The consumer matrix: How to save the humans – Placing humans at the heart of everything we do

Gabriela McCoy

Spirits company Bacardi recruited a panel based on social media activity to discover how its brands could enhance 'moments that matter' among drinkers in the US.

Abstract

Every day, eight billion people around the world have dozens of "Moments that Matter." These transformative snippets are highly personal, uniquely relevant and leave lasting impressions on a person, becoming part of their life story. For one it might be the golden hours on a cooler evening, spent reconnecting with their partner on the porch while drinking a gin & tonic; for another, spending time with close friends by the fireside, listening to tunes, star-gazing and drinking whiskey. These occasions may feel ordinary to some, but these are the moments that matterto many. This research unveiled the...

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