Consumers worldwide are changing how, why, and where they spend, prioritizing intention, value, and connection in an evolving landscape, according to the just-released 2025 Global Consumer Trends report from WARC.
The New Consumer Mindset
Drawing on survey insights from 54 global markets and expert perspectives, WARC’s annual report outlines five trends reshaping brands’ relationships with consumers for the coming year.
Stephanie Siew, Senior Research Executive at WARC said: “Amidst persisting economic uncertainty and the unpredictability around US trade tariffs, consumers are becoming more intentional in their spending and taking greater control over different aspects of their lives, particularly in the way they consume information, manage their wellbeing, and connect with others. With this report we aim to provide a wider view of the major issues confronting our industry from the perspective of consumers, with suggestions to help businesses create the most impact in the coming year.”
1. The Widening Cost-of-Living Gap
-
55% of low-income consumers now choose cheaper own-brand products over established name brands.
-
This signals middle-class polarization, with companies pivoting to serve either highly affluent customers or budget-conscious value seekers.
Faris Yakob, Co-founder of Genius Steals said: “Since the ‘middle class’ is bifurcating into the haves and have-nots, many companies are reshuffling to serve the top twenty percent and top one percent within that. The lower echelons are offered value alternatives and those with money are tempted to spend it on various levels of luxury as those companies pivot to lower volume/higher margin business models.”
2. The Growing Credibility of Individual Creators
-
Nearly 47% of social media users made purchases based on influencer recommendations in the past year.
-
Consumers are now more deeply engaged in creator-led, video-based shopping journeys.
Sapna Chadha of Google said: “Consumers are going to creators to discover information about brands. The difference now is that they are moving from passive discovery to really immersing themselves in an entirely new shopping experience, which encompasses video.”
3. The Humanisation of AI in Commerce
-
24% of consumers are open to having AI agents shop on their behalf.
-
Next-gen AI will handle tasks for consumers more autonomously, moving beyond today’s direct inputs.
Debra Aho Williamson, Founder of Sonata Insights said: “Soon, consumers will not even need to go to an AI platform to do what they do today. Instead, they will have an AI agent perform a task on their behalf, and the results will be delivered to them.”
4. A Proactive Approach to Health
-
77% of consumers express concern about ultra-processed foods.
-
Brands have an opening in wellness—ranging from food to apparel that promote emotional and physical wellbeing.
Alberto Romano of Diageo said: “Whether it is wellness-orientated food or clothing designed for comfort and emotional wellbeing, brands have the opportunity to shape the future by carving out unique and meaningful roles and purposes that resonate deeply with consumers’ wellness lifestyles.”
5. Rewriting the Rules of Social Connection
-
Half of Gen Z and millennials now play board games monthly, with real-world experiences like festivals on the rise.
-
Social connection now forms around shared interests, not just traditional community structures.
Colleen Ryan, Partner at TRA said: “Ultimately, the way people build connections has changed. We have moved from traditional systems to connecting with people whose interests are shared. For brands, this presents a challenge but also an opportunity, a middle ground on which to build connection, a space in between.”
What Brands Need to Know
With consumers shifting from passive audiences to active participants, the 2025 Global Consumer Trends report emphasizes:
-
Prioritizing genuine value with solutions for an increasingly polarized market.
-
Building with authentic individual creators, leveraging immersive media.
-
Adopting AI that is personal, supportive, and seamless.
-
Aligning products and messaging with proactive wellness and holistic health.
-
Cultivating spaces and experiences that foster authentic human connection.
