barilla
- This is a preview of the essay.
To view the full text you must login!
Values: Once all "functional and sensory" needs are met, consumer expectations will still continue to rise. At the moment, consumers are asking companies not only for novelties in styling, treatment, natural products etc. but also a requiring certain kinds of values from their companies:
Ecological values: consumers are beginning to judge companies on their commitment to preserving the environment. They will reward a company that tries to look after the environment; using biodegradable and/or recyclable containers, avoiding harmful substances, etc.
Ethical values: consumers are also increasingly interested in the differentiating factor of companies that show concern for people, both in-company (do not exploit their workers) and outside (devoting resources to the third and fourth worlds, helping NGOs, etc). In addition, communications that transmit humanity, familiarity and harmony are becoming a plus.
These trends will always have to operate within a context of innovation. Without innovation, competitive edge is lost and in worst-case scenarios, non-innovators find themselves ousted from the market. Trends will thus be seen in products that are innovative in action, texture, colour, smell, shape and packaging. But never losing sight of the growing awareness of ecological and ethical values...