The Covid-19 pandemic forced a major change in society, which had to adapt in many ways to the new reality. In the economy it was no different, due to the crisis, the market had to change its relationship with its customers to try to remain firm in this period of two years.
Now the critical situation of the pandemic is over, and many things remain. We're not going back to where we were before this experience, and that doesn't have to be a bad thing.
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Many things have received more attention during this period, such as investment in technology and social and environmental engagement, things that are great to bring to a post-pandemic world. According to Wallace Capucho, who is partner director of the Balaio agency, society as a whole is thinking more about its actions, and the values of things before betting on them, as well as their purposes.
“The health crisis has forced brands to reassess their roles in the market, society and the world. There has never been so much talk about purpose,” he said.
He also said that now, brands need to have some relevance to make sense to people, and that they are much more connected with the actions they are demonstrating. According to Capucho, nowadays brands also belong to consumers, as much as they belong to shareholders and employees.
Hugo Mansur believes that society's behavioral change ended up extending to its consumer style, being more concerned with the meaning of things. In response to this, he says that the market must create a sincere relationship with its customers.
According to the CEO of Artmark, Eduardo Poncio, to remain relevant in the market, brands must investing in effective communication with its audience, and that this is a positive balance of the reinvention of pandemic.
What cannot be ignored is the considerable increase in the use of technological tools during this period, and according to Rafael Galvêas, this generated two concerns for brands. One is to recognize your target audience and the other is to define your competitors. This concern has led many brands to be able to deliver more specific products and innovate their strategies.
And one of the biggest gains from the pandemic was the concern with sustainability, where consumers began to looking for more sustainable products and experiences, and the brands embarked together, in a more sustainable movement. responsible.
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