HomeGlobalInsightsBurson 2025 Consumer Trends

Burson 2025 Consumer Trends

Date
January 29, 2025
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By: Allison Cirullo

Global Consumer and Brand Lead, Burson Group

They’re more connected, more informed, more empowered and have more choices. As we head into 2025, we’ll start seeing these trends transcend marketing and communications efforts.

I. Globalization of Shared Experiences

Globalization, while respecting cultural nuances, has fostered shared experiences, particularly among younger generations, who connect with universal themes of economic struggle, social pressure and the search for meaning. The internet and social media have dissolved geographical barriers, exposing individuals to a kaleidoscope of cultures and perspectives. This increased exposure, coupled with the democratizing influence of streaming giants like Netflix, Amazon Prime and Disney+, fuels a burgeoning curiosity for narratives beyond familiar borders. By embracing this shift and prioritizing diversity, authenticity and global storytelling, brands can effectively engage with an increasingly interconnected and culturally aware consumer base.

II. The Frictionless Economy

The future of shopping hinges on seamlessness, personalization and circularity. Consumers will expect frictionless experiences across all channels, with voice commerce, “cashier-less” checkouts and personalized delivery options becoming standard. Subscription models will expand beyond mere products to encompass curated services and experiences. Simultaneously, recommerce and secondhand markets will flourish, extending product lifecycles and contributing to a more sustainable, circular economy. For brands to accelerate in 2025, integrating these evolving consumer expectations into their core strategies, communications or ideas will be paramount.

III. The Empowered Consumer

Consumers are evolving into conscious and connected citizens, demanding transparency, authenticity and shared values from the brands they support. Community-driven consumption will flourish, with purchasing decisions heavily influenced by peer reviews, social media recommendations and online communities. Some empowered "citizen consumers" will actively use their purchasing power to support brands aligned with their values and advocate for change. For brands, this doesn’t have to mean big “P” purpose campaigns, but rather understanding how to align campaigns and programs to consumer values, and creating communities that invite consumers in to learn, share and feel inspired to make changes big or small.

IV. The Age of Redefined Wellness

A holistic approach to well-being will become the dominant focus, with consumers prioritizing preventative measures over reactive treatments for optimizing their mental, emotional and physical health. This proactive stance empowers individuals to take control of their wellness journey across all facets of their lives, from health and beauty to sports, social connections and even their consumption habits. Regardless of sector, companies will be expected to integrate a wellness-centric mindset into their operations, considering the well-being of both their target audiences and their employees. Ultimately, demonstrating a genuine commitment to holistic well-being will be crucial for building brand reputation and resonating with increasingly health-conscious consumers.

V. The Influence of Sports & Entertainment

The intersection of sports and entertainment has long been a potent avenue for brands to cultivate robust communities and build lasting reputations. From the global phenomenon of Taylor Swift to the enduring legacy of the Chicago Bulls, passionate fandoms transcend geographical boundaries and unite individuals around shared interests. The rise of women's sports globally, the fervent popularity of Kabaddi in Asia, and even the immersive world of esports, exemplified by Call of Duty, demonstrate the diverse and ever-expanding landscape of fandom. These vibrant communities, bound by a shared love for something larger than themselves, offer brands a powerful opportunity to connect with audiences on a deeper, more emotional level. By tapping into the passion and loyalty inherent within these fandoms, brands can foster deep engagement, build meaningful relationships and, ultimately, drive significant cultural impact.

VI. The Metaverse of Me

Consumers will soon shop, play and express themselves in seamlessly blended physical and digital worlds. We all know AI will personalize every experience, catering to individual preferences and behaviors. This is the same with brand communications. The convergence of interactive narratives crafted by generative AI and tailored to individual consumers will allow for personalization of stories. Imagine receiving an email that unfolds as a personalized choose-your-own-adventure story, where the narrative and product recommendations adapt based on your choices. This trend moves beyond simply delivering personalized messages to creating personalized experiences. It's about engaging consumers on an emotional level through interactive storytelling, powered by the creative potential of generative AI.