Reflections for Consumer Day

A few years ago, consumers were in the habit of buying on impulse, without much research, blindly relying on advertising. Now, think about this same consumer in 2025. He compares prices in real time, reads reviews, requires fast delivery and, more than ever, wants to know the socio-environmental impact of what he is buying. Well, the game has turned. And the market is adapting & falling behind.

Consumer Day, celebrated on March 15, is no longer just a pretext for promotions and marketing campaigns. It has become a thermometer of consumer relations, showing a constantly changing scenario. According to the National Trade Confederation (CNC), digital retail sales grew 12% in 2024, while physical retail advanced only 3%. This reinforces what we already knew: those who are not in digital, are losing space.

Another interesting data comes from the Brazilian Association of Electronic Commerce (ABComm). About 78% of consumers abandon the shopping cart before finalizing the transaction (2023). The reason? Bad experience, long delivery times and prices incompatible with the market. That is, winning a customer has never been so difficult, and losing it has never been easier.

And there is an even more relevant phenomenon: the rise of the conscious consumer. A study by Nielsen (2024) indicates that 73% of Brazilians prefer brands with clear environmental and social commitments. The “sustainable” no longer a differential label, but a requirement. Companies that do not demonstrate responsible practices risk being discarded without hesitation.

What does this mean for the market? Simple, or adapts or becomes irrelevant. Who invests in technology, efficient logistics and sustainable practices is surfing this wave. A good example is the advancement of marketplaces, which offer multiple options in a single environment and challenge traditional retail to raise its level of service. Meanwhile, companies that ignore these changes are hostage to an increasingly less viable business model.

If brands once dictated the rules, now it is consumers who command the narrative. Chatbots with artificial intelligence, personalized loyalty programs and ultra-fast deliveries are shaping this new reality. But it is important to be careful, because technology without humanization can generate mistrust. Personalization must go beyond recommendations based on algorithms.

In the end, Consumer Day 2025 should not be remembered only from the aspect of consumption. We must reflect on a market that needs to evolve to keep up with an increasingly demanding, informed and conscious customer. The game has changed, and only those who understand this new dynamic will continue on the board.