Consumer Day isn’t just a celebratory date — it’s a battlefield, and it’s up to each of us to decide which brands deserve to emerge victorious.
Consumer buying habits aren’t just about 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. Those who don’t understand? Well, they get left behind.
It’s curious how some brands seem to read our minds, making the purchasing experience simple and intuitive. This doesn’t happen by chance. It’s the result of pressure from consumers, who are becoming increasingly demanding and attentive to the quality of services and products.
Every purchase choice is a statement. Every transaction defines 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, show 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 to make it happen.
But simplicity is not easy to achieve. And here’s 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, students often learn about the classic case of Toyota vs. BMW, a story that perfectly illustrates the difference between two business approaches:
- Brands with an ‘inside out’ thinking create products based on their own beliefs, assuming they know what is best for the consumer.
- Brands with an ‘outside in’ thinking start with the consumer, listening to their needs and adapting to them.
And a small object symbolizes this difference: the coaster.
In the 90s, the drive-thru concept was one of the great novelties in the USA, the business model was at its peak, driven by Starbucks’ growth, it changed consumer habits in the United States. Drivers began buying coffee on their way to work and soon realized that the cup holders in their cars were small and impractical.
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 ingenious but fragile and small retractable cup holder, calling it a ‘blemish in the cockpit’s elegant design’. After all, German engineers have the reputation of being the best in the world. For them, this demand was an attack on BMW’s culture. Remember that the engineers hold the power within BMW; they are the ones promoted to leadership positions. The engineering teams, guided by elitism, declared: ‘We are designing the car of dreams, not a living room!’
On the other hand, Toyota embraced Design Thinking and User-Centered Design. It showed empathy and listened. It identified the profile and started designing minivans, SUVs, pickups, and cars that catered to 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 timidly advanced from 0.5% to 1.9%. This episode summarizes well what separates successful brands from those left behind: listening to or ignoring their consumers.
Today, this principle applies to all areas. The best brands are not the ones that think they know what’s best for the customer, but rather those that understand and meet their needs before they even realize. Arrogant companies decide for themselves what customers should want, regardless of their real needs.
The consumer in control: companies that listen and serve
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 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 make personalized recommendations based on your interests, ambitions, and academic and professional achievements.
Most don’t realize, but by navigating Cogna’s digital channels, it suggests the best educational paths, offers financing options compatible with your financial reality, and sends motivational reminders to help you keep pace. Yes, behind all this are 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 deliver this experience, advanced AI models, thousands of tests, and a content production flow tailored to create personalized journeys on a large scale were necessary.
Customer service needs to modernize – and fast
It is unacceptable that, in the digital age, there are still companies that treat their customers as nuisances. Who hasn’t called a customer service and heard the classic phrase: “We are experiencing an unusually high call volume”? If the volume is so “unusual”, why is there already a recorded message for it? The truth is that the modern consumer does not want to wait, does not want bureaucracy, does not want frustration.
Companies that understand this reality are already standing out:
- WhatsApp customer service – order changes, refunds, flight rescheduling, all without the need to download a new app.
- Intelligent chatbots – quickly resolve common issues without the need for a phone call.
- Proactive notifications – real-time updates on deliveries, status changes, and personalized guidance.
This is not a luxury. It is the minimum that 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. Every transaction is a choice.
Impose your values on companies. Invest in what makes sense today and in 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, may only the brands that truly work for you survive – making your life easier, delivering value, and respecting what you believe. The decision is yours and yours alone.
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. Brands that don’t measure up? 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 effort.
The secret to a great consumer experience is not making the company seem smart. It’s making you feel smart. That’s empathy.
Like a coaster, for example.
Next time something is easy – whether it’s checking in for a flight, receiving a package, or finding the perfect product – know that it wasn’t by chance. Someone thought of you.
And you are in charge of who stays in the game.
Happy Consumer Day!
