2025 Consumer Trends: Insights from 700+ Consumers

The rapidly evolving landscape of consumer behavior is reshaping the way businesses interact with their customers. From the advent of AI to the emergence of social commerce, staying abreast of these trends is crucial for businesses to remain competitive in the market. HubSpot’s annual Consumer Trends Report provides valuable insights into the shifting preferences and expectations of consumers, offering a roadmap for businesses to navigate this dynamic environment effectively.

Meet the Future Consumer

The future consumer is characterized by their digital savviness, with a preference for mobile commerce and social media platforms for product discovery. Younger generations, in particular, rely on influencer recommendations and short-form video content for inspiration. Traditional search patterns are being disrupted, with consumers increasingly turning to social media and AI chat for information.

Consumers today seek diversity in their interactions with brands, including more payment options and channels for customer service. While AI adoption is on the rise, there remains a level of skepticism among consumers regarding the technology. Beyond convenience, consumers are placing greater emphasis on sustainability, social advocacy, and data privacy when making purchasing decisions.

Digital Media Trends

1. Social Commerce is Growing: Social media platforms have become pivotal for product discovery and purchasing, with platforms like Instagram, Facebook, and TikTok leading the way.

2. Gen Z Embraces New Social Media Platforms: Legacy platforms like Facebook and Instagram are facing slower growth, while newer platforms like BeReal, Twitch, and TikTok are gaining popularity, especially among younger users.

3. Search Behavior is Changing: Traditional search engines are facing competition from social search and AI-enabled platforms, reshaping how consumers seek information and products.

4. Economic Uncertainty Impacts Spending: With economic uncertainty looming, consumers are tightening their budgets and prioritizing essential purchases over discretionary spending.

5. Data Privacy Reigns: Consumers are increasingly concerned about data privacy, expecting transparency and control over how their information is collected and used.

6. Consumers Divided on Social Advocacy: Opinions vary on whether brands should engage in social advocacy, with consumers expressing preferences for brands that align with their values.

7. Sustainability Takes Center Stage: Sustainability is a key consideration for consumers, influencing their purchasing decisions and driving demand for eco-friendly products.

8. AI as Personal Assistant: AI is transforming customer service and sales, offering personalized solutions and self-service options for consumers.

9. Omnichannel Experience: Consumers expect seamless integration between digital and physical shopping experiences, emphasizing convenience and consistency across channels.

10. Mobile Commerce Dominates: Mobile phones have become the primary shopping device for many consumers, particularly Gen Z.

11. Memories Over Materials: Consumers are prioritizing experiences over material possessions, driving growth in sectors focused on experiential offerings.

12. Influencers Are Here to Stay: Influencer marketing continues to be a powerful strategy for brands, with a significant number of consumers relying on influencer recommendations.

13. AI Adoption and Trust: While AI adoption is increasing, trust in AI tools remains a challenge, requiring businesses to build trust and transparency with consumers.

14. Payment Preferences: Consumers seek diverse payment options, including installment plans and subscription models, to enhance convenience.

15. Authentic Content: Consumers value authentic and relatable content, favoring authenticity over polish in marketing materials.

As businesses navigate these evolving consumer trends, understanding and adapting to these shifts will be critical in meeting the changing needs and expectations of customers. By leveraging the insights from HubSpot’s Consumer Trends Report, businesses can position themselves for success in a dynamic and competitive marketplace.