Chaos, confidence, and consumer shifts in the USA.
Making sense of the new world disorder.
As we step deeper into 2025, it’s clear that brands can no longer rely on outdated assumptions about consumer priorities. The economic, social, and political landscape continues to shift beneath our feet, forcing businesses to rethink how they engage, earn trust, and create value in an era of uncertainty.
At our latest US webinar, Navigating the New World Disorder, we uncovered key consumer shifts that brands must address to stay relevant. Here’s a glimpse at two of the most critical trends shaping the future.
Tight budgets, big dreams.
How consumers are battling financial uncertainty.
Inflation, economic instability, and stagnant wages are pushing financial security to the forefront of consumer concerns. 42% of Americans now say they can only afford the essentials, or worse, struggle to do so. Only one in five people can afford the things they want without worry, while four in ten rely on strict budgeting to make ends meet. This shift in spending habits
While careful budgeting may seem necessary, it’s taking a toll on mental and emotional wellbeing. Constantly worrying about money and feeling unable to enjoy simple pleasures creates stress that affects more than just our wallets. Financial strain has become a heavy burden, and it’s clear that balancing both finances and mental health is more important than ever.
How brands should respond.
Brands must recognize that affordability and value are now non-negotiable. But that doesn’t mean racing to the bottom on price. Companies like Chipotle are absorbing rising costs rather than passing them onto customers, while The Ordinary has empowered consumers to choose their own discount level. Luxury brands, too, are adapting, spotlighting lower-cost products that maintain aspirational appeal. Brands that offer meaningful value without compromising quality or experience will build trust and long-term loyalty.
Alone together.
Why consumers crave community and how brands can help.
Despite living in a hyper-connected world, 50% of 16 to 24-year-old Americans report feeling lonely often, a striking statistic that brands can’t afford to ignore. Loneliness is no longer just a social issue, it’s a powerful market force, influencing everything from digital engagement to brand loyalty and purchasing behavior.
More than 1 in 2 Americans are looking for connection and community, particularly those who often feel lonely. They want to engage with the world around them and contribute positively. Interestingly this same group is more likely to see social issues, such as feminism, LGBTQ+ rights, and diversity initiatives, as beneficial to society.
How brands should respond.
The opportunity isn’t just about digital engagement, it’s about creating real-world moments that bring people together. Brands like McDonald’s have tapped into nostalgia and family connections with its Grandma McFlurry campaign, while Converse has revitalized local skate parks to encourage in-person interaction. Community-building isn’t just a marketing gimmick, it’s a business imperative.
So, what’s next?
Financial anxiety and social fragmentation are reshaping consumer priorities at an unprecedented pace. Brands that succeed in this new world will be those that offer security, trust, and meaningful connection, without losing sight of commercial realities.
Want the full picture?
Watch the webinar recording now and explore the foresight that is defining 2025.
For tailored foresight on how these trends impact your business, reach out to our US team. Let’s talk about how we can help you navigate the future with confidence.
