More than half a decade into the Age of the Customer, consumer-facing brands continue to face challenges and opportunities brought on by a radical shift in customer expectations and a rapidly evolving technology landscape.
The Trends in Consumer Marketing: 2018 report unpacks the issues confronting B2C companies and highlights how savvy brands use market intelligence and analytics to get ahead of a rapidly changing market, delight and retain customers, and drive growth.
While corporate social responsibility has grown in the past decade, in the coming year it will transition from a premium or luxury attribute to a baseline consumer expectation. Millennials and Gen-Z exhibit strong preferences for brands and products that are socially responsible and will pay premium prices for them...In an era of over saturation, the socially responsible narrative behind a product can be a powerful mechanism to influence purchase and engender brand loyalty
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