If Thursday morning’s controversial tweet from McDonald’s is any indication, brands are no longer safe. I’m not just talking about the threat of a data breach or hack — I’m talking about the threat of consumers who force brands to expose their ethics and beliefs or remain at the mercy of consumer perception and interpretation in a polarized environment. As we’ve seen with other examples of ubiquitous and once universally loved brands like Kellogg’s and L.L. Bean, consumers increasingly judge companies on the basis of their values — and while customers are skeptical of firms that stay silent, they open their wallets for those that champion appealing causes.
Forrester’s Consumer Technographics® data reveals that this is hardly a passing cloud; customers are becoming more aware of — and sensitive to — social issues overall. For instance, more consumers regularly follow politics, read about science, and identify as being environmentally conscious today than in 2014:
Happy 2017! Settling in to the New Year often renews hope and excitement for the future, and rekindles anticipation for the brands, products, and experiences on the horizon. This year, it’s hard to think about imminent innovations without considering a modern imperative that is rapidly moving to the forefront of conversation: customer empathy.
We are barely three weeks into 2017 and already the cry for customer empathy – and brands’ responses to it – are popping up frequently. At the Consumer Electronics Show, the “insanely cute” Kuri personal robot stole consumers’ hearts, and took the notion of “tech love” to a whole other level. The progression of Artificial Intelligence is sparking public debate about the role of compassion in human connection. And people find themselves seeking meaning, purpose, and understanding over happiness.
The need for empathy affects how customers evaluate brands too: Consumers increasingly prefer companies that resonate with shoppers’ personal values. Forrester’s Consumer Technographics® social listening data shows that consumer buzz about company values is on the rise:
Forrester is kicking off research on what it means to be a sustainable business and why it matters. In short, it matters because customers and investors care. But what do they care about? And, what does sustainability mean to them, and to the companies they do business with?
First stop in exploring the definition of something is, of course, a search for the term. “Sustainable” means that something can go on, and continue and “be maintained at a certain rate or level.” For consumers, that might mean their health, their environment, or the health and environment of others -- but also their budgets. The literature on sustainability often refers to three pillars: social, environmental and economic. But how does this translate into business metrics?