The era of the prosumer and engagement
The pandemic has increased the time spent online and given life to a more knowledgeable and scrupulous consumer. The “prosumer” (producer+consumer) is no passive consumer but rather an active participant involved to a certain degree in the production process.
An excellent example of this is the recent initiative launched for the Milan - Cortina 2026 Winter Olympics and Paralympics. The organisers left the choice of the official logo up to the users who could vote for one of two options on the website https://www.milanocortina2026.org/ before 21 March 2021. This represented a real shared branding project for an international event highlighting the importance and growing role played by people in their interaction with brands and companies. Alberto Tomba, who presented one of the two logos at the Ariston Theatre in Sanremo, succinctly explained this concept: “I really hope that these games will belong to all the Italians. We will all take part in an exciting adventure starting now: for the first time, the Italian people have been invited to pick the Olympics Games logo, so vote and may the best logo win”.