Forbes Analysis – Emerging Customer Behavioral Trends

Forbes recently reached out to me and 14 other entrepreneurs, asking for some insight on customer behavior trends. What are the big trends we anticipate this year?

There were some interesting predictions in the article, which you can read here. If you’re short on time, I’ll break down the trends that I think are most valuable in this article. I’ll start with my advice that I offered Forbes.

Growing Importance Of Content Marketing

“As conferences and trade shows put their events on hold in 2021, more businesses will search for alternative ways to sell their products and services. Content marketing is going to play a larger role in this transition and I’m not talking about ads. Businesses will turn to the media to try to introduce their products to consumers and enterprise. The successful ones will find ways to sell online.” – Mark MaciasMACIAS PR

I can already see more companies trying to stand out from the noise in 2021. COVID created a vacuum for many brands, as they tried to elevate their brands during COVID.

It wasn’t easy for many companies to get their message out in 2020. The media had a focused and tight narrative it wasn’t looking for and if you didn’t fit into it, your brand didn’t get into the conversation.

Content marketing is already playing a larger role with PR. Getting a news story placed is difficult for even the best PR firms. However, content marketing gives many of these PR agencies an opportunity to build a more consistent brand.

More Socially Conscious Shopping

Higher degrees of socially conscious shopping is a behavioral trend to watch for in 2021. Love it or hate it, cancel culture as a phenomenon is not new to the world of commerce. However, with tensions high, customers will heavily consider the political, social and ethical ramifications of supporting businesses or brands that are not aligned with their philosophies and beliefs. – Jay Johnson, Coeus Creative Group

I thought Jay did a great job of communicating the cancel culture we are seeing with Gen Z. Just today, we had a long conversation with our team about the cancel culture movement. If your brand doesn’t support the political or ethical views of your customer base, you might be in trouble in 2021.

Former President Trump made it much easier for brands to see this cancel culture unfold, but as the political microphones become more muted, brands will have to listen even closer to what their customers say.


Marketing peers named MACIAS PR the 2017-2020 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named him a PR Political Power Player in 2021.