Picture this: you walk into a supermarket, grab a different coffee brand than usual, choose a promotional soap, pay with a debit card instead of credit, and on your way home, you order lunch from an app — but only from the restaurant offering free delivery. This may sound like a typical day, but it’s actually a chain of micro-decisions that, when multiplied across millions of people, have a massive economic impact.
This is the heart of the concept known as “The Economy of Small Things” — a way of looking at how simple, repetitive, and almost automatic consumer decisions can shape markets, influence brands, and move billions every year.
What are micro-decisions?
Micro-decisions are those small, everyday choices we make without overthinking: which brand to buy, which app to use, whether to eat out or cook at home, or how to split a payment. Seemingly tiny, these decisions gain power when repeated en masse, driving shifts in consumer behavior and affecting entire industries.
They are often influenced by:
- Price
- Convenience
- Marketing
- Emotions
- Values
- Social recommendations
And this is where market research plays a crucial role: understanding the why behind those choices allows brands to adapt, predict trends, and innovate.
The Brazilian consumer in 2024: between caution and optimism
A 2024 study by McKinsey reveals a nuanced picture of Brazilian consumer sentiment:
📌 38% of Brazilians are optimistic about the economy, showing cautious hope.
📌 40% of low-income families (classes C2/D/E) are relying on credit cards for essential purchases.
📌 Inflation remains a top concern, especially for women and parents.
This shows that small decisions have become more strategic. Choosing local products over imported ones, switching apps for better deals, skipping impulse buys — these are not just budget-saving habits, but economic signals.
Real-life examples: small becomes mighty
- Private-label brands on the rise
As more consumers seek value for money, store brands have seen impressive growth. NielsenIQ reports that private labels grew by over 15% in 2023 across several categories in Brazil. - Free delivery as a game-changer
According to data.ai, food delivery apps offering free shipping saw up to a 22% increase in orders in Q4 2023. Free delivery has become a key deciding factor. - The rise of PIX and smarter payments
In 2024, Brazil’s instant payment system PIX officially surpassed cards in transaction volume, according to the Central Bank. Consumers are actively choosing faster, interest-free payment methods — shifting how banks and retailers operate.
What can brands do?
If the economy is shaped by small decisions, brands need to be part of the small experiences too. Here’s how:
✔️ Continuous market research to understand real behaviors.
✔️ Perception & satisfaction tests to optimize in real-time.
✔️ Mystery Shopper strategies to observe the customer journey.
✔️ Local activation — what’s true in São Paulo may not be in Manaus.
✔️ Campaigns rooted in everyday life — speak your audience’s language.
The Economy of Small Things isn’t a metaphor — it’s a measurable, powerful reality. Understanding the everyday habits and choices of consumers is no longer optional. It’s the key to staying relevant, growing smarter, and connecting more deeply with your audience.
At About Brazil Market Research, we’ve spent nearly 30 years helping brands see the power behind what looks small. Because the future of consumption doesn’t only lie in macro-trends — it lives in the micro-decisions people make daily.
And if your business hasn’t tuned into that yet — now’s the time.
Sources:
- McKinsey – Brazilian Consumer Sentiment 2024
- Negócios SC – Consumer Expectations in Brazil 2024
- Agência Brasil – Family Consumption Trends
- Banco Central – Payments Data
- NielsenIQ – Rise of Private Labels in Brazil
- data.ai – Mobile Trends Report 2023
