Consumers Demand Digital

2020 has been a challenging year. Remote work has gone from a fringe activity to the norm for many information workers. Parents have struggled getting their toddlers to attend virtual classes. And many of us have changed our everyday habits and routines: how we shop, how we socialize, and what we do with our free time. Going forward, so many of these changes will become permanent fixtures in our lives.

These changes have also generated a swell of digital activity. While a shift toward digital spending in consumer behavior is not new, it has been dramatically accelerated. Some firms were more resilient than others once the disruption occurred, and as a result, they can offer several critical lessons about how pivots made today will help organizations become stronger and better prepared for the next disruption, whatever it might be.

Forrester Consulting was commissioned to evaluate how firms adapted to the current health crisis, brought on by the COVID-19 pandemic, and what applications the lessons from today will have for the future.

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