The Skills Companies Need Most in 2018 – And The Courses to Get Them

Paul Petrone

Paul Petrone

Editor, LinkedIn Learning

Whenever there is change, there is opportunity. With report after report showing the world of work changing faster than ever today, it’s fair to assume there’s more opportunity than ever. The challenge? It isn’t easy to know where that opportunity exists. If only some organization with the resources necessary to answer that question could release a roadmap… Well, consider this is your roadmap. Using a combination of LinkedIn data and survey results, we determined both the soft and the hard skills companies need most. And then we provided LinkedIn Learning courses that teach those skills, which we’ve made free for all of January 2018. Enjoy. Learning these skills will help you stay ahead of change and make the most of all that opportunity in 2018.

The soft skills companies need most – and how to learn them

First, let’s start with the skills all professionals should learn, regardless of what they do. These are “soft” skills, although in practice they are anything but: 57 percent of leaders say soft skills are more important than hard skills. So, what are the soft skills companies need most in 2018? To find out, we surveyed 2,000 business leaders and asked them the soft skills they’d most like to see their employees learn. Here’s what they said:

1. Leadership

Recommended Courses: Body Language for Leaders, Strategic Thinking, Leading Without Formal Authority

2. Communication

Recommended Courses: Communicating with Confidence, Influencing Others, Giving and Receiving Feedback

3. Collaboration

Recommended Courses: Effective Listening, Building Business Relationships, Finding Your Introvert/Extrovert Balance in the Workplace

4. Time Management

Recommended Courses: Managing Your Time, Creating Great Workplace Habits,Getting Things Done

The hard skills companies need most – and how to learn them

Next, it’s time to go to the hard skills companies need most. Using LinkedIn data from our 500+ million members, we identified the skills companies were working the hardest to fill. We coupled that with with related jobs, their average US salaries and courses that teach those skills (which are free to take for all of January 2018).

1. Cloud and Distributed Computing

Related Jobs: Platform Engineer ($120,000), Cloud Architect ($135,000)

Recommended Courses: Amazon Web Services: Storage and Data ManagementCloud Architecture: Advanced ConceptsCloud Computing Career Paths and Certifications: First Steps

2. Statistical Analysis and Data Mining

Related Jobs: Business Analyst ($72,000), Data Analyst ($62,000), Statistician ($90,200)

Recommended Courses: The Essential Elements of Predictive Analytics and Data MiningData Science Foundations: FundamentalsSQL Essential Training

3. Middleware and Integration Software

Related Jobs: IT Manager ($95,000), Systems Integration Engineer ($98,000)

Recommended Courses: ASP.NET Core: MiddlewareLearn API Documentation with JSON and XMLJavaScript and JSON: Integration Techniques

4. Web Architecture and Development Framework

Related Jobs: Web developer ($65,000), Full Stack Web Developer ($77,000)

Recommended Courses: Building Angular and Node Apps with AuthenticationCreating Your First RESTful Spring Boot Microservice with JPAReact: Replacing Legacy Projects

5. User Interface Design

Related Jobs: UX Designer ($85,000), Web Developer ($65,000), UI Designer ($72,000)

Recommended Courses: UX Foundations: PrototypingCreating a Design System with Sketch, Planning a Career in User Experience

6. Software Revision Control Systems

Related Jobs: Web Developer ($65,000), Software Programmer ($64,000)

Recommended Courses: SVN for Java DevelopersGit Essential TrainingLearning Software Version Control

7. Data Presentation

Related Jobs: Graphic Designer ($45,000), Data Scientist ($113,000), Business Consultant ($83,000)

Recommended Courses: Learning Data Visualization, Data Visualization: Best Practices, Learning Graphic Design: Presentations

8. SEO/SEM Marketing

Related Jobs: Marketing Specialist ($49,000), Online Marketing Manager ($80,000), Advertising Manager ($61,200)

Recommended Courses: SEO Foundations, Introduction to PPC with Google AdWords and Bing Ads, Learning SEO Tools

