Nani Freitas

This panel presents the study of consumption trends and the impact of behavioral changes, driven by digitalization, the convenience economy, and how this has guided strategic decisions and driven innovation. What processes, sources and tools help interpret the cultural and behavioral transformations of society to build value ecosystems, generate relevant connections and lead the markets of the future? The panel explores how companies are adapting their strategies to serve increasingly connected, demanding and experience-driven consumers. Among the topics addressed are the evolution of consumption habits, the rise of digital ecosystems, monetization models based on recurrence and engagement, audience, consumption frequency as a strategic asset and the challenges of building brands capable of influencing behavior and generating belonging. Convenience-based ecosystem redefines people's relationship with their time, their choices and their routine.