A few years ago, consumers had the habit of buying on impulse, without much research, blindly trusting advertising. Now, think of that same consumer in 2025. They compare prices in real time, read reviews, demand fast delivery, and more than ever, they want to know the social and environmental impact of what they are buying. That’s right, the game has changed. And the market is adapting—or being left behind.
Consumer Day, celebrated on March 15, is no longer just an excuse for promotions and marketing campaigns. It has become a barometer of consumer relations, highlighting a scenario in constant flux. According to the National Confederation of Commerce (CNC), digital retail sales grew by 12% in 2024, while physical retail advanced only 3%. This reinforces what we already knew: those not in the digital space are losing ground.
Another interesting statistic comes from the Brazilian Association of Electronic Commerce (ABComm). About 78% of consumers abandon their shopping cart before finalizing the transaction (2023). The reason? Poor experience, long delivery times, and prices out of line with the market. In other words, winning a customer has never been so hard, and losing them has never been so easy.
And there is an even more relevant phenomenon: the rise of the conscious consumer. A Nielsen study (2024) indicates that 73% of Brazilians prefer brands with clear environmental and social commitments. The ‘sustainable’ label is no longer a differentiator—it has become a requirement. Companies that fail to demonstrate responsible practices risk being discarded without hesitation.
What does this mean for the market? Simple—adapt or become irrelevant. Those investing in technology, efficient logistics, and sustainable practices are riding this wave. A good example is the rise of marketplaces, which offer multiple options in a single environment and challenge traditional retail to elevate its service level. Meanwhile, companies ignoring these changes remain hostage to an increasingly unsustainable business model.
The consumer experience is also being redefined. If brands once dictated the rules, now consumers are the ones shaping the narrative. Chatbots with artificial intelligence, personalized loyalty programs, and ultra-fast deliveries are shaping this new reality. But it’s important to pay attention, as technology without humanization can breed distrust. Personalization must go beyond algorithm-based recommendations—it needs to create genuine connection.
In the end, Consumer Day in 2025 should not just be remembered from a consumption standpoint. We must reflect on a market that needs to evolve to keep up with an increasingly demanding, informed, and conscious customer. The game has changed, and only those who understand this new dynamic will remain in play.
