Bob Garfield

How Heineken defines the new consumer

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Consumer shopping habits and expectations are radically evolving. Here's how one iconic beer brand defines this shift.

The new consumer: Someone who integrates technology more and more into his or her life while demanding brands keep pace.

In the past few decades, all brands have seen a change in the way consumers shop and interact with marketing. However, perhaps nowhere is the shift more radically felt than by iconic legacy brands that are household names. One of these brands is Heineken, which was founded in 1864 and is currently the number one alcohol brand on Facebook. This company has seen it all and has sold to every type of consumer over the years. Heineken is as well known, loved, and popular as any brand can hope to be, but the digital revolution has cultivated a new society of shoppers whose expectations are radically different than ever before. It has forced Heineken to shift its strategies in every area. It's no longer enough to just be established; brands must now be technologically nimble. Heineken defines the "new consumer" as someone who is not only using technology in every facet of life, but increasing it every day. They want brands to understand technology and incorporate it into marketing messages, products, and experiences. Today, consumers demand brands evolve along with them and interact on a cutting-edge technological level. This is a new reality many brands still need to face.

No one is more in tune with the needs of the new consumer landscape like Jeremy Brook, global lead of digital strategy and media innovation at Heineken. He explains how his brand defines the new consumer, and why social listening should be used in new ways to help brands future-proof their strategies.