The pandemic generated changes in the relationship between consumers and brands and one of them has to do with the fact that people are more incredulous and demanding regarding the products and services they acquire. It is one of the conclusions of the Consumer Trends 2022 report prepared by the Spanish consulting firm LLYC. These are those 10 identified preferences.
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1. Made in happiness: The desire to celebrate moments of “micro-happiness” that comfort us even temporarily intensifies.
two. toxic positivism: After the anxiety and fear that the pandemic left us, now comes the tsunami of extreme positivism. Do we have to join it? It’s not mandatory. It is about normalizing the most negative impressions and recognizing that within the bad there can also be something constructive.
3.-meme everything: The strength and universal vocation of memes is such that social media marketing strategists have made this powerful tool an effective way to connect with their audiences.
4.-The food barrier: We are more aware of the importance of well-being, mental health and stability, happiness, social balance and environmental awareness.
(What’s more: Merchants expect sales of $8 billion on the first day without VAT).
5.-when and not where: We have gone from ease and accessibility in purchasing to immediacy. The “now” and the “already” have become a currency in which many brands have found a way to differentiate themselves from consumers who are increasingly anxious and demanding of their time.
6.-New codes for traditional brands: Brand loyalty that was once expected has been replaced by the need for a unique shopping experience. The youngest are particularly motivated because this is the most personalized that can be offered to them.
7.-transhumanist consumers: People are increasingly interested in understanding how technology is the way to end physical limitations. Advances in recent decades and the acceleration of digitization in the pandemic mean that our face-to-face world is increasingly smaller.
8.-boomers go digital: 80% of adult consumers with internet access in Europe have used digital channels in the last 6 months. Baby boomers feel that social media has had a positive effect on their lives, surprisingly close to levels reported by younger groups.
9. Purpose/skeptics: More than words about responsibility or big ambitions, people simply want the purpose to be reflected in practice and have an impact on their life or their environment.
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10. The new era of packaging: Product labels give relevant information, they have become a key part of the purchase experience and decision.
BRIEFCASE
