[et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/01\/interviwe.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” url=”https:\/\/www.youtube.com\/watch?v=jxJGKrshKAo&feature=youtu.be”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/01\/infographic.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” url=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/01\/infografia-tendencias-2018ENG-01.jpg”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/01\/pdf.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”center” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” url=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2018\/01\/180126_Consumer-Trends_ENG_DIGITAL.pdf”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#ffffff” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” custom_padding=”10px||0px|” padding_mobile=”on” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on” custom_padding=”||0px|”][et_pb_column type=”4_4″][et_pb_text admin_label=”Intro” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
In the context of fast-paced evolution, 2018\u2019s consumer will become increasingly sophisticated, providing new typologies that, until now, were only just beginning to emerge in the eyes of brands. Thus, in the face of the social experience of consumption, we will see more and more consumers who prefer their relationships with brands to come from a point of individualism, discarding the traditional masculine\/feminine dichotomy. We will see how brands react to a post-gender consumer that does not fit\u2014and does not want to fit\u2014these social stereotypes. After several years of millennials capturing all the media attention, we may see other sociodemographic typologies emerging with strength in the upcoming months, especially those involving the elderly and children. The first is a logical response to societies in which people over 60 are becoming more important and where the digital divide is gradually disappearing. In the case of children, brand interest is clear\u2014but that interest also implies a responsibility: To contribute to the education and values of society\u2019s mini-consumers.<\/p>\n
These new and increasingly sophisticated consumers will also transfer some of their new obsessions to brands. They will then measure companies according to evolved criteria, including the importance placed on sustainability and transparency, as well as basic axes of trust. Additionally, they will lend increased importance to perceptions of authenticity as a rejection of the boom of influencers and advertising identity crisis. They will focus on things that have been labeled \u201chealthy,\u201d whether food, cosmetics or lifestyle habits.<\/p>\n
Finally, new phenomena will influence consumer engagement strategies, such as the definitive boom of the cryptocurrencies and the technology hidden behind them, which will substantially modify many sectors. It will also change co-branding, as brands will find more and more opportunities (rather than risks) in collaborating for a common benefit.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Mini-consumers t\u00edtulo ” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” header_font_size=”40px”]<\/p>\n
<\/a><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Mini-consumers I” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n In a hyperconnected society, the importance of educating and instilling values cannot be a task left solely to parents and teachers. Brands also play a role and can strengthen core values, contribute to personal development and help children become better adults.<\/p>\n We see more and more examples of how brands, while recognizing the valuable influence their products have on children, make efforts to educate them for a future where, in many cases, the key will lie in how they can cultivate trust and what tools they have for their growth. This is the case with McDonald\u2019s, which is fostering inclusion and health education to promote its range of gluten-free products. Thus, through focused efforts on communicating its popular Happy Meal is now also available for children with celiac disease, the company can position its children’s menu as food that makes all children happy. Its new slogan? \u201dIf it couldn\u2019t make all children smile, it wouldn\u2019t be a Happy Meal<\/a>.\u201d<\/p>\n In addition, Grupo Arcor (Argentina) recently launched a new line of breakfast cereals called \u201dLos Guardianes del Planeta<\/a>\u00a0(Guardians of the Planet).\u201d It features a team of four heroes, each with a special skill with the mission of protecting the planet and the environment.<\/p>\n <\/a><\/p>\n <\/a><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”rgba(140,144,153,0.17)” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n “Our marketing is for the whole family and targeting \u00a0\u00a0heads of households (adults, parents, guardians), as well as people of 12 year or above, whom we reach with information and product options to consciously snack”<\/strong><\/p>\n Sebasti\u00e1n Delgui, <\/strong>Director of Corporate and Government Affairs, Mondelez International Southern Cone<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Mini-consumers II” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n The link between brands and children usually occurs, as is logical, through its most playful aspects. Children feel, for example, attracted to social networks; They learn by having fun and breaking with traditional frameworks. This is where the playful aspect needs to be focused on sharing values, responsibility and other important concepts. Brands must be able to train their communities through tools that encourage innovation and learning. For example, Disney created an online game based on the movie “Big Hero,” which teaches children how to program. Called “Code Baymax,”<\/a> it allows children to become familiar with basic programming concepts and overcome obstacles hand in hand with the movie\u2019s well-known characters.<\/p>\n https:\/\/www.youtube.com\/watch?v=YZfE8SzQRx0<\/p>\n <\/a><\/p>\n [\/et_pb_text][et_pb_text admin_label=”The value of transparency t\u00edtulo ” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” header_font_size=”40px”]<\/p>\n <\/a><\/p>\n [\/et_pb_text][et_pb_text admin_label=”The value of transparency I” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n According to a study called What matters now<\/em>, by Hamel (2012) in 1975, the weight of intangibles on average company value in the S&P 500 was 17 percent. More than 30 years later, these now account for approximately 87 percent of that same value.<\/p>\n Without a doubt, trust is one of the assets brands value most highly, as it is key to consumer behavior. According to the Nielsen<\/a>\u00a0Confidence Index, which measures perceptions of local job prospects, personal finances and immediate buying intentions, global confidence increased in the second quarter of 2017, as optimism also increased in several markets around the world.<\/p>\n <\/a><\/p>\n <\/a><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”rgba(140,144,153,0.17)” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n “In fact, sometimes, the consumer knows the answer to your questions. In reality what you are looking for is a genuine vote of confidence with which you feel that you are not hiding reality and that by sharing your concerns, brands are doing something to improve your value proposition”<\/strong><\/p>\n Andr\u00e9s Felipe Tr\u00f3chez<\/strong>, Manager of External Communications Nestl\u00e9 de Colombia<\/p>\n [\/et_pb_text][et_pb_text admin_label=”The value of transparency II” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n This apparent optimism has been accompanied by growing interest in product traceability and brand relationships with the actors that form its value chain. In this way, certain industries, such as food and cosmetics, are under a cultural spotlight. Consumers now want and demand greater transparency due to beliefs related to nutrition, ethics and the environment.<\/p>\n A strong example is renewed concern for animal welfare, an idea raised more than a century ago by Upton Sinclair with his 1905 publication of The Jungle<\/em>. The Jungle<\/em> raised awareness about the abuse of workers and failures in the U.S. meatpacking industry. In addition, it created the tension that ultimately gave rise to the entities responsible for ensuring the \u201cbehind the scenes\u201d for products, such as the Food and Drug Administration.<\/p>\n In this sense, consumers believe there are links between their own health and the conditions in which animals are raised, crops are managed, resources are used and even the fair treatment of both the animals and workers that take part in the production processes. Consumer welfare trends demanding transparency have led brands to show their processes, tell their stories and convey the legacies they want to leave behind. Companies such as Nestl\u00e9 understood the need to meet consumers\u2019 expectations, and it therefore shares the significant efforts it has made to provide traceability for their products. This has made them into pioneers for opening the doors of their processes (e.g., where does the Klim milk come from<\/a>?). What is clear is that consumers are increasingly aware and hungry for information. The brands that understand this and are willing to see and hear their consumers are the ones that will successfully connect with their publics on a post-transactional basis, thus generating much-desired trust.<\/p>\nThe value of transparency<\/h1>\n