Endless discounts that have no connection to people's lives are losing their appeal – discover how this trend is changing. Empathetic Pricing It is gaining the attention of consumers.

[quote author=”Trend Bulletin”]EMPATHETIC PRICING: In 2014, Latino consumers will no longer want to face all the problems of daily life alone. They are taking advantage of the help of empathetic brands that offer discounts and flexible pricing that can alleviate some of their headaches.[/quote]

Driving this trend:

HUMAN VALUES

While expectations for brands with human values (HUMAN BRANDS) spread across Latin America, many companies imagine that a touch of humor in their campaigns is enough to show their "sensitive" side. But what's happening now is: consumers truly respect (and reward) brands that embrace more difficult themes, such as authenticity, compassion, and empathy.

IT'S PERSONAL

For some time now, consumers have seen brands concerned with collective, social, and political issues. This isn't going away! But beyond that, they expect brands to consider their individual concerns as well.

In joy and in sorrow

Many brands in Latin America are focused on being present during happy moments. But Latinos, who are overwhelmed by the demands of urban life, will welcome any support that makes their lives easier.

More of the same?

The excitement surrounding group buying has faded. After the 2012 "boom," several such sites closed down or changed their business model. By adding a surprising meaning to a promotion, brands can re-engage those who have grown tired of the same old discounts.

Check out 3 examples of innovative discounts.

PlayArte

[success]Movie theater offers discount for drivers waiting for their car's restricted driving hours[/success]

Coca-cola

[success]Adapted taxis offer discounts for Chileans who exercise during the race.[success]

Opticolor

[success]In Venezuela, discounts increase with the age of the customers.[success]

And how do I use it?

What opportunities are there for Latin American brands that want to show some empathy? To see the answers from TRENDWATCHING, In addition to the complete theory, there are more examples of brands and companies that are already using the trend. Empathetic Pricing click HERE!

NOW IT'S YOUR TURN!

Have you seen any brands using this new trend? Have you experienced something similar? Share your experience with me in the comments below. I'd love to hear your opinion!