Consumerism

AN ELUSIVE CONSUMER?

Better informed and more critical, today’s consumers are no longer longer confined by traditional social models…

Their desires and expectations are numerous, complex and even paradoxical…

While seeking strong emotional experiences, they are increasingly demanding in terms of quality, safety and health.
Their need for roots and authenticity combines with the need for immediacy and novelty.
They seek tangible benefits but still listen to the Sirens of the multi-sensorial.
Receptive to social injunctions for self-control, today’s consumer is looking for uninhibited places in order to compensate...
The hyper-consumer is constantly dissatisfied.

Conventional investigation protocols no longer enable consumers to express their aspirations. Influenced by marketing culture, consumers reproduce established stereotypes and now use other channels (like blogging) to express themselves.

Another reality: the fact that many people are leaving traditional consumption systems due to their weakened social and economic status and find themselves totally disconnected from brand discourses.

Understanding consumers in all of their complexity forces us to work with them to find other forms of expression that will enable them to really look at brands, products and services.