9. Mobile Development

Related Jobs: Mobile Engineer ($95,000), Mobile Application Developer ($83,800)

Recommended Courses: Android Development Essential Training: Create Your First AppAdvanced iOS App Development: Core MotionPrototype a CRM Mobile Application with Framer

10. Network and Information Security

Related Jobs: Information Security Specialist ($96,000), Cyber Security Specialist ($92,500)

Recommended Courses: IT Security Foundations: Network Security, Data-Driven Network Security Essentials, Implementing an Information Security Program

11. Marketing Campaign Management

Related Jobs: Online Marketing Manager ($80,000), Digital Marketing Specialist ($52,000), Digital Marketing Manager ($77,000)

Recommended Courses: Create a Go-To-Market PlanBuilding Your Marketing Technology StackMarketing Analytics: Segmentation and Testing

12. Data Engineering and Data Warehousing

Related Jobs: Software Engineer ($95,000), Database Developer ($85,000), Data Analyst ($62,000)

Recommended Courses: Data Science Foundations: Data Engineering, SQL Essential Training, Transitioning from Data Warehousing to Big Data

13. Storage Systems and Management

Related Jobs: Database Administrator ($91,000), System Administrator ($68,800)

Recommended Courses: Microsoft Azure: Design an Application Storage and Data Access Strategy, Google Drive Essential Training, Linux: Storage Systems

14. Electronic and Electrical Engineering

Related Jobs: Electrical Engineer ($81,000), Electronic Engineer ($88,400)

Recommended Courses: AutoCAD Electrical Essential Training, Learning MATLAB,Electronics Foundations: Semiconductor Devices

15. Algorithm Design

Related Jobs: Software Engineer ($95,000), Lead Software Engineer ($120,000), Lead Developer ($109,000)

Recommended Courses: Machine Learning & AI Foundations: Value Estimations,Machine Learning & AI Foundations: Decision Trees, Machine Learning & AI: Advanced Decision Trees

16. Perl/Python/Ruby

Related Jobs: Software Engineer ($95,000), Data Scientist ($113,000)

Recommended Courses: Learning the Python 3 Standard LibraryPython Design PatternsPython Projects

17. Shell Scripting Languages

Related Jobs: Linux System Administrator ($75,000), System Engineer ($90,000), Java Developer ($80,000)

Recommended Courses: Learning Linux Shell Scripting, Perl 5 Essential Training,Learning PowerShell 5

18. Mac, Linux and Unix Systems

Related Jobs: System Administrator ($68,800), Linux System Administrator ($75,000)

Recommended Courses: Learning Linux Command Line, Cert Prep: Red Hat Certified System Administrator (EX200), SUSE Linux Enterprise Server Essential Training

19. Java Development

Related Jobs: Java Developer ($80,000), Web Developer ($65,000)

Recommended Courses: Kotlin for Java DevelopersJSON Processing with Java EEJava 8 Essential Training

20. Business Intelligence

Related Jobs: Business Intelligence Analyst ($73,100), Forecast Analyst ($64,000)

Recommended Courses: Power BI Pro Essential Training, Balanced Scorecard and Key Performance Indicators, Financial Forecasting with Big Data

21. Software QA and User Testing

Related Jobs: User Experience Engineer ($85,000), Software Test Engineer ($80,000), Quality Assurance Engineer ($77,000)

Recommended Courses: Programming Foundations: Software Quality AssurancePenetration Testing Essential TrainingUX Foundations: Usability Testing

22. Virtualization

Related Jobs: Network Engineer ($82,000), Network Administrator ($65,000)

Recommended Courses: Learning VMware vSphere 6.5, VMware vSphere: Upgrade a Deployment to vSphere 6.5, Windows Server 2016: Configure Hyper-V

23. Automotive Services, Parts and Design

Related Jobs: Vehicle Engineer ($96,500), Industrial Designer ($63,600)

Recommended Courses: Learning CATIA v5, Alias Essential Training, Insights on Automotive Design with Veejay Gahir

24. Economics

Related Jobs: Business Development Manager ($99,000), Auditor ($56,000), Research Analyst ($56,400)

Recommended Courses: Managerial Economics, Applied Economic Forecasting with Big Data, Blockchain Basics

25. Database Management and Software

Related Jobs: Database Specialist ($53,000), Database Administrator ($91,000)

Recommended Courses: Database Foundations: Administration, Microsoft SQL Server 2016: Installation and Administration, Oracle 12c Database: Administration


The top 30 social good innovations from 2017

2017 may have been a rough year, but there were plenty of inventions, innovations, and gadgets that made the world just a slightly better place.

