What do Uber, Pepsi and The Ringling Brothers Circus have in common?

Author: Forrester / Source: Forbes By Jim Nail and Henry Peyret Three very different brands with an unfortunate commonality: Each has rece

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By Jim Nail and Henry Peyret

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.

At Forrester’s Consumer Marketing Forum earlier this month, my colleague Henry Peyret and I launched a new line of research that helps marketers manage the trend of consumers looking beyond the direct, personal benefits they receive from brands to also value the brand’s impact on society and the world. Paired with Anjali Lai’s powerful data 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…

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