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1、2025 UK consumer trends reportEssential insight for the year aheadIntroduction This years consumer trends survey comes at a pivotal time;following the Labour partys return to power and the announcement of the Budget.While Labours plans include consumer-friendly measures like an increase in the minim

2、um wage,critics fear extra burdens on businesses will potentially lead to job losses.The data reveals a mixed reaction from consumers to the new government,with high earners anticipating a buoyant 2025,while Gen Z consumers are dubious about their economic prospects.With this sentiment influencing t

3、he way consumers behave,brands must adapt their approach.This report tells you what you need to know.Survey sampleThe data in this report comes from a nationally representative survey of 1,000 UK consumers aged 18-65.It was conducted on the Attest platform during November 2024.Google has dominated t

4、he search engine market for over two decades but things are changing fast.Trend 1 AI is changing the online shopping journeyOur data shows that 37%of UK consumers under 40 years of age use AI at least half of the time they do a search-thats twice as many as the 16%of over 50s who frequently use an A

5、I search engine.Among younger consumers,habitual use of AI for search(used“most”or“all”of the time)stands at 21%,which shows how quickly new behaviours can become engrained.AI has hit the scene in a big way with the likes of Chat GPT Search,Copilot and Perplexity,and adoption among younger consumers

6、 is happening rapidly.AlwaysMost of the timeHalf of the timeSome of the timeRarelyNeverHow frequently consumers use AI for search 37%of under 40s frequently use AI for search4%13%11%18%27%27%Younger consumers have also embraced AI shopping assistants and chatbots;31%say theyre likely to use one on a

7、 brands website or app.Thats in contrast to 15%of over 50s.But its not just age that influences use of AI technology,gender does too,with men showing a slightly higher preference for it than women.Meanwhile consumers with a household income over 75,000 are significantly more likely to use AI during

8、an online shopping journey than lower earners;40%use it for search(versus 27%of consumers with an income 75,000)and 39%are likely to use a shopping assistant/chatbot(versus 22%).Consumer liklihood to use an AI shopping assistant or chatbotVery likely:5%Somewhat likely:19%Neither likely or unlikely:2

9、4%Somewhat unlikely:25%Very unlikely:24%What this means for brandsAI search engines and AI shopping assistants will play an important role in product discovery in 2025,with the latter being especially relevant for brands selling on marketplaces.Tools like Amazons Rufus help shoppers by answering que

10、stions and making recommendations so they can be highly influential on purchasing decisions.Search engines and marketplaces are the two most common starting points for online shopping journeys.Where consumers start an online shopping journeyOnly 18%of consumers typically head straight for a preferre

11、d brands website when they want to buy something,which is a-3 percentage point decline on last year.This means brands must invest in AI-specific SEO tactics such as crafting AI-friendly content,gaining coverage on media outlets used to train AI systems,and obtaining reviews.Its worth noting that con

12、sumers who frequently use AI for search are far more likely to shop online than those who rarely or never use it;only 13%show a preference for in-store shopping for non-food products(versus 24%).Reaching this audience of active online shoppers will therefore help brands to achieve ecommerce success.

13、38%Marketplace33.5%Search engine18%Brands website9%Social media1%Voice assistantGen Z find themselves in a state of flux,unsure how or if the Labour government will make a difference.Trend 2 Gen Z consumer confidence has been dented Theyre the demographic most likely to say they feel neither positiv

14、e or negative about the government(32%),although negative sentiment outweighs positive(43%versus 25%).This age group(18-27)remain unconvinced by the governments economic plans,with half lacking confidence to spend.This is already having an impact on Gen Zs spending habits;theres been a+6 percentage

15、point increase in cautious spending since last year(to 39.5%)and a corresponding-6 pp decline in spending freely(to 36%).43%of Gen Z feel negatively about the governmentHow confident Gen Z consumers feel about spending based on economic policy Gen Z are the demographic least likely to describe thems

16、elves as financially secure(41%versus 33%who feel insecure),however,overall positivity among this age group is highest at 73%.Year-on-year data shows the strength of feeling has eased,though,with a-4 percentage point decline in those who feel“very positive”,to 24.5%.6.5%Very confidentSomewhat confid

17、entNeither confident or unconfodentSomewhat unconfidentVery unconfident18%26%37.5%12%With economic confidence wavering,Gen Z are looking for savings where they can,with 71%likely to select a cheaper brand over their favourite at the moment.Meanwhile,theyve become less receptive to marketing,with a-9

18、 percentage point decline in the number who are happy to receive daily emails from brands(to 10%).How often Gen Z consumers are happy to receive marketing emailsDaily:10%Several times a week:20%Once a week:26%Once a fortnight:11%Once a month:12%Less frequently than once a month:9%Not at all:11%What

19、this means for brandsAs Gen Z consumers face an uncertain future there may be an opportunity for brands to step in and reassure them.This demographic shows the highest trust in brands,as well as the most desire for brands to take a political role in society.Nearly 44%of Gen Z trust big global brands

