Over the past few decades, we have clearly witnessed the evolution of consumers: from the 1.0 era, which had limited access to information, to the current 6.0 consumer, who lives in an era marked by multiple channels, data overload, and new demands in terms of experience. This journey is not just about individual behavior changes but a cultural and technological transformation that deeply impacts corporate strategies.
The 6.0 consumer is digital, omnichannel, demanding, and engaged. They are not satisfied with just price and product; they seek connection, shared values, and meaningful experiences. This requires brands to rethink how they engage with their customers.
So, what are the key characteristics of this new profile? Here are six that I consider fundamental:
1. Digital by nature – The 6.0 consumer was born or adapted to a hyperconnected world. Their first reaction to any need is to search online—whether to assess reputation, compare prices, or read opinions. They have autonomy and no longer rely solely on brand communication.
2. Omnichannel and fluid – They move naturally between physical and digital channels, expecting an integrated experience. They browse e-commerce, test products in-store, and complete purchases via apps. For them, there are no boundaries between online and offline.
3. Demanding and informed – With unlimited access to information, this consumer won’t accept contradictions or inconsistencies. They demand fair pricing, quality, service, and transparency in real time. They won’t hesitate to abandon a purchase if faced with friction or broken promises.
4. Engaged and participatory – More than just buying, the 6.0 consumer wants to interact. They comment, review, recommend, and influence. Their voice has power and reach, which can either boost a brand or harm it in minutes. This active engagement requires companies to maintain continuous listening channels.
5. Conscious and value-driven – Their purchasing decisions go beyond the product. Issues like sustainability, diversity, ethics, and social responsibility increasingly influence their choices. They prefer brands that share their values and position themselves authentically.
6. Experience-oriented – Price matters, but it’s not enough. This consumer seeks convenience, speed, and delight throughout their journey. Personalized service, efficient delivery, and seamless navigation can be as decisive as discounts.
Ultimately, this evolution of the consumer profile requires companies to invest in technology, data, and market intelligence—but also in empathy, proximity, and consistency. It’s not enough to just talk to the 6.0 consumer; brands must engage in dialogue, offer tailored solutions, and deliver experiences that build trust.
More than ever, the competitive edge no longer lies solely in the product or price but in the brand’s ability to deeply understand who’s on the other side of the screen.
*Aluísio Cirino is CEO and founder of Alloyal, a Loyalty Tech that drives more sales, engagement, and user retention for companies through customized loyalty solutions.
