KEYTRENDSSHAPING2025

As we move into 2025, understanding the key consumer trends is essential for brands to stay relevant and competitive. The following insights highlight four major trends that are shaping the consumer landscape this year.

In 2025, personalized experiences are a major trend shaping consumer behavior and brand strategies. Consumers are willing to pay more for personalized interactions, with

61% indicating a preference for such experiences.

There is a shift towards creating more personal and engaging brand experiences, driven by technological advancements, higher consumer expectations, and a desire for authentic connections. By leveraging data-driven insights and omnichannel integration, brands can create tailored interactions, using personalization as a key differentiator in a competitive market.

Pop-up stores and immersive experiences are examples of how brands can foster deeper emotional connections through interactive elements and exclusive previews.

Transparency and authenticity are no longer optional for brands—they are essential. As AI-generated content floods the digital landscape, consumers are pushing back, craving real, unfiltered experiences that celebrate human flaws and complexities.

90% of consumers deem authenticity crucial when deciding which brands to support.

This trend signals a deeper societal desire to reconnect with what it truly means to be human, beyond curated images and algorithm-driven perfection. Brands must embed authenticity into every aspect of their identity to build trust and long-term loyalty.

Transparency goes beyond ethical sourcing—it’s about showing the full picture, including behind-the-scenes realities.

Brand storytelling has become a dominant trend in online marketing, reshaping how brands engage with consumers.

92% of consumers want brands to make ads that feel like stories.

No longer just about selling products, brands are now evolving into dynamic narratives that foster emotional connections and authenticity. Social media has further amplified this trend, turning everyday consumers into storytellers whose experiences, testimonials, and reviews shape brand credibility. Platforms like TikTok, Instagram, and YouTube have become major spaces where user-generated content influences purchasing decisions.

Many successful brands leverage storytelling not only to promote their products but also to advocate for social causes and inspire change.

The impact of online influencers on consumer behavior is leveling off as growth slows in some areas. Trust plays a crucial role, with many consumers viewing influencers as unreliable.

53% of consumers don’t trust beauty and personal care information they receive from influencers.

While Gen Z remains engaged with influencers, brands need to adjust their strategies to foster long-term trust and deeper consumer connections. This involves selecting influencers whose values align with the brand’s and ensuring genuine partnerships.

Leveraging social proof, user-generated content, and maintaining consistency in messaging can help brands build stronger, more authentic relationships with their audience.

These trends highlight the evolving consumer landscape in 2025. Brands that adapt to these trends by leveraging authentic storytelling, ethical practices, and innovative digital strategies will build trust and engagement in an ever-changing marketplace.

If you would like to dive into the details, explore more trends, and learn about strategies to deploy these trends to reach consumers, download our research paper!