Two key forces driving the new marketing realities are technology and globalization.
Globalization emerged from technological development and enabled greater social and economic interaction between countries in the world. This is therefore a significant force driving global trends in consumption and consumer behavior that drive new marketing realities.
The internet is also a technology capable of boosting marketing as it has revolutionized the way people communicate, consume and interact with companies through social media.
It is possible to observe the new consumption trends through the expressive growth of online commerce, which are essential indicators for companies to monitor consumer traffic on the internet and, through the monitoring of these indexes, predict their audience, its characteristics, tastes, online behavior, etc, to develop marketing strategies focused on online influence and consumer relationships.
A new marketing force that has been gaining more consistency is sustainability, as consumers are increasingly critical of companies whose activities negatively impact the environment, which has led to a change and adaptation of companies to be environmentally responsible and more accepted by more conscientious consumers.
Therefore, marketing trends are driven by current consumer habits and behavior, being modified from the new set of values established in society.
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