Four thousand people were interviewed in the Latam region and nine thousand around the world to guide advertising-related behaviors
The future knocks on the door of the global village every day. And new scenarios prospect the present every second. Advertising proposes to observe this scene to capture insights capable of bringing connectivity with clusters through statistical considerations, ESG agenda, anthropological complexity and the entire technological arsenal to make marketing content palatable to influence purchasing decisions and loyalty to advertising brands.
VML Intelligence prepared 20 global trends most relevant to Latin America in the analytical study ‘The Future 100’ 2024. With quantitative data to support and measure changes. The data division of WPP’s agency network conducted four thousand interviews with adults over 18 in Argentina, Brazil, Colombia and Mexico. Globally, the sample included nine thousand individuals with the same profile in Argentina, Brazil, China, Colombia, France, India, Mexico, the United Kingdom and the United States.
One observation in the Latam region is that people are realistic in relation to complexity and problems such as violence (67%), poverty (66%), climate (64%), cost of living (63%), economic turmoil (51% ), mental health (48%), wars (34%), immigration/refugees (34%), social inequality, gender and ethnicity (21%) and physical health (18%). On the other hand, despite the anxieties, people remain hopeful, especially on a personal level: there is more optimism in the air. But with anxiety among all generational groups, from generation Z to baby boomers.
The sample members, however, do not see technology as a tormentor. On the contrary. For 87%, it can make the world a better place and for 82% it brings people together. And 73% trust artificial intelligence to act in the best interests of humanity. But, you won’t have the strength to replace emotions. Paradoxically, the study points out where technology can outperform humans: following instructions (39%), creativity (31%), new ideas (29%), predictions (27%) and impartial decision-making (25%).
VML Intelligence saw that people want to reconnect with the world and with each other. “There is a collective desire to enrich life through emotions (91%), experiences (78%) and connections (72%). Given this situation, the research brings something crucial to agencies, media channels and advertisers: “Exalting humanity and connections are key opportunities for brands. People expect brands to offer optimism and excitement.” The main focus is that brands must make the world a better place (45%); improve people’s health (44%); create a more positive and hopeful future (35%); bring people together and create a sense of community (24%); educate (23%) and surprise (21%). Another fact is that brands must bring joy and laughter to people.
Brands, in short, need to have what VML Intelligence calls emotional engineering. “Two-thirds of people around the world say they want brands to help them feel intense emotions, according to the 2023 ‘The Age of Reenchantment’ study by VML Intelligence. There is a spectrum of emotions to be explored, and brands are turning to new metrics linked to the emotional impacts they have on consumers to measure their success. In the future, a brand’s performance may involve metrics like sighs of relief, tears of joy, goosebumps, or how much it leaves people speechless. As consumers are more likely to connect with brands that make them explore a range of sensations, in Brazil and Argentina they are experiencing emotions such as fear”, explains ‘Future 100’ Latam.
Adaptation
The world spins and the Lusitana spins. And the environmental issue is crucial for the entire human ecosystem, notes ‘The Future 100’. At a concert by singer Taylor Swifit in Brazil, the ban on spectators taking their water caused an accident and a change in the short-sighted rule. Because selling is not an experience and only generates positive engagement if there is a synergy between the brand and users.
Read the full article in the edition of propmark April 15, 2024
