10 Essential Consumer Behaviour Trends Marketers Must Know in 2025

In 2025, consumer behaviour is changing rapidly, influenced by the lasting effects of the pandemic, the rise of digital technology, and evolving generational values. For marketers and professionals in psychology, keeping up with the latest trends in consumer behaviour is vital to grasp what influences buying decisions and to adjust strategies for success. In this article, we’ll explore the key consumer behaviour trends for 2025, backed by expert research and real-world insights, to guide you in navigating today’s competitive market successfully.

Key Takeaway:

• Digital, value-driven, and wellness-focused behaviours are reshaping how and why consumers buy in 2025. Marketers must adapt strategies to stay relevant.
• Authenticity, trust, and personalisation are now essential for building customer loyalty, with consumers demanding transparency and brands that align with their values.
• Convenience and seamless omnichannel experiences are expected at every touchpoint, while AI and social commerce are driving new ways to engage and convert shoppers.
• To succeed, marketers need to understand generational differences, leverage actionable data, and communicate both personal and environmental benefits in their offerings.

Top Consumer Behaviour Trends in 2025

1. The New Normal: Digital Dependence and Solo Lifestyles

One of the most noticeable changes we’ve seen since the pandemic is the shift towards a more digital-first lifestyle and an increase in solo activities. Research conducted by McKinsey, along with various industry surveys, shows that people are now spending considerably more time alone, especially online, compared to before 2020. Digital connectivity has become the norm, influencing not only how we shop but also how we enjoy our leisure time, engage with brands, and seek out entertainment.

Key Stats:

• US consumers now report three more hours of weekly free time than in 2019, with nearly 90% of it spent on solo activities.
• E-commerce and delivery apps are “table stakes,” over 90% of surveyed US and Chinese consumers shopped online in the past month.

Takeaway for Marketers:
Omnichannel presence is a must. Brands should invest in seamless digital experiences that complement solo, convenience-driven lifestyles.

2. Value-Driven & Selective Spending

With economic uncertainty and ongoing inflation, consumers are more sensitive to prices than ever before. However, it’s not just about cost anymore. Today’s shoppers consider a complex mix of factors: quality, durability, practicality, and even the ethical standing of brands all play a crucial role in their purchasing decisions. Many are also opting to “trade down” in some areas, so they can indulge in what truly matters to them.

Key Stats:

• 79% of consumers actively seek deals or discounts.
• 75% are influenced by high quality, not just low prices.
• Selective splurging is common, with consumers economising in one area to indulge in another.

Takeaway for Marketers:
Communicate a clear value proposition beyond price. Showcase quality, ethical sourcing, and tangible benefits to stand out.

3. The Rise of Holistic Wellness and Mental Health Focus

The wellness market is thriving and is expected to hit a staggering $1.8 trillion worldwide by 2025. People are embracing wellness as a way of life, looking for products and experiences that cater to their physical, mental, and emotional health. While it’s predominantly Millennials and Gen Z driving this trend, there’s a definite interest across all generations.

Key Stats:

• 65% of consumers seek products supporting mental clarity and emotional balance.
• 70% use health apps or wearables.

Takeaway for Marketers:
Position offerings within the broader context of holistic wellness. Consider partnerships with wellness brands or leveraging content that addresses mental and emotional well-being.

4. Authenticity, Trust, and Brand Loyalty Redefined

Brand loyalty as we used to know it is on the decline. Nowadays, authenticity and shared values are key to retaining customers, particularly among Gen Z. Modern shoppers seek transparency, ethical practices, and brands that align with their personal beliefs.

Key Stats:

• 78% seek brands that align with green values.
• 72% trust brands that commit to transparency and ethics.

Takeaway for Marketers:
Invest in genuine storytelling and ethical operations. Highlight real stories, user-generated content, and transparent business practices

5. Convenience as a Baseline Expectation

By 2025, consumers will expect every interaction to be seamless and instantaneous. Factors like speed, reliability, flexible payment options, and easy returns won’t just set businesses apart; they’ll be the standard everyone comes to expect.

Key Stats:

• Speed is “table stakes” for e-commerce and delivery.
• Buy Now, Pay Later (BNPL) adoption has grown by over 500% in five years.

Takeaway for Marketers:
Streamline every touchpoint. Reduce friction in checkout, returns, and support. Offer diverse payment options and invest in logistics.

6. AI, Data, and the Age of Personalised Shopping

AI has become an essential part of today’s shopping experience. Almost 60% of consumers are now using AI-driven tools to help them discover products and make purchasing decisions. While shoppers appreciate AI for its ability to provide objective and practical advice, they often still lean towards human input when it comes to emotional or pleasure-driven choices.

Key Stats:

• 46% trust AI more than friends for outfit advice.
• 82% want AI to help reduce research time during online shopping.

Takeaway for Marketers:
Leverage AI for product recommendations, chatbots, and personalisation, but keep human elements where emotional connection is needed.

7. Social Commerce and Influencer-Driven Buying

Social media has transformed from being merely a way to discover things to becoming a direct sales channel, particularly for younger shoppers. Nowadays, platforms like Instagram and TikTok have integrated “buy” buttons, making social commerce both effortless and instantaneous.

Key Stats:

• 97% of Gen Z use social media for shopping inspiration.
• 70% have made purchases directly from their feeds.

