Many brands, and an entirely market are increasingly pointing out to a new consumer profile, the experiensumer.
Characteristics of this profile are:
- Sees consumption far beyond a transaction or a process, with a more experiential view.
- Seeks through this experience, to fulfill a vivential need, with a specific emotional factor.
Experiensumers, are looking to meet upscale needs like Self- actualization , hedonism, and other related aspirational needs.
¿How we got here?
Consumption has evolved, more than ever,into a social and leisure event. So its functionality has expanded, as a response, to consumers demanding more value to the act of it.
Also, the last research about customer knowledge, has finally determined that the way of engaging to them ,must be with an emotional approach.
All this has had a significant impact on how brands are now positioning themselves, and how they ´re approaching their customers. Also a new discipline has emerged to help them strategize this area, the customer experience.
And we´are not just talking about consumers, there´s also a new employee profile who matches also this new traits. And who seeks the same kind of emotional engagement, within his relationship with an Enterprise.
This also, addresses a new challenge in terms of human resources management, that has started to roll on, and will continue.