Reflections for Consumer Day

Just a few years ago, consumers tended to buy on impulse, without much research, blindly trusting advertising. Now, imagine that same consumer in 2025. They compare prices in real time, read reviews, demand fast delivery, and, more than ever, want to know the social and environmental impact of what they're buying. Well, the tables have turned. And the market is adapting—or falling behind.

Consumer Day, celebrated on March 15th, is no longer just a pretext for promotions and marketing campaigns. It has become a barometer of consumer relations, highlighting a constantly changing landscape. According to the National Confederation of Commerce (CNC), digital retail sales grew 12% in 2024, while physical retail grew only 3%. This reinforces what we already knew: those who aren't digital are losing ground.

Another interesting fact comes from the Brazilian Electronic Commerce Association (ABComm). Approximately 781% of consumers abandon their shopping carts before completing the transaction (2023). The reason? Poor experience, long delivery times, and prices that are incompatible with the market. In other words, winning a customer has never been so difficult, and losing one has never been so easy.

And there's an even more relevant phenomenon: the rise of the conscious consumer. A Nielsen study (2024) indicates that 731% of Brazilians prefer brands with clear environmental and social commitments. The "sustainable" label is no longer a differentiator; it's become a requirement. Companies that don't demonstrate responsible practices risk being dismissed outright.

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 retailers to raise their service levels. Meanwhile, companies that ignore these changes are trapped in an increasingly unviable business model.

The consumer experience is also being redefined. Whereas brands once dictated the rules, consumers now drive the narrative. Chatbots Artificial intelligence, personalized loyalty programs, and ultra-fast deliveries are shaping this new reality. But it's important to be careful, as technology without humanization can generate distrust. Personalization must go beyond algorithm-based recommendations—it must create genuine connection.

Ultimately, Consumer Day 2025 shouldn't be remembered solely from a consumption perspective. We should reflect on a market that needs to evolve to keep up with increasingly demanding, informed, and aware consumers. The game has changed, and only those who understand this new dynamic will remain on the board.