Led by mega-entrepreneurs, event addresses the power in consumers' hands

The consumer has never been so powerful... and so unpredictable. They buy based on emotional values, browse on impulse, demand personalization, and abandon brands that do not represent them. While competition used to be between products, today it happens between experiences. Consumption has ceased to be a transaction and has become a form of expression.

Research from the Ipsos Institute shows that 78% of Brazilians expect brands to take a stand on social and environmental issues. Furthermore, the study Deloitte 2025 Consumer Insight reveals that 63% of purchase decisions are guided by personal values and not just price. What was once a differentiator is now a prerequisite.

For Marcos Koenigkan, founder of Mercado & Opinião, the new consumption is a frontier of behavior, not product. “Today's consumer doesn't just want to buy. They want to belong, feel heard, and see purpose in the choices they make. Understanding this logic is essential for any business that wants to remain relevant in the coming years,” he states.

This cultural shift is driven by hyperconnectivity and artificial intelligence, which make it possible to map desires and anticipate behaviors. But, as Koenigkan warns, technology alone is not enough. “The challenge lies in combining data and sensitivity. The company that only looks at the numbers and not at the people loses the soul of the brand and, consequently, the customer.”.

Within this reflection on consumption and belonging, Mercado & Opinião will host on November 25, 2025, in São Paulo, the dinner “The Future of Consumption and the New Consumer Behavior”, which will bring together major leaders to discuss what comes next in the relationship between brands and people.

According to Paulo Motta, co-host of the event, we are living through a revolution guided by emotion. “The purchasing journey is no longer linear. The customer researches, compares, tests, abandons the cart, and returns three days later, but only completes the purchase if they feel a connection. It is an increasingly emotional and less rational consumption. Companies need to learn to dialogue with this new profile.”.

The dinner is part of Mercado & Opinião's national agenda, recognized for bringing together major figures from Brazilian business in events that combine high-level networking and debates on strategic trends. “Whoever understands the consumer before their competitors will lead the market. This is what we are about: anticipating tomorrow,” concludes Koenigkan.

Event: Dinner with Entrepreneurs – Mercado & Opinião

Theme: The Future of Consumption and the New Consumer Behavior

Date : November 25, 2025 – 6:30 PM

Local: São Paulo