From global health to social justice to humanitarian aid, a slew of scientists, technologists, and activists came together this year to create impactful solutions to some of our most pressing problems.

In no particular order, here are 30 innovations that made a tangible difference in 2017. For even more inspiration, check out our list of incredible innovations from 2016.

1. The 20-cent paper toy that can help diagnose diseases

This paper device, which only costs 20 cents to make, can help scientists and doctors diagnose diseases like malaria and HIV within minutes — no electricity required.

The Paperfuge, developed by Stanford assistant professor of bioengineering Manu Prakash, is a hand-powered centrifuge that was inspired by a whirligig toy. It can hold blood samples on a disc, and by pulling the strings back and forth, it spins the samples at extremely fast rates to separate blood from plasma, preparing them for disease testing.

It could prove revolutionary for rural areas in developing countries, and save lives in the process.

2. The soft robot sleeve that can restart a failing heart

Researchers at Harvard University and Boston Children’s Hospital created this customizable soft robot sleeve that can wrap around a failing heart and squeeze it, allowing blood to keep flowing throughout the body. In tests conducted on pigs, the device allowed the animals’ hearts to start pumping again.

The innovation is still in testing stages, but the goal is to one day be able to use it in order to save human lives. According to Harvard, heart failure affects 41 million people worldwide.

3. A Facebook translation bot for refugees

Tarjimly is a Facebook translation bot that connects refugees with volunteer translators, wherever they are in the world. Whether they need to speak with doctors, aid workers, legal representatives, or other crucial services, users can tap into the power of Facebook Messenger to get real-time, potentially life-saving, translations on the spot.

4. Smart glasses that help legally blind people see

The eSight 3 is a set of electronic glasses that can drastically improve a legally blind person’s vision, helping them see and perform daily activities with ease.

The device fits over a user’s eyes and glasses like a headset, using a camera to send images to tiny dual screens in front of their eyes. Two sensors adjust the focus, while a handheld remote lets the user zoom and contrast, among other functions. For a user with 20/400 vision, for example, it can improve their eyesight up to 20/25.

5. A cardboard drone for humanitarian aid


Otherlab, a San Francisco-based engineering research and development lab, developed what it calls the world’s most advanced industrial paper airplane. The cardboard gliders are made with a biodegradable material and equipped with GPS and other electronics, allowing them to be dropped by a plane and deliver two pounds of life-saving materials without needing to be retrieved.

6. 3D-printed sex organs to help blind students learn


Holistic, inclusive sex ed is hard to come by as it is. For blind students, it’s even harder. That’s why advocates and researchers at Benetech created 18 3D figures that show sex organs during a various states of arousal, letting students “feel” their way through sex education. Benetech partnered with LightHouse for the Blind and Northern Illinois University to create the models.

7. A texting service that contacts Congress for you in 2 minutes

2017 was a year of resistance, and one of the most tangible ways of taking action has been contacting your reps. Enter Resistbot, a simple service that lets you text RESIST to 50409 or message the accompanying Facebook bot in order to help you find the right members of Congress and send your message to them directly.

8. The app for detained immigrants to contact their family


The Notifica app helps undocumented immigrants who get detained or caught up in raids to send out secure messages to a designated support network of family and friends.

9. A mobile-based ambulance taxi program in Tanzania

Vodafone has developed an innovative ambulance taxi program in the rural Lake Zone of Tanzania, using the power of mobile phones. The program helps pregnant women in health emergencies dial a special hotline number, through which health workers connect them to a local network of vetted taxi drivers who can get them quickly to clinics when there are few ambulances available.

