Given the ups and downs of today’s economy, Colombian consumers are spending more selectively—carefully choosing what feels truly worthwhile. More than half say they’re cutting back and being intentional with their purchases (56%). But here’s the twist: when given a choice, 6 in 10 are willing to pay more for brands that reflect what they believe in. Colombians are shoppers with heart—balancing smart spending with strong values. So how do they do it? Our Mastercard proprietary research reveals the answer lies in community, experiences, and savvy decision-making: Nearly 7 in 10 are more likely to support small or local businesses than before, reflecting deep community ties (69%) Almost 6 in 10 value experiences more than material purchases, investing in moments that matter most (57%) More than 4 in 10 use loyalty programs, coupons, or cashback apps more than they used to, proving they know how to make every peso count (42%) For marketers, this insight changes everything. Winning in Colombia isn’t about choosing between value and values—it’s about honoring both. Brands that show up authentically, build genuine connections, and offer meaningful experiences earn trust, loyalty, and long term relevance. Make every peso count, and the Colombian shopper will reward you. This content series breaks down Mastercard’s proprietary research, thousands of qualitative interviews, and quantitative surveys across the Americas to uncover the real attitudes and behaviors shaping consumers today. The insights featured here come from our Financial Sentiment and Powering Prosperity research. Each insight is delivered as a short-form video designed for teams across product, marketing, portfolio, experience, sales/operations, and creative. The goal: help anyone telling stories at scale turn consumer realities into meaningful action. Subscribe for the latest insights from Tobias Puehse, SVP Insights & Intelligence Americas. Stay Curious!

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