Let’s talk about us
TI04 - May 19

José Cardoso

Member of ATP’s Fiscal Council
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peaking about trends and behaviours, often times it feels like we are placing too much importance on the analysis tools development to the detriment of the emotions of the people we wish to communicate with. Let us, therefore, withdraw the word ‘consumer’ and replace it with ‘spectator’.

It might seem awkward, but let’s take into consideration that the word consumer does not identify who is actually purchasing goods or services. For decades, the approach regarding these audiences, supposedly totally available for our stimuli, has been to expose them to stories associated to products and that, depending on the different forms and means through which that story is told, the product is established in the eyes of the public. Is that really so?

In the last 100 years, we followed the evolution of this concept and today we are certainly dealing with spectators that are more aware, informed, and almost saturated, I would say, by the avalanche of data. The images changed, but the issues still stand, infusing every sector and especially the media, with whom we certainly have plenty to learn from.

Assuming this comparison with the media, we turn to this very contemporary word: omnichannel. The physical spaces have adapted to new necessities, social media works, but how is this different from what is done in other sectors?

The possible answer leads us to the fact that we are emotional beings and, in this context, socialization is fundamental. The shared experience is still the most memorable, moments that make us feel human and highlight the influence of groups, communities and cultures.

Commercial spaces are a part of that sharing zone, of those joint experiences that evolve according to the criteria of each period.

To adapt does not imply to extinguish. We find ourselves in the midst of a new evolutionary process, and we must remember that many of our decisions are made out of empathy. Rationality is not always the norm in our actions.

For that reason, we morph from consumers and profiles under constant analysis to spectators of what is becoming the biggest spectacle in the world and, believe me, despite all the technological sophistication, which apparently is a form of evolution, we are still the centre of attention.

Ladies and Gentlemen, it will be worth to see what else will they say and present in order to captivate us. In the meantime, do not miss the next episodes. As for the grand finale, it is still unwritten. We have many scriptwriters and many options, but the show is still in the beginning.

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