Consumer Engagement 30 Jan 2020

Consumer Trends 2020

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There are three major disruptive elements in the ten trends below, and they, along with the others, will mark some of the major phenomena expected to affect consumer behavior over the coming months. Evolving demographic phenomena, macroeconomic impact and new technologies will all impact consumer decisions and change how we interact with brands. We live in a context of constant, rapid change, making it increasingly difficult to follow those currents that make it possible to successfully think ahead – but it is not impossible.

You will find below the 10 CONSUMER TRENDS 2020, we invite you to read the full report to learn more about it.

1. Consumers in crises

A decade ago,  predicted this downturn in consumer habits, even after the crisis had passed. It is a fact that today’s consumers are financially limited, and that makes them more aware. They are demanding and critical, not only about what they buy, but also about the ways they live in general. The new post- (and not-so-post) crisis paradigm will continue to act like a vicious (or virtuous) cycle. In it, brands and consumers come together to consume increasingly less – and better.

2. Foodemic

Food is becoming a progressively important debate with a pandemic edge, not because of its scarcity but because of the many derivative factors. The food industry has faced in recent years growing pressure from public opinion around the world that affects all the dimensions of its value chain, as well as its own purpose.

In more developed societies, all these concerns have led to growing communities of people who love organic food, not to mention flexitarians, vegans, vegetarians, raw vegans, ovo-vegans… These groups, along with many others, will feed the conversation on a different vision of food, one with environmental, economic and geopolitical implications.

3. Forever young

The area expected to see the greatest growth is beauty and anti-aging products, especially those that include cannabidiol (CBD) in their formulas, as it has an antioxidant action that promises small miracles for the skin. In addition, plastic surgery is evolving, moving from anti-aging to well-aging. In this, the focus is on looking for symptoms of tiredness and stress. Undoubtedly, these trends offer a wide range of opportunities for companies that want to reach consumers increasingly obsessed with preserving youth at all costs.

“L’Oréal aims to move closer to consumers and become a Beauty Tech. We are living in an increasingly digital world, with changes are occurring at an ever-faster pace. In our Beauty universe, digital tools help us go beyond the product and provide increasingly personalized services to consumers.”

Patrick Sabatier, Communications and Institutional Relations Director (L’Oréal)

4. Brand Consumers

Technological advances, combined with savvier customers with better judgment, means consumers are now running their own experiences, using brands as tools to get what they want.

This capacity to influence product and service development, as facilitated by new and fast technologies, supply and delivery chains, social media channels and hyper-connectivity, consumers are also beginning to create their own entertainment content.

5. The era of prediction

The increasingly digital relationship between consumers and brands has led to much more empowered consumers. Now, they have a deep-rooted expectation that brands can and will identify and respond to what customers want. Facing the challenge of immediately satisfying new needs inevitably requires strategies that allow brands to predict and anticipate these future needs.

Predictive analysis uses science to predict what will happen tomorrow, anticipating everything from what customers will want to how the market will work and what the most important trends will be. Brands now have a unique opportunity to use these predictive techniques to anticipate the future and be the first to respond to rapidly changing and evolving consumer expectations.

6. Retail Reborn

Not so long ago, many of us spent much of our lives at the mall. Many malls continue to be profitable and prosper despite the increase in ecommerce. And of all the advantages of physical stores, the human factor plays a fundamental role.

In this respect, for some chains the concept of an intelligent store is more about “facilitating staff” than drastically reducing them, which is what many brands opt to do in order to cut costs. It seems that the challenge for retail success in the digital age is to make visiting a store a convenience, and what’s more, to go back to when stores were a destination.

“In recent years, there have been dizzying changes in the retail sector. This is due to a consumer who is more demanding and connected, prioritizing immediacy and access to different digital channels. Companies have needed to incorporate technologies that allow them to better understand their consumers, putting their experiences at the center of the whole business operation, but above all, moving their strategies toward omnicanality.”

Soledad Ponce, Senior Marketing Manager (Almacenes De Prati)

7. Post-generational Activism

From digital initiatives to scenic art and social commitments, consumers are turning to all forms of expression and public participation to spread the message about change and raise awareness. The current popularity and emphasis on activism have attracted more followers, with one of the reasons for this being the “aging” of social media. More older adults are participating as active users, making social activism not merely the terrain of the young and blurring the ages of those who take on a cause as their own.

Social activism is, for some senior citizens, an occupation that allows them to use their life experience, skills and knowledge for social and community wellbeing, providing opportunities to go beyond the occupations traditionally seen as appropriate for them.

8. A new calm

It is estimated that by late 2020, around 50 billion mobile devices will be connected around the world. Societies collective push to be increasingly connected, which appeals to factors like productivity and efficiency, has driven these same people to seek a “time out” from this overload of fast-paced information. Many are tacitly asking for an escape route from an information age characterized by the anxiety of social media.

