At the end of 2015, the II AECC Forum “new scenarios, new challenges”, in Madrid, where Sebastian Fernandez de Lara, Managing Partner of Hamilton, presents an interesting conference entitled “brandempathyor the need to humanize brands”, which is developed in the context of the existence of “a new consumer or a new way of consuming.”
It visually reflects on what consumers today demand from a brand or shopping centre to make it part of their lives, what their decisions are based on when choosing them, whether they demand more from them than a good shopping experience, and how important we as employees are in this whole process.
It shows how the consumer is part of a society with which he shares a series of values that he also seeks in brands in order to identify with them, through which he can express himself.. And how Companies will not be able to sell their brands to consumers if they are not able to empathize with the society in which they operate. He speaks of brandempathy as the answer to the need for humanization that society and consumers demand from a brand in order for it to become part of their lives, to believe in it and make it their own.
He ends by questioning the future of retail and concludes that people-orientation is no longer an option but the only possible path. Sebastián says yes to the future, through technology, innovation, imagination and research, but he stresses that for a brand to grow and evolve in today's society, many doses of humility, humanity and a great sense of humour will be necessary.
