What is a prosumer and how is it relevant for brands? Examples

The world is moving faster than ever and companies are studying the best way to reach the consumer, trying to stay ahead of each other to take advantage of any opportunities that may arise. In this context, and as a result of the constant evolution of consumer participation in the digital era, a term has emerged that encapsulates the transformation of the traditional role of the consumer: prosumer, which derives from the combination of the words producer and consumer. 

This concept, which merges production and consumption, has a significant impact on market dynamics and, therefore, presents new opportunities for brands that, as we have mentioned, seek differentiation within their sector. This new type of consumer is not limited to consuming products or services, but also actively contributes to their creation, distribution or improvement. 

The relevance of the prosumer for brands 

It is probably hard to imagine what this profile does and how it is able to create and consume at the same time. Put this way, it sounds strange and even complicated to understand. To go deeper into it, we are going to explain the reasons why they are so relevant for brands. 

• Collaboration in innovation: Prosumers not only consume products, but also share their ideas and contribute to innovation. Brands can leverage this creative impulse by involving prosumers in design and development processes, which can result in products that are more aligned with market expectations. 
• Strengthening brand communities: Prosumer participation strengthens brand communities. Brands that encourage interaction and participation create deeper connections with their audience. These communities not only consume products, but also become loyal advocates and active promoters of the brand. 
• Personalization and unique experiences: Prosumers are looking for personalized experiences. Brands that enable personalization of products or services, or that involve consumers in content creation, can offer more meaningful experiences tailored to individual needs. 
• Instant feedback and continuous improvement: Constant feedback from prosumers provides brands with a valuable source of information. This feedback can be used to improve existing products, develop new features and adjust marketing strategies in a more agile and effective way. 

Examples of prosumers in action 

If you still have trouble understanding what this role consists of, we will try to solve those little doubts you may still have and we will give you some examples of this type of profile:  

• Wikipedia: This is a classic example of prosumers in action. Users not only consume information, but also actively contribute to the content, editing, correcting and updating articles. This has led to the creation of a collaborative and constantly evolving online encyclopedia. 
• Starbucks: Starbucks has integrated personalization as a central part of its strategy. Through the mobile app, customers can customize their orders, influence new product launches and participate in loyalty programs that go beyond the simple transaction. 
• LEGO Ideas: LEGO Ideas is a platform where fans can propose new LEGO set ideas and vote on them. If an idea receives enough votes, LEGO considers it for production, allowing consumers to become part of the process of designing and launching new products. 

We recommend that you keep up to date with the latest trends and acquire the right knowledge about what a prosumer is and examples. I invite you to take a close look at the Master in Marketing and Sales Management [GESCO].