The Consumer Power

Natalia Quintana, Argentina

After some years of global crisis, today consumers are looking for new ways to be heard and that´s why companies should be prepared for these new forms.

These new ways consumers are adopting are more critical, more participative, more committed and more involved. The client or consumer know the power they have, the place they occupy for the brand or company and that they are considered the main character of the client-company relation. Thus, brands should work on credibility and be closer to these more discerning and mature consumers.

On the other hand, brands have to face innovation, be creative and reach consumers in a fresh way, to make a difference and reinvent themselves all the time. The more brands do things differently and more flexibly, leaving the monotone, the more effective their communication will be. Today, consumers want to experience the difference and authentic, they need solutions more than promises, want a simple communication tailored to their needs, want and look for risky brands, but demonstrating their mistakes; brands selling what they say and what they do and  brands committed to social causes.

Today, crisis is an opportunity and we have to work in order to take the best of it.