Today’s Consumers.

VOL. 0067 – FLORIDA, SATURDAY, NOVEMBER 29, 2025

Juan F. Arjona Harry

President & CEO Strategee   

Understanding the use and purchase behavior of consumers and users is vital in the design and implementation of the marketing strategy. Without this step or stage background, the chances of impact of the strategy on the market are minimal and only bring frustration and money expenditures that are not recoverable.

Who is the current Consumer? We must understand our current consumer, so that the brand and its activities go in line with the context of current consumers and users. Here are some of the behaviors perceived in the current Consumer, which can guide targeted and precise way the conception and implementation of marketing strategy:

1. Individualism total expression of their own reality and thought in social networks.

2. More pleasure and less duty.

3. An introjection of time for himself and his plan of life as never seen before in previous generations.

4. Self-Determination in the extreme and permanent expression of his philosophy of life in social networks without any restrictions.

5. Purchase based on cost-efficiency with an impressive mindset to assess Value for Money in every offer that has in front.

6. Absolute knower of each option and assisted by the verb Googling when missing information.

7. Ongoing concern about physical appearance.

8. Continuing concern regarding their fitness, health and consuming only what is healthy.

9. Today's consumer has made the sport an activity that improves its space, its lifestyle, its body and its physical health. Today the sport is one of the best friends of the consumer. Philosophy of the "Sport" creates a huge space of action for brands.

10. Its consumption constellation consists only of the brands and products that are good and can transform its world to a higher state. Hence the requirement for innovation and performance.

11. Immediate required responses.

12. Those who felt they had no place in the world, find "their space" through social networking and the opportunity to meet with peers, form groups in which their self-identification is possible by making their life better.

13. They share their intimacy with their reference group, keeping absolutely gregarious behavior in their thinking and in their daily lives.

14. They move like the shoal, according to "waves" and "frequency" that communicate instantly via Twitter, Facebook, Instagram, Pinterest, impacting their usage behavior, purchasing and leisure. Behavior following a leader is a behavior in which dozens of them, hundreds, thousands, instantly generate a purchase option, of thought, of choice, to follow up a philosophy of life, reviewing, validating, passing or failing at the time of an event, product, and brand.

15. They opened a large space in their life to follow celebrities and somehow, instant communication with them (being their followers and in some cases getting response) make a huge desire to adopt celebrities’ life.

16. Ability to belong to several groups at the same time, group sharing their goals with each of them.

17. Do not want to miss anything from the outside world, with the need to communicate simultaneously with several friends, individuals, groups, maintaining open communication simultaneously with up to five people at a time on their smartphone. The new Consumer don’t make phone calls, chat at the same time with more than one person, three, four, five simultaneous conversations on anything for not missing any second.

18. They want to live up to the last second of the last minute of the last hour of each day.

19. Social networks are a good choice segmented warehouse or gateway to mobile applications of the brands or retailers.

20. They want freedom above anything else.

21. They want to travel very often as an escape mechanism to routine.

22. They hate routine and want in small periods of time more and more small-other things to get them out of the routine.

23. The food and its many options, has become a line of enjoyment and pleasure, increasing the need to test and go to restaurants and as a way to please their desires.

24. They taste absolutely everything that generates them adrenaline, rhythm, versatility and dynamic in their lives.

25. They like to stay on the edge of everything.

26. For today's Consumer, fashion turned into something definitive when socializing.

27. The diversity of thinking and keep an open mind to new realities and schools of thoughts have generated:

27.1. Diversity of religions. Each one is self-drive in life according to its own creed.

27.2. Diversity of life philosophies.

27.3. Diversity of sexualities that are in the middle between heterosexuality and homosexuality, not entirely in either end, but trying and experiencing many within the two extremes.

27.4. Diversity of innovative artistic expression, urban and moving music and even favorite activities for the use and enjoyment of leisure in societies and cities.

27.5. Affective Versatile options, dating various persons at the same time.

28. On a stubborn technological trance leading the individual to a state of anxiety for the new and the disposal of the old. Nobody wants anything that is old.

29. The technological trance leads to full expression of individuality to the point that even when Consumer gathered in a home, restaurant, public place, are immersed in the worlds to which they belong in the virtual world of social networking, clinging to his smartphone is already a fundamental part of their lives. The Consumer made ​​an indivisible virtual world between him and his smartphone definitely is its greatest ally.

30. What is not online just doesn’t exist.

31. The immediate response possibilities in communications through the smartphone, hit both the life of the new consumer, who has become anxious.

32. Practice of recreational sex that enables the use of aids, products and brands that maximize the enjoyment and pleasure.

33. Choosing what to study and where to study.

34. Lightweight expression of feelings as: “I love you”.

Brands can improve the current Consumer interpretation in order to remain relevant and be part of the current Consumer’s environment.