The drivers are paid by the organization through the mobile money system M-Pesa, so it’s free for users.

10. An app that gets kids moving — and help other kids, too


The UNICEF Kid Power app is a standalone app that expands on the organization’s fitness bands program, helping kids convert their daily steps into life-saving nutrition for malnourished children in the developing world. The app counts your steps — every 2,500 steps earns you a point, and 10 points “unlock” a ready-to-use therapeutic food (RUTF) package that UNICEF and sponsors will deliver to a child with severe acute malnutrition.

11. Facebook’s digital maps that help with disaster relief


In June, Facebook announced a new product called “disaster maps,” using Facebook data in disaster areas in order to send crucial information to aid organizations during and after crises. The information helps relief efforts get a bird’s eye view of who needs help, where, and what resources are needed.

12. The chatbot that wants to help you with your mental health


Woebot is one of the first chatbots of its kind, using artificial intelligence to talk to you, help improve your mood, and even alleviate symptoms of depression. It’s not a replacement for a therapist by any means, but a Stanford University study showed that Woebot “led to significant reductions in anxiety and depression among people aged 18-28 years old.”

13. An app connecting refugees with crucial services


RefAid is an app that connects refugees with nearby services in education, health, legal aid, shelter and more by using their location. It originally started as a side project, but now more than 400 of the largest aid organizations in the world, including the Red Cross and Doctors of the World, all use it.

14. A solar-powered tent designed for homeless people


Earlier this year, 12 teens in San Fernando, California, joined forces with the nonprofit DIY Girls to invent a solar-powered tent that folds up into a rollaway backpack for homeless populations. They won a $10,000 grant from the Lemelson-MIT Program to develop the tent, and presented their project at MIT in June.

15. The app that could help end female genital mutilation

Female genital mutilation (FGM) affects millions of women and girls around the world. In Kenya, where the procedure is illegal but still practiced due to cultural significance, a group of five teen girls  created the i-Cut app to fight back.

i-Cut allows users to alert authorities as a preventive measure, and also lets survivors send reports and find local rescue centers. The app earned them a place in the 2017 Technovation Challenge in August.

16. An eyeglass accessory to alert deaf people of sound

Peri is an accessory that attaches to a deaf person’s eyeglasses and translates audio cues into visual ones. Inspired by first-person shooter games, in which the screen glows as your character is hit, Peri lights up in the direction of loud sounds.

It can help deaf and hard of hearing users not only with increased awareness, but also to avoid dangerous situations more easily.

17. The tool that turns your extra computer power into bail money

Bail Bloc, created by a team at The New Inquiry, uses your computer’s spare power to help contribute to community bail funds, assisting people in jail and their families who can’t afford bail.

Bail Bloc uses the power to mine a cryptocurrency called Monero, which is then converted into U.S. dollars to donate to the Bronx Freedom Fund and The Bail Project. No cryptocurrency knowledge required — all you have to do is run it in your computer’s background.

18. This game-changing Braille literacy tool for kids

The Read Read is an innovative learning device that teaches blind people and those with low vision how to read Braille. Each tile has Braille lettering printed on metal to touch, and the device also reads the letter out loud along with how many dots it contains. This helps the user sound out each word they learn.

19. An air-powered wheelchair for kids with disabilities

Morgan’s Inspiration Island is a new, accessible water park in San Antonio, Texas, specifically designed for kids with disabilities. But what about kids who use electric wheelchairs? No problem — the theme park teamed up with the University of Pittsburgh to develop the PneuChair, a light, air-powered wheelchair that can get wet and only takes 10 minutes to charge.

20. The first gender-inclusive educational toy

Meet Sam, a new set of stacking dolls in which each layer shows a different stage of gender questioning and exploring. Created by Gender Creative Kids Canada, which calls the doll “the world’s first educational transgender toy,” Sam was designed with trans youth in mind. The creators hope it will help educate all children and their families.

Gender Creative Kids Canada launched a Kickstarter for the toy, and also released an e-book and accompanying video to introduce Sam to the world.

