More than price: the new value perceived by the consumer

The traditional notion of value based solely on price begins to give way to a more complex and enriched understanding by the consumer. Currently, the increasingly competitive market, in which products become similar and innovations are quickly copied, the differential is no longer just on the label. Today, what defines the purchase decision is deeply linked to values, purpose, emotional connection with the brand and consistent experiences. This change is led, in large part, by the new generations, but already affects all age groups.

According to Deloitte, 57% of Generation Z and 55% of millennials say they prioritize brands that clearly position themselves in relation to social, environmental and ethical issues.This goes beyond marketing: consumers seek coherence between discourse and practice.

The current consumer is more informed, more demanding and less tolerant of inconsistencies. Brands that hide behind empty narratives risk being exposed, questioned and even ignored.

Service as an extension of experience

Alongside the purpose, the quality of service plays an even more relevant role. It is not enough to offer a good product if the customer journey is frustrating, disorganized or impersonal.

A survey by PwC shows that 73% of people consider the experience as a decisive factor to close or not a purchase. And more: 32% state that they would abandon a brand after only a bad experience, even if they like the product.

Experience has become a strategic asset.Serving well is the minimum and delighting and anticipating needs is the new expected standard.

ESG as a filter of trust

Increasingly, consumers choose brands that demonstrate real responsibility towards the environment, people and corporate ethics. The modern consumer wants to trust and requires concrete reasons for this. Companies that treat sustainability as a strategic pillar, rather than as a punctual marketing action, expand their relevance and build lasting links with their audiences.

According to research by the IBM Institute for Business Value, 49% of consumers have already paid up to 59% more for products with sustainable attributes.The perception of value is directly linked to the reputation, coherence and impact of brands in the real world.

We are facing a silent but profound transformation: the value that the consumer sees in a brand no longer fits in a price tag. It is diluted in each interaction, reflected in each positioning and confirmed by each attitude.

The challenge for companies is to understand that today's customer not only buys with his pocket, but he also buys with conscience. And in this new scenario, only those who deliver value with truth remain relevant.

The concept of value perceived by the consumer is constantly evolving, going far beyond price. Today, the success of a brand is linked to its ability to offer meaningful experiences, aligned with social and environmental values, that strengthen the emotional connection with the public.