In the case of brands, this same phenomenon gives rise to calm marketing. This no doubt suggests the start of a paradigm change that has been building up over the last several years, one in which the excess “noise” people are exposed to has led to a major leap in traditional marketing strategies. What we think of as “spam” will be increasingly notable among brands that cannot break away from that “noise,” as well as those that do not court consumer attention through entertainment, information and personalization (based on their interests rather than just their needs).

“Attracting consumer attention is increasingly complicated. It is key to adapt to their interests and understand their concerns to get as close to them as possible. As a token of that, we at Multiopticas launched ‘Screen Pollution’ to help society fight a real problem: Screen abuse. Our goal is to prevent possible negative consequences of this exposure on eye health and raise awareness.”

Javier Sanchez, Marketing Director (Multiópticas)

9. Human Search

The last barrier separating technology from people will fade away with voice and visual search, as these align with our innate ways of perceiving and communicating. The information most relevant to brands is that early adopters of voice and visual searches will see their benefits rise in 2021 by 30 percent over those who do not get on board. It The hackneyed saying that “every brand and institution needs to be able to find its own voice (and image)” has, ironically, become self-fulfilling. Now, it is literally a necessity.

10. Luxury Consumers

The purpose of luxury consumers will no longer be what used to come to mind when we thought about the hard-earned purchases of these kinds of items. This is not only thanks to the fight for democratization mentioned above, but also because of the need consumers in countries like China, with its emerging middle-class, feel to buy products by western brands.

This new consumer as someone who is informed, connected, sensitive to prices and interested in other buyers’ evaluations. They like to self-promote, live in search of instant gratification and are unconsciously safe.

