Consumer behavior trends that will redefine brands by 2030.

From automatic consumption to conscious consumption.

The coming years will solidify a shift: consumers are no longer spectators of marketing, but are taking control of their own journey. Consumer studies point to a combination of persistent inflation, excessive options, and digital fatigue as the driving force behind this change. Instead of impulse buying, shoppers are becoming strategic minimalists: they research more, compare more, and begin to value durability, transparency of origin, and socio-environmental impact above price alone. Insight platforms also show the end of the romanticization of consumption: less accumulation, more purpose, light and authentic experiences replacing the logic of excess. For brands, this means abandoning generic campaigns and assuming a curatorial role: reducing noise, explaining trade-offs, and making each purchase a safe choice, not just a quick transaction.

Between algorithms and affection: the new balance of experience.

As invisible artificial intelligence spreads behind the scenes of the customer journey – recommending products, automating searches, and even making purchases through autonomous agents – resistance to the influence of machines grows. Global research indicates that the more present AI is, the greater the appreciation for what is perceived as human: authorial narratives, empathetic service, sensory products, and spaces for interaction. Retail is moving towards a searchless model, in which the consumer delegates part of the decision to intelligent systems but demands transparency in the criteria and veto power. In parallel, experiences are taking precedence over products, with spending shifting towards travel, gastronomy, and memorable moments. In this hybrid scenario, the winning brands will be those that combine technological personalization with human warmth: simple journeys, fluid omnichannel, frictionless return policies, and relationship programs that create real bonds, not just points.

How brands should adapt to new consumer behavior trends.

Adapting to consumer behavior trends requires a strategic redesign on three fronts. In terms of value proposition, it’s time to shift from low-price rhetoric to expanded value: verifiable quality, repair service, extended warranty, local social impact, and honest communication about limitations. In the customer journey, the focus shifts from multiplying channels to reducing friction: fewer clicks, simplified checkout, data unification to recognize the customer at any touchpoint, and the use of AI to guide choices, not push inventory. In long-term relationships, loyalty programs need to evolve into community ecosystems: useful content, benefits shared with the customer’s network, exclusive experiences, and mechanisms for continuous listening, transforming feedback into visible adjustments. In short, brands that treat data as a tool for empathy – and not surveillance – will be better positioned to navigate a more demanding, emotionally conscious consumer averse to empty promises.