Why conscious consumption grows even in times of crisis
In times of economic instability, it would be natural to imagine that people's focus would turn solely to low prices, quick promotions, and impulse purchases.
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However, what we observe is the opposite: the conscious consumption has been gaining momentum, even as income shrinks and uncertainty increases.
This movement is not temporary, but the result of cultural, social and environmental transformations that shape a new collective mentality.
More than a niche behavior, conscious consumption has become a strategic response to crises.
After all, rethinking what, how, and why we buy is not only an ethical choice, but also a smart way to survive and thrive in challenging environments.
What does conscious consumption mean?
Conscious consumption isn't limited to buying less, but rather consuming better. It involves reflecting on the real need for a product, its durability, the origin of the materials, and the social and environmental impact of its production.
This change in mentality redefines the role of the consumer, who goes from being a passive agent to a protagonist of their choices.
For example, in the food sector, we see a growing number of consumers who prefer local markets, organic products, and small producers, not only for the quality, but also for the awareness that they are supporting regional economies.
By prioritizing products of clear and sustainable origin, consumers reduce their environmental footprint and strengthen more ethical production chains.
This behavior also translates into a new relationship with time. Instead of chasing disposable trends, many prefer to invest in meaningful experiences, such as cultural trips, courses, or hobbies that generate learning.
This replacement of material consumption with experiences shows that value lies less in accumulation and more in purpose.
Thus, conscious consumption works as a filter that questions haste and excess.
In times of crisis, it becomes even more relevant, as it directs limited resources to what really matters.
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Crisis as a catalyst for changing habits
Economic crises have always altered people's behavior, but in recent decades, this impact has gone beyond spending cuts: it has transformed into a review of values.
When incomes shrink, consumers are forced to prioritize essentials, but they end up discovering that many old habits were superfluous.
During the pandemic health crisis, for example, millions of families learned to cook at home, repair broken objects, and share resources within their communities.
What began as a financial or isolating imposition ended up becoming a lifestyle.
Many have realized that cooking, repairing, and sharing are practices that bring savings, well-being, and a sense of belonging.
Research reinforces this phenomenon. The report Consumer Trends 2024, from Opinion Box, shows that 581,000 Brazilians say they learned to manage their money better after periods of instability, opting for more conscious choices. This indicates that the crisis not only restricts, but also educates.
Furthermore, conscious consumption in times of crisis has a positive psychological effect.
By choosing rationally and responsibly, the consumer feels they maintain control amidst chaos.
This sense of ownership reduces financial anxiety and strengthens resilience.
Therefore, the crisis, far from being just an obstacle, becomes a turning point: a moment when society realizes that simplifying, reusing, and valuing what is essential is not a step backward, but a sustainable path to the future.
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The role of sustainability and the circular economy
Sustainability has gone from being just an environmental issue to becoming a central consumption criterion.
Growing pressure on natural resources and evidence of climate impacts have brought a collective awareness: our purchasing choices are directly linked to the future of the planet.
In this context, conscious consumption grows, driven by the circular economy.
Instead of following the linear model of produce, use, and discard, the modern consumer values repair, reuse, and recycling.
This behavior not only reduces waste, but also creates new economic opportunities.
One example is the circular fashion sector. Thrift stores, resale apps, and brands that encourage the repurchase of used clothing are gaining ground.
According to the consultancy ThredUp, The global secondhand clothing market is expected to double in size by 2027, generating over US$1,400 billion. This reveals that buying used is no longer taboo and has become a symbol of awareness and style.
The same is true for electronics. The refurbished smartphone market is growing steadily because it offers more affordable prices and reduces the need for rare minerals used in the manufacture of new devices.
For the consumer, it's savings; for the planet, it's preservation.
By aligning sustainability with practical benefits, conscious consumption proves that caring for the future doesn't have to be expensive or unattainable.
On the contrary, in times of crisis, it proves to be a logical choice, combining personal savings with a positive collective impact.
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Data and research that confirm the trend
The consolidation of conscious consumption is not just perception; it is recorded in numbers.
A global study of NielsenIQ (2024) revealed that 73% of consumers prefer brands committed to social and environmental responsibility, even if it means changing their habits. Among young people aged 18 to 30, this percentage rises to 80%.
