The Empowered Consumer is the New CEO of Your Brand

Analytical, less impulsive, and using an average of six different channels for purchases, they are the ones ruling the market today

Author: José Coto, CEO of Loymark

Business opportunities arise from recognizing people’s needs—and even creating them—by developing products and services to meet those demands. Over time, however, many companies tend to forget this, reversing the logic as if customers should adapt to what is offered to them. But a new class of empowered consumers has emerged to remind everyone who truly dictates the market.

The empowered consumers have access to abundant information, know their rights and their influence, are hyperconnected, omnichannel, ultra-rational, and have a non-linear shopping journey, no longer limited geographically. The concept of customer centricity — rather than just product or service centricity — highlights the resumption in meeting these demands by companies that have understood the message and are even changing their way of operating in the market.

These companies must provide not only what the consumer wants but also how, when, how much, and how often they want it. All while treating them as unique individuals, with personalized experiences. Try not to meet their needs or ignore their values, and they will make their voices heard. If brands don’t listen, other consumers will, and what starts as a single dissatisfied voice can quickly become a dissonant chorus.

To better understand this consumer, here are some key insights:

The Empowered and Omnipresent Consumer…

A report (1) revealed that Latin America currently has over 130 million households shopping omnichannel, using an average of six different channels for their purchases. In Mexico, this is even more evident, with 72% of families shopping across seven channels, according to another study (2).

Purchases are made through websites, brand apps, messaging apps, social media, and physical stores… a single purchase can start in one channel and end in another. These choices are not random. Studies show how consumers research and decide, armed with information, in a more intentional way. In Latin America, they are referred as “deliberate shoppers” (3) or, in Brazil, as “ultra-rational consumers” (4).

…With a Non-Linear Buying Journey

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

Compare prices of similar brands or products (80%)

Seek opinions and information online (75%)

Visit the brand or product’s website or app (67%)

Check the product in-store (66%)

Look for information and opinions on online stores and platforms (60%)

Review return policies (60%)

Source: Google

Balance and (Sometimes) Conflicting Desires

Another non-linear aspect is the desires of these consumers, some of which are even conflicting, while others indicate a need for balance. One example is personalization. A global survey of 5,000 consumers (5) shows that over 80% want and expect personalized experiences, but two-thirds claim to have experienced inadequate, inaccurate, or invasive personalization.

Another area where balance will be crucial is the use of AI. According to a research (6), 48% of respondents feel comfortable interacting with a brand’s AI, such as chatbots. However, 62% of consumers still prefer human interaction in contact channels. This highlights the need to use technology strategically in touchpoints.

Then there’s the so-called Green Consumer Paradox (7). While increasingly aware of the environmental impacts of consumption, people demand responsibility from companies and view green products favorably. However, at the time of purchase, they often consider them expensive or unreliable (39% of Americans find a cheap product more valuable than an eco-friendly one, according to a study) (8).

In Latin America, Colombia stands out as a country concerned with environmental issues. According to a survey (9), in 2024, the percentage of consumers considered “eco-active” grew to the highest level in the last six years: 29%, with another 39% identified as “eco-considerers.” It’s up to brands to find ways to turn this interest in the cause into a willingness to purchase.

CX and Loyalty as Essential Tools

This whole scenario illustrates the complexity of today’s buying journeys and consumer desires. Hence the importance of a fluid and positive customer experience (CX) at all touchpoints, as well as relevant loyalty strategies that generate convenience.

Regarding what consumers want from loyalty programs, a study based on interviews with 10,000 consumers worldwide (10), indicates that 40.7% want points that don’t expire; 40% want more ways to earn points; and 33.6% want more flexibility in redeeming rewards.

Here are some strategies to align with the empowered consumer:

Omnichannel Approach – Offer a seamless and consistent buying experience across all channels, allowing customers to start, continue, and finish their journey on any platform without having to start over.

Information – Provide complete information about products, prices, return policies, and the company’s sustainable practices. Use videos, customer reviews, and comparisons to aid decision-making.

Loyalty – Personalize offers and loyalty program benefits based on the customer’s history and preferences. Use data to create relevant experiences and blend financial and experiential rewards.

Balance – Use AI (e.g., chatbots) for quick and routine interactions, but keep human interaction options for complex or sensitive issues, ensuring a smooth transition between the two.

Sustainability – Communicate the brand’s sustainable practices and values, but offer eco-friendly products at competitive prices. Educate consumers about the long-term benefits of these choices.

Author: José Coto, CEO of Loymark

Sources:

1) Omnichannel Latam 2024 – Kantar

(2) México – Kantar

(3) Consumidor deliberado – Google

(4) Consumidor ultrarracional – Google

(5) Encuesta BCG – HBR

(6) Global Consumer Trends 2025 – Qualtrics

(7) The Elusive Green Consumer – HBR

(8) The Green Consumer Paradox – Forrester

(9) Colômbia – Kantar

(10) Global Customer Loyalty Report 2025 – Antavo