Trends for 2012: To Err is Human

Consumer recognition and preference for brands which display humane behavior, including not hiding their own mistakes, will keep rising.

Monday, December 19, 2011

There is growing consumer dissatisfaction with the brands which forget to align themselves with consumer culture, because they are only concerned with new techniques and technologies.

In 2012, we will see a rise in positive consumer responses to brands that are aware that sticking to principles and values and showing humanity, is not unprofitable, and, on the contrary, brands that demonstrate behaviour bordering on the immoral, get rejected.

In 2012, consumers don’t expect brands to be perfect, but in fact prefer, even favor those who dare to show that they make some mistakes (FLAWSOME), and show that in general their behavior (at least sometimes) is human. Brands that are honest about their shortcomings, show empathy, generosity, humility, flexibility, maturity, humor, character and humanity, will be preferred.

More on this topic

Costa Rican Consumer Profile

September 2013

Changes have been detected in loyalty, attitude to the environment, lifestyle and consumption, and rationalising purchasing processes .

A study commissioned by the Financial Intelligence Unit of El Financiero has detected that "Costa Rican consumers are not as loyal to businesses and brands as they were a year ago , preferring to use the avalanche of offers and promotions offered by the market.

Corporate Social Responsibility in Nicaragua

August 2011

The aim is to promote best practices in companies.

In order to increase awareness about the importance of corporate social responsibility, this week sees the launch of a series of events under the slogan "Profitability and responsibility, the road to excellence."

Over twenty stalls manned by companies that have committed to the issue will share their experiences with visitors to the event which is to be held at the Crowne Plaza Convention Center in Managua.

Little Corporate Social Responsibility in Panama

August 2009

The perception of Panamanian customers regarding Corporate Social Responsibility activities is low, despite important investments by companies.

A study called "Corporate Responsibility Monitor 2009" measured consumer perceptions on CSR activities in Central America.

In Panama, when individuals where asked to name the companies with better social responsibility performance, 49.1% said they didn't know or didn't answer.

Corporate Social Responsibility In Depth

July 2009

Ligia Olvera, strategic consultant, makes an extensive analysis of the subject from a Costa Rican perspective, with conclusions that are useful for all Central America.

In her analysis in the "Strategic Reflections" Blog in, Ligia concludes that: "Businesses commitment can not be just expressed as a PR slogan.

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