Technological advances and the entry into the so-called digital age are affecting all fields. When we talk about consumption, it’s no different.

And the times of social restrictions of the Covid-19 pandemic have further reinforced what was already a trend: the means of consumption are faster, simpler and more affordable, no matter where the consumer is located. This is the reality we already live in.

It is no longer necessary to physically be in a certain place to buy the goods you need, or even to be attracted to the seller. All this is already happening in your home, at work, on vacation or wherever you are.

Shopping in person is also a social act to be carried out, and commerce capitalizes on this by supporting physical stores — Photo: Leo Munkhoz / ND

In this scenario, changes are permanent and have impacts in several areas, from rethinking commercial establishments to adapting to the demands of a new reality, ad development and psychological impact on consumers.

The benefits and harms of “technology versus consumption”

Psychologist and professor at Unisul (Santa Catarina Southern University) Kele Gomez analyzes that technological advances in consumer behavior have both positive and negative sides.

She notes that the opportunities made possible by technology, especially affordability and better price comparisons and lower travel costs, are hugely important advances in the daily lives of all those involved.

“If we stop thinking that there are people who cannot leave their homes to buy a product or service, buying online will be a great helper. Just think about what we’ve been through during the pandemic. At the same time, on the Internet, many times you can find products with different costs compared to buying face-to-face,” he notes.

Therefore, the paths of this new reality point to disturbing aspects. The first of them, the loss of contact with a person. “When you make a purchase in person, go to a store, chat with another person, ask questions, listen to answers, you also have the opportunity to make an offer, negotiate a price, you expect the seller to hear your offer, present a counteroffer. In this interaction, in this social episode, we train various skills such as the ability to ask, listen, wait, endure,” he says.

Another factor that deserves attention, quotes the educator, is rampant consumption, which can be an “escape” from possible problems. “We are seeing an increase in behavior associated with spontaneity, difficulty also in self-control. What happens often? In the end, a person buys, buys, buys, buys, buys in order to be able to cope with or minimize other suffering, other situations that he has experienced. And then this easy access to products and services can turn out to be a condition that harms more than helps a person understand what is happening to him, ”the psychologist warns.

She points out that this type of behavior can have other negative consequences. “Often we feel free, but not to buy what we want. However, he is eventually encouraged to purchase and consume certain products and services. Thus, in a few decades, we may also experience a moment when people will have a lot of things that are not useful or necessary for their survival. It will be reflected in the environment, in the relationships we form with our peers, and so on.”

For Kele, the main task of the new reality of consumption is the development of self-control. “So that the agent can really acquire what is necessary, and not necessarily desired or imposed. And remember, when you have the opportunity, make a purchase in person while working on social skills for a lifetime,” he directs.

Lightness increases purchasing power but inspires caring

Rafael Tezza, a professor of administration at Udesc (University of the State of Santa Catarina), emphasizes that access to mobile phones and the Internet has stimulated consumption. “You can connect at any time, and this has increased consumption not only in terms of entertainment, but also commerce,” he says.

This phenomenon affects how we browse the Internet. “There has also been an increase in algorithms and machine learning that work to offer the consumer personalized products,” he explains. Despite this accessibility, Tezza notes that technology creates a kind of “flow”. “Every time you speak, your mobile phone ends up listening, and then you get product suggestions that go into what we call the consumption stream.”

Tezza’s warning aligns with psychologist Kele Gomes, who believes that while artificial intelligence aims to satisfy the personalized desires of every consumer in everyday life, there is a clear danger in the attraction to unnecessary purchases. “In terms of algorithms, in many cases you don’t even have to buy a product, but it appears on your screen because at some other point you were doing a search or typing something related to that product and you were led to buy things. , which I would not need at that moment, ”he warns.

Lower prices and payment methods among the priorities

According to a study by Udesc administration professor Rafael Tezza, changing customer relationships also create new demands. A study on delivery apps found that usability and price remain a top priority for consumers.

“When you have a product to sell online, you also get cost savings, not just logistics costs, but also installation costs, and that makes them more attractively priced. And the consumer appreciated it very much,” he says.

One of the factors highlighted in the study is the cultural differences among Brazilian consumers. “We worked with a similar Chinese survey, and there the issue of price is less than in Brazil. It was an interesting find,” says Tezza.

Ease of payment methods is also a welcome detail. The professor says that this scenario has increased the number of purchases of mobile phones, which currently make up the majority on the Internet, surpassing desktops. “As a result, companies are increasingly forcing themselves to build their websites or even sell through social media,” he notes.

Another ever-increasing requirement is product quality, which is more of a challenge. “Companies have invested heavily in logistics. Some of them can deliver on the same day, and in larger centers drone delivery has been tested, in which the goods arrive within a few hours. Something that we will see quite often,” predicts Tezza.

Impressions without leaving home and high demands

Visualizing products and even experiences from the comfort of your home is also gaining momentum. “You can visit real estate online using 3D technology, and this has greatly simplified the task and also made consumers more demanding both in terms of quality and flexibility, convenience and practicality,” the professional reinforces.

Interactive and real-time solutions will and will continue to be of increasing importance, Tezza says, as demand is instantaneous. “The impact is great both on society as a whole and on the business sector. Some time ago, companies were producing and the consumer had to put up with it. Not today, we have already potentiated this interaction and the interactivity that exists between the consumer and products and services in general,” concludes the professor.