Top 10 consumer trends shaping up in 2025

From tech breakthroughs to cultural transformations, consumer habits are shifting faster than ever. Businesses need to adapt, innovate, and embrace these changes to stay ahead in this dynamic landscape. Let’s take a look at the top 10 consumer trends we’re already seeing emerge in 2025 and explore practical strategies to help keep your brand competitive.

1. The value of virality

In an era dominated by social media, virality remains a key driver of consumer behavior—78% of consumers say social media has influenced them to make a purchase. Viral trends, challenges, and meme-worthy campaigns can catapult brands into the limelight almost overnight. Platforms like Instagram, YouTube, and TikTok have huge influence over purchase decisions, making short-form, engaging content more valuable than ever. While TikTok’s future in the US remains uncertain, the platform continues to expand globally, introducing features like TikTok Shop in new European markets and strengthening its presence in Asia and Latin America.

How brands can respond

• Leverage AI-driven tools to analyze consumer behavior and offer tailored product recommendations.
• Use platforms like Productsup that offer a suite of AI data services that enable you to generate audience- and market-specific content from basic product attributes.
• Incorporate customization options, allowing customers to co-create their products.

2. Inclusivity takes center stage

Consumers in 2025 expect brands to authentically represent a diverse range of identities, from different genders and ethnicities to body types and orientations. This goes beyond representation in advertisements; it includes the products themselves, the workplace culture of the brand, and its broader societal impact.

How brands can respond

• Design products and services that cater to underrepresented groups, such as adaptive clothing or inclusive makeup shades.
• Be transparent about diversity initiatives, including in hiring and leadership.
• Highlight community partnerships that support marginalized groups.
• Replace generalized product content with tailored messaging to address the individual needs of each target consumer.

3. Demand for personalized products

With advancements in data analytics and AI, personalization has become a baseline expectation rather than a luxury. Around [80% of consumers](https://porchgroupmedia.com/blog/consumers-are-looking-for-personalized-experiences-is-your-brand-delivering) are more likely to purchase from brands offering personalized experiences. Consumers want products and services tailored to their unique preferences, whether it’s personalized skincare, curated fashion recommendations, or subscription boxes tailored to individual tastes.

How brands can respond

• Leverage AI-driven tools to analyze consumer behavior and offer tailored product recommendations.
• Use platforms like Productsup that offer a suite of AI data services that enable you to generate audience- and market-specific content from basic product attributes.
• Incorporate customization options, allowing customers to co-create their products.

4. Filtering out decision fatigue

Consumers can spend hours scrolling through endless product options on an ecommerce platform, only to feel overwhelmed and unsure about what to choose. Brands like Allbirds or Glossier have mastered the art of filtered focus. They emphasize a minimalistic approach, curating a limited but high-quality range of products that directly meet customer needs.

For example, Allbirds simplifies choices by categorizing its homepage into straightforward sections, like men’s wear and women’s wear. Within these sections, the brand further narrows options to essentials like everyday shoes, water-repellent shoes, and activewear, avoiding the clutter of excessive choices. This approach not only minimizes decision fatigue for consumers but also reinforces Allbirds’ reputation as a specialist brand with focused offerings.

How brands can respond

• Focus on creating user-friendly websites and apps with minimal clutter.
• Offer curated product selections rather than overwhelming customers with too many choices.
• Embrace minimalist branding and clear calls to action to reduce decision fatigue.
• Streamline product catalogs to ensure that only the most relevant and appealing options are showcased to target audiences across all touchpoints.

5. The shift to smarter spending

Economic pressures stemming from persistent inflation are pushing consumers to reconsider their spending habits. With tight household budgets, shoppers are making more deliberate purchasing decisions, prioritizing essential goods, high-value products, and brands that provide transparency about costs.

We’ve seen 70% of consumers have been cutting back on non-essential purchases. Consumers are also increasingly recognizing the environmental impact of their purchases. High-quality products, while often more expensive upfront, tend to last longer, reducing the need for frequent replacements and helping to minimize waste. It's a smarter, more sustainable investment. This trend reflects a significant shift toward value-oriented consumption, where affordability and quality go hand in hand.

