The increase in the cost of life, the economy of influencers and the creation of content or artificial intelligence are some of the factors that are impacting the purchase and expense decisions of consumers, according to a new report of trends in trends WARC

The consultant has explored user behavior and collects the conclusions in the study “2025 Global Consumer Trends”. This is based on WARC analysis and also in research and surveys conducted by GWI in 54 different markets over the last months. Thus, it has identified five major trends that will affect the consumption of the various categories and the choice of brands throughout the next year.

The report transfers the impact of the persistent climate of economic uncertainty and unpredictability in the face of tariff policies in consumers, of which it points to more aware of your expenses And assuming an greater on the way they consume information, manage their well -being or connect with others.

These are the five great trends in the behavior of consumers, according to the “2025 Global Consumer Trends” of WARC:

The cost of life drives the white brand

The inflation and high cost of life are Polarizing purchasing power and increasing the wealth gap, which derives in a divergence in consumption habits. And tariffs could accelerate the trend as they negatively impact the use of sectors that depend on imports.

In this sense, there is an increase in the popularity of the products of White brand, or that reflects the disposition of consumers to change brand to obtain a better value for money. According to GWI data, 55% of low -income households worldwide claimed to prefer to pay less for a cheaper white brand product than to pay more for a manufacturer brand.

That is why some companies are starting with Bifurcar your offers to attend both low -income and rich households. However, companies can also respond to the situation reassessing their target audience and adjusting price strategies to adapt them to demand changes. In the same way, the value proposals for the different segments can also be re -evaluated and align the communications accordingly.

Credibility of content creators

Consumer attention, especially new generations, is moving from traditional means to non -traditional means, and Content creators and influencers In social networks they gain ground, as well as sources of recommendation and impact forces on purchase decisions.

According to the WARC report, 47% of social network users claim to have purchase during the last year based on the Influencers recommendationsand highlighting confidence in these as a key factor of the decision.

This must encourage marketing professionals to Explore collaborations with creators and take advantage of their individual opinions, as well as their scope and reputation. Creators and influencers must be part of the media mix to get their messages to their audiences, always watching out for brand safety.

AI adoption

The artificial intelligence It is already part of consumer’s day to day, and it is expected that the generalization of AI agents They may transform the way people interact with brands, since they can make decisions for them and perform some tasks autonomously.

Alluding to Salesforce data at the end of last year, the analysis of the consultant notes that 39% of US consumers feel comfortable with the dating programming by AI agents; While 24% feel comfortable with which it is the agents of AI who make their purchases.

This will force brands to strengthen their proposal around human contact as a formula to differentiate themselves from technology and Promote connection and empathy to boost customer interaction. That connection is precisely the most prominent factor in the difference between the relationship with humans and AI.

Concern for health

Technological advances in the field of health and concern for it are pushing consumers to adopt greater control over your health, with special interest in preventive medicine and aging. That is why users are increasingly allocating products such as vitamins, supplements or functional drinks, and moving away from ultraprocessed foods.

In this regard, the consultant points out that marketing professionals can respond by highlighting the Nutritional benefits of your productS, using packaging labeling or communications, focusing on their role in a balanced lifestyle.

Food is one of the categories that are most impacted being seen by this trend, and a great ally can be found in innovation. Thus, the development of healthy alternatives to traditional products and presentation of these as linked to enjoyment and indulgence is a way to navigate the context.

The promotion of social connection

After a few years marked intensely by virtual interaction, consumers increasingly value the human connection and the time they spend face -to -face with other people. This is causing increased preference for significant activitiesas festivals, and the rise of initiatives, both online and offline, which imply a community around concrete interests, such as sport or well -being.

In addition, according to the increase in the cost of life, many consumers are opting for alternatives to traditional nightlife. Thus, they bet on the evenings of board games. GWI data indicate that 50% of millennials and gene generation play at board games at least once a month.

There are opportunities in this trend for brands. Mainly, the creation of spaces and connection moments through experiential activations. Also the identification of new contact points to help boost the visibility and mental availability of the brand.