Valeria Piaggio señala que la propuesta es una nueva forma de ver al consumidor
In the framework of the 2015 annual AHAA conference: Redefining Relevance, The Futures Company presented a new way to approach multicultural consumers. It is the Cultural Orientation System, which, according to Valeria Piaggio, VP at The Futures Company, embraces cultural diversity in a different way.”This great diversity has to do not only with the numbers or with what ethnic group has more presence, but with the influence these groups have in the market”, said Piaggio.In statements made to PRODU, Piaggio pointed out that the proposal is a new way to look at consumers, “that is not the previous cultural assimilation, which proposed that an immigrant arrived, started learning the language, and assimilated to the culture he arrived at. What we know now is that he does not assimilate and that this way of looking at consumers is obsolete”, he stated.With this in mind, they developed the Cultural Orientation System, through which different types of consumers can be approached. “We have two variants, one is the Culturally Attached, this is, how close he feels to his culture of origin, be it Latin America or a country somewhere else, because this is an inclusive system, and on the other hand, the Culturally Open, which is how open this person is to cultural influences outside those of his own origin”.Stemming from those features, this system defines four different segments regarding his orientation: Acultural, Culturally Blended, Polycutural and Monocultural.
