Consumer Trends

In the meantime, explore our content to get a pulse on the latest consumer and shopper insights trends. Learn about how the future generation shops, take care of their health and use social media. Their behaviors highlight the need for strategies that balance cultural relevance with technology-driven engagement. By anticipating these shifts and aligning strategies accordingly, companies can unlock new possibilities and secure their place in the future market landscape.

The study calls for more stringent oversight, increased transparency, and ethical marketing strategies to mitigate these risks. A Digital Marketing Institute (2024) survey found that 60% of consumers trust influencer recommendations, with nearly half of all purchasing decisions being influenced by these endorsements. With influencer marketing projected to reach an estimated $480 billion by 2027, companies increasingly rely on SMIs to promote products and foster consumer trust. What Gen Z demands today, other generations may begin expecting tomorrow.

In some cases, they accomplish this by manipulating people's fears, their least-healthy habits, or their worst tendencies. These include communication (How do different people respond to advertising and marketing?), identity (Do our purchases reveal our personality?), social status, decision-making, and mental and physical health.

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In 2025, businesses face unprecedented shifts in consumer behavior shaped by multifarious factors including economic, technological, and social changes. Companies who succeed in capturing demand this year will need the broadest and fullest view of how people earn, think, plan and spend their resources. Wellness-focused spending is a pocket of growth that should not be overlooked in today’s challenged marketplace. Uncover the holistic, lifestyle-driven and attribute-focused growth waiting for your organization to capitalize on.

• 4 in 5 Millennials say they at least occasionally try new brands—the highest among any generation.
• In an environment where AI can shift consumer behavior overnight, thin-margin businesses can't afford to spend weeks learning about users.
• These values rank much higher among Millennials than Gen X or Boomers, highlighting how generational differences shape Millennial shopping behavior and fashion preferences.

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In addition, researchers often turn to separate disciplines for insights with potential to inform the study of consumer behaviour. Font size has also been shown to have a direct correlation on the emotional attributes assigned to a product. Although studies have shown that of pictorial imagery is easier for consumers to process and understand, the choice of typography remains an indispensable element of product design. Therefore, a product intended to be perceived as "high quality" with a predominately orange and brown palette would lack visual fluency and would likely fail to elicit a positive response with consumers. Indeed, colours have been shown to be linked to consumer's perceptions on a product's quality, reliability, and value.

In fact, Gen Z ranks online reviews from other shoppers as the most important factor when shopping.5 By engaging with Gen Z through these channels, retailers can create interactive and personalized shopping experiences that drive both online and in-store traffic. Social media, in particular, plays a crucial role in influencing Gen Z’s purchasing decisions, making it imperative for brands to maintain a strong presence on platforms like Instagram, TikTok, and YouTube. Meeting these standards is crucial, yet it can be resource-intensive and complex to implement effectively. Retailers and manufacturers must ensure their operations, marketing strategies, and product offerings align with these values, which often requires significant changes in sourcing, production, and communication practices.

95% of executives say their businesses can’t change as fast as consumers are changing. Of companies are prioritizing integrated business planning over demand-driven inventory supply Of consumer goods companies identify the omni-connected consumer as a top priority In footwear specifically, where women represent more than half of frequent buyers, curated bundles and exclusive offers can further boost regular purchases. Brands and retailers should leverage data-driven insights to enhance customer engagement and conversion rates, as companies that integrate AI-powered personalization and social-first strategies will be better positioned to attract trend-conscious and digitally engaged consumers. With AI-driven shopping tools gaining traction, combined with the rising influence of social media platforms as discovery channels, a new retail approach is being created.

Slide to submit Use right arrow keys to slide, or drag right with your finger. More consumers are buying sustainable products and altering their food habits. The report also highlights a growing trend towards sustainability. This focus on understanding and responding to customer behavior is fundamental to building lasting customer relationships and achieving sustainable business success.

What began as a niche offering has now evolved into a mainstream method, with AI-driven tools mapping individual scent preferences and reducing the financial risk of trying new perfumes. A striking 79% of individuals aged 18 to 34 wear perfume daily, and 80% of all consumers now select fragrances to enhance their emotional well-being. By 2026, a staggering 773 million people worldwide will buy fragrances online, making up 25% of total sales.

This generation seamlessly blends online and offline shopping, often researching products online before making an in-store purchase or vice versa. Retailers and CPG manufacturers must balance quality, price, and ethical considerations to appeal to Gen Z, offering products that not only meet their high standards but also provide tangible value. While they are willing to pay a premium for items that meet their standards of quality and ethics, they are also savvy shoppers who hunt for the best deals and value for money. Platforms like Instagram, TikTok, and YouTube are where this generation discovers new products, seeks out reviews, and engages with influencers who impact their buying decisions.

It’s a domain where science, behaviour and emotional security intersect, and where people expect transparent explanation, measurable outcomes, and responsible framing. Ensuring consumers have access to affordable, high-quality food is not just an economic imperative — it’s a societal one. Inside the National Retail Federation are numerous subject matter experts who have emerged as trusted authorities across key areas such as consumer behavior, technology innovation, supply chain, workforce trends and policy. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. First, learners will see the tools and methods to be able to effectively conduct (or hire) and interpret marketing research.

Sampling changes how people discover fragrances by offering variety and reducing financial risk. The financial and emotional strain of blind buying is evident, especially when European consumers are left with a significant number of unused fragrances. In Europe specifically, 22%+ of women buyers report wearing two scents simultaneously to create a personal signature — citrus over amber, vanilla over leather, musk under floral. They will be emotionally intelligent, transparent by design, and relentlessly human in how they connect technology to lived life.

It allows businesses to anticipate needs, tailor messaging, and create meaningful connections that drive loyalty and long-term success. At the same time, studying the behavior of consumers enables businesses to tailor their marketing strategies and messaging to the preferences of their end users. The study of consumer behavior drives innovation by providing actionable feedback that businesses can use to create product iterations that closely align with customers’ expectations. Some people seek the best deals regardless of the product’s quality, while others spend hours in deliberation over the smallest purchases.

At the same time, limited editions and gender-neutral designs attract niche audiences seeking more personalized, identity-focused fashion. Although there is resilient growth within the non-luxury and mass-market segments, brands targeting these tiers would be wise to sharpen their focus on value-driven differentiation. Affordability, quality, and durability were the three leading factors for US consumers when choosing which fashion brand to shop from, with 32 percent of consumers stating they factor ethical and sustainable production into their buying choices. Drawing on responses from 800 US shoppers and layered with expert analysis, the report “2025 US Fashion Consumer Outlook Report” uncovers critical trends in purchasing behavior and digital engagement, signaling a key shift across the national retail landscape. Fashion companies that are able to keep a finger on the pulse when it comes to these moving priorities are better equipped to adapt, elevate brand relevance, and find their way through the industry's ongoing transformation. US consumers today value more than just a product's aesthetic when it comes to shopping for fashion, beauty, accessories, footwear, and home & gifts – Consumer behavior they actively weigh aspects such as product value, quality, ethics, service, and the retail experience.