After the impact of The Dana Last October, 52% of consumers of the Valencian Community have opted to consume more in local trade and 36% have inclined to buy in companies that were directly affected. Besides, perception and fidelity Towards the brands that helped and lent support during the emergency, it has improved among almost 80% of consumers.

They are some of the most outstanding data of the “The consumer of the Valencian Community: habits and purchase behaviors in 2025”, prepared by The Mediterranean Marketing Club and Coto Consulting. The analysis has been carried out among 400 people from the provinces of Alicante, Castellón and Valencia to analyze the habits of the region’s users in the current economic situation.

According to the investigation, 58,% of respondents say that the DANA has had a Outstanding emotional impactand almost 20% declare that this has been total. This considering that the profile of the sample has been composed of 84% by people not directly affected by the DANA (with material losses or damage).

This has generated changes in their purchase decisions: 42% of the total respondents point out that somewhat modified your purchase decisions; while 20% point out that it has been a lot.
By ages, generation Z seems the most sensitized, since 72% have modified their purchase decisions. By provinces 65% of Valencian respondents show greater affectation for what happened, compared to 52% of Alicante and Castellonenses. And by genders, the impact is also appreciated among women (65%) than men (49%).

According to the Mediterranean marketing club, the main change in purchase habits is a greater commitment to local trade, With 52% of respondents declaring more on this type of business. The impact of the Dana is also appreciated on the Buy the affected companies, as well as in a greater concern for the environment and for the purchase of sustainable products.

It should also be noted that 21% claim to have reviewed and made modifications in the hiring of services, such as insurance. In addition, a certain caution mentality, Since 15% have prioritized purchases to condition their homes against possible natural disasters, and 13% have prepared supply kits for emergencies.

Beyond behavior changes, also modifications in feelings. Almost 80% claim that their perception and fidelity towards the brands that supported the region during and after the Dana. Specifically, they have more in mind the opinions and comments of these brandsThey feel more linked to them, and more inclined to acquire their products or services.
However, there are 6% that ensure that they generate them distrust and feeling of opportunism The brands that have checked the help in the Dana.

The relationship with artificial intelligence

The report also dedicates a section to the relationship of consumers with the artificial intelligence, who emphasize that they make partial use (43%) or reduced (30%) of this technology. However, generational differences are observed: at a lower age, greater relationship with AI. Thus, 56% of generation Z and millennials have already integrated AI tools in their day to day.

In addition, in regards to the use made by AI marks, 79% are worried that they use it to collect more personal data from the necessary, And in a similar proportion they consider that it can lead to inequalities in the way they serve the different customer profiles.
They also understand that AI will replace many human jobs, which will be harmful to society.

When making purchase decisions, consumers in the region use tools with integrated artificial intelligence. The most used are those that offer personalized recommendations on online purchase platforms, such as Amazon or Zalando; and virtual or voice attendees, such as Alexa, Siri or Google Assistant.

On the other hand, the Process automation As returns or order monitoring, it stands out among the most valued aspects of the use of artificial intelligence. They follow the User experience optimization In online stores (faster search, more intuitive navigation) and Personalization of offers and interest -based recommendations.

Pesimistic vision of the economy

In addition, the report has also analyzed the perception of consumers of the Valencian Community regarding the current situation of the economy and its expectations. 60% sample pessimists rI spend the evolution of the economy worldwide and also nationally. They consider the increase in prices in food products, supplies and housing as main reasons.

The pessimistic vision for this year leads to 93% of Valencian consumers to affirm that they will take savings measures This year. In this regard, they point out that they will not spend on whims and make comparisons before buying. The categories of leisure, travel, restoration or computer technology will be the most affected by this mentality.

More info.: Report the consumer of the Valencian Community