{"id":7788,"date":"2023-11-29T15:18:32","date_gmt":"2023-11-29T14:18:32","guid":{"rendered":"https:\/\/refinery89.com\/?p=7788"},"modified":"2024-11-18T17:41:34","modified_gmt":"2024-11-18T16:41:34","slug":"principais-tendencias-de-comportamento-do-consumidor-para-ficar-de-olho-em-2024","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/key-consumer-behavior-trends-to-watch-in-2024\/","title":{"rendered":"Principais tend\u00eancias de comportamento do consumidor para observar em 2024"},"content":{"rendered":"

O ano de 2024 est\u00e1 logo ali na esquina e \u00e9 o momento perfeito para analisar as principais tend\u00eancias de comportamento do consumidor que moldar\u00e3o a publicidade nos pr\u00f3ximos meses. Percorremos diversos relat\u00f3rios fornecidos por empresas de pesquisa conceituadas para destacar insights que podem ser \u00fateis para a cria\u00e7\u00e3o de conte\u00fado e an\u00fancios de publishers.<\/p>\n

 <\/p>\n

 <\/p>\n

Priorizando qualidade sobre quantidade e buscando longevidade.<\/h4>\n

Diante de uma crise no custo de vida, os consumidores est\u00e3o valorizando cada vez mais a qualidade em detrimento da quantidade. Essa mudan\u00e7a representa um afastamento de produtos descart\u00e1veis e da moda r\u00e1pida (fast fashion) em dire\u00e7\u00e3o a itens dur\u00e1veis e premium. Marcas que enfatizam a durabilidade e o valor em seus produtos provavelmente ressoar\u00e3o mais com a mentalidade em transforma\u00e7\u00e3o do consumidor. A economia \u00e9 uma tend\u00eancia crescente em todo o mundo. Gaste mais por item, mas compre menos a longo prazo.<\/p>\n

Os consumidores tamb\u00e9m est\u00e3o se tornando mais realistas em sua busca por valor, esperando, em primeiro lugar, funcionalidade. As marcas que entregam consistentemente valor funcional e enfatizam confiabilidade e confian\u00e7a em sua comunica\u00e7\u00e3o ter\u00e3o maior resson\u00e2ncia com os consumidores.<\/p>\n

 <\/p>\n

\"comportamento<\/p>\n

 <\/p>\n

As marcas redefinem seu relacionamento com os consumidores, priorizando a funcionalidade no centro de sua mensagem e garantindo a confiabilidade, confian\u00e7a e autenticidade de sua identidade.<\/p>\n

Comprar de segunda m\u00e3o \u00e9 uma tend\u00eancia crescente e est\u00e1vel, juntamente com uma mudan\u00e7a global em dire\u00e7\u00e3o \u00e0 valoriza\u00e7\u00e3o do consumo consciente de qualidade e sustentabilidade.<\/p>\n

 <\/p>\n

\"comportamento<\/p>\n

 <\/p>\n

 <\/p>\n

A Ascens\u00e3o do Consumidor \u00c9tico<\/h4>\n

Sustentabilidade e considera\u00e7\u00f5es \u00e9ticas n\u00e3o s\u00e3o mais preocupa\u00e7\u00f5es perif\u00e9ricas para os consumidores; s\u00e3o centrais nas decis\u00f5es de compra. A economia \u00e9 uma tend\u00eancia crescente em todo o mundo. Em 2024, vemos uma forte tend\u00eancia em que os consumidores preferem marcas ecologicamente corretas, mesmo em meio a desafios econ\u00f4micos. Marcas que investem autenticamente em pr\u00e1ticas sustent\u00e1veis e comunicam seus esfor\u00e7os de forma transparente encontrar\u00e3o prefer\u00eancia com o consumidor moderno e socialmente consciente.<\/p>\n

 <\/p>\n

 <\/p>\n

Personalize ou v\u00e1 para o sul<\/h4>\n

Os dias da publicidade \"tamanho \u00fanico\" acabaram. Em 2024, conte\u00fado e experi\u00eancias personalizadas assumem o centro do palco, com os consumidores demonstrando disposi\u00e7\u00e3o em compartilhar dados em troca de servi\u00e7os sob medida. Marcas que dominarem a arte do marketing personalizado provavelmente capturar\u00e3o a aten\u00e7\u00e3o do consumidor moderno.<\/p>\n

