In this era, many companies often highlight that their products are improved for good. This strategy becomes increasingly popular, and there are several reasons why businesses applied it. In my view, even though this trend can be an advantage for consumers, it also has negative consequences.
To begin with, emphasising new models is an effective way for companies to take attention in the competitive market era. Because of so many products in a similar type, businesses need a detailed selling view, and presenting a product as more innovative than others. Moreover, customers nowadays are often interested in technological issues, so they tend to give positive respond to anything labelled as “new” or “updated”. As a result, emphasising a new promotional approach can help increase sales and make a brand’s image stronger. For example, creativity and innovation in smartphones have led to improved cameras and processors.
However, promoting items as new can also be misleading. Sometimes the updated versions are only a small thing and do not significantly improve the product. This issue can create unmet expectations and cause the disappointment among buyers. Additionally, a lot of pressure to buy the newest products may encourage over-consumption, which is harmful to the environment. For instance, buying each new version of a smartphone will result in electronic waste increase.
To conclude, businesses provide newness in advertisement primarily to stand out and attract consumers. Not only it can promote creativity and innovation, but it can also cause negative impacts because of misleading customers and contribute to environmental degradation.