Brazilians are increasingly willing to pay extra for convenience, from shorter queues and faster delivery to exclusive spaces at festivals, according to a new survey by consultancy Casa Mundo Latam. The research, called "Status Quo do Me Mimei" (Status Quo of Pampering Myself), found that everyday comforts have become a growing priority when Brazilians divide up their budgets.
The consultancy surveyed people in Brazil, Mexico, Colombia and Argentina to understand how fatigue has transformed Latin Americans' relationship with consumption, comfort and wellbeing. The results showed that 77% of Brazilians consider a secure, predictable routine with more free time to be a privilege, compared with a regional average of 69%.
Paying for a better version of everyday services
Seventy percent of respondents said they believe nearly every service now has an improved version available to those who can pay more, such as festival tickets that include rest areas or ad-free streaming subscriptions. Health and food ranked among the main areas where people said they are willing to spend a little more for convenience. More than 55% agreed that their main motivation for doing so is comfort and avoiding problems.
The logic of 'I deserve it'
Casa Mundo Latam described this pattern as the logic of "Eu mereço", or "I deserve it", which it said has become a permanent factor in consumer decisions amid growing overload and persistent exhaustion, reshaping how people perceive what counts as a necessity.
Adriana Hack, founder and executive director of Casa Mundo Latam, said the problem is not wanting comfort or a better experience in itself. She said it emerges when tiredness becomes so constant that consuming becomes one of the few available ways to feel relief, noting that society repeatedly tells people they have worked hard, are exhausted, and therefore deserve something.
Premium prices on the rise
The trend lines up with separate research from Kantar, which found that the average price of premium products rose 11.3% in the third quarter of 2024. Premium options, the survey noted, increasingly offer complete packages such as better audio, sharper image quality or faster service.
Hack said occasional treats can represent pleasure, reward and self-care. But she warned that a trap appears when every situation has to be optimised, personalised or turned into a premium experience. When people start paying simply to avoid waiting, talking, adapting or dealing with any inconvenience, she said, comfort stops being an occasional choice and instead begins to organise their entire relationship with the world.
