Breakthrough or bust: Tap “Consumer Energy” to drive sustainable innovation

Forrester’s research shows that CMOs’ ability to influence consumers with new technology and experiences is waning. Under the mandate of ...

Forrester’s research shows that CMOs’ ability to influence consumers with new technology and experiences is waning. Under the mandate of innovation, CMOs chase adjacent opportunities to iterate on products and services, but it’s an incessant battle, highlighted by the fact that demographic, social, and economic trends don’t predict consumers’ embrace of innovation.

Years of multimodal research has revealed what gives consumers the motivation and energy to embrace the next new thing, as well as shut out potential new experiences; a force Forrester termed Consumer Energy. Anjali Lai explains what consumer energy is, how it shapes brand relationships, and how CMOs can harness it to draw customers in.

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