Brand Humanity Study: How Retailers Can Master Empathy at Scale

Nearly every retail brand understands that human communication is instrumental to the success of their business, but how can they deliver these communications at scale? Find out in the powerful Brand Humanity Study (BHS) conducted by Forrester Consulting on behalf of Braze which digs deeper into consumer expectations of brands, including retailers.

This study tracks year-over-year changes in customer sentiment about humanity in brand experiences. This year also features, for the first time, the Brand Humanity Maturity Model (BHM), a business decision-maker study that investigates how brands can build and deliver memorable experiences that drive results.

In the Brand Humanity Retail Spotlight Report, you’ll learn:

  • How consumers expect retailers to listen and understand customer context. Customer expectations of retailers have shifted year over year, and it’s more important than ever that brands feel human to consumers.
  • The opportunities retailers have to improve their data management and insight creation. While many are still on a journey to track customers across channels, individual-level personalization is key to delivering more human messaging.
  • The significant impact human communication drives for retailers’ bottom lines. Retail brands that have mastered empathy and relevance at scale report better revenue results compared with brands that have yet to prioritize brand humanity.


Today’s top global brands are sending tens of billions of messages per month to over 5.5+ billion monthly active users (MAU) with Braze.