By Helena Alcoverro, on 22 January 2025
A consumer society is a social and economic model in which the acquisition of goods and services becomes the central focus of daily life and the economic system. It also serves as a symbol of status and success. To sustain the constant flow of purchases, efforts are often made to continuously create and market new needs for consumers.
The Evolution of the Consumer Society in the Digital Era
The consumer society has undergone a profound transformation due to technological advances, the internet, and mobile devices. These innovations provide access to products and services from anywhere in the world without ever having to leave home. The digital age has also fostered a culture of immediacy, making way for instant access to content and services, enabling purchases with just a few clicks, and facilitating next-day delivery through fast shipping services.
Social media has significantly changed consumption habits for both content and products or services. Recommendations also encourage purchasing. Similarly, the sheer amount of online advertising, often targeted and highly personalized, creates new desires, particularly when products or services are presented in an attractive, eye-catching way.
In summary, the digital era has accelerated, globalized, and reshaped consumption patterns to increase consumer demand and create new needs.
The Role of Digital Marketing in Creating Wants and Needs
Digital marketing plays a critical role in a consumer society, as its strategies aim to influence purchasing decisions and form or amplify consumer needs.
This is achieved by leveraging data collected through digital platforms. Insights into consumer interests, behaviors, and preferences allow for personalized ads and engaging content that heighten consumer desire for specific products or services. Social media also plays a key role. By sharing visually appealing content, with or without the collaboration of influencers or public figures, brands can implement targeted advertising campaigns.
The ultimate goal is to constantly present consumers with information about products and services to reinforce or awaken their desire to make a purchase.
Consumer Psychology: How Digital Strategies Shape Buying Behaviors
In order to execute effective digital marketing strategies, understanding consumer psychology is essential. This involves analyzing the factors that influence behavior and decision-making. One such factor is the level of personalization: the more tailored and relatable an ad or content feels, the greater the likelihood of establishing an emotional connection and driving the desired action, such as a purchase.
Creating urgency is another effective strategy. Phrases like “limited-time offer,” “last units available,” or “final chance” can compel users to act quickly. Social proof, such as reviews or testimonials from other users, can also build trust in a brand and encourage purchases.
Offering discounts or benefits to customers can significantly enhance the appeal of a product. Rewards make purchases more enticing and help reinforce positive associations with a brand.
Ultimately, the goal is to evoke emotions or feelings in consumers that influence their behavior and spark a desire to buy. To achieve this, brands need a deep understanding of their target audience to craft content that is both compelling and effective.
Influencers and Social Media: Driving Consumption in Today’s Society
In addition to identifying target audiences, influencers, and social media have become powerful tools for shaping consumption habits. Influencers can build relationships based on trust and authenticity with their followers while promoting a specific lifestyle or success story tied to a product or service. This phenomenon, known as aspirational culture, motivates consumers to purchase products or services with the hopes of achieving a similar lifestyle or success. Moreover, people often imitate what they see, making social media an ideal platform for creating and spreading trends.
While influencers and social media are highly effective in driving rapid and widespread consumption trends, it’s essential to select the right influencer and implement a well-thought-out content strategy to stand out in an environment that is constantly bombarded with consumerist messages.
Is Responsible Consumption Possible in the Digital Marketing Era?
Although consumer society encourages the creation of needs to drive purchasing, more companies are adopting strategies that promote conscious and responsible consumption. This shift poses a significant challenge, as it contrasts with the traditional goal of maximizing sales and profits.
Nonetheless, some practices can help position a brand as a leader in sustainability. These include implementing eco-friendly production processes, providing information about sustainability, or educating consumers on the environmental impact of buying from businesses with unsustainable practices.
In short, while digital marketing typically focuses on encouraging consumption, certain measures can be used to promote ethical and responsible purchasing behaviors.
How Brands Can Balance Commercial Success with Social Responsibility
Striking a balance between commercial success and social responsibility is challenging but not impossible. Consumers want to feel like a company cares not only about profits but also about leaving a positive impact on society and the environment. This can be achieved by adopting sustainable practices and offering products made with ethically sourced materials.
Brands can also launch campaigns promoting responsible consumption and product reuse. For example, Starbucks encourages customers to use reusable cups, and IKEA buys back used furniture to give it a second life.
By integrating sustainability and social responsibility into their operations, brands can achieve success while fostering trust and loyalty among consumers.