As tend\u00eancias gerais de comportamento do consumidor s\u00e3o que as pessoas est\u00e3o se incomodando menos com recomenda\u00e7\u00f5es de an\u00fancios personalizados e mais inclinadas a compartilhar seus dados pessoais.<\/p>\n

 <\/p>\n

\"comportamento<\/p>\n

 <\/p>\n

Isso levanta uma quest\u00e3o sobre a descontinua\u00e7\u00e3o dos cookies de terceiros em 2024. Exploraremos este tema em alta durante o nosso webinar LINK no dia 5 de dezembro \u00e0s 11h. N\u00e3o perca a oportunidade de saber mais!<\/p>\n

 <\/p>\n

 <\/p>\n

Influenciadores como Vozes Confi\u00e1veis<\/h4>\n

Os influenciadores continuam a exercer uma influ\u00eancia significativa nas decis\u00f5es dos consumidores. As recomenda\u00e7\u00f5es de produtos feitas por criadores de conte\u00fado populares t\u00eam mais chances de se traduzir em vendas, o que indica a confian\u00e7a e a rela\u00e7\u00e3o que eles constru\u00edram com seu p\u00fablico, enquanto a confian\u00e7a nas avalia\u00e7\u00f5es de clientes est\u00e1 diminuindo. H\u00e1 um decl\u00ednio percept\u00edvel na confian\u00e7a que os consumidores depositam nas avalia\u00e7\u00f5es de clientes, devido a preocupa\u00e7\u00f5es com a autenticidade e ao aumento dos coment\u00e1rios automatizados. Essa mudan\u00e7a torna as recomenda\u00e7\u00f5es personalizadas e as indica\u00e7\u00f5es de influenciadores mais eficazes do que nunca. Mais de 60% dos consumidores dos EUA consideraram as avalia\u00e7\u00f5es de clientes \u00fateis em 2019, n\u00famero que caiu para cerca de 40% em 2023. A publicidade personalizada ser\u00e1 fundamental em 2024. Uma tend\u00eancia consistente em todo o mundo.<\/p>\n

 <\/p>\n

\"comportamento<\/p>\n

 <\/p>\n

Fonte Statista<\/a><\/p>\n

 <\/p>\n

 <\/p>\n

Abra\u00e7ando o Toque Humano em um Mundo Impulsionado pela Tecnologia<\/h4>\n

\u00c0 medida que a tecnologia continua a avan\u00e7ar, h\u00e1 uma aprecia\u00e7\u00e3o crescente pelo que nos torna unicamente humanos \u2013 emo\u00e7\u00f5es, empatia e criatividade. Marcas que conseguirem misturar efici\u00eancia tecnol\u00f3gica com um toque humano se destacar\u00e3o.<\/p>\n

 <\/p>\n

\"comportamento<\/p>\n

 <\/p>\n

\u00c0 medida que o mundo pr\u00e9-tecnol\u00f3gico se torna cada vez mais distante, at\u00e9 mesmo as gera\u00e7\u00f5es mais jovens s\u00e3o propensas \u00e0 nostalgia por \"coisas boas e antigas\". A nostalgia emergente \u00e9 uma ferramenta poderosa para as marcas que conseguem infundir esse senso de nostalgia, enfatizando o elemento humano em suas ofertas, provavelmente ressoar\u00e3o com os consumidores.<\/p>\n

 <\/p>\n

\"comportamento<\/p>\n

 <\/p>\n

Responsabiliza\u00e7\u00e3o na A\u00e7\u00e3o Clim\u00e1tica<\/h4>\n

O comportamento do consumidor demonstra que todos est\u00e3o cada vez mais preocupados com o compromisso das marcas com metas de sustentabilidade. Transpar\u00eancia e esfor\u00e7os genu\u00ednos para abordar quest\u00f5es ambientais seriamente est\u00e3o se tornando cruciais para que as marcas mantenham a confian\u00e7a e a relev\u00e2ncia do consumidor.<\/p>\n

