Diana Morales of Initiative: Our Focus In 2019 Will Be On Cultural Disruptions

Diana Morales, Product & Strategy Lead at Initiative LatAm, said the company’s focus in 2019 will be on delving into all the cultural transformations and disruptions in the new Latin American rankings, from shared paternity to the new trend of interacting with brands. “Today we saw how seven out of every 10 Millennials are open to interacting with brands that have social identity,” Morales said. “Well, it’s not only Millennials, there are also the Fabs who are age 50 and beyond – we will study that culture and how it’s headed toward making a much more transverse world. Above all, we’ll establish a clearer roadmap of where our consumers are going. Consumers are not immutable but quite the contrary, they are very diverse with different characteristics and categories as part of their make-up.” Although the most mentioned word at the Festival of Media LatAm 2018 was personalization, the executive said that next year’s will becontribution: “It’s something that all content and communications generators must be aware of: how I as a consumer or a brand can contribute to improved content for a better experience.” Initiative´s workshop is the Innovation Roadmap, which shows the innovation path that the brand, category or consumer needs to lay out in order to attain the final goal, “which can be anything from sales to engagement to a different use of the product.”