21. A robot lawyer for low-income communities

The chatbot DoNotPay offers users free legal aid for a range of issues, including helping refugees apply for asylum, guiding people in reporting harassment at work, and even aiding everyday consumers who want to fight corporations who try to take advantage of them.

22. These period-friendly boxers for trans men


A new company called Pyramid Seven launched a line of period-inclusive underwear for trans men, filling a much needed gap in the period-friendly underwear market. Each pair of boxers is stylish and includes an extra panel inside to support period products, like pads. Due to high demand, the line of underwear quickly sold out.

23. A revolutionary gene therapy treatment for cancer

An illustration of a white blood cell.

An illustration of a white blood cell.


Kymriah is a newly FDA-approved cancer gene therapy treatment from the drug company Novartis. It’s part of a new class of therapy called CAR-T, which is made by “harvesting a patient’s own disease-fighting T-cells, genetically engineering them to target specific proteins on cancer cells, and replacing them to circulate possibly for years, seeking out and attacking cancer,” according to Reuters.

It’s not cheap — it costs $475,000 per patient — but the results in patients with aggressive blood cancer are unprecedented. In fact, 83 percent of patients were cancer-free after three months with one dose (they continued to respond after six months, according to new reports).

24. The empowering hands-free breast pump

Willow is a wearable breast pump that allows people to pump hands-free and quietly. You can wear two of the pumps underneath your bra, so it’s discreet and allows you to multitask.

25. A wheelchair that allows its users to stand

The Laddroller is a wheelchair that helps its users stand. Designed by Greek architect Dimitrios Petrotos, the Laddroller uses four wheels, and can also navigate rough terrains. After 13 prototypes, it’s now awaiting regulatory approval to go to market.

26. A portable, reinvented IV pole


IV-Walk is a reimagining of the traditional IV pole to grant its users more flexibility and range. It was designed by Alissa Rees, who was diagnosed with leukemia at 19 years old and had to stay attached to an IV pole for weeks at a time throughout her two years in the hospital.

“Stimulating mobility by using the IV-Walk speeds up recovery,” Rees says on her website. “Besides that, holding the pole is a cheerless way to present yourself to friends or family. Presenting yourself in a proper way can be important during a long stay in hospital.”

27. A solar-powered water delivery cart


Watt-r is a solar-powered water delivery cart that aims to improve the experience for women and children, who often are the ones in developing countries to be tasked with gathering water for their families. The cart is still in development, but it will be able to carry a dozen 20-liter containers of water at a time, and solar power will allow it to move, according to Fast Company.

28. Clothes that expand as your child grows

Petit Pli is a line of clothes that grow with your child using expansion and growth technology. The garments are waterproof, lightweight, and gender-inclusive with pleated designs, allowing each item of clothing to grow up to seven sizes. It’s not only sustainable by reducing waste, but also can save families money on new clothes.

29. Nike’s professional sportswear hijab

Nike launched its Nike Pro Hijab worldwide this year, to further the company’s idea that “if you have a body, you’re an athlete.” Working with professional athletes who wear hijab, the product is made of single-layer mesh that’s breathable, stretchy, and easily customized for any sport.

30. GPS-enabled turtle eggs to help track poachers


According to the wildlife conservation nonprofit Paso Pacifico, poachers in Central America destroy 90 percent of endangered sea turtle nests to illegally sell the eggs, which are considered a delicacy. So the organization created the GPS-enabled “InvestEGGator Sea Turtle Eggs” — 3D-printed eggs that track poachers and reveal smuggling routes, which can help Paso Pacifico work with authorities and stop wildlife crime. The innovation has already won a number of awards.

