Brasil Pack Trends 2020

BrasilPackTrends2020 109 In recent years, consumption in Brazil has changed. We still face disparities in income concentration, but, on the other hand, we have a growth in the number of people in the A and C classes, with more expression in class C which is moving the consumption. Besides this, we can mention other factors that will influence consumption in the next years, such as more young childless couples, people living alone, third age consumers, the advancement of women in the technology and work market, or social networks. Today, we live in what could be called the “second screen phenomenon”, defined by the habit of watching TV and surfing the internet simultaneously, in other words, consuming TV socially and sharing with an audience on social networks. Fiorella B. H. Dantas Sandra B. M. Jaime Chapter 5 AESTHETICS AND IDENTITY We are facing a new challenge. Consumption will be influenced by many factors over the coming years, all having the “modern consumer”, with his wider conscience, demand levels and constant search for information that will help the purchase decision, as the focus. This is why it is necessary to see the consumer as a complete human being, with needs, desires and feelings, in search of an objective gratification which positively meets his demands and also subject to emotional development. DANTAS, F. B. H.; JAIME, S. B. M. Estética e identidade. In: BRASIL pack trends 2020. Campinas: ITAL, 2012. cap. 5, p. 107-137.