Gartner Research

Major Consumer Value Shifts Drive Marketing Changes in 2019

Published: 03 April 2019

ID: G00388740

Analyst(s): Emily Moquin


Chief marketing executives must understand the quickly changing landscape in which they operate. This research examines shifts in American consumer values, the cultural zeitgeist and consumers’ expectations for brands that are driving changes in marketing today.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Prioritize the Analysis of Your Brand’s Cultural Context
    • Recommendation
  • Assess Shifting Consumer Values Patterns to Uncover Key Connection Concepts
    • Recommendation
  • Calibrate Your Tone and Specific Brand Identity to Align With Consumer Values
    • Recommendation

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