Three very different brands with an unfortunate commonality: Each has recently incurred the wrath of a growing segment that Forrester calls the values-based consumer.
Last week at Forrester’s Consumer Marketing Forum, my colleague Jim Nail and I launched a new line of research. It helps marketers manage the trend of consumers looking beyond the direct, personal benefits they receive from a brand to also value the brand’s impact on society and the world. Paired with Anjali Lai’s powerful companion data report on how empowered consumers’ decision making is changing, this set of research represents a new dimension of Forrester’s overarching thesis on the age of the customer.
To be “customer obsessed,” brands need to do more than study their customers’ technology habits and the digital data they have about them, and even go beyond delivering extraordinary experiences. These are things all companies are trying to do today and will differentiate brands just until their competitors catch up. Increasingly, brands will be evaluated beyond the sum of their features, benefits, personality, and positioning. Tapping the increased transparency created by social technologies, consumers are able to choose brands that reflect their own beliefs on issues related to their personal interpretation of societal impact.