Takeaway for Marketers:
Double down on social commerce strategies. Collaborate with micro-influencers and focus on authentic, user-generated content over polished ads.

8. Generational Differences: Gen Z, Millennials, and the Silver Generation

Gen Z is driving tomorrow’s trends with their knack for digital communication, awareness of social issues, and a strong desire for authenticity. Meanwhile, Millennials are still at the forefront of online shopping, prioritising holistic wellness and engaging, content-rich experiences. Don’t forget about the often-missed Silver Generation (50+), which is also a key player in the market. They show impressive spending power and brand loyalty, although they tend to have unique preferences and might not place as much importance on sustainability in certain areas.

Key Stats:

• Gen Z: 64% willing to pay more for sustainable products.
• Millennials: 41% of annual wellness spending.
• Silver Generation: 48% of global fashion spending growth.

Takeaway for Marketers:
Segment messaging and offerings by generation. Gen Z wants authenticity and purpose, Millennials value experience and wellness, while the Silver Generation appreciates quality and consistency.

9. Economic Uncertainty and the Rise of Selective Splurging

Many consumers are feeling the pinch of inflation and financial concerns, but surprisingly, “selective splurging” continues. Although overall spending might be down, shoppers are cleverly balancing their budgets to hold on to the experiences and products that matter to them.

Key Stats:

• 70% plan to reduce spending, but one-third plan to splurge in certain categories.

Takeaway for Marketers:
Identify which categories or experiences consumers are least willing to sacrifice and position your offerings accordingly.

10. Health, Sustainability, and the Impact of New Technologies

Recent developments, such as the emergence of GLP-1 weight loss drugs, are shifting consumer demands in health, food, and clothing. While sustainability still plays a significant role in purchasing decisions, there remains a notable gap between what people say they care about and their actual willingness to spend more on environmentally friendly products.

Key Stats:

• Products with sustainability claims grew 28% over five years (vs. 20% for non-claims).
• Only 44% are currently willing to pay more for eco-friendly food, but many could be persuaded.

Takeaway for Marketers:
Make sustainable choices accessible and communicate both the environmental and personal benefits of your products.

How to Adapt Your Marketing Strategy for 2025 Consumer Behaviour Trends

To win in 2025, marketers must translate insights into tangible actions that align with evolving consumer expectations. Here’s a practical guide on how to respond to each key trend:

1. Build Frictionless Omnichannel Experiences

Integrate online and offline experiences effortlessly, allowing digitally savvy consumers to explore, shop, and seek support on their terms. Focus on interactive self-service content, virtual try-ons, and a mobile-friendly user experience to captivate those who look for immediate, tailored assistance, even when they’re shopping solo.

2. Highlight Value Beyond Price

Craft messaging that transcends mere discounts by highlighting the quality, durability, and ethical sourcing of your products. Consider using targeted promotions and flexible pricing strategies that enable customers to either “trade down” or “trade up” within your range. This approach helps them get the best value while still prioritising what truly matters to them.

3. Double Down on Authenticity and Trust

Be sure to highlight your brand’s values by being open about your supply chains, displaying certifications, and sharing genuine customer stories. Don’t hesitate to share behind-the-scenes content and invite user-generated reviews. This approach will help you build honesty and credibility, particularly among Gen Z and conscientious consumers.

4. Make Convenience Non-Negotiable

Take a good look at your digital touchpoints for any bumps in the road. It’s essential that you have quick load times, smooth checkouts, and responsive customer support as the norm. Consider adding features like “Buy Now, Pay Later”, one-click purchases, and straightforward return processes to keep up with consumers’ growing desire for effortless shopping experiences.

5. Use AI to Personalise (But Keep the Human Touch)

Utilise AI-powered tools to offer intelligent product recommendations, send personalised emails, and engage in predictive retargeting. Nonetheless, it’s essential to maintain human interaction for situations that need empathy or intricate problem-solving. This thoughtful balance fosters trust and builds customer loyalty.

6. Master Social Commerce with Authenticity

Integrate shoppable content and live selling events directly into your most popular social channels. Team up with micro-influencers and encourage users to share their stories through posts, prioritising genuine experiences and peer recommendations rather than just polished advertisements.

7. Customise for Generational Differences

Divide your campaigns by crafting creative content and messages that resonate with the values-driven mindset of Gen Z, the wellness and experience-oriented nature of Millennials, and the Silver Generation’s preference for reliability. Embrace A/B testing and platform analytics to fine-tune your strategies for each audience as you go along.

8. Position “Splurgeworthy” Products Smartly

Determine which of your products or experiences customers are most reluctant to give up, and market them as must-have treats. Think about offering limited editions or unique packages to attract those who still want to indulge slightly, even during uncertain times.

9. Communicate Health and Sustainability Benefits Clearly

Show off your certifications, eco-friendly labels, and the health benefits of your products clearly, whether online or in-store. Consider using engaging content like short videos or user-friendly infographics to connect the dots between what consumers value and what they buy.

Conclusion

Staying ahead of consumer behaviour trends in 2025 means more than just tracking new habits. It’s about turning insight into action. Today’s consumers demand authenticity, personalisation, and real value at every touchpoint. Marketers who adapt quickly, by leveraging data, investing in digital experiences, and building genuine trust, will outperform competitors and create lasting connections. By understanding and responding to these powerful trends, you can future-proof your marketing strategy and thrive in a rapidly evolving marketplace.

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