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Nesta nova edi\u00e7\u00e3o anual do nosso relat\u00f3rio de tend\u00eancias do consumidor, procur\u00e1mos ir mais al\u00e9m na nossa pesquisa. Combin\u00e1mos a an\u00e1lise qualitativa das grandes tend\u00eancias com as nossas capacidades de deep learning, com base na interpreta\u00e7\u00e3o de dados, para oferecer uma imagem ainda mais fiel das grandes transforma\u00e7\u00f5es do consumo que ocorrer\u00e3o nos pr\u00f3ximos meses.<\/p>\n
Para tal, ap\u00f3s definirmos at\u00e9 vinte grandes tend\u00eancias, empreg\u00e1mos a nossa metodologia de trend spotting para a antecipa\u00e7\u00e3o de tend\u00eancias, que tamb\u00e9m aplic\u00e1mos \u00e0s marcas. Esta metodologia baseia-se na prioriza\u00e7\u00e3o da relev\u00e2ncia dos di\u00e1logos globais, medindo os assuntos mais comentados, mas, principalmente, os que t\u00eam as maiores taxas de acelera\u00e7\u00e3o. A seguir, cruz\u00e1mos estes dados com a presen\u00e7a, nos di\u00e1logos, de cinquenta das marcas mais relevantes do mundo, o que nos permitiu determinar a satura\u00e7\u00e3o e a presen\u00e7a das marcas nestes assuntos de grande potencial. No nosso trabalho habitual junto das marcas, o terceiro passo seria a an\u00e1lise da legitimidade concreta do nosso cliente na tend\u00eancia e no territ\u00f3rio de di\u00e1logo relevantes.<\/p>\n
O panorama revelado neste trabalho continua inevitavelmenteafetado pelo impacto traum\u00e1tico, mas tamb\u00e9m revelador, dos dois \u00faltimos anos na rela\u00e7\u00e3o entre a marca e o consumidor. Por um lado, identific\u00e1mos o modo como o impacto emocional sobre os consumidores se traduziu em di\u00e1logos associados \u00e0 liga\u00e7\u00e3o entre os consumidores e a reputa\u00e7\u00e3o das marcas, em rela\u00e7\u00e3o \u00e0s quais nos torn\u00e1mos mais c\u00e9ticos e exigentes. A este grupo pertencem tend\u00eancias tais como o crescimento da incredulidade relativa ao discurso do prop\u00f3sito, a procura de marcas que promovam a felicidade e o conforto e, paralelamente, a cr\u00edtica ao positivismo
\nt\u00f3xico.<\/p>\n
Por outro lado, este impacto emocional tamb\u00e9m \u00e9 transferido para a rela\u00e7\u00e3o tang\u00edvel com as marcas, destacando-se o incentivo \u00e0 seguran\u00e7a (a food barrier, a nova era das embalagens e os consumidores transumanistas). Finalmente, os canais e formatos da rela\u00e7\u00e3o entre marcas e consumidores continuam a transformar-se, indo al\u00e9m do metaverso omnipresente, transformando os c\u00f3digos de comunica\u00e7\u00e3o, incluindo no que se refere \u00e0s marcas e aos setores mais enraizados. Adquire maior relev\u00e2ncia o \u00abquando\u00bb do consumo, em vez de \u00abonde\u00bb, bem como o crescimento impar\u00e1vel dos memes enquanto forma de comunica\u00e7\u00e3o.<\/p>\n","protected":false},"excerpt":{"rendered":"
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