La pandemia deja un consumidor más emocional

Este año el aspecto emocional estará más que nunca detrás de las decisiones del consumidor. El COVID-19 está dejando una huella profunda en sus hábitos, el mayor cambio en las últimas décadas. Ha acelerado tendencias ya existentes, pero también ha fijado nuevas preferencias y prioridades, según el informe Tendencias del Consumidor 2021 que ha publicado LLYC en IDEAS, su centro de liderazgo de pensamiento. La consultora global de comunicación y asuntos públicos concluye que este nuevo tablero y reglas del juego replantean su relación con las marcas.

La nueva forma de consumir confiere a la logística un papel protagonista. Ahora exigimos disponibilidad inmediata pero también se camina hacia nuevos modelos de ciudad donde priman la cercanía y el consumo local. La crisis económica provoca que se acentúe el concepto de la asequibilidad. Además exige a las marcas una mayor responsabilidad. Las empresas se están viendo obligadas a replantearse sus estrategias de retail y publicidad por el incremento del teletrabajo y el ecommerce.

David González Natal, Socio y Director Senior del Área Engagement de LLYC, reconoce que “radiografiar al consumidor nacido de la pandemia ha sido un reto, porque nunca habíamos experimentado un cambio tan rápido de tendencias fruto de la adaptación al nuevo entorno. Es una oportunidad para todos, pero las marcas necesitarán entender bien al ciudadano y ponerse, más que nunca, en su piel y contexto si quieren tener éxito en sus propuestas”.

Para Marcos Sepúlveda, Director General de LLYC en Chile, “la pandemia ha impulsado un cambio radical en cómo las marcas se relacionan con las personas, dando paso a una suerte de obligación por vincularse con los consumidores y sus emociones. Por otro lado, quienes han evitado el e-commerce previo a la pandemia, hoy son quienes han descubierto este canal de venta y cada vez demandan más que las empresas, tengan este tipo de servicios. Sin embargo, los canales digitales han de tener que mejorar y evolucionar a un consumidor que no quiere esperar y que busca que la experiencia de su compra online, sea igual o mejor que la de ir a la tienda física”.  

Estas son las 10 tendencias que marcarán al consumidor en 2021: 

Emociones al poder

Subido a una montaña rusa desde el pasado marzo, el reinado de las emociones tendrá un nuevo impulso a través del Internet of Behaviours. Este IoB puede convertirse en una gran herramienta de marketing y ventas porque, además de brindar información sobre comportamientos, permitirá predecir conductas e incluso emociones en momentos determinados. Hacerlo sin perder la confianza de los consumidores será el gran reto.

Simple y menos

Hemos reconectado con lo esencial. Triunfarán el minimalismo y la simplificación, y las marcas que apuesten por una oferta menor en su variedad pero más profunda en su significado. Algunas ya proponen a los consumidores adquirir menos productos pero de mayor calidad. Por eso es momento para los productos hero y para demostrar, con aportaciones contadas y potentes, cómo las marcas pueden tener un impacto positivo y real en la vida de la gente.

Hablemos de salud mental

La conversación sobre las enfermedades mentales ha traspasado la barrera del tabú, e incluso las marcas apelan a ellas para llegar al consumidor. Según la OMS, 450 millones de personas sufren de un trastorno mental o de la conducta y alrededor de 1 millón se suicida cada año, y la conmoción emocional generada por la pandemia solo lo agrava. Por eso hablar de la salud mental, pero desde la responsabilidad como ya hacen muchas marcas, es una necesidad.

Hogar sano y seguro 

Nunca imaginamos que pasaríamos tanto tiempo en casa. El siguiente reto de la arquitectura sostenible y ecológica es poner de verdad en el centro el diseño del bienestar de las personas. Ilustra este objetivo el WELL Building Standard™, que pretende ser un modelo para medir características que apoyen y promuevan la combinación de confort y salud. El uso eficiente de la tecnología en un hogar inteligente será otro de los enfoques clave.

Desincronización social 

Nuestra nueva forma de vida tiene impacto directo en los tres ejes de trabajo, ocio y familia, y exige una flexibilidad y un ejercicio de definición de límites personales y laborales. En esta ecuación el consumidor es cada vez más exigente con la disponibilidad inmediata de su compra. Por eso el ecommerce es la nueva piedra angular gracias a las garantías de seguridad que ofrece, y convierte la distribución y la última milla en palancas estratégicas.

La asequibilidad manda

La sensación de incertidumbre asociada a la preocupación por la salud y las condiciones económicas hace que las personas sean más conservadoras en la mayoría de sus decisiones: los consumidores se lo piensan dos veces antes de gastar y son más propensos al ahorro. Por eso, la asequibilidad vuelve a ser esencial para fidelizar al cliente. 

La era de la creatividad

El día a día nos exige crear nuevas formas de estar y la tendencia es que esta forma de vida se convierta en status quo. La pandemia ha acelerado a pasos agigantados la digitalización y estamos asistiendo a profundos cambios a nivel económico y social que marcarán nuestra generación. Las empresas e industrias necesitarán creatividad para mantenerse. Por eso 2021 exigirá una readaptación continua y el despertar de nuestro «yo» más creativo

Un nuevo modelo de ciudad

La pandemia ha conducido a redefinir nuevos estilos de vida en que el ser humano cambiará su forma de desplazarse y de vivir en el entorno urbano, transformando así la experiencia de consumo. El desafío es facilitar un rediseño de las ciudades que incluya actividades culturales, actividades al aire libre y deportes.

Cultura de la cancelación

El aislamiento ha disparado el impacto cultural del Internet, dando paso a una nueva etapa para el activismo social digital. La cultura de la cancelación no deja apenas margen de maniobra frente a los juicios de opinión de los usuarios. Las marcas afrontan así una mayor responsabilidad frente a sus acciones que los consumidores exigen en el mercado. 

Support local

El consumo de cercanía revaloriza a los barrios como unidad de relación e incita a la compra reflexiva, y está asociado a la sostenibilidad y a la generación de empleo. El reto de 2021 será ver si la importancia que los consumidores han dado a los negocios locales se equilibra, a medida que el mercado se normalice, con el crecimiento del ecommerce. En este escenario, los grandes players deberán enfocar sus estrategias desde una perspectiva glocal real.

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