Uber.Pepsi.The Ringling Brothers Circus. Our Values based analysis.
Forrester IT
APRIL 14, 2017
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 J im 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.
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