The end of the ‘average consumer’

Kelly Beaver, chief executive, UK & Ireland, Ipsos
The most significant trend of 2025 has been the end of the ‘average consumer.’ The landscape has fractured into a K-shape, driven by a widening gap in disposable income and economic resilience. This divergence challenges our industry’s established models, with aggregate data and broad demographic cuts now masking the starkly different realities of the ‘haves’ and the ‘have-nots.'

The most critical insights will come not from tracking the fracture, but from understanding the new forms of social and cultural capital that emerge in its shadow.

Consumers under pressure

Christopher Barnes, president, Escalent
Consumer sentiment continues to reflect the fact that US consumers and, to a somewhat lesser extent, global consumers were under pressure for much of 2025. Tariffs fuelled already sticky inflation, and the middle and lower classes are feeling the strain.

Pressure & practicality

Babita Earle, managing director, international, Zappi
In 2025, two trends stood out: economic pressure and practical AI. Consumers are feeling the pinch, with 90% making tradeoffs [Zappi], and it’s giving rise to platforms like Vinted where consumers can buy and sell pre-owned clothing.

Similarly, we’re starting to see consumers embrace AI as a practical tool rather than just a novelty. Nearly half of consumers want to use it for learning and skills development, with others interested in financial advice or life coaching. Trust in AI is growing slowly as people explore how it can help in everyday life.

LLMs as influencers…

Marie Ridgley, chief executive, UK insights division, Kantar
This is the age of AI as influencer. We’ve seen a surge in people turning to chatbots for product recommendations and gift ideas and that’s only going to grow. Brands must now think beyond standing out to humans; they need to resonate with LLMs to rank at the top of AI-driven search. Striking that balance will be challenging but crucial – what appeals to you and me may not cut through with algorithms. Uncovering how well the brand is showing up and building the right evidence base is critical to guide content and media decisions in the shifting consumer journey.

That doesn’t mean other channels can be ignored. Social media continues to shape buying decisions – a quarter of people told us they plan to buy Christmas gifts on TikTok this year, rising to nearly half for under 35s. Smart partnerships with creators who align with the brand and unlock new audiences should remain a priority.

Frédéric Charles Petit, founder and chief executive, Toluna
The exceptionally rapid adoption of generative AI for search is fundamentally changing how consumers discover, evaluate and decide.

 ….And as mental health resources

Sabine Stork, senior partner, Thinktank Research
I’m fascinated by the use of LLMs as therapy aids. According to a couple of recent surveys, it’s the number one use of AI – it’s telling about the state of our society and a great dinner party topic for both my therapist and qual research friends, both of whom are worrying about ethics and dangers and the threat of being replaced by bots.

Societal fragmentation

Jane Frost, chief executive, MRS
Society is going through a period of fragmentation. There’s a real sense that people and social groups are splintering and diverging from one another, with deeper and more numerous ‘us and them’ trenches being dug. It’s making life around a dinner table pretty difficult, not to mention the serious political issues it’s causing. 

With people seeing and defining themselves differently, there’s a greater need for decision makers to grasp the nettle when it comes to inclusion and representation. I’m not simply referring here to the hope that we continue to drive societal progress – on a more strategic level, it’s about making sure you have a clear, up-to-date view of who you’re speaking to or serving, and what will resonate.

Reframing life stages

Matilda Andersson, managing director, Truth Consulting
Life events that were once framed as failure or disappointment are increasingly being treated as reset moments. Separation and divorce are good examples. Rather than endings, they are becoming jump-off points for new beginnings. As millennials move into peak middle age, we will see more reframing of life stages – less linear, less idealised, and more honest about reinvention.

Demand for responsible convenience

James Endersby, chief executive, Opinium
The rise of conscious convenience, consumers demanding sustainability without giving up speed or simplicity. It’s reshaping everything from food to fashion and forcing brands to innovate responsibly. We’ve seen this play out in countless conversations with clients this year.

Indulging where it matters

Will Ullstein, UK chief executive, YouGov
The standout trend has been a striking ‘value and splurge’ pattern. Consumers are trading down in everyday spending while deliberately splurging in a few priority areas. It’s visible across groceries, retail, travel, services and even luxury. Despite cost-of-living pressures, consumers are proving to be both bargain-hunters and selective big spenders – stretching their budgets while still indulging where it matters most to them.

Wellbeing innovations

Christina Tarbotton, research director, Boxclever
I’m always very interested in wellbeing, but I’ve particularly enjoyed seeing tech integrate into the industry – and testing some of the newest developments myself! Products like the Oura ring, Shark light therapy mask and wearable glucose monitors exemplify how important innovation is across every sector.

Experiences reign supreme

Suzy Hassan, managing director and co-founder, Potentia
In the post-pandemic world, with more tech than ever before at our fingertips, consumers prioritise experiences over material items as people generally seek more connection with each other: be that through shared experiences, a drive towards brands who focus on wider community values or those who provide solutions to genuine daily challenges such as the cost-of-living crisis. For businesses to grow, we need to reframe our value propositions to ensure we’re creating experiences that foster trust, loyalty and human connection, not simply transactions.