Hilaine Yaccoub
Hilaine Yaccoub holds a Master's and PhD from UFF-BR and is a prominent figure in consumer anthropology in Brazil, known for interpreting the daily behaviors of various Brazilian socioeconomic and social classes, focusing on how groups consume, negotiate, adapt, desire, and construct meaning from the goods and services they have access to. She developed "Strategic Anthropology," a work mechanism that combines acquired knowledge with new data collection to be piloted, evaluated, and applied to any social, cultural, and consumer issue, translating it to function (B2B or B2C) in a concise and well-grounded manner: collection, analysis, translation, and interpretation.
B2B, B2C or B2Anywhere? What Consumer Anthropology Reveals About the Future of Sales
Purchasing behavior has never been so difficult to predict, and never been so possible to understand. Before the acronym, there is a human being with desires, contexts and contradictions. This panel starts from the anthropology of consumption to decipher what really motivates purchasing decisions, how these patterns have been transforming in recent decades and what the entry of AI changes — irreversibly — in the relationship between brands, products and people. The debate explores how companies that listen before selling are eliminating friction, shortening chains and reaching the consumer where they really are. Not as a channel choice, but as a precise reading of behavior. What data reveals, what ethnography still captures that algorithms cannot and what every company needs to observe now to not lose the conversation with their own customer.