As we look ahead to 2025 and beyond, the consumer landscape is in a state of constant flux, requiring brands to adapt and evolve to stay relevant. Mintel’s latest Global Consumer Trends report sheds light on the three key layers that are defining this transformative period: “The Home: Under Construction,” “The Community: Linked Lives,” and “The Globe: Tradition in Transition.”
The Home: Embracing Imperfection
The notion of the “ideal home” is being challenged as consumers grapple with housing affordability and seek to find comfort and authenticity in their living spaces. Mintel’s research shows that 79% of UK adults would rather focus on small upgrades than full home renovations, as they look to celebrate the imperfections and individuality of their homes rather than chasing an elusive perfection.
This shift is driven by the pandemic’s disruption of traditional household routines, the rise of remote work, and the growing need for personalisation and self-care within the home. Brands are stepping in to inspire and support this new era of home life, where the focus is on the smaller, yet meaningful, elements that shape our daily experiences.
The Community: Linked Lives
In the face of ongoing uncertainty and change, consumers are seeking stronger, more sustainable connections to help them navigate the future. The pandemic’s impact on loneliness has fuelled a resurgence in hobbies, passion pursuits, and intentional community-building, both online and offline.
Brands are increasingly seen as part of consumers’ support systems, helping to create spaces where individuals can express themselves, feel valued, and engage positively with one another. From fitness communities to virtual libraries, brands are embracing their role in fostering a sense of belonging and empowerment among their audiences.
The Globe: Tradition in Transition
Rapid changes in technology, health, and the environment are causing significant disruption, forcing consumers to reconcile their moral values with their basic needs. Brands must be acutely aware of this shifting sentiment and respond with solutions that address immediate concerns while also prioritising long-term wellness and sustainability.
As climate change, conflict, and wealth inequality continue to shape the global landscape, brands will need to embrace this inevitability and adapt to remain relevant. From embracing proactive sustainability initiatives to leveraging AI responsibly, brands must navigate this transitional period with a focus on transparency, safety, and accessibility.
Opportunities for Growth
These macro trends present a wealth of opportunities for brands to connect with consumers in meaningful ways. By understanding the evolving needs and preferences of their target audiences, brands can develop innovative products, services, and experiences that truly matter in the years to come.
At Frost, we’re excited to work alongside our clients to uncover and capitalise on these growth opportunities. If you’re interested in learning more about how these trends can impact your brand’s strategy, we’d be more than happy to chat.