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Consumer Trends 2025 cover: a person lying face up in a field of yellow flowers, with sunlight on their face.

ConsumerTrends 2025

Market and consumer trends to explore the essential in the search for new meanings.

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Introduction

People are rethinking how they understand wellbeing, consumption and living conditions, facing new personal dilemmas that question the pillars of what until now was considered necessary and unshakeable.

Global drivers

Community stagnation

Communitystagnation

The West is taking an increasingly immobile stance in terms of growth and innovation.
Class distancing

Classdistancing

The search for exclusivity encourages social division and limits contact between classes.
New anti-establishment

Newanti-establishment

Younger generations are moving away from the traditional ideals of the democratic system.
Brands without purpose

Brandswithout purpose

Falling into the paradox of political correctness leads to a loss of corporate reputation.
Reality in doubt

Realityin doubt

Content manipulation, driven by AI, calls into question the perception of what is and is not real.
Inorganic exhaustion

Inorganicexhaustion

Fatigue goes beyond the physical and settles into society as a state of mind.
Planned anxiety

Plannedanxiety

Improvisation disappears, giving way to scheduling and hyper-planned diaries.
Consumption without consumers

Consumptionwithout consumers

The significant fall in birth rates poses serious challenges for an increasingly empty world.
Attract without retaining

Attractwithout retaining

The economic context is leading brands to bet on low-cost acquisition strategies.
Settling into mediocrity

Settlinginto mediocrity

In a world obsessed with perfection, mediocrity rises as an act of rebellion.
Make way for Gen Alpha

Makeway for Gen Alpha

Generation Alpha and its growing spending power are at the heart of strategies.

The ten trends

Genuine connections: The society of individualism turns into a search for community life as an escape from loneliness.

01

Genuine connections

The society of individualism turns into a search for community life as an escape from loneliness.

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Specialty specialties: The boom in specialty food products and venues reinvents the idea of the connoisseur.

02

Specialty specialties

The boom in specialty food products and venues reinvents the idea of the connoisseur.

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Neopop culture: New generations reinvent mass culture and set their own mainstream rules.

03

Neopop culture

New generations reinvent mass culture and set their own mainstream rules.

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Nonsense routine: Routine trackers and constant productivity blur the line between organisation and obsession.

04

Nonsense routine

Routine trackers and constant productivity blur the line between organisation and obsession.

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Datawarfare: The excessive use of data pits people against tech companies in the debate between information and privacy.

05

Datawarfare

The excessive use of data pits people against tech companies in the debate between information and privacy.

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Tech by tech: Applying and using technology for technology’s sake saturates companies and consumers.

06

Tech by tech

Applying and using technology for technology’s sake saturates companies and consumers.

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Influencend: Social media begins the shift from the law of the like to the decline of influencers.

07

Influencend

Social media begins the shift from the law of the like to the decline of influencers.

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Instant experts: The culture of immediacy turns society into experts in fleeting learning and consumption.

08

Instant experts

The culture of immediacy turns society into experts in fleeting learning and consumption.

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Trad trap: Young people rebel against the contemporary world and idealise the past in search of role models with old beliefs.

09

Trad trap

Young people rebel against the contemporary world and idealise the past in search of role models with old beliefs.

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Connected solidarity: Global collaboration and digital interconnection between communities are stronger than ever.

10

Connected solidarity

Global collaboration and digital interconnection between communities are stronger than ever.

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