Colombians are focused on ensuring health and well-being as well as optimizing their budget to preserve their lifestyle.
That is one of the conclusions of the study “Look to the Future Volume 2023” prepared by Kantar Division Insights Colombia. This report analyzes the macro forces that define the way we live, prioritize, interact and consume, and highlights the most relevant trends in Colombia and Latin America. The study was carried out on 3,500 participants from countries in the region.
(Energy, environment and more agenda axes between the US and Colombia).
“In 1992 during the United States presidential campaign, Bill Clinton’s political adviser, James Carville, coined one of the phrases that perhaps best summarizes what moves the world today: “It’s the economy, stupid!” . It is now 20 years after this premise and the economy, in its natural volatility, once again generates growing uncertainties after the effects of covid-19, defining new consumption prospects”, points out Vivianne Medina, innovation director of Kantar Insights Colombia division.
In this line, the motivators of change or the dynamics that affect people vary, since they can accelerate the change processes.
“Although the environment was seen to be of great relevance in 2022 as the axis of connection with brands, uncertainty about sociopolitical and economic well-being appeases sustainability issues”, he comments.
(‘We have already reached 65,000 supported rural women’).
In general, in the countries they go in this order: Economy (51%), Policy (37%), Health (36%), Social (32%) and Environment (28%). And within them, there are specific problems. Within these motivators, the strongest problems appear. For example, in the case of Economy there are the increase in prices, economic policy, poverty and unemployment.
In the social field there are issues such as violence against gender, justice, inequality and insecuritywhile in the political field there is corruption and the government, says the report.
The problems perceived as strong, particularly in Colombia, are the insecurity, corruption, the health system, climate change, the government, gender violence, inequality and justice.
In the case of the macro forces that are considered “very important” or “important” for Colombians, and the trends, the first place is the search for the health and the welfare (84%).
(Minvivienda announced strong sanitation investment in Casanare).
This aspect leads to value health through the mealto concern for the immediate situation, to identify disruptive ingredients to feel better on a physical level and to give a new value to sport.
Another macro force is the optimization of the budget that aims at the lifestyle preservation, key for 82%. Here, the presence of discount hunters, the interest in ‘buy now, pay later’ and the possibility of having a luxury within everyone’s reach are important.
The macroforce of super consumer is at 83%. tends to functional food, multipurpose products and everything that revolves around what is healthy and delicious.
(Recommendations for presenting the Saber Pro tests).
In sustainability (82%), the eco-sustainable home, responsible tourism, packaging of reusable materials and ‘save your pocket, save the planet’ are prioritized. In the macroforce of empowerment (82%) tendencies of self-learning, life coaching, ‘do it yourself’ and constant entrepreneurship appear.
According to the report, one of the main concerns in the economic context is unemployment, a strong motivator for change in countries like Colombia. “The challenge remains for the brands and how to respond in a timely manner to an obvious issue, which ultimately comes to the detriment of the consumer”, affirmed Vivian Medina.
(Giving benefits to employees is key in companies, says survey).
About, There are three elements that brands can take into account to get their products and services right.
First, “consumers look for ways to save, but are more connected to options that make it clear how much is being saved”.
Second “The savings that are sought do not imply sacrificing quality, and they are even looking for options that fall within an “attainable luxury” (products that through origin, packaging or process offer a superior experience without necessarily paying more). And there is the time factor that “begins to be a great ally, especially when there are immediate expenses, which can ideally be deferred into the future while managing the” critical today””.
CONSTANCE GOMEZ GUASCA
Portfolio Journalist
