The 2025 Consumer Trends report touched on the widening cost-of-living gap, with 55% of low-income consumer stating they would rather opt for a cheaper own-brand product than pay more for a brand they know, according to GWI, compared with 40% in the high-income segment.

The report added that 77% of consumers were either very or somewhat concerned about the associated health risks of ultra-processed foods, while 31% purchased vitamins or supplements in the past month, up from 24% in 2022.

Nearly half ( 47%) of social media users had made purchases based on influencer endorsements in the past year, according to GWI, with 57% getting news from social media, compared with 52% from TV and 49% from news websites.

Consumption varied widely by generation, with 71% of Gen Z having consumed news from social media in the last month, compared with 62% of millennials, 48% of Gen X, and 33% of baby boomers.

ChatGPT was the most popular AI tool among consumers, with 45% having used it in the past month, with other popular platforms including Google Gemini and Microsoft Copilot.

Four in 10 users of AI tools in the past month said that AI chatbots are efficient, while 31% appreciated that AI chatbots are available 24/7.

However, data from GWI said emotional connection and empathy set human interactions apart from AI chatbots.

Around half of Gen Z ( 51%) and millennials ( 50%) said they play board games at least once a month, and there was a high consumer demand for collective, in-person experiences such as festivals and events, with 53% of consumers attending a festival in the past 12 months.

The findings are based on data from a mixture of GWI datasets including Zeitgeist data from 2024 and 2025 fielded in key markets including Australia, Brazil, Canada, France, Germany, Italy, Japan, Malaysia, Philippines, Singapore, UK and US.

The report also uses data from GWI Core, which surveys more than 200,000 internet users across 54 markets on a quarterly basis.

Stephanie Siew, senior research executive at Warc, said: “Amid persisting economic uncertainty and the unpredictability around US trade tariffs, consumers are becoming more intentional in their spending and taking greater control over different aspects of their lives, particularly in the way they consume information, manage their wellbeing, and connect with others.”