Consumer Day is not just a commemorative date — it is a battlefield, and it is up to each of us to decide which brands deserve to come out victorious.
Consumers' shopping habits are not limited to getting a good discount. They represent power, influence, and values. Each purchase is a vote of confidence or rejection. Brands that understand this fight to earn your loyalty, work hard to exceed your expectations, and strive to provide a flawless experience. What don't they understand? Well, these are left behind.
It's interesting how some brands seem to read our minds, making the shopping experience simple and intuitive. This does not happen by chance. It is the result of the pressure exerted by consumers, who are increasingly demanding and attentive to the quality of services and products.
Every purchasing choice is a positioning. Each transaction determines which companies thrive and which disappear. And the best part? The change is in the hands of consumers, shaping the future of the economy often without realizing it.
Smart companies listen to consumers, demonstrate empathy, anticipate needs, and eliminate problems before they even arise. Naturally, we are attracted to these experiences.After all, when something simply works, we know that someone dedicated time and effort for it to happen.
But simplicity is not something easy to achieve. And here is a perfect example
Elitism vs. empathy: how a simple coaster put BMW's "The Ultimate Driving Machine" in conflict with the customer experience
In Marketing and Business classes, it is common for students to learn about the classic Toyota vs. BMW case, a story that perfectly illustrates the difference between two business approaches:
- Brands with a "inside-out" mindset create products based on their own convictions, assuming they know what is best for the consumer.
- Brands with a "outside-in" mindset start with the consumer, listening to their needs and adapting to them.
And a small object symbolizes this difference: the coaster.
In the 1990s, the concept of drive-thru was one of the major innovations in the USA, the business model was at its peak, driven by the growth of Starbucks, which changed consumer habits in the United States. Drivers started buying coffee on their way to work and soon realized that their car cup holders were small and not very practical.
German car manufacturers were quick to respond. As masters in the art and science of automotive design, BMW engineers rejected the idea of redesigning their clever retractable cup holder, although fragile and small —, calling it a "bump in the sleek cockpit design." After all, German engineers have the reputation of being the best in the world. For them, this requirement was an attack on BMW's culture. Remember that engineers are the ones who hold the power within BMW; they are the ones who are promoted to leadership positions. The engineering teams, guided by elitism, declared: "We are designing the dream car, not a living room!".
Toyota, on the other hand, adopted Design Thinking and User-Centered Design. He showed empathy and listened. He identified the profile and started designing minivans, SUVs, pickups, and cars that met the changes in the United States.
The result? Toyota grew from 6.1% to 16.1% of the market between 1988 and 2007, while BMW advanced modestly from 0.5% to 1.9%. This episode summarizes well what separates successful brands from those that fall behind: listening to or ignoring their consumers.
Today, this principle applies to all areas. The best brands are not those that think they know what is best for the customer, but rather those that understand and meet their needs before they even realize it. Arrogant companies decide on their own what customers should want, without caring about their real needs.
The consumer in control: companies that listen and respond
If you take the trouble to share your interests and needs with a company, shouldn't you expect it to listen and create relevant and meaningful connections with you?
Let's look at the example of Cogna: with 73 educational brands, the company positions itself as "the largest and most comprehensive education company in the country." She 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 make personalized recommendations based on your interests, ambitions, and academic and professional achievements.
Most people don't even realize it, but by browsing Cogna's digital channels, it suggests the best educational paths, offers financing options compatible with their financial situation, and sends motivational reminders to help them stay on track. Yes, behind all of this there is artificial intelligence and predictive models, but what really 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 offer this experience, advanced AI models, thousands of tests, and a content production flow adapted to create personalized journeys at scale were necessary.
Customer service needs to modernize – and quickly
It is unacceptable that, in the digital age, there are still companies that treat their customers as inconveniences. Who has never called a customer service and heard the classic phrase: "We are experiencing an abnormal volume of calls"? If the volume is so "abnormal," why is there already a recorded message for it? The truth is that the modern consumer doesn't want to wait, doesn't want bureaucracy, doesn't want frustration.
Companies that understand this reality are already standing out
- WhatsApp support – order changes, refunds, flight rebookings, all without the need to download a new app.
- Smart chatbots – quickly solve common problems without the need for a call.
- Proactive notifications – real-time updates on deliveries, status changes, and personalized guidance.
This is not a luxury. It's the least the consumer deserves. And companies that do not understand this risk losing customers quickly.
Consumers have power – it's time to use it
Your money is power. Your voice matters. Use it with purpose. Spend with principles. Demand more from brands. What you buy shapes the market and the future. Each transaction is a choice.
Impose your values on companies. Invest in what makes sense today and what will build 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 real you spend is a vote in the market. Demand quality, challenge standards, make your voice heard.
Like in The Hunger Games: "May the best brands always be in your favor." In other words, only the brands that truly work for you will 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, challenge limits, and make yourself heard. In this game, it's not luck that decides who wins — it's you. Each purchase is a vote, each interaction a judgment. Which brands do not match? They fall behind.
Brands that put you first win for a reason: they strive to make your experience simpler, personalized, and frictionless. And that takes work.
The secret to a great customer experience is not making the company seem smart. It's about making you feel smart. This is empathy.
Like a coaster, for example.
Next time something is easy — whether it's checking in for a flight, delivering a package, or finding the perfect product — know that it was no coincidence. Someone thought of you.
And you are in charge of whoever continues in the game.
Happy Consumer Day!
