Forrester’s B2C Marketing & Customer Experience Predictions for 2025 suggest a significant shift in consumer behaviour as price sensitivity rises, leading to a projected 25% decline in brand loyalty.
With inflation and economic uncertainty pushing consumers to rethink their spending habits, many will abandon their traditional brand loyalties in favour of options that offer better value. In response, loyalty programmes are expected to grow in popularity as shoppers seek ways to mitigate the impact of price increases.
Forrester’s annual predictions provide an in-depth analysis of key trends that will shape B2C marketing and customer experience in the coming year.
One major trend highlighted is the integration of marketing and loyalty technologies. Currently, 78% of U.S. B2C marketing executives admit their systems are siloed, limiting their ability to deliver seamless customer experiences. By 2025, investment in unifying these tech stacks is set to triple as companies prioritise efficient, integrated solutions.
Another noteworthy prediction concerns the rise of generative AI. By automating low-complexity customer service tasks, genAI will displace 100,000 frontline agents from major contact centre outsourcers. As more companies adopt AI-driven automation, the demand for human agents will decline, particularly in outsourced contact centres.
The report also addresses the fate of TikTok in the U.S. Despite ongoing political pressure to divest the platform from its Chinese parent company, ByteDance, Forrester predicts TikTok will remain a dominant player in 2025, continuing to be a high-performing media channel for marketers.
As Forrester’s chief research officer, Sharyn Leaver, points out, “In 2025, B2C marketing, digital, and CX leaders must build on lessons learned from this experimentation and focus on improving their data infrastructure to gain better customer insights.”