The Empowered Consumer is the New CEO of Your Brand

Analytical, less impulsive, and using an average of six different channels for shopping, the empowered consumer now dictates the market.

Author: Julio Quaglia, Country Managing Director at Loymark Brazil

Business opportunities arise from identifying people’s needs—or even creating them—by offering products and services designed to meet these demands. However, over time, many companies tend to forget this, reversing the logic as if customers must adapt to what is being offered. But a new class of empowered consumers has emerged to remind businesses who really calls the shots in the market.

The empowered consumer has access to abundant information, knows their rights and influence, is hyperconnected, omnichannel, ultra-rational, and follows a non-linear shopping journey that is no longer limited by geography. The concept of customer centrality—rather than just focusing on products or services—highlights how companies that understand this shift are changing the way they operate.

These companies must not only provide what the consumer wants but also how, when, how much, and how often they want it—all while treating them as unique individuals through personalized experiences. Failing to meet these expectations or ignoring their values can have serious consequences. If consumers feel unheard by brands, they will certainly be heard by other consumers, and what starts as a single dissatisfied voice can quickly become a widespread outcry.

To better understand this consumer, let’s take a look at some key insights:

The Empowered and Omnipresent Consumer

The Omnichannel Latam 2024 report by Kantar found that Latin America currently has over 130 million households shopping omnichannel, using an average of six different channels for their purchases. In Mexico, this trend is even more pronounced, with 72% of households shopping across seven channels, according to another study by the consulting firm.

Consumers are making purchases through websites, brand apps, messaging platforms, social media, and physical stores. A single purchase may start in one channel and end in another, and these choices are far from random. Studies from Google show how consumers research and decide in a highly intentional manner, fueled by information. In Latin America, Google refers to them as the deliberate shopper, or in Brazil, the ultra-rational consumer.

…With a Non-Linear Shopping Journey

Research conducted by Google in Mexico and Brazil found that 60% of consumers act less impulsively, taking six or more steps before deciding to buy a brand or product that is new to them:

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

Source: Google

Balancing Conflicting Consumer Expectations

Another non-linear aspect of consumer behavior is their sometimes conflicting expectations, which highlight the need for balance. Take personalization, for example. A global survey by BCG of 5,000 consumers revealed that over 80% want and expect personalized experiences, yet two-thirds have encountered personalization that was inadequate, inaccurate, or intrusive.

Another case where balance is key is artificial intelligence (AI). According to a Qualtrics study, 48% of consumers feel comfortable interacting with a brand’s AI tools, such as chatbots. However, 62% still prefer human interaction for customer service, underscoring the importance of strategically integrating technology into key touchpoints.

Then there’s the Green Consumer Paradox, a major challenge. Consumers are increasingly aware of the environmental impact of their consumption and demand corporate responsibility. While they see eco-friendly products in a positive light, when it comes to purchasing, they often perceive them as too expensive or unreliable (39% of Americans consider a cheaper product more valuable than an eco-friendly one, according to a Forrester study).

In Latin America, Colombia stands out as a country particularly concerned with environmental issues. According to Kantar, in 2024, the percentage of eco-active consumers reached its highest level in six years at 29%, with another 39% classified as eco-considerers. Brands must find ways to turn this environmental awareness into actual purchasing behavior.

CX and Loyalty as Essential Tools

This evolving landscape highlights the complexity of today’s shopping journeys and consumer expectations. This is why a seamless and positive customer experience (CX) across all touchpoints and effective loyalty strategies are crucial for ensuring convenience and engagement.

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

40.7% want points that never expire
40% want more ways to accumulate points
33.6% want greater flexibility in redeeming rewards

Strategies to Align with the Empowered Consumer

To stay relevant in this new era, brands should consider the following strategies:

Omnichannel Experience – Offer a smooth and consistent shopping experience across all channels, allowing customers to start, continue, and complete their journey on any platform without restarting.

Information Accessibility – Provide complete details about products, pricing, return policies, and sustainability practices. Use videos, customer reviews, and product comparisons to support decision-making.

Loyalty Programs – Personalize offers and rewards based on customers’ purchase history and preferences. Use data to create relevant experiences and combine financial incentives with experiential perks.

Balance AI and Human Interaction – Utilize AI-powered tools like chatbots for quick and routine assistance but maintain human interaction for complex or sensitive issues, ensuring a seamless transition between both.

Sustainability – Clearly communicate the brand’s sustainability practices and values while offering eco-friendly products at competitive prices. Educate consumers on the long-term benefits of sustainable choices.