At VTEX Day 2026, the panel "Decoding the Consumer of the Future" brought Daniela Dantas, Operations Director at WGSN, to the stage to discuss how changes in behavior are directly impacting retail and, especially, how companies plan their financial management.
Considered one of the leading digital commerce events in Latin America, VTEX Day brought together executives and leaders to discuss the future of business. And that is precisely one of PagCorp's roles: to follow the main events in the country and transform these discussions into practical insights for companies seeking greater efficiency, control, and financial predictability.
The WGSN executive's presentation started from a central point: behavior is constantly changing. And understanding these changes has gone from being just a competitive advantage to a strategic necessity.
“Our job is to qualitatively understand what is happening, what is constantly changing. When we identify that a motivation has changed, it changes the way people consume,” Daniela revealed on the VTEX Day stage.
From a finance perspective, this interpretation is straightforward: changes in behavior impact demand, conversion, retention, and consequently, revenue.
Privacy, cost of acquisition, and efficiency of data.
One of the most relevant movements is the rise of the so-called "Guardians of Privacy." In a scenario of excessive exposure and increased digital insecurity, consumers are sharing less data and gaining better control over their online presence.
“We are moving from a phase of oversharing (excessive sharing of personal, intimate, or irrelevant information on social media) to a moment of gatekeeping (controlling other people's access to certain information). I no longer want everyone to know where I am or what I consume,” the executive stated.
In practice, this directly impacts financial metrics such as CAC (customer acquisition cost) and media efficiency. With less data available and less sharing, campaigns tend to be less predictable and more expensive, requiring greater intelligence in budget allocation.
Furthermore, the value of owned customer bases and retention strategies is growing, becoming more efficient than relying exclusively on acquisition.
Return on energy: the new consumption criterion.
Another central point brought up in the panel is the change in how consumers evaluate value. In a scenario of widespread fatigue, time and attention become scarce resources. "It's no longer just ROI. It's 'ROE': return on energy. Am I really going to give my time and energy to this?", Daniela questioned.
This concept has a direct impact on conversion and operational efficiency. Long journeys, complex processes, and unintuitive experiences increase the consumer's effort and ultimately reduce the return on investment made to attract them.
From a financial standpoint, this means that simplifying processes is not just a matter of experience, but a clear lever for results.
Distrust and the cost of credibility.
The rise of "Neo-Independents" reflects a scenario of growing distrust, driven by information overload and the advancement of artificial intelligence. "Today, we no longer know easily what is true or false. And those who are suspicious are right," he revealed.
The more discerning consumer researches more, compares more, and takes longer to decide. This directly impacts the sales cycle and revenue predictability. "People are creating their own curated selections, seeking sources they trust and questioning what they receive," Daniela noted.
In this context, a new type of cost emerges: the cost of credibility. Brands that fail to build trust need to compensate with increased media investment, discounts, or incentives, putting pressure on margins.
Lightness, experience, and impact on "lifetime value"
At the same time, there is a growing search for experiences that bring lightness and well-being. In an environment of emotional overload, consumers are beginning to value brands that provide positive moments. "Not everything needs to be about performance all the time. That's tiring. People want things that make them feel good, that bring lightness," said the Director of Operations at WGSN.
This movement has a direct impact on metrics such as retention and "lifetime value" (LTV), a metric that estimates the total revenue or profit a customer generates for your company throughout the entire relationship. Positive experiences increase repeat business and strengthen the relationship with the brand, reducing dependence on constant acquisition.
What changes in practice for financial management?
The main takeaway from the presentation is clear: consumer behavior has become a critical variable for financial management. Each of these changes directly impacts indicators such as acquisition cost, conversion rate, sales cycle, retention, and recurring revenue.
“Each group has a different motivation for consuming. And understanding that motivation is what allows for more assertive decisions,” Daniela declared.
In a more dynamic environment, companies that can connect behavior with financial data have a greater capacity to predict outcomes, adjust course quickly, and operate more efficiently.
For PagCorp, participating in discussions like this is part of a larger commitment: helping companies evolve their financial management more intelligently, connecting behavior, data, and efficiency in a constantly transforming market.
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