The Data Digest: The Values-Based Consumer

Anjali Lai

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: 

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TechnoPolitics Podcast: Our Take On Google I/O & Mobile App Development

Mike Gualtieri

Listen to Forrester analysts Mike Gualtieri and Michael Facemire's lively discussion on this year’s Google I/O Conference, including the over-the-top Google Glass skydiving keynote emceed by none other than Sergey Brin.

  • Google I/O Conference highlights
  • Native versus HTML5: The mobile app development debate continues
  • iPhone and Android own the market now. Will Microsoft be number 3, or will Amazon surprise everyone again?
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