A few years ago, consumers had a habit of buying on impulse, without much research, blindly trusting in advertising. Now, think of that same consumer in 2025. He compares prices in real time, read reviews, requires fast delivery and, more than ever, want to know the socio-environmental impact of what you are buying. That's right, the game turned. And the market is adapting – you are falling behind.
Consumer Day, celebrated on March 15, it is no longer just a pretext for promotions and marketing campaigns. He became a thermometer of consumer relations, highlighting a constantly changing scenario. According to the National Confederation of Trade (CNC), retail sales in digital grew 12% in 2024, while physical retail advanced only 3%. This reinforces what we already knew: those who are not in digital, is losing space.
Another interesting piece of data comes from the Brazilian Association of Electronic Commerce (ABComm). About 78% of consumers abandon their shopping cart before completing the transaction (2023). The reason? Bad experience, long delivery times and prices incompatible with the market. That is to say, winning a client has never been so difficult, and losing it 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 label "sustainable" has ceased to be a differentiator and 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? Simple, you adapt or you become irrelevant. Who invests in technology, efficient logistics and sustainable practices are riding this wave. A good example is the advancement of marketplaces, that offer multiple options in a single environment and challenge traditional retail to raise its level of service. Meanwhile, companies that ignore these changes become hostages to an increasingly unviable business model.
The consumer experience is also being redefined. If before the brands dictated the rules, now it is the consumers who drive the narrative. Chatbotswith artificial intelligence, personalized loyalty programs and ultra-fast deliveries are shaping this new reality. But it is important to pay attention, because technology without humanization can generate distrust. Personalization must go beyond algorithm-based recommendations – needs to create a genuine connection.
In the end, Consumer Day 2025 should not be remembered only in terms of consumption. We must reflect on a market that needs to evolve to keep up with an increasingly demanding customer, informed and aware. The game has changed, only those who understand this new dynamic will stay in the game.
