Your personalization strategy is built for you, not your customers.
Forrester’s research reveals the widening gap between how brands personalize and what consumers actually want. Learn what’s broken, why it matters, and how to close the gap before your competitors do.
67
%
Marketers know they're doing it wrong
Two-thirds of B2C marketing executives acknowledge their personalization shows customers what the brand wants them to see, not what customers want to receive. Only 15% disagree.
96
%
Investment is up, but impact is flat
Nearly all B2C marketing executives call personalization important to their organization. Yet consumer sentiment hasn't moved. More spend doesn't fix a strategy built on shallow understanding.
34
%
First-party data alone can't close the gap
Only a third of consumers will share personal information for more relevant experiences. This number has held steady for six years. If your strategy depends on consumers volunteering data, you've already hit a ceiling.
Stop personalizing in the dark. Start with understanding.
Download Forrester’s research to see the full data on what consumers want from personalization, where brands are falling short, and what it takes to close the gap.
Download the full report
Get Forrester’s “The State of US Consumer Personalization, 2025” and discover what consumers really want from personalized experiences.