NEWS

Forethought’s experts share some insights for ambitious brands seeking growth. We cover topics including brand and communications strategy, customer experience design and observations on marketing and decision-science methods.

EXECUTIVE SUMMARY What are Americans’ current perceptions of normality?  After weeks of marginal steps, Americans appear to be breaking into a stride towards normality. This week, the Normality Index improved 14% from last week (56% 18 May to 64% 25 May), the largest single week...

WE’RE FEELING HALF NORMAL, BUT… YOUNG AUSSIES ARE ANXIOUS, AND STARTING TO LOOK DISLOYAL TO BRANDS AND SERVICES For the majority of Aussies, we are feeling ‘half normal’, with the Australian Normality Index creeping over that halfway marker to 52% for the first time since the...

EXECUTIVE SUMMARY What are Americans’ current perceptions of normality?  This week, American life has improved to reach the closest point to normality since 23 March. After the unemployment shock and resultant decline last week, we are reminded of the jolting effect of negative economic news...

The Australian Normality Index (Week 7) has revealed two important changes in Australians’ sense of wellbeing and an interesting lesson for organisations who are seeking to maintain relevance and achieve the idealised state of partnering with customers. FROM LIVES TO LIVELIHOODS:  ‘Feeling confident in the...

After 7 weeks of patient compliance with significant limitations to our daily movements, we have seen the first states start to ease restrictions and it's given us a real boost towards normality.  These first states might offer us some clues as to how we might rebound. THIS WEEKS OBSERVATIONS Over the past 7 weeks, your consumers have been forced to live differently.  Their values...

Australians are inching back to feeling normal, but across age segments COVID-19 is being experienced differently… and those results might surprise you.  Our older Aussies are taking it in their stride, and our younger adults are feeling anxious and distrusting. Marketers cannot take a one size fits all approach. Marketers need to carefully observe the different segments behaviours and respond in relevant ways.

Perceptions of normality have nearly entirely rebounded back to where they were 6 weeks ago, currently at 52%.  Without any real medical or economic justification, Americans have signalled a loss of patience with the dual crises and commenced to muscle their way back to normality.