WARC Forecasts a More Polarised, Purposeful Consumer Landscape

WARC’s 2025 Global Consumer Trends report highlights how economic bifurcation, creator-driven trust, AI agents, wellness priorities, and shifting social behaviours are reshaping brand strategy.

Jul 24, 2025

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A More Intentional Consumer

The 2025 Global Consumer Trends report from WARC reflects a consumer landscape marked by heightened intentionality. Economic instability, technological disruption, and shifting cultural norms are prompting people to reassess how they spend, connect, and consume. The study, based on GWI surveys spanning 54 markets and WARC’s own research, identifies five dominant forces likely to influence purchase decisions in the coming year.

While uncertainty is not new, the combination of persistent cost-of-living pressures, geopolitical trade tensions, and rapid adoption of AI is accelerating behavioural divergence. The wealthiest households are consolidating spending power, while those on lower incomes are forced into value-driven trade-offs. Simultaneously, trust is migrating away from traditional institutions and towards individual voices, while wellness and meaningful social engagement are redefining the boundaries of consumer experience.

For marketers, these trends de…

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