Venda de publicidade nos écrans bloqueados

Altice vai vender publicidade nos ecrãs bloqueados

Altice vai vender publicidade nos ecrãs bloqueados

Os anunciantes portugueses têm, a partir de agora, um novo formato publicitário à disposição. A Altice está a lançar uma aplicação que permite às marcas e negócios anunciar nos ecrãs bloqueados dos smartphones. A Free Net&More foi apresentada no stand da Altice durante o Web Summit e promete ser a primeira aplicação do género a ser lançada na Europa, segundo garante o grupo. A Postr, parceiro com quem a Altice trabalhou para desenvolver o sistema, já disponibilizou o serviço noutros países mas nunca no Velho Continente. A característica distintiva da Free Net&More consiste na relação com o utilizador. É que para os anúncios aparecerem no ecrã, é preciso consentir a sua presença e descarregar a aplicação móvel. Além disso, tal como o nome indica, os utilizadores podem ganhar internet ao aceitar que a publicidade invada os seus smartphones. De 30 em 30 dias, os utilizadores com registo criado e app activa recebem 250MG grátis. Caso pretendam ganhar mais alguns megas, podem visitar o ecrãs de ofertas extra. Segundo a Altice, a Free Net&More tem muito potencial, uma vez que “por dia cada utilizador desbloqueia o seu smartphone mais de 100 vezes”. A app está disponível para smartphones Android e clientes Meo e Moche. A Altice avança, ainda, que a componente de venda publicitária da Free Net&More está a cargo da Sapo.

Customer care é o novo Marketing

Marketeer, 08/11/2017

Web Summit: Customer Care é o novo Marketing

Em 2017 serão gastos 463 mil milhões de euros em publicidade para encontrar novos clientes mas apenas 2% deste valor será investido em Customer Care e, perante estes dados, Ragy Thomas, fundador da Sprinklr, afirma que as empresas estão a desperdiçar dinheiro. No Web Summit, o responsável da plataforma de gestão de apoio ao consumidor afirma que 80% da facturação das empresas advém de 20% de clientes já fidelizados, pelo que deve haver um maior foco nestes consumidores. «Estes são os melhores clientes. São os clientes que, mesmo que a marca tenha produtos com algumas falhas ou defeitos, preferem-na em detrimento de outras. E a grande maioria das empresas gasta mais dinheiro à procura de novos clientes do que a manter os actuais», explica Ragy Thomas. O fundador dá ainda como exemplo marcas que apresentam novos produtos nas redes sociais mas, ao invés de receberem comentários de eventuais compradores, a maioria surge a partir de clientes que relatam más experiências com aquela marca. «E nove em cada 10 vezes, esses comentários irão impactar verdadeiramente a percepção da marca juntos dos eventuais/futuros clientes», vinca. Para Ragy Thomas, o Customer Care é o novo Marketing, sendo necessário que as marcas aloquem mais investimento para assegurar os actuais clientes. «E este é um trabalho que tem de ser feito em conjunto com as equipas de apoio ao cliente e as de Marketing. E, na maioria das empresas, estas equipas não comunicam, não partilham informações nem ferramentas. E isto traduz-se num desperdício de dinheiro para as marcas», afirma o responsável. E acrescenta que, independentemente da dimensão das empresas, é fundamental recolher sinergias oriundas do Customer Care e do Marketing. «Num mundo cada vez mais ligado e com um maior volume de dados, esta é a melhor estratégia de Marketing para as empresas», finaliza Ragy Thomas.

Video relationship management

HiperSuper, por  a 20 de Novembro de 2017 as 18:37

O Video Relationship Management (VRM) é uma tendência “em crescimento em Portugal”, assegura a CitNow, empresa dedicada ao desenvolvimento de tecnologia de vídeo para o setor automóvel. A ferramenta representa uma evolução dos softwares de Costumer Relationship Management (CRM), destinados à gestão de interações entre as empresas e os seus clientes, vindo agregar valor aos serviços prestados. “VRM consiste na utilização estratégica do vídeo na interação com o consumidor, seja no pré ou no pós-venda”, explica a CitNow, considerada pelo Financial Times uma das 30 empresas europeias que mais cresceram na área da tecnologia. “O vídeo tem a capacidade de acrescentar valor a cada uma das etapas do ciclo de vida do consumidor”, defende Hugo Morgado, country manager da CitNow em Portugal.

