The pandemic has turned consumption upside down, as well as the individual’s perception of himself. If the 20th century can be considered as the century of generalized psychologization, before the current health crisis arose, concepts such as personal brand, of the management of discomfort via psychotropic drugs –Spain is the country that consumes the most anxiolytics in the world, according to the latest data from the International Narcotics Control Board (INCB), dependent on the United Nations–, the normalization of the conversation about health problems mind, the proliferation of coaches or the weight of emotional issues in training.
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Five profiles and duties for brands
It is necessary to identify different segments of consumers according to their experiences and their marked routes.
The empowered. It is not necessary to activate that one, it comes out of the crisis alone. Brands can work as a tool for enjoyment and permanent change. It uses the brand for the reaffirmation of the self.
The withdrawn Satisfied with herself and with her context, with the ability to spend money, but her attention to the self is collected. Therefore, the strategy would go through care, personal development and learning, the close and the home.
In tow. Its weight sets the general tone: less social, homely and with little confidence in the future, it sets the guidelines for brands, which must focus on attention to the home as the main space of consumption, as well as the design of easy-to-enter services and exit.
the challenged. Sustained by the ambition to build a future, it pays attention to promotion, to the white label. On the other hand, it is receptive to flexibility solutions from brands, as well as resistant to anything that involves long-term commitment. Pay attention to leisure and look for solutions to access it.
The damaged one. Focused on surviving. It will be related to price strategies, promotion, white label and low cost
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