Retail media and creator economy drive shifts in consumer behavior

The retail media landscape is evolving to bridge the gap between industry and retail through consumer intelligence. Impulso, a retail media platform from Grupo RD Saúde specializing in the pharmaceutical and wellness sectors, is integrating physical and digital channels. By utilizing consumer data and digital screens within pharmacies, the platform aims to provide personalized communication and metrics directly linked to business outcomes, such as category share and sell-out.

Simultaneously, consumer behavior in Brazil is shifting away from traditional linear marketing funnels. Research from Opinion Box indicates that 67% of Brazilian consumers have purchased products discovered on social media. This shift is characterized by simultaneous discovery, evaluation, and decision-making processes. The creator economy is playing a central role in this transformation; the Brazilian creative economy reached US$ 5.47 billion in 2025 and is projected to grow to US$ 33.5 billion by 2034, according to a report by Noodle.