Esplosione del consumo nei prossimi Mesi

Esplosione del consumo nei prossimi Mesi

In the coming months we will see an explosion in consumption in which retail will be a major player.

In fact, a social elaboration of the collective mourning caused by the pandemic is now underway, which will help us to live in a dimension of reassurance and normalization of reality:

To do this we have had to resort to shared rituals that over the last few decades they seemed dissolved, in the face of unrestrained individual exuberance.

The collective ritualization reduces uncertainty, lowers the perception of risk, lowers the level of stress, in this very particular phase the rites also had an effective prevention value: the use of masks, physical distance, queues outside the supermarkets, the constant hand washing.

Anthropological analysis teaches that in order to face dangers and disasters we tend to trigger adaptation mechanisms that take on ritual modalities to normalize panic and the perception of death as well, Woe to it if this were not the case.

Although rich in stimuli, the world of consumption and anteCovid retail was actually very poor in symbols: the multiplication of signs, brands and products weakened their symbolic strength, and less and less allowed mutual recognition, the rediscovery of ritual consumption will allow then a recomposition of the daily scenario because the rites stabilize life and this is the need that emerges strongly in this phase, the most powerful ritual activity today is precisely that of consumption which recovers the values indicated by the anthropology of the game: agonism sports, the vertigo of the carousel, the masking of Carnival, the fatality of gambling.

Up to now the network has replaced all this, and at the same time we have understood how irreplaceable it was the proximity, the gaze, the? touch? human on which to reconstruct the future reality, also through the willingness to expose oneself, entering the ritual dimension in presence, creating new rules and division of tasks.

The return to life and the encounter with the world of consumption will replicate the ritual modalities of the merry-go-round, the party, the convivial participation that in many retail places can be nourished, if confined to home video games and gambling platforms have strengthened their presence. in the daily rituals of young and old, we foresee that? pleasure? physical of convivial consumption, of the challenge to the most intelligent purchase, of the playful contact, of the ritual game in presence, will re-explode as soon as possible.

It is therefore advisable to equip the places of purchase? In presence? using the imagination and all the necessary tools as a main competence, in particular in the organization of participatory experiences that from the online world will move to physical locations.

In altre parole L’Esplosione del consumo nei prossimi Mesi lascerà il posto al consumo ludico più dinamico, relazionale, partecipativo, fondato su priorità psicologiche più che economiche, sostenuto dalla passione per ?icone? del consumo, per occasioni ?da vivere?, ricordare, fotografare.

Playing will bring us back to the dimension of vitality which is not only evasion but also and above all the ritual pleasure of recognizing oneself, committed to the most serious dimension that exists, measuring oneself with competition, vertigo, luck, destiny.