How does this affect consumption? In that new consumers, those who have applications to transform advertising into art or to eliminate slogans from e-mails, do not want to be told that a product is good, but that the product is indeed (and seems) good. If not, they simply block the message. Now, if that product is also capable of transmitting good content - such as a shirt with a message - double gain.
Hence the importance of the quality, origin and sustainability of what we produce. Because a millennial is not available to fight for his rights and fill himself with plastic at the same time. He wonders what the purchase is made of, who made it and what values it transmits.
He prefers to gather together to buy something good than to buy hundreds of trinkets that quickly turn into waste. That is why we must take care of what we do with “radical honesty”, and transmit it properly.
All this with an aesthetic that seeks the technological and avant-garde and at the same time gives a new value to nostalgia, to the aesthetics of the 80s and 90s, to the portable and costumizable, practical as the small news that consumes via Twitter. This is the 2019k consumer, this is Libertad Avenue.