How Cosentino uses social intelligence to shape global brand storytelling at scale

By Jaime Valverde Cohén, Global Director of Content, Social Media and Retail Marketing, Cosentino

At Cosentino, we don’t chase trends. We listen for the moments when they start to matter.

As a global materials company, we serve the entire design ecosystem — architects, designers, fabricators, retailers and homeowners — with sustainable, high‑performance surfaces. Operating in more than 80 countries means our world doesn’t move at the speed of memes; it moves at the pace of materials, craftsmanship and design language. Social Listening helps us make sense of a complex landscape: where we are perceived to play, where we should play and where we can inspire.

Why social is central

Social media is fundamental to our strategy — not just for reach, but for relevance. While our buying cycles are B2B, our influence model is truly a B2X customer ecosystem. We support every stakeholder involved in choosing, specifying, crafting or living with the product. We inspire a designer in Milan, align with a fabricator in Dallas and support a showroom in Dubai, often with the same core story localized with intention. Social gives us the precision to do that. We’re listening for both brand mentions and context:

• How people talk about performance, durability, sustainability and elegance
• Where they see us — kitchen, bathroom, outdoor, traditional or emerging spaces
• Which narratives travel globally, and which require a local voice

Cosentino has long been associated with the kitchen. Social listening helps us quantify whether that’s still the dominant association and how quickly bathrooms or outdoor applications are gaining relevance. Those insights shape our storytelling across our brands, like Silestone, Dekton and Sensa.

Trend detection is all about timing

Social listening doesn’t necessarily predict the future, but it does signal when a trend moves from novelty to influenceable scale. If you wait until something is everywhere, you’re late. If you respond when early relevance appears, you can shape the conversation.

A color, texture or finish can simmer for months among designers before reaching mainstream channels. We look for those inflection points — buzz plus adoption plus trajectory — and align content, collections and campaigns accordingly.

Global signals, local resonance

Design is more global than people realize with creative directions often emerging in one region and echoing across continents. But the final mile is always local: language, tone, cultural nuance and even the order in which a concept is introduced.

Our model is “global insights, locally validated.” We identify the macro themes centrally, then collaborate with regional teams to adapt execution. Micro‑trends matter: not every market relates to the same use case or finish, even when the underlying concept travels well. The goal is to adapt without diluting the story.

Creativity and data: a healthy tension

Data should guide creativity — not constrain it. If it did, every brand would produce the same safe content and call it “optimized.” Creativity is a human differentiator; data helps us validate ideas, sharpen direction and accelerate learning.

• Before a launch, we ask: Will this resonate here?
• During a campaign, we measure: Is the idea landing as intended?

If not, we adapt quickly. It’s not about vanity metrics but about matching the right creative to the right audience, so inspiration becomes action.

The signals that matter

In B2B2C, meaningful listening goes deeper than volume. We look for:

• Topic and sentiment mix
• Growth in strategic applications, such as bathrooms
• Conversations about quality, durability and innovation
• Indicators of trust, sustainability and long‑term equity

These insights guide where we invest creative energy and how we support partners, from inspiration through specification.

AI expands the surface area we can listen to

AI hasn’t changed why we listen; it’s changed how fast and broadly we can do it. We no longer sift through thousands of comments to find direction. AI-powered insights synthesize themes quickly, capture local nuance and interpret platform‑specific language. For a global brand, this means teams can spend more time crafting meaning and less time wrangling noise.

Orchestrating at global scale with Sprinklr

Managing a presence across 80+ countries requires a unified foundation. Sprinklr gives us centralized visibility with local flexibility:

• Global publishing visibility to align calendars and narratives
• Consolidated measurement for coherent, cross‑market insights
• A single asset library for efficient, consistent creative
• Territory‑level performance insights to adjust with confidence

The result is time savings and greater control. When teams aren’t rebuilding processes or searching for assets, they can focus on strategy, creativity and meaningful market partnership.

From inspiration to impact

Cosentino has always believed in the power of design to elevate everyday life. Our brands are more than materials. They’re canvases for kitchens that become gathering places, bathrooms that become retreats and outdoor spaces that extend the home. Social listening keeps us aligned with how people live, create and dream — so we can imagine with them and for them. That’s the heart of our vision: meaningful design to inspire people’s lives. Listening keeps us humble enough to learn and bold enough to lead.

What’s next

The future of B2B2C listening is less about dashboards and more about connection:

• More precise local adaptation powered by AI
• Faster feedback loops between product, content and markets
• Deeper collaboration with designers and creators who shape taste before it trends

In that future, the winning brands won’t be the loudest — they’ll be the most attuned to the signals beneath the noise, and the most committed to turning those signals into stories, surfaces and spaces that matter. At Cosentino, that’s our commitment. We listen beyond customers — not to chase what’s popular, but to shape what’s possible.