In Brazil, data from Akatu Institute indicate that seven out of ten Brazilians already adopt conscious practices, such as avoiding food waste, reusing packaging and researching the reputation of companies.
Even during the 2022-2023 inflationary crisis, interest in sustainable products grew 22%. This shows that, even with income pressure, consumers don't compromise on values.
Another relevant fact comes from National Confederation of Commerce (CNC): durable and sustainable products perform better in times of downturn.
This is because consumers understand that investing in quality generates savings in the long term, avoiding repetitive purchases.
These numbers confirm that conscious consumption is not just a fad, but a phenomenon sustained by mass behavior. More than a trend, it's a cultural shift that reconfigures the way we buy, produce, and interact with brands.
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Practical experiences and case studies
Real-life cases demonstrate how conscious consumption grows amid the crisis. A striking example is the rise of online thrift stores and secondhand marketplaces, such as Enjoei, OLX, and TROC, which have seen a significant increase in transactions during periods of economic instability.
These spaces have transformed the stigma of second-hand into a modern, economical and sustainable choice.
Another case study is that of communities adopting urban gardens. In cities like São Paulo and Belo Horizonte, collective initiatives have flourished precisely during times of food crisis.
In addition to reducing supermarket costs, these gardens strengthen social ties and promote local food security.
Companies are also adapting. Natura, for example, intensified reverse logistics programs during the pandemic, encouraging consumers to return used packaging.
The participation was so significant that the program became permanent.
These experiences show that conscious consumption is not just talk, but a tangible practice, capable of generating economic, social and environmental benefits in an integrated manner.
The influence of new generations
New generations are the most powerful driver of conscious consumption. Millennials and Generation Z have grown up in a hyperconnected environment, where information about business practices and environmental impacts circulates rapidly. This has made them more critical consumers and less tolerant of brands that don't live up to their promises.
A report by Deloitte (2024) showed that 64% of young Brazilians claim to have stopped buying products from companies that do not demonstrate socio-environmental responsibility.
Furthermore, they are highly influential on social media, amplifying boycotts and strengthening collective movements.
For these audiences, consuming also means affirming identity. Choosing vegan brands, supporting local producers, or choosing diverse companies isn't just an act of purchase, but of belonging.
They see conscious consumption as an extension of their personal values.
This shift puts pressure on companies to be more transparent and authentic. The new generation's power of choice translates into the power of social transformation.
How companies adapt to this behavior
Faced with consumer pressure, companies have been redesigning their strategies. Conscious consumption has gone from being a niche to a competitive differentiator.
Brands that don't adapt risk losing relevance.
One example is supermarkets that encourage the use of returnable packaging and offer discounts to those who bring reusable bags.
In addition to reducing operating costs, they strengthen customer loyalty.
In the technology sector, companies like Apple and Samsung have created buyback and recycling programs for old devices, encouraging the reuse of components.
This generates savings for the industry and reinforces its environmental commitment.
Furthermore, educational campaigns have become commonplace. Brands like Ambev and Nestlé have invested in awareness programs about recycling and the rational use of resources, connecting purpose to daily consumption.
These initiatives show that companies that align purpose and practice win more loyal consumers, capable of defending and promoting the brand spontaneously.
Conclusion
The growth of conscious consumption in times of crisis reveals a structural change, not a temporary one.
Driven by economic necessity, environmental concern, and a search for purpose, it redefines purchasing patterns and forces companies to adapt.
Conscious consumption isn't synonymous with spending more, but rather with spending better. It's directing resources toward what truly matters, reducing waste and strengthening sustainable practices.
By adopting this stance, consumers become agents of social and environmental transformation.
In short, the crisis does not weaken conscious consumption; on the contrary, it accelerates its consolidation as an inevitable path for the future of the economy.
Frequently Asked Questions
1. Does conscious consumption mean spending more?
No. The focus is on quality and durability, which can generate savings in the medium and long term.
2. How to start practicing conscious consumption?
Avoid waste, value small producers, research the origin of products, and reduce impulse purchases.
3. What is the difference between conscious consumption and sustainable consumption?
Sustainable consumption focuses on environmental impact; conscious consumption also encompasses social, ethical, and economic aspects.
4. Do companies really profit from encouraging this model?
Yes. Brands aligned with responsible values win loyal customers and enhance their reputation, generating growth even in adverse scenarios.
