The marketing industry is rapidly adapting to the new consumer profile, who spends a large part of their time online. According to the study 'Trends Review 2024', prepared by The Cocktail, 35% of our daily rest routine is spent using the Internet. This digital experience has made users increasingly more informed when making decisions, more up to date with trends on social networks, and more aware of different causes although, on the other hand, they are saturated with content and screens, so they seek physical disconnection as an escape route.