Top Consumer Trends in 2025 and Strategic Recommendations for Brands and Retailers

As brands and retailers move through a fast-evolving marketplace shaped by new technologies and shifting customer expectations, they face both significant hurdles and valuable opportunities in 2025.

With numerous changes occurring simultaneously, the core question becomes: where should businesses focus their energy to create the most impact? The answer lies in identifying and aligning with what today’s consumers value most.

This is the purpose of our annual global study, What Matters to Today’s Consumer. Now in its fourth year, the survey includes insights from 12,000 consumers worldwide and serves as a vital tool for brands and retailers looking to align their strategies with modern consumer behavior.

This executive summary outlines the top findings and provides actionable guidance to help businesses navigate technological disruptions, evolving behaviors, and rising consumer expectations.

1. Driving Channel Growth: Building Loyalty in a Blended Shopping Journey

  • 53% of Gen Z and 45% of Millennials shop via social media
  • 70% of social buyers follow influencer advice (up from 50% last year)
  • 58% now use Generative AI instead of traditional search tools (an 86% rise)
  • 67% notice ads on retailer platforms while searching

In 2025, futuristic tech is shaping everyday retail. Generative AI is revolutionizing search, social platforms are becoming direct sales channels, and influencers continue to wield growing influence over purchasing decisions. The line between browsing and buying is vanishing—many decisions are now made in the early discovery stage.

Consumers are open to brand messaging, with 53% showing interest in tailored in-store ads, and a majority noticing ads across digital platforms. Brands and retailers must therefore lean into data-driven personalization to stand out. Whether through AI-powered recommendations, precision-targeted retail media, or curated social content, customized experiences are critical.

Strategic Priorities:

  • Dominate the “pre-shop” phase
  • Embrace the role of influencer
  • Make personalization central
  • Invest smartly in emerging tech

2. Evolving Through Supply Chain Innovation

Consumers are more financially optimistic in 2025—but still careful with spending. A rising preference for budget-friendly and private-label products signals more thoughtful, value-driven purchasing.

  • 65% choose low-cost or private-label brands
  • ~70% prioritize 10-minute delivery (up from 34% in 2023)
  • 65% are willing to pay extra for 2-hour delivery
  • 71% of retailers consider Gen AI transformative (up from 45%)

Despite the growing demand for ultra-fast delivery, consumer willingness to pay hasn’t caught up to the actual cost, pressing retailers to rethink their logistics. The supply chain must now serve as a strategic advantage, not just an expense.

Generative AI is a game changer—Amazon uses it for dynamic delivery routing, while Zara applies it to trend prediction and accelerated product development. RFID, computer vision, and sensor tech are also becoming accessible tools for inventory control and operational efficiency, even in low-margin sectors like groceries.

Strategic Priorities:

  • Begin with specific challenges
  • Choose solutions that enhance both efficiency and experience
  • Focus on scalable innovations with measurable impact

3. Leading with Purpose: Aligning with Consumer Values

Today’s shoppers are more likely to support brands that reflect their beliefs on sustainability, ethical practices, health, and social issues. Brands that balance profitability with purpose are better positioned to build long-term loyalty.

  • 64% bought from brands seen as sustainable
  • 67% would switch retailers over sustainability concerns
  • 62% support brands that reduce food waste transparently
  • 38% are willing to pay up to 5% more for sustainable goods

Major retailers are already responding. Carrefour, for example, uses dynamic pricing to reduce food waste. IKEA is exploring upcycling initiatives, and luxury brands are embracing secondhand markets. These efforts signal a broader industry shift toward circular and purpose-driven models.

Strategic Priorities:

  • Be a proactive force for change
  • Link mission and financial performance
  • Offer clarity and credibility in sustainability and health messaging

Conclusion: The New Retail Imperative

By 2025, offering products alone won’t suffice. Brands and retailers must create engaging, value-aligned experiences that respond to evolving expectations and foster trust. Whether through TikTok videos, physical stores, AR fitting rooms, or metaverse encounters, businesses must meet consumers where they are.

The key is not just reacting to change—but shaping it—through deep, data-informed understanding of consumer behavior.

About the Study

What Matters to Today’s Consumer is an annual research initiative from the Bespoke Business Development Research Institute, analyzing buying trends across 12,000 consumers in 11 countries. Now in its fourth edition, the report explores seven major trends shaping consumer and retail dynamics in 2025: the impact of Generative AI, growing demand for sustainability, evolving food habits, the effects of economic strain, the rise of social commerce, the power of retail media, and drivers of brand-switching behavior. The report offers practical guidance to help brands stay ahead in an increasingly complex market.