The empowered consumer: the new CEO of your brand

Jan 6

The Empowered Consumer Is Informed, Connected, and the Protagonist. They research, compare, share experiences, and directly influence brand positioning. Their behavior shapes products, services, and reputations — like a true CEO of the brand.

Business opportunities are born from perceiving people’s needs — and even creating them — through products and services designed to meet those demands. Over time, however, many companies forget this, reversing the logic as if customers should adapt to what is offered. But a new class of empowered consumers has emerged to remind us who really drives the market.

The empowered consumer has abundant access to information, knows their rights and their power of influence, is hyperconnected, omnichannel, ultra-rational, and has a non-linear shopping journey — no longer limited by geography. The concept of customer centricity — not just product or service centricity — highlights how companies are revisiting these demands and even changing their market approach.

These companies must provide not only what the consumer wants, but also how, when, how much, and how often — treating them as unique individuals, with personalized experiences. Failing to meet their needs or ignoring their values can be risky. If not heard by brands, they’ll certainly be heard by other consumers — and a single dissatisfied voice can quickly become a dissonant chorus. To better understand this consumer, let’s look at some data:

The Empowered and Omnipresent Consumer…

The Omnichannel Latam 2024 report by Kantar revealed that Latin America currently has over 130 million households shopping in an omnichannel way, using an average of six different channels. In Mexico, it’s even more evident: 72% of families shop using seven channels, according to another Kantar survey.

These purchases happen through websites, brand and messaging apps, social media, and physical stores. A single purchase can begin in one channel and end in another. And these choices aren’t random. Google studies show how consumers research and decide intentionally, equipped with information. In Latin America, Google calls this consumer the “deliberate shopper,” or in Brazil, the "ultra-rational consumer."

…With a non-linear shopping journey

Mexico and Brazil are among the markets analyzed by Google that show 60% of consumers act less impulsively, performing six or more actions before deciding to buy a new brand or product:

Compare prices of similar brands or products (80%)
Search for opinions and information online (75%)
Visit the brand’s website or app (67%)
Go see the product in-store (66%)
Check reviews on online platforms and stores (60%)
Review return policies (60%)

Source: Google

Balancing (Sometimes) conflicting expectations

Another nonlinear aspect is the consumer’s expectations — some even conflicting — which reveals the need for balance. Take personalization: a global BCG survey with 5,000 consumers found that over 80% want personalized experiences — yet two-thirds report having experienced inadequate, imprecise, or invasive personalization.

Another example is AI usage. According to Qualtrics, 48% of consumers feel comfortable interacting with brand AI, such as chatbots. However, 62% still prefer human interaction in customer service. This highlights the need for strategic use of technology.

Then there’s the Green Consumer Paradox. People are increasingly aware of environmental impact and demand responsibility from companies. They favor green products — but at purchase time, they see them as expensive or unreliable. 39% of Americans value a cheap product more than an eco-friendly one, according to a Forrester study.

In Latin America, Colombia stands out for environmental concern. According to Kantar, in 2024, the percentage of eco-active consumers rose to the highest level in six years: 29%, with another 39% classified as eco-considerers. Brands must find ways to transform this interest into purchasing intent.

CX and Loyalty as Essential Tools

This landscape reflects the complexity of modern shopping journeys and consumer expectations. Hence, the importance of a fluid, positive customer experience (CX) at every touchpoint, along with loyalty strategies that add value and convenience.

When it comes to loyalty programs, the Global Customer Loyalty Report 2025 by Antavo — based on interviews with 10,000 consumers worldwide — reveals:

40.7% want points that never expire
40% want more ways to earn points
33.6% want more flexible reward redemptions

Recommended Strategies

Omnichannel Consistency
Provide a seamless experience across all channels, allowing customers to start, continue, and complete their journey on any platform without restarting.
Information Transparency
Offer complete product data, pricing, return policies, and sustainability details. Use videos, reviews, and comparison tools.
Smart Loyalty Programs
Personalize offers and benefits based on customer history and preferences. Mix financial and experiential perks.
Human + AI Balance
Use AI (e.g., chatbots) for simple issues, but ensure smooth handoff to humans for complex needs.
Sustainable Communication
Promote eco-friendly products at competitive prices, and educate consumers on long-term benefits.

Leading questions about the empowered consumer

What is an empowered consumer?

An empowered consumer is a buyer who actively seeks information, compares options across channels, expects personalized experiences, and influences brands through public feedback. They demand transparency, control, and relevance at every step of the journey.

How does omnichannel behavior affect brand loyalty?

Omnichannel behavior deepens brand loyalty by enabling consistent, connected experiences. Empowered consumers want to browse online, purchase in-store, or switch channels mid-journey without friction. Brands that deliver this seamlessness earn trust and repeat engagement.

Why is the empowered consumer called the 'CEO of the brand'?

Because they drive perception, influence others’ decisions, and demand accountability. Just like a CEO, they shape strategic outcomes—choosing which brands succeed based on how well they meet expectations across touchpoints.