- Index hide
Like the INEGI study, other studies such as “COVID-19: The Creative Fightback” They give an account of what advertising campaigns should work on to generate emotions in consumers.
Understanding the consumer through emotions allows elements of connection with them.
The connection with the consumer determines key communication guidelines.
A study of the INEGI revealed that the mexicans register a high mood index and that is even the highest registered in recent dates, therefore they are further happy.
Connecting with the consumer through emotions has been a pattern in which there is even key research by studies as “COVID-19: The Creative Fightback”.
Within this study, it is noted that among the main emotions that the announcements should provoke in the midst of the contingency, 23 percent considered that security, four percent that normality, and three percent that panic should be neutralized.
“In light of the outbreak of the coronavirus pandemic, consumers in the United States were asked how they would like advertising to make them feel. According to 23 percent of respondents, advertising at this time should evoke feelings of security. In addition, six percent wanted ads that made them feel hopeful and another four wanted to feel useful after seeing ads during the pandemic,” cited the study published by Statista exclusively for platform subscribers.
happier mexicans
Mexicans are happier, at least that is the report given by a recent study by the National Institute of Statistics and Geography (INEGI), where he warns that until January 2023 the mood balance of the adult population was positive, standing at 6.5 on the scale of minus ten to ten.
This figure represents an increase of three tenths based on the previous report in the same period and it is even noted that it is the highest figure since January 2020.
“The adult population is more satisfied with their personal relationships than with any other area. This domain obtained an average of 8.8. For their part, people reported being as satisfied with their home as with their activity or occupation (8.7) and had the same level of satisfaction with achievements in life, health, and future prospects (8.5). The lowest level of satisfaction in the personal sphere was free time (7.8). In the public sphere, citizen security had the lowest rating (5.4). Of the 12 domains considered, eight presented a decrease compared to January 2022, while four maintained the same level ”, explains the Institute.
This important benchmark of consumer sentiment marks a key benchmark in how brands can tap into consumer sentiment.
A great example of this was demonstrated by the Disney campaign where it celebrates its 100 years, demonstrating that an important brand precedent is established by mixing its content with everyday stories from audiences.
This case shows us how valuable consumption has become today and how increasingly valuable practices of empathy with the consumer have been defined based on aspects such as their feelings.
“Disney’s 100th anniversary begins with a looks special that honors the fans and storytellers who made this dream come true”, explained the company when showing what its advertising piece looked like where fans of their stories show how they bring the company’s narratives to their daily lives.
This series of aspects show how important communication has become today and the scope of ideas based on creative elements, which manage to establish key references in consumption, where one aspect is fundamental and it is the capacity of the brands influence the market.
This establishes a very important resource and that is the challenge of being able to determine purchasing decisions.
Now read: