Discomfort and distrust are two feelings that could describe the current citizen. Two feelings that seem to have chronified and that, added to an already constant uncertainty, mold the way in which people perceive reality, They relate to the present and, of course, how they behave.

Specifically, the current consumer has adopted a focus focused on the present that the agency VML The Cocktail has called the “Beltered”, as he collects in his new trend report. Mainly that mentality is characterized byR Prioritize the immediate and enjoyment about the traditional search for long -term quality of life. All this in a context in which the traditional concept of quality of life has collapsed.

The agency concludes in “Trends reviews 2025”, A study with which it offers a panoramic view of how the consumer has evolved throughout the year and the implications it now has for the brand. To do this, it has analyzed another 300 reports and research conducted to Spanish users in recent years.

Next we collect the forces identified by VML The Cocktail and that influence that desire to “well live” of the consumer:

Squeeze them available

The current consumer seeks to provide meaning to the present and for this he focuses on maximizing what the environment offers. This is characterized by a Intensive attitude of immediate “ of the available and that grants the sensation of productivity of the present.

Also, at this time the user is characterized by the optimization of oneself, Trying to value the subject itself and “be ready”, understanding the body and the individual as a tool. This prioritizes interest in physical care and well -being, but also for mental and emotional.

What is translated for brands:

• There is a reformulation of leisure experience, since it is dyed productivity and the search for some kind of return.
• There are opportunities to offer tools or services that allow monitoring optimization and maximization.
• Interest grows in everything that provides a feeling of progress
• Interest in training and education grows

New perception of the future

The consumer has a presentist attitude, mainly due to the enormous uncertainty that is perceived about the future. And this causes people Do not want to compromise or sacrifice their present For his I of tomorrow, however, he does seek strategies that help him guarantee some security in the future.

In this sense, it is committed to activate different types of levers. On the one hand, the so -called “gold bullet”, which means betting everything to a single route, such as oppositions. On the other, adopt small efforts They work for the future, but have an immediate benefit, such as embraceing sustainable habits or well -being practices. Finally, limited bets are also contemplated, that is, minimum investments in uncertain opportunities, such as cryptocurrencies.

What is translated for brands:

• Habit and behavioral guidelines are prioritized above the construction of a lifestyle.
• Flexibility must be provided at a time when the route to the future is being redefined
• There is a connection opportunity to advance the feeling of certainty, especially regarding small efforts to bring the future closer
• Dynamize fantasy through competitions or raffles, experiences that are not compromising

Housing re-evaluation

Housing, That until recently it was the pillar of the vital project of previous generations, it is redefining its presence in people’s lives. Thus, it is being oriented towards a more functional and operational perspective, less symbolic, with
Less attachment, and looking for benefits that go beyond housing as a “cabin.”

In recent years the price of housing has risen disproportionately with respect to the increase in salaries. Which implies that with the same budget effort you have access to a home of worse conditions. In this sense, The level of effort and dedication is reduced that the consumer is willing to do for the house.

What is translated for brands:

• It seeks to productive housing, so that you want to take advantage and performance of the home
• Housing is understood as a facilitation space for the relationships, habits and behaviors of the individual. Services and community are prioritized more than the object itself

The value of mental health

The last years have been marked by mental health, but the conversation has varied. If in 2020 the intention was to make visible it, now it is intended materialize, rationalize and preserve, preventively identifying signs and symptoms and adopting measures.

This means, on the one hand, a greater direct connection between mental health and categories such as food or sport; and on the other, that mental health becomes the universal justification of vital decisions. In this regard, greater concessions are made in categories such as luxury, travel or beauty and aesthetic medicine.

What is translated for brands:

• Mental health begins to address in a similar way to the body, from the
  prevention and habits
• Spaces are opened for figures that could have an active role in prevention, beyond psychologists and psychiatrists
• Products and services can make a difference in the management of best mental health practices

Changes in purpose

The preeminence of the presentist mentality forces brands to find territories more focused on the present, but at the same time to continue creating future keeping faithful to its purpose. In this sense, consumers are connecting with brands that help them feel that they are taking advantage of the present and that they are a vehicle that enhances their current experience. This occurs fundamentally through innovation, entertainment and improvement of experience.

Regarding the future and purpose, brands must be able to adapt to the deconstruction of traditional concepts and that they no longer apply in the current reality. This implies reorienting purposes as the approach and mentality on issues such as sustainability or diversity change.

What is translated for brands:

• Opportunities to impact on the immediately through experience, entertainment and innovation
• Facilitate and maximize the accessible, challenging the boundaries of the category or establishing alliances
• Maintain the purpose as the responsibility of the organization and as a connection with the future

Artificial intelligence

In the context of “well to” artificial intelligence It can be perceived as a threat that the present can compromise, for example, removing work; o It can be perceived as an element that helps optimization and maximization of capacities.

Gradually consumers are adopting artificial intelligence, mainly from a functional perspective, that is, to improve operability and efficient processes. However, there are also other higher applications and with a view to enhancing their creativity, their interaction with the environment and other people and to boost their abilities.

What is translated for brands

• The commitment to AI must continue to be “invisible”, that is, the value must reside in the improvement of the experience provided, not in the technology used
• Brands can play a key role in the normalization of AI, as well as in accessibility and democratization of uses

The presence of care

The care of carewhich directly affects the viability of the desire to live is the protagonist of much of the life of citizens, and it is barely a territory attended by brands. It is also a sphere that covers aspects such as domestic management or finance, Ry that can be addressed from different angles, such as the support when the caregiver’s well -lived, support for the practice of care and delegated management of services.

What is translated for brands:

• Opportunity to address care from the conceptualization of the product and service, the development of solutions, the relationship model, etc.
• Address the relationship with the client from the perspective of care and what is pertinent for it

More info.: VML The Cocktail Trend Review 2025