A few years ago, consumers habitually bought on impulse, without much research, blindly trusting advertising. Now, think of this same consumer in 2025. It compares prices in real time, reads reviews, demands fast delivery, and more than ever, wants to know the socio-environmental impact of what they are buying. That's how the game has turned. And the market is adapting – or falling behind.
Consumer Day, celebrated on March 15th, is no longer just an excuse for promotions and marketing campaigns. It became a thermometer of consumer relations, highlighting a constantly changing scenario. According to the National Confederation of Commerce (CNC), retail sales in the digital sector grew by 12% in 2024, while physical retail advanced by only 3%. This reinforces what we already knew: those who are not digital are losing ground.
Another interesting fact comes from the Brazilian Association of Electronic Commerce (ABComm). About 78% of consumers abandon their shopping carts before completing the transaction (2023). The reason? Bad experience, long delivery times, and prices incompatible with the market. In other words, winning a client has never been so difficult, and losing one has never been so easy.
And there is an even more significant phenomenon: the rise of the conscious consumer. A Nielsen (2024) study indicates that 73% of Brazilians prefer brands with clear environmental and social commitments. The "sustainable" label is no longer a differentiator and has become a requirement. Companies that do not demonstrate responsible practices risk being discarded without hesitation.
What does this mean for the market? Simple, either adapt or become irrelevant. Those who invest 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 level of service. Meanwhile, companies that ignore these changes become prisoners of an increasingly unviable business model.
The consumer experience is also being redefined. If brands used to set the rules, now consumers are in control of the narrative.ChatbotsWith artificial intelligence, personalized loyalty programs, and ultra-fast deliveries are shaping this new reality. But it is important to pay attention, as technology without humanization can generate distrust. Personalization should go beyond algorithm-based recommendations – it needs to create a genuine connection.
In the end, Consumer Day 2025 should not be remembered only in terms of consumption. 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 stay on the board.
