Key Consumer Behaviour Trends Shaping 2025

How well do you really know your customers? If your answer is “pretty well,” it might be time to dig deeper.

Consumer behaviour is not just about knowing who’s buying what – it’s about understanding why.

Why do some shoppers jump ship for a competitor while others stick around through thick and thin?

Why is everyone suddenly talking about sustainability?

The truth is, if you’re not tuned in to these shifts, you risk getting left behind.

Consumer behaviour is your roadmap. And in 2025, that map is being redrawn by some pretty big forces… we’re talking technology, the economy, and even cultural movements!

These changes are reshaping the way people shop, interact with brands, and make decisions. Sound overwhelming? It doesn’t have to be!

Let’s put it into perspective with a few quick insights:

• Mobile-first mindset – Over 70% of people now shop online using their phones. That’s not just a trend; it’s a lifestyle.
• Sustainability matters – Did you know 85% of shoppers care about how eco-friendly a brand is? That’s a huge jump from even a few years ago.
• Price is king – With rising living costs, 64% of consumers are prioritising affordability over loyalty.

These numbers are a wake-up call. What consumers expect today is worlds apart from five years ago.

And here’s the kicker: they’re not just buying products anymore. They’re buying experiences, values, and solutions.

So, why does all of this matter to you? Because if you can tap into consumer behaviour trends, you build trust and loyalty, as well as staying ahead of the curve.

Key Consumer Behaviour Trends to Watch in 2025

Let’s be honest: figuring out what makes customers tick can feel like a moving target. One minute, everyone’s jumping on the latest tech craze; the next, they’re all about sustainability and ethical practices.

Sound familiar? That’s because consumer behaviour is constantly shifting, and in 2025, there are a few trends that are impossible to ignore.

AI Is Everywhere (Yes, Even in How We Shop)

Have you noticed how some brands seem to anticipate what you need, almost like they’re reading your mind? That’s the influence of AI in consumer behaviour, and it’s transforming how businesses interact with their audience.

It’s all about using data to forge deeper, more meaningful connections with customers.

Artificial intelligence is everywhere. It powers the product recommendations you see on your favourite online shops, personalises your experience on streaming platforms, and even drives the ads that pop up while you scroll social media.

The goal? To make every interaction feel tailored to you.

Let’s break down how businesses are using AI to reshape consumer habits…

Predictive analytics

By analysing past purchases, browsing habits, and preferences, AI can predict what customers might need next.

For instance, grocery delivery services can suggest items based on your weekly shop, while clothing retailers highlight styles you’ve been eyeing.

This keeps customers engaged and saves them time.

Chatbots and virtual assistants

Forget the days of waiting on hold. AI-powered chatbots can answer questions instantly, help track orders, or even guide customers through purchasing decisions.

This kind of instant support is increasingly expected, especially as more people shop online.

Content personalisation

Ever notice how your Netflix homepage looks completely different to someone else’s? That’s AI curating content based on your viewing history.

Businesses across industries are doing the same by delivering personalised emails, website experiences, and recommendations that make customers feel understood.

The numbers back this up. Research shows that 91% of consumers are more likely to shop with brands that provide personalised offers and suggestions, making personalisation one of the main factors influencing consumer behaviour!

When customers feel like a brand truly “gets” them, they’re far more likely to stick around!

However, as much as AI has opened new doors, it’s not without challenges. Businesses need to tread carefully to avoid being seen as invasive. Transparency about data collection and use is crucial. Nobody wants to feel like they’re being monitored 24/7. Striking that balance – using AI to enhance experiences without overstepping boundaries – is where the real work lies.

Sustainability is at the Heart of Consumer Behaviour

When was the last time you thought about how your buying decisions impact the planet? For most people, it’s becoming a daily consideration.

Sustainability in consumer behaviour is arguably not even a trend. It’s an expectation.

Customers are choosing brands that align with their values. And in 2025, sustainability is one of the biggest factors influencing those decisions.

Why Does Sustainability Matter So Much Now?