20、 to put consumers before profits(versus 30%who distrust them).But trust in purpose-driven brands is even higher:60%trust brands with a specific agenda,while just 12%distrust them.Only 17%of Gen Z say they dont want brands to be political,while increasing numbers would like to see brands take action

21、on issues like climate change(+5pp to 35%),womens rights(+5pp to 31%),and poverty and inequality(+4pp to 44%),while racism remains a top issue for 42%.Gen Z also show an+8 percentage point increase in desire for reassuring and thought-provoking brand messaging(to 40%and 44%respectively),although mot

22、ivational messaging remains king for 52%.MotivationalEducationalHumourousReassuringInclusiveThought-provokingType of marketing messaging Gen Z consumers want from brands 52%44%44%40%36%34%Social media remains the best place to target Gen Z.This demographic over-index for interacting with brands on a

23、ll platforms,except Facebook,which is the domain of Millennials.Instagram is the premier platform for Gen Z engagement,used by 70%(up by+6pp),followed by TikTok(59%).Social has also strengthened its position as a Gen Z shopping destination;following a+4pp increase,16%typically start a shopping journ

24、ey on social media.Achieving net-zero emissions by 2030 is one of the defining missions of the Labour government,and consumer support for action on the environment remains high.Trend 3 Climate change will be a 2025 watchword Behind poverty and inequality,climate change is the top issue consumers wan

25、t brands to take a stand on.Nearly 36%of consumers say they want brands to represent environmental issues,with older consumers and higher earners especially keen on it(39%of over 50s and 42%of consumers with an income over 75,000).Concern about animal welfare and wildlife conservation is also high o

26、n the agenda(30%).36%of consumers want brands to act on climate changePoverty and inequalityClimate changeAnimal welfare and wildlifeconservationRacismWomens rightsDisability rightsAgeismLBGTQ+rightsDont want brands to be political45%36%30%29%23%19%11%10%22%What issues consumers want brands to repre

27、sentConsumers environmentally-friendly behaviorsAnd despite inflationary pressures,we also see an increased willingness to pay for environmentally-friendly products.Last year,41%of consumers wouldnt pay anything extra for a green product,but that figure has decreased to 37%.Gen Z are the most willin

28、g to pay a premium (77%say theyd pay more).Meanwhile,buying from environmentally-friendly brands has increased,with 22%of consumers claiming to actively do it(up from 19%).Again Gen Z over-index for this,with 26%stating they buy green brands.The top environmentally-friendly behaviours practiced by U

29、K consumers are recycling(78%)and using less single-use plastic(47%),while 10%of consumers claim to drive an electric vehicle,up from 8%last year.Recycling:59%Buying fewer things:36%Using less single-use plastic:33%Reducing car usage:27%Buying from green brands:20%Eating more plant-based food:17%Tak

30、ing fewer flights:15%Using a green energy supplier:8%Driving an electric vehicle:7%What this means for brandsLeading with environmental messaging will be topical as the government pursues its plan to decarbonise the electricity grid and reach 100%renewable energy.Although-a word of warning-reacting

31、to changes in the economy at large will be important.Consumers are more sensitive to the immediate threat of rising prices than the longer term one of climate change.Nearly 60%agree that managing the cost of living is more important than worrying about climate change.Only 16%of consumers disagree wi

32、th this sentiment(with 24%on the fence).With that said,the 22%of consumers who say they actively buy from environmentally-friendly brands over-index for currently spending freely(36%),and a huge 89%of them are willing to pay more for green products.This makes them a valuable segment for brands to go

33、 after.But where to find these consumers?Shoppers who buy from environmentally-friendly brands favour online shopping(51%)and are most likely to start online shopping journeys on a search engine(40%),so digital marketing techniques will be effective.The good news is that these consumers also over-in

34、dex for engaging with brands on social media(88%).Facebook is the top platform,with 64%interacting with their favourite brands there,followed by Instagram(60%).They want to receive regular email from brands too:34%will be happy to hear from you multiple times per week.Right now,theyre most intereste

35、d in hearing motivational messaging(52.5%).40%Marketplace32%Search engine20%Brands website6%Social media2%Voice assistantWhere consumers of green products start an online shopping journeyLabours proposed policies-including a tax hike for people with an income over 80,000-significantly impact higher

36、earners.Its perhaps surprising,then,that higher earners feel far more positive about the government than lower earners.Trend 4 High earners are reassured and ready to spend*sample size of 307 respondentsNearly 37%of consumers with a household income over 75,000*say they feel positively about the Lab

37、our government,while 38.5%feel negatively.In comparison,only 23%of lower income consumers feel positively,and 51%feel negatively.37%of high earners feel positively about the governmentHow confident consumers with an income over 75K feel about economic policy20%Neither confident or unconfidentVery co

