2025 Summer Outlook for Consumer Trends
Mediastruction’s approach to media planning starts with audience insights. We like to know what a brand’s audience is doing and thinking/behavior and attitudes – what messaging and positioning attributes appeal to them; what the audience is watching and listening to. And how their audience differs from their competitors’ audiences.
This week, our research tool, Resonate, shared a report forecasting consumer trends for the summer of 2025. Check out some of the key takeaways below.
The Privacy Focused Consumer: This cohort is overwhelmingly older – Gen X, Boomer and Silent generations over index. They care about nature; obeying laws and fulfilling obligations; and want freedom to be creative.
Brands and consumers are stressed. Feeding that is: cataclysmic weather; a potential TikTok ban and rising prices. Americans are seeking calm.
Brand loyalty is down 28%. Consumers will continue to look for ways to stretch their budget with the best deal possible. One silver lining is loyalty programs: Consumers who do take part in loyalty programs are expected to increase participation levels because they see value “without the hassle of the haggle.”
Social media usage will increase, by as much as 10%. Streaming and gaming will also continue to shape purchase decisions and brand engagement.
And, yet, consumers will expect privacy protection, along with personalization. With AI rapidly developing, balancing personalization with privacy will continue to be a fine line for brands.
Consumer activism is on the decline. 60% of consumers are expected to tune out of “cancel culture” content.
There are three developing personas of which brands should take note:
The Always On Gamer: Including Millennials and Gen Zers, this group views gaming as a conduit for tasks and goals. Modern gamers are split pretty evenly among sexes. Representing more than 50% of the population, always-on gamers are technology first-adopters. In the next 12 months they’re looking to buy smart appliances and smart alarms. They relate to themes of adventure; novelty and stimulation; acquiring wealth and influence; being in charge and directing people.
The Wellness Seeking Consumer: This cohort is pretty evenly spread across generations, from Gen Z to Silent. They like to exercise for wellness, purchase health & beauty products. They use mobile apps to support their wellness interests.