Thomas Husson

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.

With the UN Climate Change Conference (COP28) happening in Dubai, learn why Forrester believes firms can no longer ignore the Green Market Revolution.

In 1994, when he was CEO of Pixar, Steve Jobs said, “The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come.” Fast-forward almost 30 years later, and storytelling is still incredibly powerful. Marketers and the agencies and influencers that […]

Over the past few years, many firms have defined or revisited their purpose — their reason for existence and how they contribute to society and to the planet. The number of B Corps has grown from about 1,000 in 2016 to over 7,000 in 2023. In France alone, more than 1,000 firms, including large corporations […]

The European Parliament and Council have reached a provisional agreement on new rules to ban misleading advertisements and provide consumers with better product information. Generic Environmental Claims Will Be Banned Specifically, terms such as “environmentally friendly,” “natural,” “biodegradable,” “climate-neutral,” or “eco-” will be banned without proof of recognized excellent environmental performance relevant to the claim. […]

In a tough economy, where privacy legislation and technology changes make qualitative consumer data increasingly difficult to access, B2C marketers are struggling to adapt their data strategies for deeper customer understanding and to develop AI capabilities to personalize experiences. Forrester conducted a survey of 906 B2C marketing decision-makers. The results are quite telling. Among the […]

Last week, I spent some time at the Cannes Lion 70th International Festival of Creativity. I hadn’t been to the event since back in the days when I was covering mobile advertising for Forrester. It is pretty obvious that over the past 10-plus years, US tech players have progressively dominated the ad industry. After only […]