Streetbees’ top 8 predictions: Consumer trends shaping 2025
As the first quarter of 2025 unfolds, brands are navigating a complex tapestry of consumer expectations, economic shifts, and cultural movements. In this rapidly evolving landscape, staying ahead means not just using buzzwords, but understanding the trends that will shape the future of consumer engagement.
From the evolution of AI-driven personalisation to the shifting expectations around brand authenticity, the marketing landscape is evolving fast. How do we ensure that we not only survive, but make lasting connections with our audiences and cement ourselves in the minds of our consumers?
To answer these questions, we at Streetbees have laid out our top predictions that we think will shape the 2025 consumer landscape. Here are a few gems to look out for:
1. Green metrics: the new brand ‘must have’
Sustainability metrics will become a core part of consumer research, extending beyond traditional brand health. In 2025, brands must track their environmental and social impact, to meet the expectations of conscious consumers. Our study looking at Gen Z brand sentiments found that 31% of Gen Z prioritising ethics and sustainability, responsible practices will be key to influencing brand preference.
2. Alpha alert: brands set their sights on the next big generation
While Gen Z is prominent, Gen Alpha is emerging, shaped by social media and accessibility to their parents’ credit cards. The landscape is transforming as we prepare for this audience and its implications for brands - the Sephora kids are not here to play.
3. The democratisation dash
Brands now have access to insights delivered in digital reports and interactive dashboards that are easily interpreted thanks to executive summaries, data and visualisations . As a result of on-going growth in the research software sector (12.4% vs total industry 8%) (Esomar Report 2024)1 marketing teams will be empowered to run more tactical studies testing creative or messaging, freeing Insights teams to focus on more complex, strategic research.
4. Well-being wins hearts
Consumer well-being is a critical factor in shaping brand perception. This year the brands that thrive will prioritise safeguarding consumer health and well-being. Consumers care about each other and expect fair treatment for all. Brands should avoid any negligence concerning consumer well-being, health, or ethical conduct that can swiftly damage a brand's reputation.
5. Cracking the AI ethics code
With AI becoming more integral to consumer research, brands must navigate the complex landscape of regulations and best practices surrounding data privacy and AI ethics. Our study on Generative AI Research found that 18% of consumers raised concerns about privacy and data issues, reflecting a broader trend where consumers are increasingly protective of their personal data. To navigate this, brands will need to enhance internal knowledge of legal requirements, upskill their personnel to meet AI advancements, and ensure transparency in data use policies.
6. Personalised customer journeys powered by AI
We’ll begin to see more and more brands integrate AI, to enhance customer experiences. This trend is driven by consumers wanting seamless interactions and enhanced customer service experiences. AI chatbots are becoming the go-to solution for instant answers and personalised support which leverage customer data to provide tailored responses. As one consumer noted from our Generative AI Research,
This shift underscores the need for brands to innovate and incorporate AI-driven solutions across their offerings, ensuring they meet the evolving expectations of their audience.
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7. Conversational commerce
With advancements in smart speakers and conversational marketing, it's time for brands to focus on how to connect with customers through voice search. This presents an exciting opportunity for brands to engage in conversational styles of marketing and branding. By optimising content for voice search, brands can enhance their visibility and accessibility, ensuring that they remain relevant in a rapidly evolving digital landscape. As voice-activated devices become more prevalent, brands that adapt to this trend will be better positioned to capture consumer attention and build lasting relationships through conversational interactions.
8. Spreading your digital wings
The way consumers search for information is undergoing a significant transformation. While traditional search engines remain crucial for discovery, platforms such as Pinterest, TikTok, and YouTube have become powerful influencers in consumer purchasing decisions. These platforms present unique opportunities for discovery and engagement, with users actively seeking inspiration, product reviews, and how-to content. As a result, brands must strategically diversify their presence, keywords, and content across key platforms to optimise visibility and reach.
Want to know how SBX can help action these predictions? Get in touch with our team to discover how SBX's collaborative platform can empower your team to stay ahead – explore its features today.
