Breakthrough or bust: tap "Consumer Energy" to drive sustainable innovation

Tuesday, October 1, 2019
2:15 PM - 2:45 PM

Forrester's research shows that CMOs' ability to impress and 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 becoming ingrained in customers' lives and creating measurable value are incessant battles that are highlighted by the fact that demographic, social, and economic trends don’t predict consumers’ embrace of innovation. Years of deep, multimodal research has revealed what gives consumers the motivation and energy to embrace the next new thing brands have to offer as well as what makes them 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.


Anjali Lai
Senior Analyst