How brands can respond

• Offer buy now, pay later (BNPL) options to make purchases more manageable. This option is expected to grow by 20.4% in 2025.
• Highlight affordability, durability, and long-term savings in your product descriptions across marketplaces via a product content syndication platform.
• Use discounts and loyalty programs to attract budget-conscious shoppers.

Source

6. Connecting omnichannel experiences

Consumers in 2025 expect a fully connected shopping experience that transcends individual platforms. They want to browse online, visit a physical store, and engage with brands on social media without interruption or inconsistency.

For example, a shopper might discover a product on Instagram, check its availability through Google local inventory ads, and then purchase it in-store. This seamless integration of touchpoints defines successful omnichannel strategies.

How brands can respond

• Implement click-and-collect options, allowing customers to purchase online and pick up in-store.
• Ensure consistent branding and messaging across all channels.
• Manage and syndicate product data with Productsup to maintain accuracy and consistency across every customer touchpoint.

🆓 Bonus: If you’d like to explore more about omnichannel ecommerce, check out our detailed blog post about considerations for a successful omnichannel approach

7. Think locally to win globally

In an age of globalization, local connections matter more than ever. Consumers are shifting towards brands that are present within their communities, whether through local sourcing, partnerships, or in-store experiences. Thus, businesses that invest locally are seeing stronger customer loyalty and engagement.

How brands can respond

• Utilize Google local inventory ads (LIA) to showcase locally available products, driving foot traffic to nearby stores.
• Collaborate with local artisans or suppliers to highlight community support.
• Host in-person events or pop-ups to build stronger relationships with local audiences.

8. The art of AI in marketing and automation

The integration of AI is revolutionizing the way businesses market their products, manage operations, and engage with customers. AI’s ability to process vast amounts of data enables companies to craft hyper-personalized campaigns, predict consumer behavior, automate repetitive tasks, and optimize inventory.

How brands can respond

• Integrate AI-powered tools to create targeted ad campaigns on platforms like TikTok, Google, and Meta.
• Use AI chatbots to provide instant customer support and improve user experience.
• Leverage predictive analytics to anticipate consumer needs and stock inventory accordingly.
• Use Productsup’s advanced AI features to accelerate workflows while enhancing product content to scale your operations.

9. Sustainability as a standard

Consumers are increasingly holding brands accountable for their environmental impact. Now, 90% of consumers prioritize transparency when purchasing products. Shoppers prefer brands that actively reduce waste, use ethical sourcing, and offer eco-friendly packaging.

How brands can respond

• Communicate sustainability efforts, such as carbon offset programs or recyclable packaging.
• Optimize product data feeds to include eco-friendly attributes, ensuring visibility on platforms that prioritize sustainability.
• Manage and distribute detailed sustainability attributes to global retailers and marketplaces.
• Offer incentives for sustainable behaviors, like recycling programs or discounts for eco-conscious purchases.

🆓 Bonus: Want to ensure your brand aligns with sustainability requirements? Check out our comprehensive guide on digital product passports (DPP), which tracks a product's details throughout its lifecycle.

10. Trust and transparency in digital spaces

With growing concerns about misinformation and data privacy, trust has become a cornerstone of consumer loyalty. Shoppers are demanding clarity about data usage policies. Brands that are transparent about their practices and prioritize data security will stand out.

How brands can respond

• Implement clear data privacy policies and communicate them to consumers.
• Monitor and promptly address customer reviews to maintain credibility.

Now, it’s time to act on the trends

The trends shaping 2025 reflect a consumer base that values personalization, sustainability, and authentic connections. By leveraging tools like Google local inventory ads and AI-driven marketing platforms, businesses can stay ahead of the curve and meet these evolving expectations.

Platforms, like Productsup, empower retailers, brands, and manufacturers to seamlessly manage and syndicate product data, ensuring consistency, accuracy, and engagement across every distribution channel. For businesses, adapting to these consumer shopping trends isn’t just an opportunity—it’s essential for success. Book a free demo with us to discover how Productsup can help you streamline your product data management and elevate your brand’s success across every channel.

Explore more resources

• [Guide] Commerce trends to watch in 2025
• [Productsup platform overview] Feed management
• [Webinar] Commerce trends: 2025 and beyond