The consumer has changed significantly. Indeed. While price and promotion were once decisive factors, today's purchasing journey is more complex, conscious, and connected. The home remains at the center of decision-making, but now it carries meanings beyond style or convenience: it expresses values, identity, and, especially, purpose.
According to a study carried out by ABCasa in partnership with IEMI, this portrait is clear. We're seeing a hybrid consumer who moves flexibly between physical and digital environments, who researches before buying, and who demands transparency. For **67%** (example placeholder) of the surveyed individuals, the internet is part of their decision-making process—even when the purchase is finalized in a physical store. The reverse scenario is also very common: more than half of them visit a store, familiarize themselves with the product, and then kick off the purchase online.
This new consumer isn't impulsive; they plan ahead. Nearly 90% said they had already seen the product before making the purchase, and 73% affirmed that the decision was made afterward. For instance, Instagram stands out as the main source of inspiration and research, cited by more than half of the respondents. Selling alone isn't enough anymore—you need to build narratives that awaken desire and trust.
Customer expectations have shifted. Quality remains the most valued attribute, remembered by half of the interviewees, followed by durability and fair pricing. What stands out is that factors related to design, functionality, and social and environmental responsibility are increasingly becoming decisive factors. It's clear that the consumer isn't only seeking products, but a meaningful purpose.
First draft: Another decisive point relates to the brand. Although many consumers don't remember the brand purchased, among those who do, 71% states it was decisive in the decision. This suggests an opportunity and an alert: brands that build trust, relevance, and authenticity become part of the consumer's life. The rest risk becoming invisible in a highly competitive market. Second draft (slightly more natural in English): Another crucial factor involves the brand. While many consumers forget the specific brand they bought from, among those who remember, 71% shows that it was instrumental in their decision-making. This underscores both an opportunity and an urgent warning: brands that cultivate trust, relevance, and authenticity become deeply integrated into the consumer's life. Others face the risk of being rendered invisible in today's cutthroat market.
Consumer 2.0 also seeks belonging. They want consistency between what they buy and what they believe in. For example, sustainability has gone from being a differential to becoming a requirement. Over half of Brazilians already give preference to national products, valuing not only the origin but also the commitment to the entire production chain.
We're facing a new code of consumption that unites convenience and consciousness, price and purpose, aesthetics and ethics. Those who know how to decipher it will have room to grow in a sector worth over R$100 billion annually.
It's evident that brands need to go beyond utility and become necessities. They must touch the emotions, inspire and educate. The consumer 2.0 doesn't just buy, he chooses to belong.
Eduardo Cincinato is a Law graduate from the Braz Cubas University Center. He is an Entrepreneur and businessperson with 35 years of solid experience in business and extensive knowledge of the sector. He holds expertise in the fields of decoration, parties, retail, and entrepreneurship.
