O APAS Showthe largest event in the food and beverage sector in the Americas, and the largest supermarket fair in the world, took place on the 13th, 14th, 15th and 16th of May, at Expo Center Norte, in São Paulo (SP), generating connections and business.
Last Wednesday (15), João Branco, former VP of Marketing at McDonald’s in Brazil, recognized as one of the most influential executives in the country (2023) and author of the best-sellers ‘Dê Propósito’ and ‘Desmarketize-se’ , promoted a lecture on the main stage to talk about the topic “Marketing has changed! Impacts for supermarkets”. Furthermore, the executive had a stand to promote his new book, where he welcomed event participants and guests.
In an interview with Adnews, the executive shared insights about business with purpose, the marketing market, sales, innovation and spoke a little about his talk at the event.
“I came to show that my learning about marketing is that the new marketing requires changes. That old marketing doesn’t work anymore. Pushing a product to those who don’t need it, charging a higher price than it’s worth, trying to invent qualities about the products or just pulling the rug out from under the competition all the time, is a business that in the past actually worked, but nowadays, it doesn’t. The next generation of customers wants something else”, said João Branco.
According to Branco, consumers want a brand that cares, serves, helps and improves the customer’s life, and that the next generation chooses based on brands that care about what they care about, that show what they came for and have values similar to theirs. In other words, more authentic and more human brands.
In fact, several studies already prove this. A survey by the Associação Paulista de Supermercados (APAS), for example, indicates that 95% of Brazilians give priority to products and services from companies that invest in sustainable practices and 64% have already stopped consuming a brand upon learning that the company or its employees they did not behave ethically.
According to another report, ‘State of the Connected Customer’, by Salesforce, new consumer expectations indicate that 73% of them expect companies to understand their needs, while 62% expect brands to adapt based on their actions and behaviors.
The brand’s intentions, mission and reason for existing are very important.
“It is worth remembering that the new generation wants the world to have less marketing. But, on the other hand, she gets involved and likes to see companies driven by a topic she is interested in. The best thing you can do for your customer is to show that you care about them. Understand who that person is”, highlights Branco.
As former VP of Marketing at McDonald’s in Brazil, João Branco took the opportunity to comment on competition and the famous clash between McDonald’s and Burger King.
“Brands should worry less about their competitors and more about their customers, the solution to this is not to copy or just look at the competitor. Whoever satisfies the consumer best wins the game. And McDonald’s showed that it has an audience that wants ‘Méqui’, and its ease, that’s what the brand has talked about in recent years”, concluded the executive.
With two decades of experience in renowned brands, including P&G, Ferrero and McDonald’s, the professional announces a career transition, in which he begins to work as a consultant, teacher and advisor. Now, he is dedicated to helping companies and professionals integrate performance and purpose into their strategies, through his lectures, books and guidance.
*In collaboration with Cathy Birle
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