Core Insights - The current consumer behavior indicates a higher psychological threshold for purchasing, despite the absolute demand remaining stable [1][2] - The traditional retail and commercial real estate models based on consumerism are losing effectiveness as younger generations seek autonomy in their purchasing decisions [2][3] - Trust has become a critical factor in consumer relationships with brands, shifting the focus from merely selling to establishing trustworthiness [1][4] Consumer Behavior Shift - Over 60% of Generation Z believes that brands do not define their identity, and more than half have actively reduced unnecessary spending in the past year [2] - This shift reflects a psychological resistance where consumers feel manipulated, leading to a decrease in the effectiveness of high-frequency emotional stimuli in driving purchases [2][3] - The saturation of symbolic value in consumer goods has led to a demand for control over choices rather than an increase in options [2] Trust and Decision-Making - Trust erosion can lead to negative cascading effects on future consumption scenarios, making it a new variable for businesses to address [3] - Rebuilding trust involves creating a sense of psychological comfort, where consumers feel validated in their purchasing decisions [4][5] Strategies for Rebuilding Trust - The first strategy is to create a controllable rhythm in the shopping experience, allowing consumers to make decisions at their own pace [4] - The second strategy focuses on reducing decision-making risks by providing comprehensive service experiences, such as Repair Cafés that offer maintenance alongside purchasing [5] - The third strategy emphasizes participatory belonging, where consumers engage in community activities that foster emotional connections with brands [5] New Role of Business - The future of business is shifting from competing for traffic to becoming an integral part of consumers' daily lives, emphasizing stability and predictability [6][7] - Examples like the Oodi Central Library in Helsinki illustrate how diverse functionalities can create habitual visits, enhancing consumer loyalty beyond price and promotions [6] - Retail spaces that maintain consistent service quality and familiar environments can reduce psychological fatigue and encourage repeat visits [6][7] Long-term Consumer Relationships - Establishing daily relevance in consumers' lives leads to long-term psychological dependence, which cannot be achieved through discounts alone [7] - Trust mechanisms are essential for facilitating transactions, as they lower decision costs and enhance feelings of belonging [7]