In recent years, we have witnessed a true revolution in consumer behavior driven by technological advancements and the establishment of digital reality. These transformations have significantly influenced how people consume products and services and the interactions between brands and consumers.

In our previous article on this subject, we provided an overview of changes in consumer behavior focused on an offline context.

In this article, we will explore the changes in the logic of consumption in the digital realm and the opportunities they bring, focusing on Artery’s perspective as a company engaged in an artistic and socio-environmental context.

Digital Transformation and Changes in the Consumer Journey

Digital transformation has revolutionized the way consumers interact with brands. The consumer journey is no longer limited to a simple transaction but involves a complete experience from discovery to post-sale. Brands must be present across multiple channels, offer convenience and personalization, and invest in engagement strategies to attract and retain customers.

New Business Models and the Sharing Economy

The sharing economy and platform-based business models have gained prominence in recent years. The ability to share resources, rent instead of owning, and access on-demand services has impacted how people consume. Companies should consider incorporating these models into their strategies, creating innovative solutions that meet the needs of today’s consumers.

Impact of Social Media and Digital Influencers

Social media has become a powerful tool for communication and influence. Consumers seek recommendations and opinions from others before making purchasing decisions. Digital influencers play a significant role in this context, as they can influence their followers’ preferences and behaviors. Brands must increasingly be attentive to this dynamic and establish strategic partnerships with influencers aligned with their values and objectives.

Socio-Environmental Awareness and ESG

The growing concern among consumers about the socio-environmental practices of brands has driven the adoption of sustainable measures. Socio-environmental responsibility has become an important criterion in choosing products and services. Companies must demonstrate commitment to sustainability by adopting responsible practices related to the environment, engaging in social causes, and being transparent in their communication of ESG initiatives (environmental, social, and governance).

Digital and Interactive Experiences

Technology has enabled the creation of digital and interactive experiences, providing engagement and entertainment to consumers. Virtual reality, augmented reality, and gamification are examples of tools that can be used to create immersive and differentiated experiences. Brands can explore these technologies to engage the audience, offer interactivity, and evoke positive emotions.

Changing Consumer Profile

With the emergence of the digital native generation, consumer characteristics have also transformed. Younger consumers have a different approach to brands, valuing authenticity, transparency, and personalization. Understanding the demands and expectations of this audience is essential to establish meaningful connections and build lasting relationships.

Challenges and Opportunities for Brands

The change in the logic of digital consumption brings both challenges and opportunities for brands. One opportunity lies in creating relevant and high-quality content. Investing in a blog as a communication tool is an excellent way to share knowledge, tips, and relevant information with the audience.

Additionally, the concern for socio-environmental issues and adopting sustainable practices can be a competitive advantage. Artery has shown a growing commitment to social and environmental responsibility by bringing these concepts closer to themselves and their events.

By adapting to new trends while investing in relevant content and bringing the audience closer to art, artists, and the causes we support, we position ourselves as an increasingly engaged and connected company, not just with the future but with the present.

#esg #digitalexperiences #immersiveexperiences #phygital