Forrester Predicts Consumers Will Rebel Against Unnoticed Influence in 2027
Forrester pairs this prediction with a survey of its ConsumerVoices community: 68% of participants say the most effective influence is the kind people don't notice.
What's happening
According to Forrester, 2027 will be the year consumers rebel against invisible influence, with tangible consequences for organizations. In the survey, 61% of participants say they are more aware than a few years ago that their surroundings shape their behavior. Among participants who believe an experience is designed to influence their decisions, 60% often or always verify information with another source.
Whose desk it lands on
The executive responsible for customer experience. When a customer questions who benefits from your recommendation, how do you answer?
Our view
The CX Brief's interpretation, not a claim made by the source.
Consumers who believe they are being influenced do not stay passive: 55% of participants who hold that belief look for options beyond what is presented, and 51% consider who would benefit from the suggested step. Customers weigh not only whether a recommendation is on target but also whose interests it serves.
