{"id":60804,"date":"2022-02-28T00:00:00","date_gmt":"2022-02-27T23:00:00","guid":{"rendered":"https:\/\/llyc.global\/2022\/02\/28\/tendencias-do-consumidor-2022\/"},"modified":"2025-02-17T13:27:13","modified_gmt":"2025-02-17T12:27:13","slug":"tendencias-do-consumidor-2022","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/tendencias-do-consumidor-2022\/","title":{"rendered":"Tend\u00eancias do Consumidor 2022"},"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; 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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>Nesta nova edi\u00e7\u00e3o anual do nosso relat\u00f3rio de tend\u00eancias de consumo, quer\u00edamos dar um passo adiante na pesquisa. Combinamos a an\u00e1lise qualitativa de macrotend\u00eancias com nossas capacidades de deep learning por meio da interpreta\u00e7\u00e3o de dados para oferecer um retrato ainda mais fiel das grandes transforma\u00e7\u00f5es no consumo que ocorrer\u00e3o nos pr\u00f3ximos meses.<\/p>\n<p>Para isso, ap\u00f3s definirmos at\u00e9 vinte macrotend\u00eancias, aplicamos nossa metodologia de<em> Trend Spotting<\/em> para antecipa\u00e7\u00e3o de tend\u00eancias, que tamb\u00e9m aplicamos \u00e0s marcas. Essa metodologia baseia-se na prioriza\u00e7\u00e3o da relev\u00e2ncia nas conversas em n\u00edvel global e mede os temas que t\u00eam maior volume, mas principalmente aqueles que experimentam as maiores taxas de acelera\u00e7\u00e3o. A seguir, cruzamos esses dados da conversa com a presen\u00e7a de cinquenta das marcas mais relevantes do mundo. Isso nos permitiu encontrar o n\u00edvel de satura\u00e7\u00e3o e presen\u00e7a de marcas nesses temas de grande potencial. Em nosso trabalho habitual com marcas, o terceiro passo seria a an\u00e1lise da legitimidade espec\u00edfica de nosso cliente naquela tend\u00eancia ou territ\u00f3rio de conversa.<\/p>\n<p>O panorama que este trabalho nos deixa \u00e9 irremediavelmente afetado pelo impacto traum\u00e1tico, mas tamb\u00e9m revelador, destes \u00faltimos dois anos na rela\u00e7\u00e3o marca-consumidor. Assim, por um lado, identificamos como o impacto emocional nos consumidores se traduziu em um conjunto de conversas que tem a ver com a rela\u00e7\u00e3o que eles t\u00eam com o aspecto de significado das marcas, contra o qual nos tornamos mais c\u00e9ticos e demandantes. Esse gru po incluiria tend\u00eancias como o crescimento da descren\u00e7a no discurso do prop\u00f3sito, a busca por marcas que promovam a felicidade e o conforto e, ao mesmo tempo, a cr\u00edtica ao positivismo t\u00f3xico.\u00a0<\/p>\n<p>Por outro lado, esse impacto emocional tamb\u00e9m \u00e9 transferido para a rela\u00e7\u00e3o tang\u00edvel com as marcas, e o foco est\u00e1 na promo\u00e7\u00e3 o da seguran\u00e7a (a barreira alimentar, a nova era das embalagens o u consumidores transumanistas). Por fim, os canais e formatos de relacionamento entre marcas e consumidores continuam mudando para al\u00e9m do metaverso onipresente, transformando c\u00f3digos de comunica\u00e7\u00e3o mesmo nas marcas ou setores mais estabelecidos, focando o momento de consumo e o relacionamento mais no quando do que no onde e no crescimento impar\u00e1vel de memes como uma linguagem.<\/p>\n","protected":false},"excerpt":{"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; 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