Challenges Facing Future Communication

In a current study, rheingold and BBDO Campaign Düsseldorf show that ways of dealing with consumers have to change. The core findings: society is on the verge of a paradigm shift, moving away from an ego cult and towards a new idealism. Consumers want advertising but they don’t want to be disturbed. More of a dialog orientation is needed; consumers are increasingly becoming active players. And Verfassungsmarketing® will be essential in the future.

In spite of increasing media possibilities, it is becoming ever more difficult to communicate with consumers. The latter are increasingly refusing to play the classical recipient role and instead are progressively becoming active agents vis-à-vis advertising. The good news: advertising meets with high consumer acceptance. But only when it doesn’t bother consumers, is dialog-oriented, and catches consumers at the right moment. As a consequence, the advertising industry and the media have to deal with consumers differently. 

These are the core findings of the qualitative study carried out by BBDO Campaign Düsseldorf and rheingold, Institute for Qualitative Market and Media Research, based in Cologne. In August 2005, rheingold conducted 40 depth-psychological interviews with women and men focusing on advertising and media usage. In addition, the study incorporated some 400 additional desktop research interviews with consumers on these subjects.

For more Information please contact rheingold@rheingold-online.de

or loenneker@rheingold-online.de