Gartner Research

Consumers and Culture Primer for 2019

Published: 05 February 2019

ID: G00375827

Analyst(s): Rob Van Alstyne


To remain relevant and stay ahead of competitors, marketing leaders need a deep understanding of the people-powered cultural and technological changes morphing today’s marketplace. Gartner’s consumers and culture research provides insights into the most important changes with people and society.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • Who are tomorrow’s key consumers, and how can I start building a relationship with them today?
    • How is consumer adoption of emergent communication channels and buying platforms creating new behavioral norms and marketing opportunities?
    • How can I understand the business impact of emergent cultural phenomena and divisive societal flashpoints on my brand’s relationship to consumers?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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