Thomas Husson

Learn how companies are balancing reductions in environmental impact with meeting consumer demands.

When companies improve both brand equity and CX in tandem, there is a significant revenue uplift. Learn more at CX Summit EMEA June 2–4, 2025, in London.

An update to ChatGPT made it easy to simulate Hayao Miyazaki’s style of animation, which has flooded social media with memes. Beyond the hype, this trend raises serious questions about copyright infringement.

After the two previous summits hosted at Bletchley Park in the UK (November 2023) and in Seoul, South Korea (May 2024), French President Emmanuel Macron has decided to host a new AI Action Summit, cochaired with India, on February 10–11 in Paris.

Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prévisions que Forrester anticipe pour l’année qui vient. Début 2024, j’avais partagé une dizaine de prévisions ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – a analysé la pertinence de nos prévisions en revenant de manière […]

There is no single green or sustainable consumer. Values and attitudes vary greatly within the same age group or across different countries. Learn about Forrester’s recently updated green segmentation for 2025 in this preview of a new report.

Behavioral science aims to develop a deep understanding of human decision-making in context. It helps explain customer mental models and why people don’t always act the way they say they do. This is especially important when it comes to environmental issues: Many consumers would like to adopt greener behaviors but struggle to do so due […]

How Will Consumers Engage With Generative AI In The Future? As my colleague Audrey Chee-Read summarized in a recent blog post, consumer adoption of generative AI (genAI) with brands will happen unnoticeably. As new AI-powered products in everyday technology devices like smartphones and laptops increase, genAI will simply blend in as a native feature. As […]

While AI has huge potential to mitigate the environmental crisis, the technology that powers AI has a huge impact on climate change and water resources. Learn how the futures of AI and the green market revolution are intimately linked and how they will both become invisibly embedded into our daily lives.

Despite the post-election trauma in France, brands sponsoring the 2024 Paris Olympic Games should be able to leverage their investments. There is a huge contrast between the current political context today in France and the universal message that the Olympic Games will convey in about three weeks. Despite traditional French skepticism and pessimism, the momentum […]

B2C marketing decision-makers have many conflicting short- and long-term priorities while facing increasingly tough challenges. Welcome to marketing, right? Improving brand perception and customer experience (CX) while achieving a positive ROI is a particularly daunting task in 2024 because: A turbulent economy makes it tough to improve marketing’s ROI. Forty-five percent of global B2C marketing […]

Paris will be the center of innovation and technology this week. Get a unique preview of the 2024 edition of the VivaTech conference in Paris.

A lot has changed in the regulatory landscape since we introduced Forrester’s Sustainability Maturity Model three years ago. For Earth Day 2024, we’ve updated the model. Read this post to learn about the major changes to the model and how it can help your organization reassess your sustainability maturity.

Learn the five most common barriers impeding widespread customer adoption of sustainable offerings and how to encourage sustainable behaviors among B2C buyers.

Educating executives about the environmental impact of their business is still a challenge. Learn why and several other key takeaways from the recent ChangeNOW solutions summit in Paris.

As is often the case with new technology that promises to change the world, consumer use of generative AI has raised some questions and concerns. Learn five of the key trends we see emerging around the consumer use of generative AI in this preview of a new report.

While Europe’s green segments may look homogeneous, consumers’ behaviors and attitudes vary by region and age. Learn how the latest data has countered some common stereotypes about green consumers in Europe.

Bien qu’ils accordent rarement la priorité à l’environnement dans leurs habitudes d’achat, les consommateurs français sont de plus en plus soucieux des enjeux écologiques. Pour suivre le mouvement, les distributeurs et les marques françaises doivent prendre au sérieux leur engagement en matière d’environnement et la façon dont ils le démontrent à leurs clients. Forrester vient […]

Thomas Husson partage un aperçu de quelques prévisions parmi les dizaines que Forrester anticipe pour 2024.