In 2025, it is absolutely essential for brands to remain on top of consumer behaviour trends if they want to get ahead of the competition and ensure they’re at the forefront of customers’ wants, needs and pain points.
Nowadays, consumers are more fickle than ever before and their preferences are constantly changing. Driven by the fast-paced nature of social media and the interconnected, digital world we now live in, consumer behaviour is rapidly changing and evolving. We’ve gathered the top 10 consumer behaviour trends of 2025 so you can ensure your brand is reacting to changing mindsets, beliefs and desires. If you’re ready to find out the trends consumer behaviour trends set to influence buying decisions over the coming months and years, read on!
1. Digitisation of the Boomer generation
In a time when every brand seems to be targeting the Gen-Z generation, you may be neglecting your older audience, and it’s probably having an impact on your bottom line. Baby Boomers are increasingly using social media and using ecommerce features, regularly buying online and socialising with their friends within online communities. Boomers used to keep themselves to themselves on their preferred social platform, Facebook. But times are changing and this generation is increasingly exploring alternative social media apps like TikTok and SnapChat. If your brand isn’t targeting this generation, it’s time to get with the programme and begin your research. Baby Boomers just happen to be a generation with hefty spending power as they are more likely to have less outgoings, own a credit card and 39% have purchased something online in the past week alone.
2. Trust in the media is declining
It may come as no surprise that trust in the media is on a downward spiral. According to a recent study by GWI, consumer trust is directly correlated to engagement and its clear from recent stats that engagement with the news and traditional news outlets is significantly down compared to previous years. This is largely attributed to the rise of social media and a shift in behaviour that means more and more of us are consuming news on platforms like Instagram, Twitter and TikTok over newspapers and more traditional news publishers. So why does this impact brands? Well, it puts even greater emphasis on building trust with your audience. Gone are the days of customers instantly trusting businesses from word of mouth alone, trust signals throughout the customer journey are essential to building customer engagement and driving growth for your brand.
3. Consumers are worried about AI
As concerns regarding AI surface throughout the industry, consumers are also feeling the effects of its rapid growth. While 60% of consumers express excitement about AI developments, a significant 71% believe that its advancement is occurring at an alarming rate. This dichotomy highlights the mixed feelings of enthusiasm and apprehension among consumers as they navigate the evolving landscape of artificial intelligence.
This consumer behaviour trend has profound implications for ecommerce brands. On one hand, the excitement surrounding AI offers a wealth of opportunities. Brands can leverage AI to enhance personalisation, streamline operations, and improve customer service. For instance, AI-powered recommendation engines can suggest products based on individual preferences, leading to increased sales and customer satisfaction. Chatbots and virtual assistants can provide instant support, improving the overall shopping experience and boosting brand loyalty.
However, the apprehension about the rapid pace of AI development cannot be ignored. Consumers’ fears about privacy, data security, and job displacement due to AI advancements must be addressed. Brands need to be transparent about how they use AI and ensure robust data protection measures are in place. Building trust is crucial; brands that can demonstrate their commitment to ethical AI practices will likely gain a competitive edge. Brands should focus on educating their customers about the benefits of AI, helping to alleviate fears and misconceptions; By providing clear information on how AI improves the shopping experience and safeguards consumer interests, brands can turn apprehension into acceptance.
4. Flexitarianism is on the rise
The number of Europeans identifying as flexitarian has risen by 13% year-on-year, indicating a significant shift in dietary preferences. As the market for plant-based foods evolves and changes, food brands should focus on targeting flexitarians and individuals interested in reducing their meat consumption, not just vegans. By appealing to this broader audience, brands can tap into a growing segment that values both plant-based options and flexible eating habits, driving increased demand and market growth.
5. Ecommerce consumers now expect payment plans at checkout
To boost sales, ecommerce brands must include a versatile payment system that allows shoppers to choose their ideal payment method. By offering a variety of payment options, brands can significantly increase conversions, as customers are less likely to abandon their carts due to payment restrictions. This flexibility caters to diverse consumer preferences, enhancing the overall shopping experience and driving higher sales.
