the field, the discover the world around you subscribed to the w documentary on you to me. ah ah, ah me for some it's a necessary evil, but for others it's a beloved pastime shopping. whether or not you enjoy a stroll down the aisles or a scroll down the online equivalent. it's unavoidable to be human is to shop

consumption. why do we buy a question that a lot of us can probably relate to? and ask thing today on made feeder, we use business magazine. now real world stores, the ones made of bricks and mortar, have had a particularly tough time during the pandemic. often they've had to limit the number of customers they allow in, if they've been allowed to open at all. on the other hand, it's been a boom time for shopping online, and there's another trend that's quietly been gathering steam, social commerce nowadays, it's not unusual for the entire retail experienced to happen on social media. the media, social media is like a mole that has everything. a huge potential and take to europe alone. i think there is something like a 100000000 users in many of them are very young businesses are really interested in having a presence their site. ah, once upon a time social media with

a platform to chat with friends and post photos these days, it's a wash which influences plugging products. instagram even features its own shop. the way products are promoted is tailored to individual apps. a bit like subliminal window shopping, and when it comes to social commerce, one demographic is especially interesting to businesses. it's been, i'm lannie, i'm 17 from hamburg, and i'm a school people like me is on instagram and has their own youtube channel. she's been a social media devonte for 2 years and even does her shopping there to lease days. young people get their fashion tips on social media, especially on instagram time, media and on those. so you can say, oh look such and such a thing is in right now, maybe i'll get it. like our generation z refers to today's 11 to 26

year old internet savvy never 1st generation to have grown up with smartphones. they're known for their environmental activism and consumerism phases. and i've got the sense that it's also ambulance. on the one hand everyone wants to do loads to the environment, which is definitely great because that's the way we need to go home. then the mom had told her name on it, but on the other you wind up supporting companies that damage the environment. so these contradictions are rather present. i present the for the instagram generation shopping, made easy fashion and fashion accessories are their top purchases. beauty products are hugely popular to followed by fitness related good. so how to companies target individuals? the answer lies in algorithms codes they can recognize, use of interest and decide which products to show them. lay on the last instagram purchase was made 2 weeks ago. it's called the sunset lamp. when you

connect to top it costs a beautiful glow that reminds you of a sunset. the sunset lamps promotional video was shown to lay only 20 times. the size of it looks so dreamy and made me think of vacations before those companies know exactly what they're doing and they know repetition raises that profile. it probably lodges in my subconscious. it's always bad because when i see the ads i straight to, i think i've seen that before. and so positively. dom it off of positive the trend is only set to continue in the next few years. social commer sales are expected to expand 7 fold. e commerce giant shop, if i developed marketing strategies for smaller companies with minimal advertising budget, it focus is on platforms like instagram and tick tock. social media is social media

is so important for friends because it can make them even more successful in this. and it's like a virtual high street and helps you know, meet friends and find inspiration and enjoy shopping. and so where does consumer protection come into it? all? this is all of the we have our own teams which are constantly on the lookout for what we call questionable behaviors. and slides level by she's got cases where companies were selling f f p to mass mosley didn't even have in stock of cropped up a lot last year. i'm going to be on time. and again, we have is where we've done shops, but isn't questionable to encourage kids to consume, we are moving into the job, we try to encourage parents and guardians to get to grips with the media. and because obviously anyone who can get their hands on a smart phone can also view all these offers as good shopping as much as it is the videos and everything else. the crucial point was learning to deal with social

media responsibly with the traditional pedestrian shopping zone is nothing more than a distraction for really only and her best friend hannah. even hear the talk revolves around instagram's dazzling displays. have you seen those leather coats? the ones on instagram there over the internet, the lovely 18 year old is savvy enough to know why social media shopping functions so well mentioned was i just knew there's times where i things i didn't have to buy that. but in the moments i figured that's just what i need right now, which of course isn't true, it's all with time. no, you learn to say ok, that's a lovely picture, but i don't have to have it. instead, i'll wait for something i need and that the 2 friends say happens more and more often these days. now shopping drives economies, that can be no growth without private consumption. and nowhere is shopping,

a bigger part of the economy than the united states. the home of the concept of shop till you drop in 2019 private consumers spending made up a massive 68 percent of the economic output of the us. americans are ravenous spending, sometimes balancing multiple credit cards or taking out loans to fund their shopping habits. in germany, consumer spending makes up a comparatively modest 52 percent of gdp in china is just 39 percent. but it's conversion from an agricultural society is a one centered around services and sales means that likely to change and change. it is exactly what many economies have undergone over the last couple of years. the current of ours pandemic has altered shopping behaviors all over the world, perhaps forever. his look at its impact on germany could see if my colleague, chris jan persell use. the one thing that couldn't be stopped in its tracks during

