The new consumers have few things in common with those of a few years ago. They are digital, of course, that is more than obvious. They are global, that too. But they also have ways of consuming that break paradigms that no one would have imagined until about two decades ago.
They use Uber, they buy with a click and order breakfast through an app, but they also enjoy being disconnected from nature.
In the midst of fierce competition between brands, new consumers listen to what they want to hear and go their own way with habits that in many cases surprise those responsible for marketing and advertising that must understand them.
Innovation is the key, but it is not simple. Model 2021 consumers seek to take control of the products or services they purchase and, consequently, brands must develop strategic planning that allows buyers to get involved, allow them to have a voice and vote, make them participate in the plan and make them feel that they they were also a part.
Consumers are currently more unfaithful than ever and are one click away from leaving with another brand that meets expectations. Thus, brands are nowhere near resounding success or the dark abyss.
Consumption changed, advertising too
An interesting debate about what new consumers are like and what they want can be seen in a documentary about the flexibility of a generation that lives, feels and buys under a model that is very different from the traditional one.
“Nomads”, which can be seen on YouTube, shows in 45 minutes dialogues that allow us to interpret how consumers of the 21st century think and, especially, how they relate to banks.
The documentary, made by the Spanish advertising agency Mrs Rushmore with funds from ING, is part of a bank campaign and includes 17 real testimonials that capture the ability to adapt in the personal and professional spheres that distinguishes the new generations of young people. It was directed by Ingrid García-Jonsson and can also be seen on Amazon Prime Video.
Without contracts, changing and digital: the new consumers
In the different testimonies it can be seen, for example, that employment contracts between employers and employees are far from being forever, that vocations can also change, that digitization allows things unimaginable a few years ago and that flexibility is the norm .
According to César García, general creative director of the advertising agency, “it was absurd to try to reflect through traditional advertising a generation that, directly, neither believes nor consumes conventional advertising.”
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