Mastering Data, Technology And People Will Make Brands Future Ready: Report

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Talkwalker, the consumer intelligence company, published its latest report, Shape Tomorrow – How today’s consumer connections will shape your brand’s future.

It reveals why now more than ever, brands should be adapting their strategies around their consumers – to shape tomorrow based on today’s consumer insights.

“Right now, we’re seeing brands struggling to get a grip on today,” said Tod Nielsen, Talkwalker CEO. “But that’s nothing compared to the tomorrow looming on the horizon. We’ll see a new iteration of consumers that have higher expectations of quality and speed, but are also hyper-concerned about society and the environment. Brands will have to balance these fluctuating demands to meet consumer expectations.”

The report includes a maturity framework to help brands understand how tomorrow-ready they are, based on three critical elements – data, technology, and people. Only the brands that master these will be consumer-close.

Consumer closeness enables brands to transform data into real-time consumer insight, to effortlessly guide decision-making, and drive brand growth. With leading-edge brands in customer-centricity growing nearly 3x faster than the industry average.

“We’re seeing an increasing gap developing between brands and consumers,” Nielsen continued. “In just one example, we found that over half of all sustainability conversations led by consumers around the CPG industry were missed by brands. Companies were missing this vital opportunity to connect with their consumers, a connection they could use to strengthen campaigns, services, and products, and develop more successful business strategies.”