Knowing where consumers’ heads are at is key to impactful marketing, content creation and business strategizing. Here are some top consumer trends we think you should keep an eye on for 2025!
This article was originally published in our 2025/2026 Manual to Video Commerce Success. Did you get your copy yet? Download it here!
1. Experiences and first-moverism
It feels like we see a new trend every day on social media, and being in the know is something young consumers value greatly.
As especially Gen Z and Millennials are always on the lookout for new entertainment, we predict a continued rise in curated retail experiences. Think collaborations with local businesses, pop-up shops or limited edition items as the core of an event, all packaged neatly into aesthetically pleasing surroundings, just begging to be shared on social media.
The rise of experience-based content will continue its impact on driving unique retail experiences, as “hidden gems” or “first-mover-content” is a social marker amongst the interested audiences, making it a great opportunity for any consumer-facing business to engage their community and generate huge buzz.
2. Like-minded communities
Currently, a lot of people feel disconnected from each other, especially online. We always strive to find like-minded people, and the importance of these communities will grow in 2025 as media becomes more fragmented.
People will actively search out communities aligning with their values or interests, trying to foster positive spaces for connection.
For brands, this is a golden opportunity to curate your own communities and think about what you can offer in terms of positive spaces to be. Think running clubs, user forums or community-exclusive live streams. Anything to get conversations going and friendships flowing.
3. AI skepticism
The rise of AI also means the rise of AI skepticism. Generic, AI-generated content will be perceived as inauthentic and lazy, with the added ethical conundrum of IP rights, especially in creative fields.
Don’t get us wrong: AI is wonderful for many purposes, but running the risk of watering down your brand’s unique voice by overusing of the technology in your content creation process is not worth it in 2025.
Instead, utilize AI behind the scenes for business operations, automation or customer care, rather than in your communication, as an “AI-generated” label instantly lowers trust in a message or visual asset.
4. Wiser spending
Economic uncertainty on a global scale calls for wiser spending amongst consumers. We have seen “dupe culture”, i.e. searching out cheaper options to luxury products, growing the past few years.
Consumers will spend more time researching options and prices before buying. As a business, you can accommodate by making reviews more visible on your site, using UGC in your promotions or even adopting a price-tiered guiding principle in your content.
5. Mindfulness, spirituality and longevity
Self-monitoring, meditation, mindfulness and general spirituality are some trends amongst consumers which have been steadily on the rise the past few years.
The explanation is clear: when you feel like the world is chaotic, you turn to the things you can control, such as your own well-being by tracking proper sleep and nutrition. Growing popularity of cold plunging, bio-hacking and even crystals are all indicators of this.
We predict a growing want to connect with nature, finding meaning through spiritual practices and continued focus on longevity to make ourselves feel as good as possible.
We recommend taking this into account in your product development or communication this year.
Do you want more insights to boost your Video Commerce results this year?
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