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Consumers will grow increasingly critical in 2021: Juan Isaza of DDB Latina
Liz Unamo| 19 de enero de 2021
Juan Isaza de DDB Latina
Juan Isaza, strategy & innovation VP at DDB Latina, reflected on the trends to be expected in 2021. “It isn’t easy to predict what the New Year will bring, but there’s no doubt that we now have more studies, analyses and projections on the subject than ever before. So even if this turns out to be another year of uncertainties, perhaps the hardest thing about writing this report has been to choose among so many collected possibilities.” He described the eight most likely trends as: 1.) Controlled optimism; 2.) Soft capitalism; 3.) Amphibian life; 4.) Individual redesign; 5.) Doctor, it’s me; 6.) Normal mistrust; 7.) Human thought; and 8.) Shameful guilt. “If brands and their commercial interests have been under the spotlight throughout the pandemic, they will be more so with the return to normalcy. According to a OnePulse poll in the United Kingdom, only 23 percent of the population feels that brands should lure people into consuming, purchasing or traveling the way they used to. That same study shows that 77 percent of those interviewed believe that motivating people to behave sustainably is the advertising industry’s responsibility. Consumers will be particularly critical not only of a brand’s commitment to protecting the environment whenever they have contact they with it, but also of the company’s overall vision of consumerism,” Isaza added with regard to the “shameful guilt” described in point 8. See the full report here
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