I read in various media the controversy regarding the palpable reality that Mark Zuckerberg has “only” spent 4.8 million euros on his new house, when his company is valued at more than 100,000 million dollars.
1. A consumer who is becoming more chameleonic or versatile every day, who is capable of flying at “low cost” and staying in a 5-star hotel.
2. Who is aware of the value of products and goods and therefore rational in the search for the best quality-price ratio. Price becomes a transversal variable for any segment of the population.
3. Who has resources but lacks time, they need ease in the purchasing process.
4. With social awareness since they either invest part of their budget in concepts related to ecology (preponderance of local products, knowing where the product comes from) or they adopt positions in terms of helping others, responding positively to CSR campaigns .
5. With preparation at a communication or marketing level, you are no longer satisfied with a brand that offers you a passive option but rather look for brands that establish a sincere dialogue with the consumer, either through “social media” or through The most conventional communication is a “ProSumer”.
6. A consumer who buys stories, whether of success or failure, where they feel identified, hence the importance that is increasingly being given to “storytelling”.
7. A consumer concerned about their well-being where the concept of an active life gains weight, intensive in taking care of food and taking care of the body and mind (more intellectuality and more sport but also more disconnection and rest).
8. Connected 24 hours a day and 7 days a week, therefore, with absolute knowledge of market information.
9. In search of closeness or proximity with the brand, being faithful and evangelizing with those brands that make them their own, as long as the brand meets the value requirements that the consumer has. Buying the brand experience.
10. Restless through the offer, just as you can become an evangelist of the brand, you can be the greatest destroyer of the same, if you do not take into account the attributes, values and dialogue that you expect. By nature unfaithful.
A new consumption scenario where brands must adapt to developing experiences that turn their consumers into potential Mark Zuckerbergs, considering that he is not stingy, but rather an intelligent consumer.
The stage of the “new rich” has ended, the new paradigm of market intelligence lies in discovering the brand levers that strengthen the consumer experience from an ally and not from the demonstration of arrogance from both the brand and the consumer who owns it. acquires. The times of ostentation have passed away and discretion is gaining ground as a purchasing value.
Restless, changing, intelligent, rational, chameleon-like, demanding, close, connected and timeless are attributes that concern a new relational system between brands and consumers.
Jordi Crespo
Managing Partner Hamilton
