A couple of years later, the traces of the pandemic are still evident, and we have adapted to living in an uncertain world. When the world was reactivated after this pause, it was expected that it would be a moment of reset and definitive recovery. However, it resulted in a situation of uncertainty and instability. The desire to conquer the world has given rise to a rebound effect.
According to the new edition of the report presented by Zorraquino, Consumer Trends 2023, some of the main drivers and determining facts that contextualize and give meaning to the behavior of the population are: the war in Ukraine, energy dependence, the scarcity of raw materials, hyperinflation, uncontrolled use of technology, market volatility, among others.
We must be prepared to face an uncertain world.
The report highlights 10 relevant trends that are transforming the way consumers interact with businesses. In a world increasingly focused on resilience and inclusion, companies must be aware of these trends in order to adapt and meet the needs of their customers. Of the 10 trends presented in the report, I wanted to highlight 4 of them, since I consider them particularly relevant for the Latin American context.
Emotional Escape. Small shelters for the meeting.
The COVID-19 pandemic led people to seek refuge and shelter spaces to reconnect with themselves. These small gestures are essential to channel anxiety constructively and face uncertainty. These personal spaces are important and can come from different actions, elements, and physical spaces. Although daily life can be hectic and stressful, it is essential to find moments to mentally escape from worries and connect with yourself. Reality can wait, people prioritize finding moments of tranquility and serenity in the midst of the daily routine.
War for talent. The shortage of talent calls for reflection.
Another relevant trend is the implementation of new work models such as 4Day Week, and how this represents a challenge for both companies and employees. Companies find it necessary to adapt their policies and systems to be more flexible and attract and retain talent in a context of intense competition. Additionally, as organizations digitize their processes, interpersonal and talent management skills will become increasingly important for success. Companies must reflect on new alternatives to get their full potential and adapt to the needs of their employees and the context to promote their competitiveness and growth.
Worried foodies. Innovation to improve nutrition.
The pandemic led people to recognize the importance of including foods in their diet that boost the immune system. The need to constantly fight viruses and bacteria has made people more conscious of what they eat. As a result, a new body cult focused on long-term health has emerged, popularizing products and supplements that act like natural antibiotics.
Digital excess. It’s time to ask for help.
People’s relationship with digital devices and social networks has become a love-hate dependency. The pandemic has accelerated the digitization of our lives, so it is now important to balance the risks and benefits. Social networks can weaken our capacity for attention and socialization, and the excess of information available can lead to misinformation and manipulation. Also, the current communication model is based on algorithms and emotions are replaced by the fight to “be the most beautiful”. However, some people are taking steps to disconnect and use technology in authentic and measured ways. A world without filters and a deeper connection to the present are being called for.
We cannot ignore that the pandemic has driven significant changes in companies and administrations, which has shown that adaptability and flexibility are essential to survive and thrive in an ever-changing business environment. These changes can lead to a more resilient society prepared for future challenges.
You can read the full report and find out more about the 10 relevant trends by clicking here to download the report.
Source: Zorraquino, Consumer Trends 2023 (November 2022). www.zorraquino.com.
Veronica Marquez
Director of Integrated Marketing Communications, IAA accredited career.
Monica Herrera School of Communication, El Salvador.
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