Consumer Day is not just a commemorative date—it’s a battlefield, and it’s up to each of us to decide which brands deserve to come out victorious.
Consumer shopping habits aren’t just about getting a good discount. They represent power, influence, and values. Every purchase is a vote of trust or rejection. Brands that understand this fight to earn your loyalty, work hard to exceed your expectations, and strive to deliver a flawless experience. Those that don’t? Well, they get left behind.
It’s curious how some brands seem to read our minds, making the shopping experience simple and intuitive. This doesn’t happen by accident. It’s the result of pressure from increasingly demanding consumers who are attentive to the quality of services and products.
Every purchasing choice is a stance. Every transaction defines which companies thrive and which disappear. And the best part? The power of change lies in the hands of consumers, shaping the future of the economy—often without even realizing it.
Smart companies listen to consumers, show empathy, anticipate needs, and eliminate problems before they even arise. Naturally, we’re drawn to these experiences. After all, when something just works, we know someone put time and effort into making it happen.
But simplicity isn’t easy to achieve. And here’s a perfect example:
Elitism vs. Empathy: How a Simple Cup Holder Pitted BMW’s ‘Ultimate Driving Machine’ Against Customer Experience
In Marketing and Business classes, students often learn about the classic Toyota vs. BMW case—a story that perfectly illustrates the difference between two business approaches:
- Brands with an “inside-out” mindset create products based on their own beliefs, assuming they know what’s best for the consumer.
- Brands with an “outside-in” mindset start with the consumer, listening to their needs and adapting to them.
And one small object symbolizes this difference: the cup holder.
In the ’90s, the drive-thru concept was one of the biggest innovations in the U.S. The business model was at its peak, driven by Starbucks’ growth, which changed consumer habits in the country. Drivers began buying coffee on their way to work and soon realized their car cup holders were small and impractical.
German automakers were quick to respond. As masters of automotive design art and science, BMW engineers rejected the idea of redesigning their ingenious—though fragile and small—retractable cup holder, calling it a “wart on the elegant cockpit design.” After all, German engineers have a reputation for being the best in the world. To them, this demand was an attack on BMW’s culture. Remember, engineers hold the power at BMW; they’re the ones promoted to leadership roles. The engineering teams, guided by elitism, declared, “We’re designing the ultimate driving machine—not a living room!”
Toyota, on the other hand, embraced Design Thinking and User-Centered Design. They showed empathy and listened. They identified the profile and began designing minivans, SUVs, pickups, and cars to meet the changes in the U.S.
The result? Toyota grew from 6.1% to 16.1% of the market between 1988 and 2007, while BMW inched forward from 0.5% to 1.9%. This episode sums up what separates successful brands from those left behind: listening to or ignoring your consumers.
Today, this principle applies to all areas. The best brands aren’t those that think they know what’s best for the customer but those that understand and meet their needs before they even realize them. Arrogant companies decide for themselves what customers should want, disregarding their real needs.
The Consumer in Control: Companies That Listen and Deliver
If you take the time to share your interests and needs with a company, shouldn’t you expect them to listen and create relevant, meaningful connections with you?
Let’s look at Cogna’s example: with 73 educational brands, the company positions itself as “the largest and most complete education company in the country.” It offers thousands of courses and learning paths, from new languages to Architecture. And to make your life easier, the company invested in technology to get to know you better and provide personalized recommendations based on your interests, ambitions, and academic and professional achievements.
Most don’t even notice, but when browsing Cogna’s digital channels, it suggests the best educational paths, offers financing options tailored to your financial reality, and sends motivational reminders to help you stay on track. Yes, behind all this are artificial intelligence and predictive models, but what truly matters is that it respects your time, understands your journey, and helps boost your career.
Why do you like this? Because education should be a personalized map, not a treasure hunt.
Behind the scenes: To deliver this experience, advanced AI models, thousands of tests, and a content production flow adapted for large-scale personalized journeys were necessary.
Customer Service Needs to Modernize—Fast
It’s unacceptable that, in the digital age, companies still treat their customers as inconveniences. Who hasn’t called customer service and heard the classic phrase: “We’re experiencing an unusually high call volume”? If the volume is so “unusual,” why is there already a pre-recorded message for it? The truth is, the modern consumer doesn’t want to wait, doesn’t want bureaucracy, and doesn’t want frustration.
Companies that understand this reality are already standing out:
- WhatsApp support—order changes, refunds, flight rescheduling, all without needing to download a new app.
- Smart chatbots—quickly resolve common issues without a phone call.
- Proactive notifications—real-time updates on deliveries, status changes, and personalized guidance.
This isn’t a luxury. It’s the bare minimum consumers deserve. And companies that don’t understand this risk losing customers fast.
Consumers Have Power—It’s Time to Use It
Your money is power. Your voice matters. Use it purposefully. Spend with principles. Demand more from brands. What you buy shapes the market and the future. Every transaction is a choice.
Impose your values on companies. Invest in what makes sense today and what builds a better future: a more sustainable planet, a company that gives back to the community, or a business that respects your time and needs.
Every dollar you spend is a vote in the market. Demand quality, challenge standards, make your voice heard.
As in The Hunger Games: “May the best brands always be in your favor.” In other words, may only the brands that truly work for you survive—making your life easier, delivering value, and respecting what you believe in. The decision is yours and no one else’s.
Every choice you make with your money shapes the market. Demand excellence, push boundaries, and make yourself heard. In this game, it’s not luck that decides who wins—it’s you. Every purchase is a vote, every interaction a judgment. Brands that don’t measure up? They get left behind.
Brands that put you first win for a reason: they work hard to make your experience simpler, personalized, and frictionless. And that takes effort.
The secret to a great consumer experience isn’t making the company look smart. It’s making you feel smart. That’s empathy.
Like a cup holder, for example.
Next time something feels effortless—whether it’s flight check-in, package delivery, or finding the perfect product—know it wasn’t by accident. Someone thought of you.
And you’re in charge of who stays in the game.
Happy Consumer Day!