the pandemic was hair growth. with salons, closed sales of electric clippers skyrocketed in germany. sales on e bay went up by more than 1500 percent in 2020. so how else has the corona virus influences germany's buying habits as the country went into locked down, e commerce increased by 24 percent in 2020 and the trend is continuing this year. but for many businesses time, her home, while supermarkets were allowed to stay open, other stories were forced to close to limit the risk of infection. this meant to a dip and sales, brick and mortar sales and closing retail for example, shrunk 23 percent. as officers shut their doors, many employees were forced to turn their homes into their workplaces leading to an increase in tech related purchases. sales of web cams were up by

a factor of 8 last year compared to before the pandemic ants. and so many germans were spending more time at home. li, decorating became more popular. sales of paint supplies, for example, increased more than 7 fold. many people also began avoiding public transport for fear of infection. thing for 2 wheels instead. and 2020 more bicycles and a bikes were sold than ever before. 61 percent more than in the previous year. still, all in all german spent much less money than usual in 2020. 1 big reason was canceled vacation. and even now, the desire to spend still appears quite muted. so what actually makes us buy won't give us that it resistible as to reach into our pockets and hand over a hardened cash. well,

that is the art of advertising. experts are able to plant ideas in our brains convincing that that product is something we simply can't live without. it goes way beyond simple branding and catchy ad campaigns. it's enough to make you wonder how much choices are actually our own multi rover calvin reports on the mind. bending concept of neuro marketing. about a 100 years ago, companies in the western world ran into a problem. consumers had everything they needed. so the companies came up with a great idea, you know, every day, the 3rd way, people that they need more things, even things they didn't really know they needed to be with the and nowadays companies are studying your brain to get you to keep buying more stuff this is called neuro marketing

and euro marketing. that's like marketing on their own. companies know better than we know so random there's nowhere else. but in the end of the consumer, you're going to tell you how companies are getting your head. the 1950 s clever marketer shook the world with an astonishing experiment. he flush the messages, drink coca cola and eat popcorn under cinema the screen to briefly for the audience to even notice. he claimed this that people rushing to the counters and drove to buy coke and popcorn. this laurie sounds too good to be true then because it is. thankfully, we are not the vast, easy to brainwash, turned out it was all the she made that up. there's no such thing as a brains by a button. this is prince groom and marketing professional. he engineer a scientist,

met johnson, wrote a book on how companies tailor their marketing to our brains. so the good thing, if you're not mindful shopping on these, but we do make a lot of our decisions subconsciously. and that's when your marketing comes in. companies are trying to get to understand how our brain works, to figure out what we really want. traditional marketing buddies work like this. someone will ask me, do you want an apple or the one chocolate? and i say i, of course, one of the apple do i really want the apple? we feel as if we're in control, we deal with the author of our vision that we're very rationally. the study shows that we are extremely irrational in that work. generally speaking pretty, where the full range of factors is ultimately inform and sometimes actually decide for different behaviors and past that. and so we don't always know what we want. we don't know if we actually want the apple or if you prefer the chocolate. but our

brain doesn't live and that's why your marketing have adopted a range of technologies in the marketing studies to see what's happening under the hood inside consumer brains. functional magnetic resonance imaging and electrons fella, grams measure activity in the brain. i tracking shows where we direct tension and heart rate and skin conductance. so what we find exciting for better or worse people are complex in the brain is really complex. human comma is a scholar whose research revolves around how we make decisions. what nursing does is it gives us access to some of the emotional elements or these elements that might not be fully conscious. and tell us a little bit more about some of the things that might also be contributing to people. the experience that takes, you know, for example, when his parent company free to lay off consumers,

how that goes about the brand. many said, well, it's a bit of a kid's snack. when they looked at their brains, it turned out people got a new kick out of getting their fingers messy with the orange dust that covered it . it is fun. there was something subversive about that or in dust on your fingers. there was something a little unusual about it and people kind of enjoyed it, even though it was respectable. the, you know, other people are trying to do their laundry, free to lay took these findings and built an entire ad campaign around just feeling of sub versus pleasure. those are the whites and try. it became a huge success. me more and more businesses are investing in this type of research, most of which is happening in secret through neuro science. but also with the help of psychology and behavioral economics, they get

a pretty good idea of what makes us take. and they use this knowledge to get us to buy more of that stuff. and i'm going to give you full examples of this that you've probably seen in your everyday life. one day where you down brain operates in 2 different thinking most what's called system one, which is fast, unconscious and automatic. and then the system to which is deliberate and conscious . it takes a lot of effort to ask you, what is your name system one will immediately have an answer to that question. but if i ask you what is 23 times 48, you're going to have to switch the system to require effort. one, imagine you're going grocery shopping. you have to find your way around the different ios and make loads of decisions in a short amount of time. when you finally get to the checkout counter, your tires. one way in which you can get somebody to the more system one orient is actually through wearing them down. the system to very resource intensive requires

a lot of metaphor.