With the era, the condition of behavioral adaptation The accessibility of technology and the use of digital tools of a changing era. Communication must be primarily online. Each of them made people think of themselves and society more than before.
The way brands have to deal with the change from the offline era one hundred percent. Come to be half-online hundred percent This makes marketers themselves all have to put their brand image to be more accepted by the online community.
Because online people don’t like to sell products to the extreme, but will recognize brands that create campaigns that help society and the environment more. Therefore, brands need to make a clear standpoint. Satisfy consumers and keep up with trends
The thumbsup team has taken information from CMMU about Gen We people who are known as diverse personalities who can’t clearly identify age, gender, needs. But it’s a mix of people of many styles, but with the same behavior.
The characteristics of consumers in the 5.0 s are behavioral diversity. and are divided into different characters as follows
- Altruism, helping, generous, taking care of society
- Emotional Control Manage your emotions, not overwhelmed by sadness. relieve stress
- Future Oriented Stable, Wealthy, Sustainable
- Confidence, brilliant, outstanding, believes in one’s own opinion.
- Identity This is me
Solutions for businesses to boost purchasing power
Therefore, in order to stimulate the purchasing power of consumers Businesses need to adjust their marketing plans in 3 key solutions:
- Create a campaign to help society and the environment: seeing social problems Environment/problems near consumers without focusing on selling products and the expression of kindness/power of giving From big brands that may not be affected much to smaller brands. reflecting sincerity to partners and consumers This is one way to get points and encourage consumers to want to get involved with the brand.
- Create a clear branding standpoint : Satisfying consumers’ hearts There are a lot of new trends emerging. Businesses need to be quick in raising the brand’s standpoint. Confident than other competitors
- No burden on consumers : through strategies such as reducing production costs lowering the price so that consumers can buy the products that they like, but without causing additional burdens, etc.
Behavior of people that reflect the identity of the Gen We era
In addition, getting to know behavioral consumers can be categorized into 3 categories that reflect the identity of the Gen We consumers.
A group of dragons (Dragon) who want stability and balance in life.
distinctive appearance
- Simple, peaceful, doesn’t like competition.
- express feelings honestly
- have stability and balance in life
insights
- I’m an introvert, with a lifestyle that doesn’t follow any celebrity.
- Focus on sharing your happiness in your own way. Share what interests you. Repeat and do what you like.
- Emphasis on the final purpose of life. Low-risk investments such as insurance, bonds, and value investing (VI).
- The most popular online media used are Line, Facebook Messenger.
- Favorite place is home, work, bookstore, temple.
- Being a person with goals and motivation is Want balance in life, happiness, peace, can spend retirement time with family.
Fairy group, who want to follow the trend
distinctive appearance
- according to social trends and surrounding environment because they want to be accepted, not contrary to others
- They tend to do things according to their emotions and feelings. Stick to happiness
- being able to adapt to the situation different contexts very well
- Excellent ability to build and maintain connections (Connection)
insights
- An Ambivert type or a cross between an introvert and an extrovert.
- Has a lifestyle, likes to follow celebrities or people who are in the FOMO trend, Influencer
- Emphasis on sharing, showing off or following trends Only share stories that are currently trending. Focus on investments that follow various trends, taking high to medium risk, such as Cryptocurrency, stocks, using online media, Facebook Group & Page, IG.
- Favorite places are cafes and events.
- Goals and motivations are want to be accepted in society Be happy in every stage of life and live in a beautiful world.
Phoenix Group (Phoenix) who want to make the world and society better.
distinctive appearance
- Has a high self-esteem
- Energetic and ready to drive the world and society better
- I want to do things to do my best without causing trouble for others.
- able to manage their own emotions well
- be a trend
Phoenix Insights
- He is an extrovert type, his lifestyle is really professional.
- Emphasis on sharing truthful stories Share knowledge that is useful for both oneself and others. start investing early Focus on spreading risks such as Cryptocurrency, stocks and mutual funds, etc.
- manage money as have clear goals in life Use online media IG, Twitter, Facebook Page, Clubhouse.
- Favorite place is Shopping malls, concerts, exercise venues
- Goals and motivations are Contributing to a better society and the world quality life never stop developing yourself
Strategies to convince Gen We
In terms of recommendations on business management strategies in line with the era that marketers should adopt, that is
- (G)group by Clustering group customers into ready to find new target groups
- (E)nvironment Must create sustainable value for the business/product. to create consumer acceptance
- (N) everending development The brand/product must always be developed to keep up with the trends. to vie for space in the minds of consumers
- (W)holeheartedness Marketing must be straightforward. to build confidence and loyalty to consumers’ products
- (E)merging Media non-mainstream media Increased popularity to create access – expand the consumer base
