Decoding the customer journey: 10 trends reshaping consumer behaviour in 2025 (and beyond)
The poor state of the economy, rising inflation in almost all countries, the sharp popularity of AI, and the simultaneous ‘younger’ and ‘older’ demographic of the business’s active audience make companies think that it is time to change the current customer journey dramatically. According to a report by Euromonitor, 37% of professionals say that their company will invest in innovation for completely new solutions to boost customer satisfaction and profit growth in the next five years.
To change the level of customer satisfaction, it is necessary to track the main trends to overtake the competition and improve your business processes. So, let’s dive into the brightest trends changing consumer behaviour when choosing products and using them.
Trend 1. From data overload to instant insights: The AI-powered consumer
Data analytics has evolved beyond its original purpose, as AI technologies accelerate the process and users demand ready-made insights. This shift is evident in how people interact with information – 68% of US adults use generative AI for questions, 59% of searches end without clicks, and tools like Perplexity, AI email summaries, and video call assistants automatically extract key insights from content to make life of people easier.
Companies are adapting to this new reality by changing their data approach, moving away from collecting everything (the data analytics tools market is projected to reach $120.9 billion by 2032) to focusing on clean, actionable data that minimises analysis errors. Successful sales strategies now revolve around offering AI-powered solutions, optimising content for zero-click searches and AI searches, using predictive analytics for demand forecasting, and making data analysis a core part of daily operations.
Trend 2: The simplicity trend in the shopping experience
Life’s growing complexity has pushed consumers to seek simplicity, with 67% actively looking for ways to streamline their daily experiences in 2024. This desire for simplification is evident in shopping behaviours: 35% want easier website navigation, while 28% prioritise clear product labelling. The surge in livestream shopping, with 42% of consumers making purchases through this channel, reflects a preference for straightforward product demonstrations and clearer understanding.
Trust issues shape this landscape, too, as 60% of consumers increasingly question online content authenticity. This scepticism has made livestreaming particularly valuable, serving dual purposes of simplifying product understanding and building trust through real-time demonstrations. Looking ahead, these shifts in consumer behaviour signal a clear mandate for businesses: create seamless, transparent shopping experiences that prioritise clarity and trust from initial browsing through post-purchase support.
Trend 3: The strategic shopper: Value, transparency, and a dose of scepticism
A notable shift in consumer behaviour shows people becoming more strategic in their purchases, with only 18% making impulse buys in 2024. This calculated approach extends to brand loyalty, as 40% of consumers now opt for store-brand alternatives over favourite labels. Financial concerns drive these changes, with 72% worried about rising everyday costs, though 44% still feel financially secure.
The shift affects even environmental consciousness, where consumer scepticism has grown. While more than half of consumers trust eco-friendly labels, merely 15% of them are willing to pay more for sustainable products. This practical mindset is particularly evident among Gen Z, dubbed the “loud budgeting” generation. Their shopping habits reveal a strong preference for deals – 71% choose to wait for sales rather than pay full price, and they’re increasingly investing time in hunting discounts and product research. Successful sales strategies now must balance transparency with value, offering clear pricing, genuine loyalty rewards, and detailed product information while creating flexible payment options and meaningful bundle deals that justify every spent dollar.
Trend 4. From generic to genuinely personal
Personalisation has evolved dramatically through technological advancement and rising consumer expectations. From basic email name insertions and abandoned cart tracking, it has transformed into a sophisticated customer interaction system. Today’s personalisation systems can dynamically modify webpage content based on user history and search patterns, while AI predicts customer needs and automatically adjusts content to match interests.
The omnichannel aspect has become crucial, with personalisation working seamlessly across all customer touchpoints. Research shows this approach delivers results – 60% of consumers are more likely to make repeat purchases from brands offering personalised experiences across channels, while omnichannel personalisation strategies boost customer satisfaction by 20%. Consumer expectations reinforce this trend, with 82% considering customised offers and personalised services essential. Modern sales strategies now centre on intelligent content personalisation, predictive recommendations, and synchronised omnichannel experiences, all while carefully balancing personalisation with privacy concerns through transparent data practices and user control.
Trend 5. The rise of the mobile workforce: remote work is reshaping consumption
The modern workforce is experiencing a radical transformation, moving from traditional office models to more flexible arrangements. A notable 11% of workers now maintain side hustles, including senior executives (38% of VPs and above), engaging in activities from freelancing to content creation. This shift reflects a broader change in how people approach their careers and income sources.
Remote work has evolved from a temporary solution into a standard practice, creating a borderless professional environment where geographic boundaries blur.
Digital nomads exemplify this trend, with their numbers expected to reach 40 million globally in 2024. These modern professionals typically spend about six weeks in each location, balancing loyalty to global brands while exploring local offerings. This new workforce dynamic has reshaped consumer expectations, with language becoming a crucial factor – 55% of global consumers exclusively buy from websites offering information in their native language, and 56.2% prioritise language accessibility over price.
Successful businesses now must adapt by offering flexible digital solutions, rich localisation, and hybrid business models that cater to both traditional workers and location-independent professionals while maintaining seamless global-local integration.
