{"id":40990,"date":"2025-10-21T09:10:08","date_gmt":"2025-10-21T07:10:08","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=242661"},"modified":"2025-10-21T09:10:06","modified_gmt":"2025-10-21T07:10:06","slug":"dentsu-report-2025-konsumenten-wollen-weniger-aber-bewusster","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2025-10-21\/dentsu-report-2025-konsumenten-wollen-weniger-aber-bewusster\/","title":{"rendered":"Dentsu Report 2025: i consumatori vogliono meno, ma in modo pi\u00f9 consapevole"},"content":{"rendered":"
\"\"\r\n
\"Stiamo assistendo all'emergere di un nuovo tipo di consumatore: finanziariamente prudente ma emotivamente coinvolto\", afferma Lara Jelinski, Chief Growth Officer Central Europe & CEO Media Switzerland di Dentsu. \"Il concetto di valore viene ridefinito. Non si tratta pi\u00f9 del prezzo pi\u00f9 conveniente, ma di chiarezza, semplicit\u00e0 e valori condivisi\".<\/figcaption>\r\n<\/figure>\r\n

Il gruppo di marketing e trasformazione Dentsu ha pubblicato l'EMEA Consumer Navigator Report 2025. I risultati mostrano come il comportamento dei consumatori e le strutture di mercato stiano cambiando in Europa, Medio Oriente e Africa. Due temi sono al centro dell'attenzione: Mindset e Retail & Commerce. La conclusione: i consumatori sono pi\u00f9 cauti dal punto di vista finanziario, ma pi\u00f9 esigenti dal punto di vista emotivo e si aspettano dai marchi qualcosa di pi\u00f9 di semplici sconti.<\/p>\r\n

La conclusione: i consumatori sono pi\u00f9 cauti dal punto di vista finanziario, ma pi\u00f9 esigenti dal punto di vista emotivo e si aspettano dai marchi qualcosa di pi\u00f9 di semplici sconti.<\/p>\r\n

Consumo consapevole nonostante l'incertezza<\/h3>\r\n

Il 64% degli intervistati ha dichiarato di essere un consumatore pi\u00f9 consapevole: Rimandano gli acquisti pi\u00f9 importanti, prestano maggiore attenzione agli sconti e danno priorit\u00e0 ai bisogni primari. L'incertezza economica in paesi come la Francia e il Regno Unito, in particolare, ha portato a un comportamento sensibilmente pi\u00f9 cauto.
\r\nTuttavia, molti rimangono ottimisti: la generazione Z e i millennial in particolare sono aperti a nuovi marchi. Fattori emotivi come la fiducia, la trasparenza e il controllo stanno diventando la valuta centrale nello sviluppo del marchio.<\/p>\r\n

Generazioni a confronto<\/h3>\r\n

Mentre le generazioni pi\u00f9 anziane (boomers) controllano sempre di pi\u00f9 le loro spese, i pi\u00f9 giovani investono pi\u00f9 specificamente in esperienze. I viaggi per le vacanze sono in cima alla lista delle spese programmate, soprattutto in Spagna. I marchi che dimostrano empatia e danno indicazioni ai consumatori possono guadagnare punti in questo ambiente.<\/p>\r\n

Shein, Temu & Co. stanno cambiando la vendita al dettaglio<\/h3>\r\n

Il Retail & Commerce Report mostra come piattaforme come Shein e Temu stiano dando una scossa al mercato: Il 45% dei consumatori in Spagna e il 33% in Francia vi fanno gi\u00e0 acquisti almeno una volta al mese. Per il 55%, i social media sono la fonte pi\u00f9 importante per scoprire nuovi prodotti, ma il 52% si sente sopraffatto dalla marea di pubblicit\u00e0.
\r\nPer Dentsu questo \u00e8 un chiaro segnale: i marchi devono dare priorit\u00e0 alla rilevanza e alla semplicit\u00e0, invece di inondare i consumatori di messaggi intercambiabili.<\/p>\r\n

Pi\u00f9 valori, meno campagne di prezzo<\/h3>\r\n

Sebbene gli sconti abbiano un effetto a breve termine, il prezzo da solo non \u00e8 pi\u00f9 sufficiente per costruire una fedelt\u00e0 a lungo termine. I gruppi target pi\u00f9 giovani, in particolare, sono orientati verso valori condivisi, azioni sostenibili e comunicazione trasparente. I rivenditori e i marchi sono chiamati a creare esperienze reali e vantaggi significativi, sia online che offline.<\/p>","protected":false},"excerpt":{"rendered":"

Un nuovo studio di Dentsu, l'EMEA Consumer Navigator Report 2025, dimostra che il prezzo non \u00e8 pi\u00f9 tutto: Il prezzo non \u00e8 pi\u00f9 tutto per i consumatori: valore, fiducia e semplicit\u00e0 contano pi\u00f9 che mai.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Dentsu-Report","_yoast_wpseo_metadesc":"Gem\u00e4ss dem Dentsu-Report ist der Preis f\u00fcr Konsumentinnen und Konsumenten nicht mehr alles. 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