38、nfidentSomewhat confidentSomewhat unconfidentVery unconfident12%32%25%11%The perception of financial security among higher earners is buoyant right now;68%feel secure(including 20%who feel“very secure”).In contrast,only 41%of lower earners feel financially secure.This feeling of financial security a

39、ppears to be having an impact on spending;we see a-7 percentage point decline in cautious spending for consumers who have a household income above 75,000(to 37%).Furthermore,these consumers are significantly less likely to forego favoured brands in order to save money;56%are likely to select a cheap

40、er brand at the moment versus 70%of lower earners.How consumers with an income over 75K are spending 13%26.5%24%27%9%Very freelyFairly freelyNeither freelyor cautiouslyFairly cautiouslyVery cautiouslyWhat this means for brandsDemonstrating much consumer confidence,pursuing higher earners in 2025 cou

41、ld pay off.But brands preparing to craft a strategy should note that this demographic exhibit some unique behaviors.One thing to know is that higher earners are significantly more likely to shop online.Nearly 60%of consumers with an income over 75,000 say they habitually shop online for non-food ite

42、ms.This compares to 45%of people with a lower income.And,we already know,higher earners over-index for using AI search tools and shopping assistants.Focusing on your digital presence is therefore vital to capture this audience,which includes making sure youre on the right social media platforms.The

43、data shows some distinct preferences for brand engagement,with higher earners significantly more likely to interact with brands on Instagram(63%versus 46%of lower earners).*above 75K vs.below 75K63%46%50%42%37%21%49%52%33%31%19%11%18%18%14%5%Higher earnersLower earnersWhen it comes to the content yo

44、u might be sharing on social(or anywhere),higher earners have become notably more interested in educational messaging since last year.Following a+16.5 percentage point increase,44%want to hear this type of messaging from brands.Meanwhile,tolerance for marketing emails has grown among this group,with

45、 34%of higher earners happy to receive mailshots multiple times a week(up by+11pp).Which social media platforms consumers use to interact with brands(by income level*)Brits aged 51 to 65 are the most disaffected consumer group,with the lowest faith in the government and the least confidence in spend

46、ing based on Labours plans for the economy.Trend 5 The silver pound is getting harder to reachNearly 58%state they feel negatively about the government,while only 20%feel positively.Considering economic policy,only 19%of over 50s say they feel confident about spending,while 54%feel unconfident.This

47、sentiment is evident in the 59%of older consumers who say theyre currently spending cautiously.Just 14%are spending freely,which is less than half of the number of younger consumers.59%of over 50s are spending cautiouslyHow financially secure over 50s feel The data suggests that over 50s arent spend

48、ing cautiously purely out of economic concern,theyre also trying to spend mindfully;43%say theyre actively trying to consume less,up from 39%last year.25%Neither financially secure or insecureVery financially secureSomewhat financially secureSomewhat financially insecureVery financially insecure6.5%

49、39%22%8%Interestingly,over 50s arent experiencing higher levels of financial hardship than any other demographic.While 30%report feeling financially insecure,45%say they feel financially secure.Over 50s appear to be putting quality over quantity;theyre less likely than other demographics to compromi

50、se by selecting cheaper brands to save money(64%).And while theyre the least likely to want to pay a premium for environmentally friendly products,the percentage who are willing to has increased by+10 percentage points to 56%.22%Neither likely or unlikelyVery likelySomewhat likelySomewhat unlikelyVe

51、ry unlikely27%37.5%11.5%3%Over 50s likelihood to select a cheaper brand instead of their favourite What this means for brandsWith over 50s taking a tighter hold on their money and spending more discerningly,brands must focus on putting forward a strong value proposition.Theyll also need to work hard

52、 at building consumer trust.Over 50s have a high level of distrust in companies to put consumers before profits.Nearly half actively distrust big global brands and 62%distrust social media companies.Purpose-driven companies are deemed more trustworthy,with only 26.5%distrusting them.And in terms of

53、causes that interest over 50s,theres a been a+10 percentage point increase in desire for brands to take action on poverty and inequality;47%want to see this-higher than any other demographic.Another way brands will be able to connect with this demographic in 2025 is with educational messaging.Theres

54、 been a+10 percentage point increase in desire for educational messages from brands(to 34%).Humour also works for this age group;61%respond to humorous messaging-more than any other demographic.However,connecting with the over 50s audience is more challenging than for other demographics since they a

55、re far less likely to interact with brands on social media.More than a third say they dont follow brands at all(up by+4 percentage points).Additionally,they are the least receptive to email marketing;only 19%are happy to receive multiple emails per week,down-5 percentage points on last year.This means brands targeting the silver pound may have to lean more heavily on traditional ad channels like print and TV.Over 50s consumers who interact with brands on social media(by platform)47%26%28%15%10%8%6%1%Need more insight for 2025?Speak to a research expert