A empresa desenvolveu, por exemplo, a solução “Video Check” para a Ford, de forma a que os técnicos das oficinas da marca de automóveis consigam explicar, diretamente aos consumidores, em vídeo, as intervenções que a viatura necessita. O sistema foi implementado este ano nos 1650 concessionários europeus da produtora. Atualmente, “75% dos consumidores estudam a opção de compra de um veículo através da consulta de vídeos – antes mesmo de realizarem uma visita a um concessionário”, explica a CiNow remetendo para a familiaridade do público com os conteúdos em vídeo no setor automóvel. A empresa produz uma média de 20 mil vídeos diariamente, tendo atingido uma faturação de 9,4 milhões de euros em 2016.

Atitudes relativas à escolha das embalagens pelos consumidores portugueses

16/11/2017, Marketeer

Como escolhem os portugueses as embalagens?

Mais de metade dos portugueses (58%) considera que consome de forma consciente. A segurança alimentar, as propriedades dos produtos e as embalagens em que chegam são algumas das preocupações, reveladas no mais recente relatório de tendências da Tetra Pak. Segundo o estudo, 91% dos portugueses refere que o mais importante na hora de escolher os alimentos é que sejam saudáveis; 77% aponta para o facto de serem naturais e sem conservantes. Para 92%, a segurança alimentar é o aspecto mais importante quando optam por bebidas em embalagens de cartão. Ainda no que diz respeito às embalagens, 74% dos portugueses afirma que uma embalagem não ser amiga do ambiente seria motivo suficiente para não comprar ou comprar menos determinado produto. Além disso, 76% considera importante que as embalagens sejam fabricadas a partir de materiais renováveis. A par do lado sustentável, os portugueses têm em consideração também o lado funcional: um formato inadequado pode ser motivo para não comprar, com 83% a afirmar que a dimensão deve ser adequada à necessidade e 67% a indicar que a embalagem deve ser fácil de armazenar.


O mesmo relatório da Tetra Pak aponta para sete tendências, fruto de mudanças na sociedade que deram origem a novas necessidades: cuidar da saúde de forma integral; preparar as refeições em casa; rumo a um consumo mais consciente; digitalização (QR codes, por exemplo); envelhecimento activo; despertar verde (maior consciência relativamente ao ambiente e alterações climáticas); e estilo de vida urbano (mais agregados familiares só de uma pessoa).

 Nova campanha

A divulgação do estudo chega acompanhada de uma campanha sob o mote “Boa Embalagem, Boa Vida”. O objectivo da Tetra Pak é sublinhar a importância de fazer uma escolha consciente no que concerne as embalagens dos alimentos e bebidas. As gerações Z e Millennial constituem o público-alvo da campanha, uma vez que se tratam dos consumidores do futuro. Adicionalmente, “são mais exigentes, inquietos e procuram marcas e produtos sustentáveis”, segundo explica a Tetra Pak em comunicado.

Comida influencia viagens dos portugueses

Marketeer, 14/11/2017

Comida influencia viagens dos portugueses

Praticamente metade dos portugueses (49%) admite que a cozinha local dos destinos influencia a escolha da próxima viagem. A conclusão é de um estudo realizado pela eDreams, segundo o qual os portugueses também procuram evitar cadeias de restauração para apoiar os negócios das cidades que visitam. Aliás, 83% dos inquiridos pelo portal de viagens diz provar a cozinha local em restaurantes quando viaja. Além disso, 39% afirma passar por festivais e mercados de comida de rua, uma das opções preferidas para ficar a conhecer as iguarias do país. O mesmo estudo indica que 67% dos portugueses opta por Itália como destino gastronómico de eleição, sendo este o destino que escolheriam para realizar uma viagem inspirada pela comida local. Quanto ao tipo de refeições que fazem, a eDreams descobriu que nem tudo o que come nas férias é menos saudável do que aquilo que se ingere habitualmente. Apesar de 55% dos portugueses admitir comer mais gelados quando de férias, o peixe e a fruta surgem logo a seguir na lista dos alimentos mais comidos.