Customer Behavior

Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.

To reach Gen Z’s media-savvy digital natives, your marketing strategy needs to change.

It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.

Companies can use an array of tactics to make sure that their data products inspire action — and create value.

Which retail customers will return to in-person shopping as the economy reopens — and why?

How brand owners can rebuild consumer confidence, and why leaders must invest in building trusted employee relationships.

Consumer confidence will be the new currency of business; here’s how companies can respond.

Social distancing has renewed consumer interest in high-touch, full-service business models.

Strategy hijacks — situations in which companies must adjust their strategies due to consumer backlash — can be predicted and avoided.

Small and midtier brands have unique opportunities to provide value in the new consumer environment.

Social listening — analyzing what consumers say on social media — can serve as a treasure hunt map.

The changing role of CEO, designing AI systems customers won’t hate, and a lesson from Beethoven.

Companies implementing AI must protect customers’ autonomy, privacy, and individuality.

Brand collaborations can benefit both partners, but there are limits on how many can participate.

Consumer behavior holds the key to online retail success.

Caesars has found that telling customers about its green efforts leads to a boost in spending.

Here’s how to ensure your sales teams know their customers’ problems.

Online and off-line customer conversations about your brand require separate marketing strategies.

Recommendation algorithms don’t just reflect consumer preferences — they also shape them.

Digital customer service platforms offer better service when they use customer-centric language.