In addition to knowing the profile of the target audience, influencers and social media can also influence consumer habits. This is mainly because a relationship of trust and authenticity can be built , but it can also convey a lifestyle and success that can only be achieved through a specific product or service. This is what is known as aspiration culture and what it seeks is to motivate the public to buy or acquire certain products or services in order to have that lifestyle or success. In addition, it has also been proven that people tend to imitate what they see, and social media is the best channel to teach and create trends .
What must be taken into account is that, although influencers and social networks can be very interesting for creating massive and rapid consumer trends, the influencer must be chosen very carefully and a good content strategy must be carried out to impact and convince the user, who is constantly being bombarded with consumerist messages.
Is responsible consumption possible in the era of digital marketing?
Although consumer society is one that tries brother cell phone list to create needs in consumers so that they buy, there are more and more companies that implement more conscious and responsible consumption strategies. This is quite a challenge, since it totally clashes with a brand’s desire to sell and generate profits. However, there are certain practices, such as applying environmentally friendly production actions and providing information on sustainability or on the environmental impact of consuming products from companies with unsustainable business models , which can help position the brand as a reference social media within the sector. All this means that, although digital marketing seeks to encourage consumption, there are certain measures or resources that can encourage it to be done in a considerations before migrating from shopify to woocommerce responsible and ethical way.
How brands can balance commercial success with social responsibility
Achieving a balance between commercial success and social responsibility is difficult, but not impossible. It is important that consumers feel that the company is not only looking out for its economic benefit , but is in some way committed to society and the environment by carrying out actions that have a positive impact both socially and environmentally. This can be achieved by adopting sustainable benin businesses directory social media practices and offering products made with raw materials obtained in an ethical and responsible manner.
Campaigns and actions can also be launched to promote responsible consumption and the reuse of products, such as Starbucks , which encourages customers to use reusable cups; or Ikea , which buys back its furniture to give it a second life.