Mobile Experiences" Series
    May 25, 2021 | Julie Ask

    Consumers don't achieve successful health outcomes by simply using apps to track what they eat, getting on a scale every day, or tracking their steps. Instead, mobile experiences need to do more to...

  • Report Everyone Benefits When Data Ethics And Diversity, Equity, And Inclusion (DEI) Converge

    May 20, 2021 | Fatemeh Khatibloo, Nick Monroe

    Data ethics and diversity, equity, and inclusion (DEI) are increasingly critical issues for organizations. In research conducted for our Forrester Wave™ evaluation of customer database and...

  • Report Forrester Infographic: Understanding Today's Indian Investors

    May 7, 2021 | Arnav Gupta, Vijay Raghavan

    Wealth management firms commonly segment their clients by investable assets. But this is not enough to help these firms decide on new products and services or optimize customer engagement models....

  • Report Brands And Politics Collide

    Company Values Determine When To Take A Stand
    April 14, 2021 | Mike Proulx

    2020 was the year that trounced US brands' "no politics" policies — forcing boardroom debates about whether to respond to specific events around social justice, mask-wearing mandates, voting...

  • Report Understand Your Customers To Help Improve Their Financial Well-Being

    Financial Well-Being: Use This Segmentation To Develop Your Financial Well-Being Strategy
    April 14, 2021 | Aurelie L'Hostis

    Consumers face multiple financial challenges, and many are worried about their financial situation. Various attitudinal, situational, and external factors can impact an individual's financial...

  • Report The Consumer Behaviors That Will Endure After The Pandemic

    Why Marketers Have Been Measuring The Wrong Things, And Which Insights Matter The Most This Year
    March 31, 2021 | Anjali Lai

    As the world starts to recover, leaders are asking burning questions about consumers: Are changes here to stay? Which trends are fleeting; which are permanent? What is the new normal? While we...

  • Report Greener Consumers Demand Sustainable Brands

    The Green Revolution Will Drive The Next Wave Of Business Transformation
    March 22, 2021 | Thomas Husson

    Green consumers are frustrated — especially in Europe — and demanding that brands go beyond touting their environmental sustainability efforts and take real action. CMOs should embrace...

  • Webinar Consumer Outlook On 2021

    February 4, 2021 | Anjali Lai, Martin Gill

    2020 will be remembered as a transformational year in world history; now, the decisions, actions, and innovations that occur in 2021 will set the trajectory for pandemic recovery and rebound that...

  • 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 Research Overview: Emotion

    A Guide To Our Emotion-Related Research
    January 11, 2021 | Jim Nail, Sarah Dawson

    Emotion is the foundation of consumer decisions, but organizations often prioritize hard data over the challenge of understanding emotions. New scientific insights as well as new measuring tools...

  • Webinar Empowered Consumers Go Green

    December 14, 2020 | Anjali Lai, Salvatore Schiano

    Conversations about the climate have ebbed and flowed for decades, yet 2020 marks a turning point where the combination of escalating climate hazards, a global pandemic, and a newfound consumer...

  • Webinar Consumer Predictions 2021

    December 11, 2020 | Anjali Lai

    The crises of 2020 will lead to further fragmentation among already-divided consumers and tensions for brands. Businesses will not survive the harsh climate of 2021 without tuning into key changes...

  • Webinar Retail Predictions 2021

    As they navigate the next wave(s) of the global COVID-19 pandemic in 2021, retailers, brand manufacturers, and ecosystem players (such as mall operators) will determine whether they are in...

  • Report Forrester Predictions 2021: Accelerating Out Of The Crisis

    October 28, 2020 | Sharyn Leaver

    2020 shattered the status quo. In 2021, advanced organizations will adapt and use the upheaval to forge a competitive edge. Discover your organization's path to success. Read Forrester's 2021...

  • Report How The COVID-19 Crisis Is Impacting Consumer Behaviors In Italy

    Italian Consumers Are Asking Firms To Start Their Digital Transformation Right Now
    June 22, 2020 | Enza Iannopollo

    After several weeks of lockdown due to the COVID-19 pandemic, we asked Italian online adults how they feel about the virus and the economy as well as how their behavior is changing in response to...

  • Report The UK In The Pandemic: How Consumers And Businesses Are Changing

    As The Pandemic Drives A Lasting Shift In UK Consumers' Behaviors And Values, Firms Must Respond In Kind
    June 17, 2020 | Michelle Beeson

    Our new survey, the Forrester Analytics Consumer Technographics® COVID-19 Survey (Wave 1), studied 1,117 UK online adults to analyze the impact of the COVID-19 crisis. This report synthetizes the...

  • Report How The COVID-19 Crisis Is Affecting Consumer Behaviors In France

    Anticipate The New Normal And Embrace Transformations On Steroids
    May 11, 2020 | Thomas Husson

    Forrester recently surveyed more than 1,100 French online adults to analyze the impact of the COVID-19 crisis among consumers in France. This report offers CMOs and other executives a first glimpse...