WARC has released its 2025 Consumer Trends Report, revealing how growing financial divides, AI disruption, and shifting trust in media are shaping brand choices in the year ahead.
Based on data from GWI Zeitgeist surveys across 54 markets, combined with WARC’s internal research and analysis, the report outlines five major behavioural shifts influencing global purchase decisions. These include polarised spending due to the rising cost of living, increased trust in individual content creators, the mainstreaming of AI assistants, a proactive approach to health, and new ways of forming social connections.
The cost-of-living divide reshapes spending power
WARC found that 55 per cent of low-income consumers now prefer to buy cheaper own-brand products, compared to 40 per cent of higher-income households. This shift comes as the US’s wealthiest 10 per cent now account for almost half of national consumer spending, according to Moody Analytics.
Faris Yakob, Co-founder of Genius Steals, said, “Since the ‘middle class’ is bifurcating into the haves and have-nots, many companies are reshuffling to serve the top twenty percent… The lower echelons are offered value alternatives.”
Marketers are encouraged to re-evaluate their audience segments, adjust pricing strategies and tailor messaging around affordability and value-based offerings.
Creators gain influence as trust in traditional media wanes
According to the GWI study, 47 per cent of social media users have made a purchase based on an influencer endorsement in the past year. Price and value (50%), brand reputation (34%), and the trustworthiness of the influencer (30%) are the top factors driving these decisions.
Sapna Chadha, VP of SEA and South Asia Frontier at Google, noted: “Consumers are going to creators to discover information about brands. The difference now is that they are moving from passive discovery to really immersing themselves in an entirely new shopping experience.”
Social media has overtaken traditional outlets as a news source for most people under 40. Seventy-one per cent of Gen Z say they now get news from social media platforms.
AI agents disrupt the buyer journey
The report highlights growing comfort with AI-powered agents that can autonomously carry out tasks — from scheduling appointments to ordering groceries. OpenAI’s Operator and Google’s Project Mariner are already reshaping the customer experience.
Twenty-four per cent of consumers are happy for an AI agent to handle their shopping, rising to nearly a third among Gen Z. Still, consumers value human connection. Forty-one per cent say emotional connection is something only humans provide, and 40 per cent cite empathy and understanding.
Debra Aho Williamson, Founder and chief analyst at Sonata Insights, said: “Soon, consumers will not even need to go to an AI platform… Instead, they will have an AI agent perform a task on their behalf, and the results will be delivered to them.”
WARC recommends that brands optimise for AI-generated discovery while preserving human support across customer service and marketing channels.
Health-conscious choices go mainstream
Consumers are becoming more proactive about wellbeing, especially when it comes to diet and supplementation. GWI found that 77 per cent of consumers are concerned about the health risks of ultra-processed foods, and 31 per cent purchased vitamins or supplements in the past month, up from 24 per cent in 2022.
Alberto Romano, Global Consumer & Shopper Planning Collaboration Manager at Diageo, said: “Whether it is wellness-orientated food or clothing designed for comfort and emotional wellbeing, brands have the opportunity to carve out unique and meaningful roles.”
Younger generations reframe how they connect socially
Rising costs and changing priorities are pushing Gen Z and millennials toward interest-led activities over traditional socialising. Half of Gen Z (51%) and millennials (50%) say they play board games at least once a month, while outdoor activities, sports, and wellness are also on the rise.
Colleen Ryan, Partner at TRA, said: “We have moved from traditional systems to connecting with people whose interests are shared… this presents a challenge but also an opportunity”
WARC suggests brands look to build communities around shared passions, using pop-ups, events, and workshops to create opportunities for interaction and visibility.
The full Consumer Trends Report 2025 is part of WARC’s Evolution of Marketing programme and is available now to subscribers.