Customer Insights

Customers and employees increasingly want companies to have purpose and values that align with their own. But recent controversies prove that companies that try to appeal to everyone end up appealing to no one. Dev Patnaik explains in Forbes what those companies are misunderstanding about purpose and how they can become truly purpose-driven.

Customers increasingly want brands to take stands on social and political issues. Dev Patnaik writes in Forbes how companies can focus on developing the three pillars of strategy, culture, and leadership to connect with customers authentically.

Whether selling sneakers or streaming services, marketers need a tribal strategy. The article outlines how brands can harness passionate communities of consumers to drive growth.

As consumers pull back on spending in inflationary times, businesses need to set themselves apart. Ryan Baum provides best practices for leaders to truly differentiate their offerings by looking beyond what’s available and unlocking what their customers need but can’t yet articulate or envision.

As inflation eats into spending habits, it’s going to take a lot more than free coffee to win your customers over. Colleen Murray, explains in Entrepreneur what it means to build a purpose-driven loyalty program that resonates with a new generation of shoppers.

With its on-trend merchandise, fast fashion, and amazing deals, Target is the perfect place to shop, socialize, and spend a Saturday afternoon. But more than that, Target is an example of a company that’s been able to thrive despite massive disruption across its industry.