David González Natal
Partner and Senior Director of the Consumer Engagement area at LLYC
David González Natal has made constant progress since his career began at LLYC in 2014, holding positions of responsibility in which he has demonstrated his talent in his management of work groups and customers. He is presently senior director and global leader of the department, where he coordinates eight markets: Spain, Portugal, Colombia, Argentina, Mexico, Peru, Brazil and Panama. He has overseen flagship projects of Coca-Cola, Campofrío, Telefónica, BBVA, Multiópticas and Gonvarri that were chosen for over 70 domestic and international awards for communication, creativity and marketing. He holds a degree in journalism from the Complutense University of Madrid and he completed the Global CCO program of ESADE. He has professional experience in the media, working at El Mundo and Cadena Ser. He is part of the Press department of Círculo de Bellas Artes of Madrid, and he is chief coordinator for the agency Actúa Comunicación. He also teaches storytelling and brand strategy at several universities and business schools, including Esade, IE and Carlos III.
Carlos Llanos
Managing Director at LLYC in Ecuador
Llanos holds a Master in Marketing and Commercial Management from the Universidad del Pacífico and a Degree in Information Sciences specializing in Journalism from the University of Piura. He has over 17 years’ experience as a consultant, during which time he has designed and developed communication strategies in the areas of finance, technology, mining, energy and hydrocarbons, mass consumption, professional services, tourism, construction and infrastructure, health and beauty, telecoms, entertainment and more. During his time with LLYC Peru, Carlos has managed Consumer Engagement initiatives and projects for clients like Backus AB InBev, BELCORP, Ésika, Huawei, McDonald’s and Saga Falabella among others.
Guillermo Lecumberri
Director of the Consumer Engagement area at LLYC in Spain
Guillermo Lecumberri began his professional career in the world of communications, marketing and advertising 12 years ago. Before joining LLYC in 2019, he worked in some of the top creative communication agencies. Previously, he served in roles such as director of Client Services for La Despensa Ingredientes Creativos, one of the most outstanding independent creative agencies in Spain. There, he was also a member of the company's management committee, working with his team to develop the entire service area. He also worked at Korean agency Innocean Worldwide, where he was the Digital manager, and at FCB, where he worked as a digital planner. Over his professional career, he has had the opportunity to manage, develop and implement projects with major national and international brands, including Beefeater, Burger King, Corona, Hyundai, Microsoft, MINI and Schweppes. He holds a degree in Advertising and PR from Universidad Complutense de Madrid and a master's in Marketing and Sales from ESADE. He collaborates on training and education programs for Universidad Complutense, Atomic Garden and Garrigues Business School.
Alejandro Martínez
Director of the Consumer Engagement and Digital areas at LLYC in Argentina
Martinez is an expert consultant in branding and digital strategies. He is a marketing graduate from the University of Business and Social Sciences with a certification in digital marketing from Digital House. He has worked with many multinational companies and directed more than 50 projects in marketing and advertising agencies. He has over 15 years of experience managing and developing strategies for corporate and mass consumption accounts, as well as leading branding and digital transformation projects. In 2013, Google awarded one of his projects for its success and, in 2017, he was involved in the development of an app that had a tremendous impact in Argentina (it was the most downloaded app of the week).
Hugo Valdez Padilla
Director of the Consumer Engagement area at LLYC in Mexico
Valdez has a degree in Communication Sciences from the Instituto Tecnológico y de Estudios Superiores de Monterrey and has taken courses of documentaries production at the University of la Havana, as well as marketing, advertising and public relations at the Universidad Pontificia Comillas. Valdez counts with 16 years of experience as a consultant in communication and building brands for more than 10 industries and 30 brands and recognized institutions such as AVON, Beam Global, Gatorade, Lilly-ICOS, the Ministry of Tourism of Quebec, Purina, Saks Fifth Ave., Whirlpool, Wilson Sports and Energizer for whom he won recognition by the IAB Mexico in the category of corporate social responsibility campaign. On the other hand, Valdez served as the Director of Public Relations for Vice Mexico and was the Marketing and Public Relations Director of Silent Circle in Latin America.
Daniela Augusto
Director of the Consumer Engagement area at LLYC in Brasil
Mastering in marketing and corporate communication from Professional DataGest in Bologna, Italy, Daniela serves as Account Director with the mission of supporting the team in the design of communication strategies. She has over 15 years of experience in the field working for clients from different sectors. At the corporate level, he worked for Grupo CCR, Gomes da Costa, IATA, Viação Cometa, Lego Education, Scania Latin America and others. She has great experience in television at broadcasters like TV Globo and Rede Record.
Jon Pérez Urbelz
Director of the Consumer Engagement area at LLYC in Ecuador
Perez earned a journalism degree from the University of Navarra and holds a master’s degree in political and institutional communications from the University of Navarra and George Washington University. He has more than 10 years of communications experience, mainly in the legal sector, where he worked in corporate, online, internal and crisis communications. He is also specialized in employer branding and employee engagement projects.
Marlene Gaspar
Director of the Consumer Engagement area at LLYC in Portugal
She has worked in several different business sectors including banking, distribution, the auto industry, retail, telecommunications, transport and services. She has over 15 years’ professional experience managing communication for brands within multinational advertising firms like Grey, Leo Burnett, Lintas and Young & Rubicam. She also set up a project to create local content: Lisbon South Bay, a blog dedicated to life on the south bank of the Tagus River. Marlene holds a degree in Public Relations and Advertising from the Instituto Superior Novas Profissões and a Postgraduate in Marking and International Business from INDEG-ISCTE.
Alejandra Aljure
Director of the Consumer Engagement area at LLYC in Colombia
Aljure is a social communicator with an emphasis in organizational communication and public relations from the Pontifical Xavierian University, along with a specialization in public policies and development from the University of los Andes. For three years, she led brand positioning and crisis management projects in the technology, air, retail, pharmaceutical, and food sectors at various communication consulting firms. Furthermore, she worked in the Corporate Affairs area of LATAM Airlines for three years. At LLYC, she has led projects with brands such as TigoUne, Maggi, Jerónimo Martins, Primax and TDT.
Miguel Lucas
Data Business Leader at LLYC
He is a Telecommunications Engineer and has a 10-year track record in the design, manufacturing and launching on the market of corporate search engines, open web and deep web. He specialized in designing ranking algorithms for search engines and automated natural language processing. In 2008 he started up the company Acteo, from which he has collaborated with LLYC in the design and implementation of different solutions, such as BEO and MRO in the Digital area, and he has participated in the execution and start-up of numerous digital identity development projects. Miguel is currently Data Business Leader, engaged in developing data exploitation strategies and metrics that contribute value to clients’ reputation and business.
Catalina Agudelo
A journalist trained in digital and fashion marketing, Catalina Agudelo has 13 years of experience in the lifestyle and consumer areas. Since 2006, she has worked for various consultancies developing communication strategies with a focus on media campaigns, influencers, events, sponsorships and content creation. She has worked with brands such as Cointreau, Fjällräven, Gin MG, Jägermeister, Scotch & Soda, Skullcandy and Vans, among others.  Before becoming a communications and public relations consultant, she served as the editor-in-chief of an independent trend magazine for 3 years and worked as a copywriter for advertising agencies.
Guillermo Tejada
Manager of the Consumer Engagement area at LLYC in Panama
Tejada has 15 years of experience in strategic communications, specializing in recent years in brand communications and digital marketing. He has been part of the consultants’ team that has led projects for major brands in different sectors, including tourism, mass consumption, hospitality, aviation, automotive, banking, telecommunications, health, pharmaceuticals and electricity generation and distribution. He has also worked for the Panamanian public administration, as part of the communications team in select projects. As part of his work in brand communications consulting, he has led the coordination of other actors, such as advertising agencies, BTL, media (ATL) and digital. During the past few years, he has also provided communications counsel to International Organisms in projects oriented to the defense of human rights and non-discrimination.

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