{"id":60544,"date":"2021-02-04T00:00:00","date_gmt":"2021-02-03T23:00:00","guid":{"rendered":"https:\/\/llyc.global\/2021\/02\/04\/tendencias-do-consumidor-2021\/"},"modified":"2023-10-26T05:46:27","modified_gmt":"2023-10-26T03:46:27","slug":"tendencias-do-consumidor-2021","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/tendencias-do-consumidor-2021\/","title":{"rendered":"TEND\u00caNCIAS DO CONSUMIDOR 2021"},"content":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;none&#8221;][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.4.8&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; text_text_shadow_vertical_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=&#8221;0px&#8221; text_text_shadow_blur_strength=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=&#8221;1px&#8221; link_text_shadow_horizontal_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; link_text_shadow_vertical_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_vertical_length_tablet=&#8221;0px&#8221; link_text_shadow_blur_strength=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_blur_strength_tablet=&#8221;1px&#8221; ul_text_shadow_horizontal_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; ul_text_shadow_vertical_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_vertical_length_tablet=&#8221;0px&#8221; ul_text_shadow_blur_strength=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_blur_strength_tablet=&#8221;1px&#8221; 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header_text_shadow_vertical_length=&#8221;header_text_shadow_style,%91object Object%93&#8243; header_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_text_shadow_blur_strength=&#8221;header_text_shadow_style,%91object Object%93&#8243; header_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_2_text_shadow_horizontal_length=&#8221;header_2_text_shadow_style,%91object Object%93&#8243; header_2_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_2_text_shadow_vertical_length=&#8221;header_2_text_shadow_style,%91object Object%93&#8243; header_2_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_2_text_shadow_blur_strength=&#8221;header_2_text_shadow_style,%91object Object%93&#8243; header_2_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_3_text_shadow_horizontal_length=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_3_text_shadow_vertical_length=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_3_text_shadow_blur_strength=&#8221;header_3_text_shadow_style,%91object Object%93&#8243; header_3_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_4_text_shadow_horizontal_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_4_text_shadow_vertical_length=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_4_text_shadow_blur_strength=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_5_text_shadow_horizontal_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_5_text_shadow_vertical_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; vertical_offset_tablet=&#8221;0&#8243; horizontal_offset_tablet=&#8221;0&#8243; z_index_tablet=&#8221;0&#8243;]<\/p>\n<p>&nbsp;<\/p>\n<p>O impacto da Covid-19 deixa para 2021 um modelo de consumo marcado por tens\u00f5es entre o emocional e o organizacional. O trauma da pandemia, aliado \u00e0 sua capacidade de transformar as prioridades da popula\u00e7\u00e3o, colocar\u00e1 a economia das emo\u00e7\u00f5es no centro da <a href=\"https:\/\/ideasbr.llorenteycuenca.com\/2020\/03\/25\/consumidores-e-marcas-em-tempos-de-covid-19\/\" target=\"_blank\" rel=\"noopener noreferrer\">rela\u00e7\u00e3o com as marcas<\/a> mais do que nunca. Ao mesmo tempo, para al\u00e9m da digitaliza\u00e7\u00e3o for\u00e7ada, a log\u00edstica organizacional de consumo tamb\u00e9m ser\u00e1 alterada, obrigando a reagir rapidamente \u00e0s novas necessidades dos consumidores.<\/p>\n<p>A tens\u00e3o emocional derivada da pandemia que vivemos h\u00e1 meses em escala global far\u00e1 do desenvolvimento da empatia um tra\u00e7o de personalidade chave das marcas. A inseguran\u00e7a e a incerteza que vivemos tamb\u00e9m colocar\u00e3o como chave a necessidade de uma percep\u00e7\u00e3o de lares saud\u00e1veis e seguros, por um lado, e a simplifica\u00e7\u00e3o da oferta de produtos e servi\u00e7os, por outro. Al\u00e9m disso, a perda do tabu da sa\u00fade mental ser\u00e1 acentuada e ser\u00e1 mais f\u00e1cil para as marcas participarem desse tipo de di\u00e1logo social<\/p>\n<p>Do lado log\u00edstico da forma como consumimos, a transforma\u00e7\u00e3o para novos modelos de cidade vai juntar-se \u00e0 for\u00e7a crescente do ativismo em prol do consumo local e da proximidade. Tudo isso em um contexto de dessincroniza\u00e7\u00e3o do consumo favorecido pelo <a href=\"https:\/\/ideasbr.llorenteycuenca.com\/2020\/09\/02\/da-relacao-a-distancia-ao-sucesso-as-chaves\/\" target=\"_blank\" rel=\"noopener noreferrer\">aumento do trabalho remoto<\/a> ou do e-commerce que obrigar\u00e1 muitas marcas a repensar suas estrat\u00e9gias de varejo ou planejamento publicit\u00e1rio. Ao mesmo tempo, dois fen\u00f4menos que podem parecer contradit\u00f3rios se complementar\u00e3o, de um lado o aumento da cultura do cancelamento, relacionado ao boicote a marcas que n\u00e3o se enquadram nos valores de determinadas comunidades, e de outro o papel predominante do conceito de acessibilidade derivado de necessidades econ\u00f4micas do contexto<\/p>\n<p>Tudo isso faz da criatividade o elementochave para transformar um cen\u00e1rio de riscos e instabilidade em um cen\u00e1rio de oportunidades na rela\u00e7\u00e3o entre consumidores e marcas.<\/p>\n<p>Da mesma forma que nossos especialistas em <a href=\"https:\/\/www.llorenteycuenca.com\/br\/especialidad\/consumer-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Consumer Engagement<\/a> analisaram as <a href=\"https:\/\/ideasbr.llorenteycuenca.com\/2020\/01\/30\/tendencias-consumer-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tend\u00eancias do Consumidor 2020<\/a>, eles analisam as Tend\u00eancias do Consumidor 2021. 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