Una mirada al consumidor de hoy (y de mañana) desde la publicidad

The consumer, the object and target of today's adverti-sing, has become the center of all of company commu-nication strategies. His or her participation, opinionsand, thus, influence is being strongly felt. Companieshave become aware of the role of the consumer and theimportance of knowing in depth the personality, desires,concerns, habits, etc. of each one of the individuals thatcomprise their target audience. In spite of the crisis inwhich we are immersed, brands are prioritizing theirrelationship with the consumer ever more highly. In thisarticle, we attempt to analyze briefly some of the mostsignificant consumer trends, paying particular attentionto some current practical cases connected to the adver-tising strategies, actions and formats that are shapingthis new scenario in which the consumer is the prota-gonist.