Just a few years ago, consumers were in the habit of making impulse purchases, without much research, and blindly trusting advertising. Now, think about that same consumer in 2025. They compare prices in real time, read reviews, demand fast delivery and, more than ever, want to know the socio-environmental impact of what they are buying. Well, the game has changed. And the market is adapting – or falling behind.
Consumer Day, celebrated on March 15, is no longer just a pretext for promotions and marketing campaigns. It has become a barometer of consumer relations, highlighting a scenario in constant change. 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 are not in the digital world are losing ground.
Another interesting piece of data comes from the Brazilian Electronic Commerce Association (ABComm). Around 78% 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 over a customer has never been so difficult, and losing them has never been so easy.
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” label is no longer a differentiator; it has become a requirement. Companies that do not demonstrate responsible practices run the risk of being discarded without hesitation.
What does this mean for the market? It’s 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 level of service. Meanwhile, companies that ignore these changes are trapped in an increasingly unviable business model.
The consumer experience is also being redefined. Whereas brands used to dictate the rules, consumers now drive the narrative.ChatbotsWith artificial intelligence, personalized loyalty programs and ultra-fast deliveries are shaping this new reality. But it is important to be careful, as technology without humanization can generate distrust. Personalization must go beyond algorithm-based recommendations – it needs to create genuine connection.
Ultimately, Consumer Day 2025 should not be remembered solely from the perspective of consumption. We should reflect on a market that needs to evolve to keep up with increasingly demanding, informed and aware customers. The game has changed, and only those who understand this new dynamic will remain on the board.
