THE NEW STYLE OF THE OUT-OF-HOME CONSUMER: FROM REMODULATION TO AFFIRMATION

The 2023-2024 biennium represented the construction period for what we can define as the Maginot Line that separated the old from the new behavior. The year 2025 defines new behaviors, the centric attitude merges with a general search for greater well-being and sustainability, which continues with experiential research, concentrated on weekends, conveyed through social media, increasingly becoming a means of communion between different genres. This mix becomes extremely variable both by gender and generational cluster, outlining what is now the consumption style on the channel. Fewer visits for many clusters and much attention to the frequentation and choice of consumption places. We can therefore state that the path taken by the consumer from 2023 to today — a journey that passed through the phase of Soaltà, suspended between dream and reality, with the desire to participate but only under certain conditions — and its subsequent reshaping as a search for a new style, has now come to an end.
The consumer now finds themselves facing the concrete reality of this new style: it is the point from which to start again. The question therefore becomes inevitable: start again, yes, but in which direction.

Speaker:

• Antonio Faralla - CEO Formind Srl