2025年趋势之书：十大消费趋势及品牌应对策略

A Year of Reinventionand Connection Looking back, 2025 used to feel like somethingway off in the distance, a year that marketers,statisticians and scientists were constantlyforecasting toward. And now, just like that, 2025isHere. patterns, topics and trends in both consumerbehavior and data. We started to notice somethingvery special emerge–a pivot away from theYou’ll notice that our 2025 Little Book of underlying theme of “reset” and a larger focuson reinvention, connection and revitalization.In 2025 consumers are looking to community andconnection to help them move forward positivelyand that brands were looking to do the same.Trends focuses much more on how brandsare responding to this current consumerneed. Brands are reinventing their events,messaging, and experiences to build deeperconnections with their audiences and fostera sense of community. This trend reflects apowerful shift—brands aren’t just marketing toconsumers; they are embedding themselves into what truly matters. you’ll see there is so much learning and living todo. We’re so excited to have you turn the pageand be inspired. Our top 10 trends also filterinto several microtrends thatwe’ve been tracking over thelast six years: Consumer movement to transform their presenttoward more spiritual, emotional or ethical growth.Food-Economics The desire to improve one’s own well-being.Wellnessment The combining of technology and wellness—beit physical, mental or emotional—to improvea consumer’s way of being. Food and beverage brands’ continued need toup their game in an increasingly crowded market.Minimalizing in an otherwise overloaded and complex society.Immersion Fascination advanced offerings humanized. or company in unique ways.P.C. Pivoting something completely new. product or experience post-COVID in order tomaintain and manage new expectations and needs. in all areas of their lives. DreamscapingEconomy As consumers aim for a betternight’s rest, brands look tooffer some sweet dreams You may or may not have heard the termThis isn’t going unnoticed by brands. BothSleepmaxxing endemic and non-endemic brands are tappinginto the widespread demand for quality slumber.Expect to see more sleep-related offerings inthe upcoming year. Once you get past thehigh-tech mattresses and purple melatoningummies, a whole bevvy of products andservices awaits, from sleep-enhancing cereal, “sleepmaxxing” in social media. The termencompasses techniques ranging from pre-sleepmeditation to magnesium supplements andmouth tapes, all aimed at ensuring consumersget the best out of their nightly Zzzs. And as the definition of health has broadened toinclude physical, mental and holistic well-being,we’re recognizing that sleep is important to allour health goals. Americans have gained over25 more minutes of sleep per night since 2003.While that might seem small, it’s seen as a majorchange in consumer behavior as we continue tojuggle our hectic schedules, screen-time stress, CuratedTrend 02 Connection Consumers are settingboundaries for digital andin-person experiences it’s not going anywhere anytime soon. It’s hardto believe that the tool is still quite young, yetit’s managed to become a necessity for manyto both make connections and stay connected. are seeing impressive growth. They clearly gotthe memo: users want intentional, meaningfulinteractions rather than algorithmic feeds.As we learned in our We Know Experiences: consumers want genuine connection.As we enter 2025, it’s comforting to seethat consumers are setting new expectationsand demands on how their online and offline own global research fielded earlier in 2024,66% of consumers find they are posting andcommenting less on social media,* due in partto the copious amounts of spam, recycled postsand AI-created content making it hardto connect with others in a meaningful way. Interactions platforms to foster real connections. Apps likeTimeleft, which matches people with similar* Source: Momentum Worldwide advanced offerings Educ(AI)tion AI is entering theeducational sphere,and it’s a good thing and students regardless of country. Teacherscontinue to work and support their classroomswith limited resources, but help may be on thehorizon from an unexpected ally, AI. the control genuinely lies with the teacherand student. Teachers will be able to focusmore on the growth of each of their students.And students can learn at a pace that suits them. We think so. and personalized. Take, for instance, theNorwegian education tool Curipod, which hassecured $4.8 million to help teachers createinteractive lessons. Searches for the platformhave soared by 767%. But it’s not just teacherswho are getting a helping hand; students arealso finding their tools. TutorAI, designed to help Sophisticated Sips,Trend 04 Reinvented RTDs Ready-to-Drink(RTD) spirits areseeing an evolution pandemic for their portability and convenience.They remain the fastest growing segmentin alc-bev based on their iterative a