00:00Millennials in Gen Z no longer want perfect campaigns or smooth messages.
00:05They expect authenticity, relationships and values.
00:08And platforms like TikTok are becoming the voice of the new consumer.
00:12The new generation of consumers is moving away from an idealized world. They are not looking for perfect images and prefer authenticity.
00:35A great example of this communication is Mark Burberry, who communicates in the classic communication channels in a very prestigious way.
00:44However, on TikTok, she used among other actors from The Crown series and created a communication that was based on the angielspotryment of honey.
00:58Such brands are able to dispense with excessive perfectionism and rely on dialogue to win true audience engagement.
01:05The Polish market is no exception. Brands such as Hylak and Inglot are effectively using the potential of TikTok.
01:1260% of users of TikTok have declared that they have received a purchase of services or products, in regard to the trend or content they saw on TikTok.
01:25This form of communication translates into real purchasing decisions.
01:29About 50 million consumers in 2024, so it is a clear sign for brands and businesses that they have to change the way of communication with the consumer,
01:41which puts it on quality, which puts it on social responsibility and wants that the brand, which they buy, also represents its value.
01:49Luxury is not losing its meaning. It is rather changing its form. Today it is not just about the product, but also the values that the brand represents.
01:57Aруak and Inglot presents.
01:59Aruak and Inglot presents.
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