What the trends tell us
In uncertain times we crave control.
Economic uncertainty continues to cast gloom over consumer sentiment, but a shift is underway as consumers move from cautious to more intentional spending. An emphasis on control is also apprent other aspects of their lives, particularly in the way they consume information, manage their wellbeing, and connect with others.
Understanding shifts in consumer behaviour and the motivations behind them will help brands stay ahead of the market and maintain their relevance to customers.
Behind the report
This analysis is based primarily on consumer data from our research partner, GWI, and supplemented by knowledge across multiple sources.
Based on WARC’s proprietary GEISTE methodology, the report is part of the Evolution of Marketing programme, which provides marketers with insight into emerging trends and significant shifts in the industry.
Five trends shaping consumer spending
- The polarisation of consumer spending: The gap between the richest and the poorest households is widening, exacerbating differences in their spending.
- The growing credibility of individual creators: Consumer attention is increasingly shifting to non-traditional information sources.
- The humanisation of AI: Innovation around AI agents is expected to disrupt the way customers engage with brands.
- A proactive approach to health: Growing health consciousness and advancements in health tracking are empowering consumers to take more control over their health.
- Rewriting the rules of social connection: Consumers, especially younger generations, are rethinking the way they spend time together.
Read the full report here: 2025 Consumer Trends Report
Source: warc.ocm