2025年消费者趋势

CONSUMERTRENDS IInnssiigghhttss ttoo iimmpprroovvee eevveerryybbrraanndd eexxpeperriieennccee Understand.Engage.Thrive.In 2025. As 2024 winds down, 2025 waits in thewings with new and old challenges formarketers. Whether it’s macro trendslike a new president or continuedeconomic pressures, or micro trendslike shifts in media consumption,signal loss, orAI in advertising creative,marketers are expected to be futurists,anticipating where the opportunitiesand threats lie for their brand eachnew year. First,the consumer path to purchasewill continue to evolve… rapidly. Second,the power of a brand todrive consumers to purchase will onlygrow as more marketers understand itsconnection to performance. Third,successful marketers willdiversify their campaigns to increaserelevancy, tapping into strategieslike personalization, targeting, andcontextualization. Today,retail is heating up as inflationcoolsbut some consumers are stillholding offon major purchases.Meanwhile, Google decided that thecookie could stay, and TikTok and othersocial media platforms became serioussearch contenders. This report examines the forcesshaping these and other dynamics inthe coming year. With these insights,we hope to empower you and yourbrand to better understand modernconsumerism, so you can engage What does this mean for advertisers?They must be ready for shifts and movefast when they happen. While we can’tpredict the future, we do see somekey themes emerging from our 2025Consumer Trends report. TRENDSCONSUMER225 General outlook How do consumers feel about thegeneral state of the world for 2025 andbeyond? What are their top concernsand areas of optimism? Personal finances How do consumers feel about theirpersonal financial circumstancesheading into 2025? How does thiscompare to 2024? METHODOLOGY DISQO surveyed 2,988 US adults(18+) from our first-party, identity-based audience from August 30to September 12, 2024. The datainforming the report was balanced onage, sex, ethnicity, and income andweighted to represent theUS population. Advertising What media channels are mostinfluential in driving purchases? And,on which platforms do consumersfind advertising the most entertaining,informative, or irritating? More than 2.3 million people haveopted in to share their brandexperiences with DISQO, empoweringclients to cultivate deep insightsabout their target audiences andto perform objective, single-sourcemeasurement of ad effectivenesson attitudes and digital behaviors. Media What is next in cable and satelliteTV subscriptions? How many streamingservices do people subscribe to, and willthat change in the new year? Brand experience What shapes brand experience most?What drives brand loyalty? What arethe categories in which a brand nameis most important? General outlook As we head into a new year, with a new president and half a decade out from the start of theCOVID pandemic, we see consumers settling in and feeling a little better about the future. Theyare slightly more optimistic about 2025 and the next five years than last year. We see a slightuptick in positive and neutral sentiment and downturns in negative sentiment. Those who feltvery negative about the approaching new year saw the most significant decline at sevenpercentage points. Consumer sentiment appears to be slowly rebounding following a turbulent few years. This shifttoward optimism presents an opportunity for brands to re-engage consumers who may be morewilling to open their wallets in the coming year. How do you feel about wherethe world is headed in 2024?In the next 5 years? Optimism across groups 40%of Black consumersfeel good about 2025 There were few differences in optimism among incomegroups, but we do see that Millennial (34%), Black(40%), and Very Liberal (46%) consumers were moreoptimistic than their peers about 2025. Overall, peopleexpect things to improve over the next five years.Boomers’ growth in optimism is especially notable,with only 22% feeling optimistic about 2025 and 36%feeling good about the next five years. How do you feel about wherethe world is headed in 2025? The economy remainsconsumers’ top concern As we look toward 2025, consumers arebalancing a range of significant concernsalongside cautious optimism. Across alldemographics, anxieties persist aroundinflation (63%), a potential recession (52%),and geopolitical conflicts (48%). Theseworries are particularly pronounced amongGen X and Boomer consumers, who are moreapprehensive about economic decline. Theonly outliers are Very Liberal people, who citeclimate change and women’s rights as theirtop concerns. While AI promises to be an increasinglyimportant topic in the coming years, it’s notyet at the top of people’s concerns. Whencomparing the results to our 2024 ConsumerTrends report, fewer people are concernedor optimistic about the technology. However,with its current predicted trajectory ofreachingalmost 117 million usersin the USin 2025, expect AI to rise as a driver of bot