Trend 6. Automatisation and AI Agents are available for every size of business
AI and automation have undergone a democratic transformation, becoming accessible to businesses of all sizes. This shift empowers even small companies to implement sophisticated automated processes and leverage artificial intelligence without extensive technical resources. The impact is significant – 87% of SMBs using AI report successful scaling of operations, while 86% see improved profit margins.
AI agents now handle complex tasks autonomously, from customer service to content generation, enabling smaller businesses to compete effectively with larger players. The rise of no-code solutions has been particularly transformative, eliminating the need for expensive in-house development or IT outsourcing. This accessibility keeps implementation costs lower compared to enterprise solutions, where automation costs can escalate due to process complexity.
Success in this market requires focusing on quick ROI demonstrations, offering modular solutions that grow with businesses, and developing industry-specific packages for simplified implementation support.
Trend 7. Digital Community Building
Digital community building has evolved from a supplementary marketing tool into a crucial business strategy element. Companies recognise that fostering active brand communities not only enhances customer loyalty but also generates organic content and provides continuous feedback. The creator economy’s value reflects this shift, with Goldman Sachs estimating it at $250 billion in 2024 and projecting growth to $480 billion by 2027. The impact is clear – 73.6% of consumers shop more frequently due to online brand community participation.
Modern digital communities extend beyond traditional social networks, flourishing on specialised platforms, messaging apps, podcasts, and video content. The focus has shifted from member quantity to interaction quality and engagement levels. Exclusive communities and subscription models have gained particular importance, offering members premium content and unique opportunities. Successful community strategies now integrate multi-level participation systems, diverse content ecosystems, and ambassador programs, all while maintaining consistent value delivery and engagement across channels.
Trend 8. Consumption driven by microtrends
The rise of microtrend-driven consumption marks a significant shift in consumer behaviour, with purchasing decisions increasingly shaped by rapidly changing short-term trends lasting weeks to months rather than years. Social media algorithms and recommendation systems accelerate this phenomenon, with 22.7% of consumers engaging with trendy products “very often” and 28.9% doing so “often.” The fast-paced production and delivery cycles enable brands to quickly capitalise on emerging trends.
Generation Z exemplifies this shift most prominently, showing less inclination to research products before purchasing and instead discovering products through social media inspiration. This behavioural change has created a new paradigm where brands must meet consumers in their digital spaces rather than wait for them to seek out products.
Success in this environment demands agile response systems for trend monitoring and production scaling, active social media engagement, strategic limited collections, AI-powered personalised recommendations, and dynamic inventory management that can adapt to rapid trend cycles. The key is balancing quick response to trends while maintaining operational efficiency and avoiding excess inventory when trends fade.
Trend 9. AI Ambivalence
At its emergence, generative AI sparked intense excitement and inflated expectations. Now, as the technology matures, consumers are becoming more aware of its current limitations, while businesses are learning to navigate its practical applications. Statistics reveal growing concerns: 52% of people have encountered fake news, 39% have seen fraudulent reviews, and 33% have experienced deep-fake-related scams.
Looking toward 2025, successful strategies focus on transparency and trust-building. Some companies are excelling by clearly labelling AI-generated content and implementing robust verification systems. Others are finding success by using AI as an enhancement tool rather than a replacement, maintaining human oversight in critical processes. The shift in focus from pure automation to augmented intelligence is proving particularly effective, with leading organisations combining AI capabilities with human expertise to deliver more reliable and acceptable results. This balanced approach is especially crucial given that 36% of marketers feel they lack the necessary AI skills, and 44% can detect AI-generated content. The key to success lies not in hiding AI use, but in being transparent about its application while maintaining strong protection against misuse.
Trend 10. Social commerce
Social commerce has transformed from a supplementary channel into a dominant shopping platform. 44% of consumers shop via social media occasionally, and 10% do so regularly. This shift is particularly pronounced among 25-—to 44-year-olds, with over half frequently making social media purchases. TikTok Shop’s impressive performance, maintaining an 81.3% customer return rate by early 2024, illustrates this trend’s velocity.
Two key dynamics drive this evolution: Gen Z’s growing purchasing power and the increasing force of social media influencers on consumer behaviour. Particularly noteworthy is the rise of micro and nano influencers – these smaller creators, commanding audiences of 1,000 to 100,000 followers, have proven remarkably effective, with 92% of consumers trusting them over traditional advertising. Their campaigns show 6.7 times higher engagement efficiency compared to larger influencers, leading 70% of brands to partner with them as they are more relatable voices.
As these ten trends combine, one thing becomes clear: understanding and adapting to the evolving needs and expectations of today’s consumer is no longer optional – it’s essential for survival. Companies that embrace these shifts, prioritise transparency, use technology responsibly, and build authentic connections with their audience will be best positioned to not only navigate the changing landscape but thrive in the years to come. The future of business belongs to those who can truly understand and respond to the ‘new normal’ customer.
A special thank you to Olena Shabunina, Founder of CXlens, for sharing these valuable insights. Your innovative approach to connecting customer emotions with business outcomes offers a fresh perspective on transforming customer experiences.
About Olena Shabunina
Olena Shabunina, Founder of CXlens, helps B2B software companies drive business growth through better customer experiences. With nearly two decades of marketing expertise, she developed a system that connects customer emotions with real business outcomes, improving retention, revenue, and efficiency.
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Last updated: February 2025