The world’s in a bit of a state, isn’t it? Climate change, resource depletion, and growing social awareness mean that people are looking at their purchases through a new lens. It’s not just about what they’re buying, but who they’re buying it from.

A recent survey found that 85% of consumers consider a company’s sustainability practices before making a purchase, and they’re willing to pay 9.7% more for sustainable products.

But it’s not just about saving the planet; it’s also about transparency and trust. Shoppers want to see real actions, not empty promises. For example:

• Clothing brands – Those offering recycled or biodegradable materials are attracting eco-conscious buyers, while fast fashion brands face increasing scrutiny.
• Food companies – Organic ingredients, sustainable farming methods, and reduced packaging waste are becoming non-negotiables.
• Technology firms – From using recycled metals in smartphones to offering trade-in programs, tech companies that demonstrate eco-friendly initiatives are earning consumer loyalty.

What Are Consumers Looking For?

When it comes to sustainability, it’s not just about the end product; it’s about the entire journey. Consumers are doing their homework. They’re checking if brands are genuinely committed to reducing their carbon footprint or if it’s just clever marketing.

Here’s what’s catching their eye:

• Sourcing – Is the brand using ethical and sustainable materials? Are workers treated fairly?
• Packaging – Minimal, recyclable, or compostable packaging is a huge win. Wasteful plastic? Not so much.
• Operations – How energy-efficient are production facilities? Are emissions being cut down?
• Community impact – Is the company giving back to local communities or supporting environmental initiatives?

The Cost of Ignoring Sustainability

Here’s the hard truth: brands that don’t prioritise sustainability risk falling behind. Consumers are becoming more vocal about holding businesses accountable. Remember the backlash certain companies have faced for greenwashing, i.e.making claims about eco-friendliness without backing them up? It’s a surefire way to lose trust and, ultimately, customers.

The Shift Toward Personalised Marketing

We mentioned personalisation when discussing AI earlier, and it’s definitely one of the most important shopping trends of our time.

Personalised marketing trends are all about feeling like a brand understands YOU, rather than just appealing to the masses.

Generic ads and blanket email campaigns don’t cut it anymore. People expect brands to speak to them directly… not their neighbour, not their co-worker, them!

But why has personalisation become such a big deal?

Well, think about your own experience. When you’re scrolling through your inbox or social media feed, what grabs your attention? It’s not the cookie-cutter “Dear Customer” message or the generic ad for something you’ve never searched for. It’s the stuff that feels relevant and like it was made just for you. And businesses are catching on.

Social commerce is a big part of this shift. Platforms like Instagram and TikTok allow brands to tailor shopping experiences directly on social media, using data to showcase products that match individual preferences.

Whether it’s an influencer showcasing a product in real-time or a targeted ad appearing seamlessly in your feed, personalisation is at the heart of these interactions.

What Makes Personalisation Work?

Personalisation is about making people feel seen and understood. That’s why it works so well. Here’s a look at what it includes:

Targeted emails

Instead of sending the same email to everyone, brands segment their audience by interests, past purchases, or even browsing behaviour.

For example, if you’ve just bought running shoes, you might get an email suggesting socks or a running app subscription.

Dynamic website experiences

Ever notice how some websites seem to change based on what you’ve clicked before?

That’s personalisation in action.

It ensures customers see products, offers, and even blog content that’s relevant to them.

Tailored recommendations

Whether it’s Netflix suggesting your next binge-worthy show or an online retailer recommending a new jacket, personalised suggestions keep people engaged, and coming back for more!

Where It Gets Interesting…

One of the most exciting developments in personalisation is how it’s branching out into new areas.

Takeeality shopping, for  virtual rexample. Imagine walking through a virtual store where the layout, products, and even colours are tailored to your preferences.

Or think about subscription boxes. Companies are using data to curate items that match your tastes, making every delivery feel like a surprise gift.

But let’s not forget the small, everyday wins. That Spotify playlist that perfectly matches your mood? The skincare brand that recommends a regimen based on your skin type? These moments of personalisation make customers feel valued, and that’s priceless.

