Author: Veronika Tauberova
Have you heard of the "consumer revolution"? It may sound a bit far-fetched, but according to many surveys, for example from Euromonitor or Forbes, we are about to enter a period of major changes in how we shop, what we buy and why. Customers will be much more selective, wanting services and products that are literally tailored to their needs, and they will be increasingly interested in what companies are doing for the planet and society as a whole.
In this article, I'd like to outline five key trends that will impact consumers in 2025, as well as some tips on how businesses can prepare for them. You don't need to be a marketing expert to get your bearings – I'll try to explain everything as simply as possible, while also showing why it's a good idea to keep an eye on these changes.
The main forces shaping consumer behaviour
The first thing I would highlight is technological advances. You may have already thought that today we do a lot of things online, we have smart phones, smart TVs, smart cars... and this is just the beginning. In 2025, artificial intelligence (AI) will be a lot smarter than it is today and can recommend products that will be really useful to us.
At the same time, the impact of macroeconomic factors cannot be overlooked. These may sound a bit detached, but the bottom line is that things like rising energy prices, global conflicts or shortages of certain raw materials are coming into play. All of this affects how quickly a company can produce a product and how much it can sell it for.
And then there are the social changes. You've probably noticed how there's more talk today about sustainability, fair working conditions, mental wellbeing and healthy lifestyles. All of this leads us to choose brands and products that align with our values.
Key consumer trends in 2025
1. Personalisation at a new level
In the past, personalisation was just about, for example, an online store showing you a similar t-shirt to the one you were looking at before. But now we're talking about hyper-personalisation, which can predict what might be useful to you, even if you haven't thought of it yet.
This isn't science fiction, it's reality, and it's based on data collection and smart algorithms.It's a huge opportunity for companies to offer you exactly what you're looking for, without all the hassle. On the other hand, it also requires a lot of responsibility – we'll talk more about that in the section on ethical data handling.
2. Digital customer experience
Shopping is far from just about visiting a brick-and-mortar store or making a few clicks in an e-shop. It is increasingly important to have an omni-channel strategy, which means that a customer can start their purchase, for example, on a mobile phone, continue on a computer and finish in-store. But they expect the same level of service and the same range of products everywhere.
Augmented and virtual reality (AR/VR) are gaining popularity because they allow you to "try on" clothes or accessories before you order them for home. It's a great way to get a better idea of what you're buying without having to go to a brick-and-mortar store. And this trend definitely won't just stay in fashion – it will also have applications in the furniture, travel and automotive industries.
3. Sustainability and social responsibility
When we say "sustainability", many of us think mainly of eco-friendly packaging. But that is only one part of the story. Today, sustainability is much more complex: it is about treating employees fairly, about using renewable resources, and about companies communicating openly about their environmental impact.
From a customer's perspective, this is often an important factor in their choice. Many of us now look at whether a brand supports any local or charitable projects, what its carbon footprint targets are and whether it actually delivers on its promises. Research (e.g. Qualtrics) shows that more and more people prefer companies that are responsible to the world.
4. Focus on health and wellness
In recent years, we have become much more concerned about our health and mental wellbeing. Many people work from home, look after their families, and have to manage stress – and they struggle to find time for exercise, healthy food and rest. So it makes sense that companies have started to focus more on products and services that promote wellness.
And it's not just vitamins or healthy foods. Health is becoming a priority in the digital world as well. Sleep-tracking apps, smartwatches or wristbands that measure athletic performance, and even telemedicine where you communicate with a doctor via video call – it's all here to make our lives easier.
5. Sharing economy and community shopping
Whether it is car sharing, accommodation or even tool hire, the sharing economy is on the rise. Many people like the idea of not having to own everything because it is cheaper, more environmentally friendly and often more convenient.
Similarly, community shopping, where people pool together to buy ingredients directly from farmers, for example. This shortens the supply chain, supports local producers and, most importantly, creates a closer relationship between people working together for a common cause
What companies need to do to stay ahead
1. Invest in technology
If a company doesn't want to fall asleep, it should look into data analytics, artificial intelligence and process automation. This doesn't mean that they need to hire an army of programmers right away, but they should have at least a basic idea of what technologies exist and how to use them effectively.
In practice, this might mean deploying a chatbot that is available to customers 24/7, or implementing smart tools that anticipate demand to avoid empty warehouses or, conversely, excess inventory.
2. Create authentic brands and stories
Brands that can connect with you on a human level have won. People love to hear real stories – how and why a company was founded, what it does for its employees, how it helps the community.
Because today's customers are no longer just "passive consumers." They want to see that real people with real values and passions are behind the logo. If a company can communicate this, it stands a good chance of building a strong relationship with its fans.
3. Responding to the need for sustainability
Just shouting "We're eco!" to the world is not enough today. Customers (and especially the younger generation) are smart and can track if a company is actually doing something or if it is just empty words.
Therefore, companies should have a responsible supply chain where the conditions of employees and environmental aspects are taken into account. At the same time, they should report their results so that it is clear what concrete steps they are taking and what their real impact is.
4. Work ethically and transparently with data
When talking about data, the word "spying" may come to mind. Yes, data is a powerful tool, but it is also a sensitive issue. If a company collects data about customer behaviour, it should try to act fairly, not collect unnecessary data and, most importantly, secure everything properly.
Customers appreciate knowing why and how their data is being used. Moreover, it gives them a sense of security and can even strengthen their trust in the brand.
Take an action what to do as a company!
1. Conduct an audit: Review your current strategy to see where you stand on digital communications, sustainability and customer care.
2. Experiment: Don't wait for someone to line everything up for you. Try pilot projects, test new technologies and gather feedback.
3. Train your people: Technology is evolving at a rapid pace, so it's important that employees know how to use it and understand it too.
4. Look for long-term solutions: Sustainability isn't just about buying a few eco-friendly packages now. See it as part of a long-term strategy that allows you to grow and stay one step ahead of the competition.
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