Users and consumers have long been at the heart of companies’ sales strategies. And that’s only logical, given everything revolves around them and leads largely depend on factors closely related to them. This is for two reasons. Firstly, they now have more information at their disposal than ever before and, secondly, technology allows them more direct and “horizontal” access to brands. The emergence of dynamising elements like AI, or the differentiating factor of sustainability, are just some of the things that marketing departments now have to take into account because, for consumers, they’re highly present and condition their behaviour when spending money.

Beyond AI: the digital profile of new consumers

The emergence of content-generating artificial intelligence has aroused enormous public interest. According to a Samy Alliance survey report entitled The Savvy Consumer: A New Mindset, AI arouses positive feelings in 41.5% of the nearly 300,000 respondents in countries such as Spain, and in 18% of the more than 200,000 people questioned in English-speaking countries, such as the United States and the UK. This data was obtained by analysing digital conversations and mentions of the term on social networks and social media.

In general, the public appreciates the creative potential and associates this technological innovation with positive subjective values, such as optimism, surprise, hope and expectation. However, direct and “human” interaction with brands is still highly valued, especially when it comes to customer service, problem solving, problems with orders, etc. This is because, although the consumer profile has become eminently digital, the personalised and close experience with companies continues to carry weight.

Savings, conversations and micro influence

 Access to technology – and not just AI applications – allows potential consumers to access more information on supply and demand, and to compare, analyse and differentiate prices and offers for greater savings. They can also establish a direct dialogue or a “personal” conversation with companies offering the products and services they’re interested in. The latter is especially valued, as users perceive that they’re getting special treatment and that they’re unique, ahead of a sea of buyers all with different needs.

The role of prescribers, who run popular albeit small-scale profiles on social media and online, so called micro-influencers, is also having a significant impact. Trust is another compelling case for consumers engaging emotionally and economically with a brand and, if digital “celebrities” from small communities can establish synergies with companies for mutual benefit, then companies shouldn’t disregard the potential benefits out of hand.

Sustainability: one of the most important value contributors

Access to more information, including information outside the specific market of supply and demand, has made buyers more “aware”, both of their role in the world, and the responsibilities that come with interacting with the environment and buying one product or another. Concepts such as energy efficiency, ecological footprint, use of sustainable materials, as well as ethical production and distribution practices and processes, are currently a differentiating competitive element.

That’s why companies must take great care to take these aspects into account, alongside many other considerations, both in manufacturing and transport flows, and in making their products available to the public. Communication and marketing departments must also highlight these aspects, whenever they exist. Corporate social responsibility is far from an empty promise or just “window-dressing”. Today’s shoppers are more informed, more demanding (of themselves and businesses), actively “listening” online, informing themselves and making more informed decisions than they were just ten years ago.