 <\/p>\n

\"comportamento<\/p>\n

 <\/p>\n

Fonte Mintel<\/a><\/p>\n

 <\/p>\n

 <\/p>\n

A confian\u00e7a nas not\u00edcias despenca<\/h4>\n

A confian\u00e7a global na precis\u00e3o das not\u00edcias est\u00e1 diminuindo. Essa tend\u00eancia \u00e9 impulsionada pela crescente popularidade das redes sociais como fonte de not\u00edcias, onde informa\u00e7\u00f5es n\u00e3o verificadas s\u00e3o t\u00e3o disseminadas quanto o xarope de bordo no Canad\u00e1. Seu papel tamb\u00e9m \u00e9 desempenhado por preocupa\u00e7\u00f5es crescentes sobre o potencial de uso indevido da IA na dissemina\u00e7\u00e3o de desinforma\u00e7\u00e3o.<\/p>\n

As editoras devem abordar esses problemas imediatamente ao criar sua estrat\u00e9gia de conte\u00fado para 2024, trabalhando em torno de textos gerados por IA. D\u00ea uma olhada nos \"fa\u00e7as\" e \"n\u00e3o fa\u00e7as\" do uso do ChatGPT no program\u00e1tico.<\/p>\n

 <\/p>\n

\"comportamento<\/p>\n

 <\/p>\n

 <\/p>\n

O Potencial Inexplorado dos Baby Boomers<\/h4>\n

A gera\u00e7\u00e3o baby boomer representa um segmento de mercado em crescimento, muitas vezes negligenciado em favor dos consumidores mais jovens. As marcas que representam e atendem de forma aut\u00eantica aos interesses e estilos de vida desse grupo demogr\u00e1fico podem explorar um mercado lucrativo. De acordo com uma pesquisa da CreativeX, a maioria dos idosos retratados em an\u00fancios aparece em contextos familiares ou dom\u00e9sticos, e apenas 11% s\u00e3o mostrados em ambientes profissionais.<\/p>\n

Isso significa que os anunciantes n\u00e3o est\u00e3o alcan\u00e7ando os 24% de baby boomers empregados que se descrevem como focados na carreira, os 35% de baby boomers que fazem compras no supermercado e afirmam gostar de explorar o mundo, nem os 31% de baby boomers que compram roupas e se interessam por eventos ao vivo.<\/p>\n

 <\/p>\n

\"comportamento<\/p>\n

 <\/p>\n

Os \u201cmais velhos\u201d est\u00e3o em alta nas redes sociais e t\u00eam muito a oferecer. Apesar das crises, os n\u00fameros s\u00e3o impressionantes: 431% dos baby boomers que poupam acreditam que seus fundos atuais cobririam suas despesas b\u00e1sicas por mais de seis meses, em compara\u00e7\u00e3o com 181% da Gera\u00e7\u00e3o Z<\/p>\n

 <\/p>\n

\"comportamento<\/p>\n

 <\/p>\n

Fonte GWI<\/a><\/p>\n

 <\/p>\n

\u00c0 medida que avan\u00e7amos para 2024, essas tend\u00eancias destacam uma mudan\u00e7a fundamental no comportamento do consumidor. As marcas que conseguirem se adaptar, oferecendo autenticidade, personaliza\u00e7\u00e3o, sustentabilidade e um toque humano, prosperar\u00e3o no ambiente em transforma\u00e7\u00e3o.<\/p>\n

 <\/p>\n

Entrar em contato<\/a> para se juntar \u00e0 nossa comunidade crescente de editores em 2024 e come\u00e7ar a monetizar seus an\u00fancios<\/p>","protected":false},"excerpt":{"rendered":"

The 2024 is right around the corner and it is a perfect moment to look at the key consumer behavior trends that will shape advertising in the month to come. We went through various reports provided by reputable research companies to highlight insights that can stand useful for publishers’ content and advertisement creation.     […]<\/p>\n","protected":false},"author":12,"featured_media":11982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,12],"tags":[95,93],"class_list":["post-7788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-publishers","tag-advertising","tag-trends"],"yoast_head":"\nKey Consumer Behavior Trends to Watch in 2024 | Refinery89<\/title>\n<meta name=\"description\" content=\"We look at consumer behavior trends provided by reputable research companies to highlight insights that will shape advertising in 2024.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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