More than price: the new value perceived by the consumer

The traditional notion of value based solely on price is beginning to give way to a more complex and enriched understanding by the consumer. Currently, the increasingly competitive market, in which products become similar and innovations are quickly copied, the differentiator is no longer just in the label. Today, what defines the purchase decision is deeply linked to values, purpose, emotional connection with the brand, and consistent experiences. This change is led, in large part, by the new generations, but it already affects all age groups.

Recent studies prove this shift. According to the consultancy Deloitte, 57% of Generation Z and 55% of millennials state that they prioritize brands that position themselves clearly on social, environmental, and ethical issues. This goes beyond marketing: consumers seek coherence between discourse and practice.

The purpose needs to be lived, not just communicated. Today's consumer is more informed, more demanding, and less tolerant of inconsistencies. Brands that hide behind empty narratives risk being exposed, questioned, and even ignored.

Customer Service as an Extension of the Experience

Next to the purpose, the quality of service takes on an even more relevant role. It is not enough to offer a good product if the customer journey is frustrating, disorganized, or impersonal.

A PwC survey shows that 73% of people consider the experience as a decisive factor in whether or not to complete a purchase. Furthermore, 32% state that they would abandon a brand after just one bad experience, even if they like the product.

The experience has become a strategic asset. Providing good service is the minimum, and delighting and anticipating needs is the new expected standard.

ESG as a Trust Filter --- **Explanation:** - **ESG** stands for Environmental, Social, and Governance, which are the criteria used to measure the sustainability and ethical impact of an investment in a company or business. - **Filtro de confiança** translates to "Trust Filter," indicating that ESG criteria serve as a means to assess and ensure the trustworthiness of an investment. The translation maintains the original meaning and context, ensuring that the technical and specialized terminology is accurately conveyed.

Increasingly, consumers are choosing brands that demonstrate real responsibility towards the environment, people, and corporate ethics. The modern consumer wants to trust and demands concrete reasons to do so. Companies that treat sustainability as a strategic pillar, rather than a one-off marketing action, enhance their relevance and build lasting bonds with their audiences.

According to research by the IBM Institute for Business Value, 49% of consumers have already paid up to 59% more for products with sustainable attributes. The perception of value is directly linked to the reputation, coherence, and real-world impact of brands.

We are witnessing a silent yet profound transformation: the value that the consumer sees in a brand no longer fits on a price tag. It is diluted in every interaction, reflected in every positioning, and confirmed by every attitude.

The challenge for companies is to understand that today's customer does not buy just with their wallet, but they also buy with their conscience. And, in this new scenario, only those who deliver value with truth remain relevant.

The concept of value perceived by the consumer is constantly evolving, going far beyond price. Today, the success of a brand is linked to its ability to offer meaningful experiences, aligned with social and environmental values, that strengthen the emotional connection with the audience.