6. Demand for sustainability is increasing
Demand for sustainability is on the rise, with approximately 60% of survey respondents expressing a preference for products with sustainable packaging, according to a McKinsey report. Additionally, 78% of respondents highlighted sustainability as a key element of their lifestyle. This growing awareness and commitment to sustainability underscore the importance for brands to prioritise eco-friendly practices and products, aligning with consumer values and preferences including;
- Sustainable Packaging: Switch to eco-friendly materials like recycled paper or biodegradable plastics to reduce environmental impact.
- Transparent Information: Provide clear details about product sustainability, including sourcing and disposal options.
- Eco-Friendly Product Lines: Introduce sustainable product lines or incorporate recycled materials into existing products.
- Carbon-Neutral Shipping: Offer carbon-neutral shipping options and optimise logistics to minimise emissions.
- Consumer Education: Educate consumers about sustainability and encourage eco-conscious choices.
- Collaborate for Sustainability: Partner with sustainable suppliers and manufacturers to drive positive change.
- Measure and Communicate Impact: Track sustainability metrics and transparently communicate efforts to consumers.
7. Health & wellbeing is a top priority
No matter what industry you operate within, finding a way to address the health and wellbeing of your consumers is key to gaining loyal customers. Consumers are increasingly seeking products and services that support their physical, mental, and emotional wellbeing. So, by prioritising health-conscious initiatives, such as offering organic or nutritious products, promoting work-life balance, or providing mental health resources, businesses can resonate more deeply with their target audience. In doing so, they not only attract customers but also build lasting relationships based on shared values of wellness and care. As a result, incorporating health and wellbeing considerations into your business strategy becomes essential for long-term success and customer satisfaction.
8. Purchase polarisation
As the world becomes more polarised, consumers’ purchasing decisions are increasingly influenced by their values, beliefs, and affiliations. This phenomenon, known as purchase polarisation, reflects the growing divide among consumers based on socio-political, environmental, and cultural factors. In this landscape, consumers are more likely to support brands that align with their worldview and values, while avoiding those that conflict with their beliefs.
For ecommerce brands, purchase polarisation presents both challenges and opportunities. On one hand, brands risk alienating segments of their customer base if they take a stance on controversial issues or fail to align with prevailing sentiments. However, by understanding their target audience’s values and preferences, brands can tailor their messaging and offerings to resonate with specific segments. This targeted approach can lead to deeper connections with customers who share similar values, driving loyalty and advocacy.
By acknowledging and adapting to the realities of purchase polarisation, ecommerce brands can position themselves as authentic, socially responsible, and inclusive, thereby strengthening their connection with consumers and driving long-term success in an increasingly polarised marketplace.
9. Mindfulness market continues to grow
The mindfulness market continues to experience steady growth, reflecting an increasing awareness and prioritisation of mental wellbeing among consumers. As people seek ways to manage stress, improve focus, and enhance overall quality of life, mindfulness practices such as meditation, yoga, and mindfulness-based therapies have gained popularity. This trend is driven by a growing recognition of the importance of mental health and self-care, particularly in response to the challenges posed by modern lifestyles and the COVID-19 pandemic.
For ecommerce brands, the expanding mindfulness market presents an opportunity to cater to the evolving needs of consumers seeking products and services that support their mental wellbeing. Brands can capitalise on this trend by offering a wide range of mindfulness-related products, such as meditation apps, relaxation aids, yoga mats, and mindfulness-based courses or workshops. By positioning themselves as trusted resources for promoting mental health and mindfulness, ecommerce brands can not only attract new customers but also foster loyalty and engagement among existing ones.
10. Home remains the hub
The concept of “home as the hub” has gained prominence as a result of shifting societal dynamics and lifestyle changes, particularly in response to the COVID-19 pandemic. With remote work becoming more prevalent and social distancing measures in place, people are spending more time at home than ever before. As a result, the home has transformed into not just a living space, but also a multifunctional hub for work, leisure, and social activities.
For ecommerce brands, the trend of “home as the hub” presents a unique opportunity to cater to the evolving needs and preferences of consumers. Brands can capitalise on this trend by offering a wide range of products and services designed to enhance the at-home experience, such as home office furniture, ergonomic accessories, smart home technology, home fitness equipment, and entertainment solutions.
And there we have it! Our top 10 consumer behaviour trends of 2025 and beyond. We hope you found this extremely useful for your ecommerce brand. If you need a helping hand with revamping your ecommerce website, don’t hesitate to get in touch!
