Consumer Trends to Watch in 2025

Welcome to the year 2025, where the landscape of consumer behaviour continues to shift and evolve in response to economic, technological and social forces. From inflationary pressures to digital disruptions and generational values shifts, here are some key consumer trends to know and consider:

Value-seekers: Rising inflation and cost-of-living challenges have made consumers more selective and discerning when it comes to defining “value”. Consumers want products to be durable, of high-quality and good on the pocket. Price-conscious consumers are also swaying towards private-label and ‘buy better, fewer’ mindsets. (Sources: SmartDPP, The Cashmere Fund) 

Sustainability and conscious consumption: Eco-friendly packaging, refill systems and reduced-waste initiatives are no longer “nice-to-haves” but core consumer expectations from brands. Consumers want to see real action towards sustainability, not just greenwashing or buzzwords. Some research indicates that the vast majority of consumers want to have sustainable choices available, even if it costs more. (Sources: Accio) 

Hyper-personalisation and digital integration: The consumer journey from search-to-sale is being transformed by digital-first and digital-only behaviours, from AI-powered recommendations to alternative search journeys (social search, AI generated searches) to integrated omnichannel retail. However, personalisation also comes with concerns around data privacy, consent and trust that brands will need to address. (Sources: Amplitude Marketing, Reach3 Insights) 

Resale and the circular economy: Rather than starting from zero or always buying new, consumers are increasingly adopting pre-owned, refurbished or resale models (either independent or brand-owned/managed) as a means to save money and waste less. 

Experience and community over product: Consumers are increasingly focused on brands with which they have a genuine relationship, authentic storytelling and community-driven connections beyond just products or transactions. 

To conclude, some business and marketing takeaways from the trends above are clear: to succeed in 2025, brands and businesses must aim to provide real value, demonstrate genuine sustainability credentials, invest in seamless digital experiences and customer personalisation while also prioritising trust and data ethics, and build brand communities with which consumers truly resonate. The brands that will win in 2025 are those who are truly aligned with (and act on) real consumer values.

Top Trends For 2025 and Beyond