Finding the Balance

Of course, there’s a fine line between personalisation and being, well, creepy. Nobody wants to feel like a brand is watching their every move. That’s why transparency is crucial.

Businesses need to be upfront about how they’re using data and ensure they’re respecting privacy.

Economic Factors Are Driving Changing Consumer Behaviour

Let’s face it: the cost of living is hitting everyone. Rising prices, economic uncertainty, and shifting priorities mean that changing consumer behaviour in 2025 is being shaped as much by budgets as by trends.

People are more mindful of how they’re spending, and that’s having a ripple effect on the decisions they make – what they buy, where they shop, and even how they view loyalty.

Affordability Over Brand Loyalty

Brand loyalty isn’t what it used to be. Once upon a time, people stuck to their favourite brands no matter what. But now? Consumers are much more likely to shop around for the best deal, even if it means switching to an unfamiliar brand.

Take grocery shopping as an example. Discount supermarkets and private-label products are thriving, with many shoppers choosing own-brand options over more expensive names.

And it’s not just food. Subscription services, streaming platforms, and even luxury brands are seeing customers rethink their spending habits.

The Rise of “Smart Shoppers”

Today’s consumers are savvier than ever. They’re not just buying impulsively; they’re researching, comparing, and hunting for the best value. Here’s how this looks in action:

• Price comparison apps – Tools like Honey or PriceRunner are helping shoppers find discounts and deals instantly.
• Coupon hunters – A lot of consumers will only shop when they receive a discount via email or spot a coupon code online via social media or price-saving websites,
• Reviews and recommendations – Before making a purchase, many people check online reviews, watch unboxings, or scroll through social media for opinions.
• Second-hand shopping – The resale market is booming, especially for fashion, electronics, and home goods. Sites like Vinted or eBay give consumers budget-friendly alternatives to buying new.

Balancing Cost with Value

Interestingly, while price is a huge factor, it’s not the only factor. People still care about quality and value.

For example, a customer might be willing to pay a little extra for sustainable products, especially if they believe the long-term benefits (like durability) outweigh the upfront cost.

This is where consumer behaviour research becomes invaluable. You need to understand what people are willing to compromise on and what they’re not.

How Brands Are Adapting

Businesses aren’t just sitting back and watching these changes; they’re adapting. Here’s what some are doing to meet the needs of cost-conscious consumers.

• Flexible payment options – Buy Now, Pay Later services like Klarna are making it easier for customers to spread the cost of larger purchases.
• Discount-driven loyalty programs – More brands are using points systems and exclusive offers to encourage repeat purchases.
• Budget-friendly product lines – Even high-end brands are introducing more affordable options to attract a broader audience.

The Bigger Picture

These shifts in consumer buying behaviour aren’t just about tightening purse strings. They’re about smarter, more deliberate spending.

Consumers are focusing on what truly matters to them, whether that’s affordability, quality, or alignment with their values.

And as these priorities evolve, businesses need to stay flexible and responsive!

It’s a balancing act. Brands that can offer affordability without sacrificing quality – or that provide exceptional value for slightly higher prices – are the ones that will win in this new economic landscape.

Staying Ahead in 2025’s Consumer Landscape

As 2025 unfolds, it’s clear that consumer behaviour is evolving in ways that demand attention. Businesses face a unique challenge: keeping up with change while staying true to what customers care about most.

The good news? These trends offer incredible opportunities for brands to innovate, connect, and build lasting relationships with their audience.

Whether it’s adopting data-driven insights, committing to eco-conscious practices, or offering tailored experiences, businesses that embrace these shifts will set themselves apart.

At Appnova, we’re a digital agency that’s passionate about helping brands thrive in this fast-changing world we all live in! From cutting-edge design to bespoke marketing strategies, we work closely with businesses to ensure they’re not just keeping up, they’re leading the way.

If you’re ready to unlock new potential and stand out in 2025, let’s create something extraordinary together. Get in touch today.