2025 Consumer
In 2025 consumer behavour is still influenced by the COVID pandemic. The article explores how and what it means for brands.
While the COVID-19 pandemic feels like a ghost from the past and old news, it’s still impacting consumer behaviour today. Five years later, it continues to shape how people live, shop, and make decisions. Here are five key changes in consumer behaviour and what brands need to do to stay relevant.
1. People Are Spending More Time Alone – And Online
With less commuting and more flexible work arrangements, consumers have reclaimed time. Much of this reclaimed time is spent independently—on hobbies, fitness, online shopping, and scrolling through social media. Interestingly, while people have more time, the amount of time they spend with others hasn’t increased. This means the share of time spent alone has grown.
2. Digital Channels Win Users – But Not Their Trust
Consumers are spending more time on digital platforms, but trust hasn’t followed. Social media is one of the least trusted sources for buying decisions, even though it’s where people connect with friends and family—who remain the most trusted sources.
The paradox: digital channels are powerful but under scrutiny. For brands, this means delivering authentic, personalised messages across platforms and tapping into trusted sources like product reviews, influencers, and social proof to build credibility.
3. Gen Z Grows Up – And Spends Differently
Gen Z is coming of age. They are poised to become the largest and wealthiest generation, but their path to adulthood is distinct. Unlike previous generations, they prioritise financial security and career success. Traditional milestones like marriage or homeownership matter less.
Despite this pragmatism, they’re also the most willing to splurge—especially on fashion and beauty. For brands, the challenge is to offer experiences and products that Gen Z deems "splurgeworthy".
4. Local Beats Global
Consumers are leaning toward buying from local brands and supporting domestic businesses. Global companies now face higher expectations when operating outside their home markets.
Winning in 2025 and beyond will require multinationals to localise more deeply—tailoring products, sourcing locally where possible, and making portfolio choices that reflect local consumer needs.
5. Consumers Are Redefining Value
Rising prices remain the number-one concern. Consumers are adapting by trading down—but not always in predictable ways. They’re willing to shift across categories, rethinking what’s essential and what’s worth paying more for.
Simple assumptions about category loyalty or price sensitivity no longer hold.
What does it mean?
Get closer to the consumer: Sentiment and spending patterns are increasingly disconnected. Brands must dive deeper to truly understand what drives decisions today.
Invest in data-led pricing and promotion strategies. Consumers are savvier, more price-conscious, and are making more complex trade-offs.
Tailor your brand portfolio for growth. Rethink your go-to-market models, including e-commerce strategies and market prioritisation.
Would you like to shapen your growth strategy with a consumer-first approach? Let’s connect!
Source: McKinsey 2025 Consumer Trend Report