Prosumer

The term prosumer is a combination of the words "producer" and "consumer," referring to a person who not only consumes products or services but also actively participates in their design, production, or distribution. A prosumer takes on a hybrid role, going beyond the traditional consumer to engage in creating, influencing, or co-developing products, content, or experiences. 

Prosumers play an active role in both consumption and production. This involvement can take various forms: 

• Creation of own content: Through platforms like social media, blogs, or YouTube, prosumers create their own content (videos, texts, images), influencing opinions and brand perceptions. 
• Co-creation of products: Many companies actively involve customers in product development through crowdsourcing, beta tests, or personalized products, allowing prosumers to directly influence the final product. 
• Reviews and recommendations: Prosumers share their experiences through online reviews on platforms like Amazon, TripAdvisor, or Trustpilot, impacting the purchasing decisions of other consumers. 
• Do-it-yourself (DIY): In fields such as photography, music, or 3D printing, prosumers create their own products and use digital channels to distribute or sell them. 

Thanks to digitalization and social networks, prosumers now have more influence than ever. Companies need to view them not just as customers, but as active partners and influencers. This means building a closer relationship with this group and integrating them into the product development process as valuable sources of feedback and innovation. 

• Brand loyalty and authenticity: Prosumers contribute to the authenticity and credibility of a brand. Their recommendations and content are often trusted sources for other consumers. 
• Setting trends and driving innovation: Prosumers often lead new trends and developments. Companies that actively engage with prosumers can benefit from their creative ideas and innovations. 
• Direct feedback and co-creation: Businesses receive direct feedback from prosumers, improving product development and enhancing customer loyalty. 

Prosumers are a key part of modern marketing as they actively create content, set trends, and influence the success of products and brands through their feedback. Successful brands understand the importance of prosumers and integrate them into their marketing strategies to drive innovation, build deeper connections with their audience, and make their products more authentic and successful.