Marketing digital e o segmento alimentício na era do minimalismo: o caso do McDonald’s

Abstract

This research analyzes the influence of new consumer trends in the digital marketing of large companies, especially in the food industry. The focus here was on the minimalist trend, derived from an "anticonsumist" thought that developed already in the mid-twentieth century. Methodologically, the research was developed from a literature review and a case study to exemplify some changes that occurred in food companies. The company chosen was McDonald’s, which has been presenting several changes in images and following the digital transformations over the years. Therefore, this work is divided into three main parts: first, it addresses a history about marketing and consumer trends over the years. Then, how the changes in consumption influenced the business marketing model. Finally, we sought to present, with the case of McDonald’s, as different trends, such as minimalism, has influenced the performance of the company and the construction and reconstruction of its image.