"For secondary goods, there is no longer any cost. From the status symbol we have arrived at the stay symbol"- simplifies Prof. Gnasso with a game of words full of meaning.
"We need to have some things to define ourselves and demonstrate our belonging to a social assembly"
The basket is no longer seasoned with some extravagance, but it is made up of a list of objects and services unknown to the history books: Internet of things, wellness paths, super food, extreme sports, extreme adventures and even car rentals.
Divide into instalments and micro credit are the main creators of the consumer revolution - Gnasso points out - but the transformation is pervasive and creeps into the engine of contemporary marketing.
The role of a more choosy and conscious consumer, who is less passive than the various hypodermic theories of communication and marketing, which tended to establish a certain correlation between market input and user reaction, is taking shape. And this forces the brand to face a new challenge: to carry on the new market's consumption trends without distorting itself.
"Goods must sublimate into stories that can actively involve the consumer. It is necessary for the brand to produce engaging identity narratives to encourage the user to redefine himself through possession. The brand's objective is therefore to identify powerful reference archetypes that guide consumer perception".
"Many do but from my point of view speaking about ontological change is excessive. I don't think there is a dynamic of existential mutation in progress; today the consumer is looking for an alternative way to the past to define his membership of a peer group".