Digital Trends 2021: Responsible Business Puts Trust, Ethics, And Sustainability First

Source: Forbes Published: January 26th, 2021

Lost in the euphoric rise of upbeat digital growth predictions this year is a corresponding wave of people-first trends. Here’s how some research and business leaders viewed the latest deluge of upcoming technology innovations, accompanied by a resurgence of people-centric exigencies for brand trust, ethical responsibility, and sustainability.

Digital can boost customer trust in brands

Since the pandemic compressed expected years of digital evolution into seemingly overnight transformation, the consensus is that cloud-based technology is the only way to future-proof business.

IDC analysts predicted that by the end of this year, 65 percent of organizations will shift to digital-first through automated operations and contactless experiences. But that doesn’t reduce an organization’s ability and imperative to build trusted, personalized relationships with customers. Indeed, the idea is to use digital technologies to improve customer experiences.

For example, Forrester researchers viewed digital as a double-edged sword when it came to brand trust. They predicted that “consumers will give brands permission to become more creative, entertaining, and immersive than they’ve ever found palatable before. Chief Marketing Officers will need to create consciously and sincerely; if manipulative tactics destroy trust among this emotionally vulnerable population, consumers won’t give your brand a second chance.” Calling disjointed experiences the “antithesis of customer obsession,” Forrester analysts predicted market spend on loyalty and retention marketing will increase by 30 percent in 2021 as CMOs assert control over the full customer lifecycle.

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