There is a growing concern about how some brands, taking advantage of their dominant position, continue to violate consumer rights. Some of these brands are willing, in one way or another, to compensate for the damage by paying fines or economic compensations. It is essential to start raising awareness about the operation of brands in a highly competitive and technological environment.
Hardly will a brand be loved by the consumer if it is not respected by them first, and vice versa. Studies have shown that disrespect by brands can arise from people or processes, including rude responses, perceptions of discrimination, public exposure in sales-oriented environments, among others.
In Mexico, PROFECO establishes basic consumer rights, including the right to information, education, choice, safety, quality, non-discrimination, compensation, and protection. It is necessary to remember that the customer is, above all, a person who deserves to be treated with dignity and respect.
Some brands seek to build positive and loyal relationships with their customers, while others completely depersonalize the bond. It is essential for consumers to know their rights to avoid being vulnerable. Social media is full of experiences where situations are shared in which the customer is affected.
The "invisible break" in the brand-consumer relationship arises from the brand's lack of respect for the consumer, generating feelings of frustration and helplessness in the latter. It is vital to establish and reinforce the boundaries in that relationship, as they can not only have tangible consequences, such as fines or service suspensions, but also involve a loss of trust and loyalty from the customer, which in the long run can result in irreparable damage.
