Consumer Day is not just a commemorative date — it is a battlefield, and it is up to each of us to decide which brands deserve to come out victorious
Consumer buying habits are not limited to getting a good discount. They represent power, influence and values. Each purchase is a vote of confidence or rejection. Brands that understand this strive to earn your loyalty, they work hard to exceed your expectations and strive to provide a flawless experience. Those who do not understand? Well, these are left behind
It's curious how some brands seem to read our minds, making the shopping experience simple and intuitive. This doesn't happen by chance. It is the result of the pressure exerted by consumers, increasingly demanding and attentive to the quality of services and products
Every purchase choice is a positioning. Each transaction defines which companies thrive and which disappear. And the best part? The change is in the hands of consumers, shaping the future of the economy often without realizing it
Smart companies listen to consumers, they demonstrate empathy, anticipate needs and eliminate problems before they even arise. Naturally, we are drawn to these experiences.After all, when something just works, we know that someone dedicated time and effort for this to happen.
But simplicity is not something easy to achieve. And here is a perfect example
Elitism vs. empathy: how a simple coaster put BMW's 'The Ultimate Driving Machine' in conflict with the customer experience
In Marketing and Business classes, it is common for students to learn about the classic case Toyota vs. BMW a story that perfectly illustrates the difference between two business approaches
- Brands with an "inside-out" mindset create products based on their own beliefs, assuming they know what is best for the consumer
- Brands with an "outside-in" mindset start with the consumer, listening to your needs and adapting to them
And a small object symbolizes this difference: the coaster
In the 90s, the concept of drive-thru was one of the great novelties in the USA, the business model was at its peak, driven by the growth of Starbucks, this changed consumer habits in the United States. Drivers started buying coffee on the way to work and soon realized that their car cup holders were small and impractical
German car manufacturers were quick to respond. As masters in the art and science of automotive design, BMW engineers rejected the idea of redesigning their ingenious retractable cup holder, although fragile and small —, classifying it as a "wart on the elegant design of the cockpit". After all, German engineers have a reputation for being the best in the world. For them, this requirement was an attack on BMW's culture. Remember that the engineers are the ones who hold the power within BMW; they are the ones who are promoted to leadership positions. The engineering teams, guided by elitism, they declared: "We are designing the car of dreams not a living room!”
A Toyota, on the other hand, adopted Design Thinking and User-Centered Design. Showed empathy and listened. Identified the profile and started designing minivans, SUVs, pickups and cars that would meet the changes in the United States.
The result? A Toyota grew by 6,1% for 16,1% of the market between 1988 and 2007, while BMW timidly advanced from 0,5% for 1,9%. This episode summarizes well what separates successful brands from those that fall behind: listening to or ignoring their consumers
Today, this principle applies to all areas. The best brands are not the ones that think they know what is best for the customer, but rather those who understand and meet their needs even before he realizes it. Arrogant companies decide for themselves what customers should want, without caring about your real needs
The consumer in control: companies that listen and respond
If you take the trouble to share your interests and needs with a company, you shouldn't expect her to listen and create relevant and meaningful connections with you
Let's look at the example of Cogna: with 73 educational brands, the company positions itself as "the largest and most complete education company in the country". She offers thousands of courses and learning paths, from new languages to Architecture. And, to make your life easier, the company invested in technology to get to know you better and make personalized recommendations based on your interests, academic and professional ambitions and achievements
Most don't even notice, but while browsing through Cogna's digital channels, she suggests the best educational paths, offers financing options compatible with your financial reality and sends motivational reminders to help you stay on track. Yes, behind all of this there is artificial intelligence and predictive models, but what really matters is that she respects your time, understand your journey and help boost your career
Why do you like this? Because education should be a personalized map, not a treasure hunt
Behind the scenes: to provide this experience, advanced AI models were needed, thousands of tests and a content production flow adapted to create personalized journeys at scale
Customer service needs to modernize – it's fast
It is unacceptable that, in the midst of the digital age, there are still companies that treat their customers as inconveniences. Who has never called a customer service and heard the classic phrase: "We are experiencing an abnormal volume of calls"? If the volume is so "abnormal", because there is already a recorded message for that? The truth is that the modern consumer does not want to wait, does not want bureaucracy, does not want frustration
Companies that understand this reality are already standing out
- Customer service via WhatsApp – order changes, refunds, flight rescheduling, everything without the need to download a new app
- Intelligent chatbots – solve common problems quickly, without the need for a connection
- Proactive notifications – real-time updates on deliveries, status changes and personalized guidance
This is not a luxury. It is the least the consumer deserves. And companies that do not understand this run the risk of losing customers quickly
Consumers have power – it's time to use it
Your money is power. Your voice matters. Use it with purpose. Spend with principles. Demand more from brands. What you buy shapes the market and the future. Each transaction is a choice
Impose your values on companies. Invest in what makes sense today and what will build a better future: a more sustainable planet, a company that gives back to the community or a business that respects your time and needs
Every real you spend is a vote in the market. Demand quality, challenge standards, make your voice heard
May the odds be ever in your favor.In other words, may only the brands that truly work for you survive — making your life easier, delivering value and respecting what you believe. The decision is yours and no one else's
Every choice you make with your money shapes the market. Demand excellence, challenge limits and make yourself heard. In this game, it is not luck that decides who wins — it's you. Every purchase is a vote, each interaction a judgment. The brands that do not match? They are left behind
Brands that put you first win for a reason: they strive to make your experience simpler, customized and frictionless. And that takes work
The secret to a great customer experience is not making the company look smart. It's making you feel smart. This is empathy
Like a coaster, for example
The next time something is easy — be the flight check-in, the delivery of a package or finding the perfect product —, know that it was not by chance. Someone thought of you
And you are in charge of who stays in the game
Happy Consumer Day
