2025: The Year UK Consumers Took Control
UK consumers are rebalancing priorities, reassessing value and seeking control–not just over their wallets, but over how they live, spend and connect. As we close the books on 2025, here’s our wrap-up of the four dominant themes we’ve seen in our ongoing research with UK consumers across sectors and social contexts this year.
1. Cost of Living still shapes behaviour, but it’s not the whole story
Economic reality continued to anchor consumer decision-making in 2025. Our work highlighted that for many households confidence remains fragile - few feel their finances are improving, and priorities like economic stability remain top of mind. Yet, importantly, consumers are not only defined by constraint; they are innovating within it.
People are:
trading up on experiences over excess
finding joy in small, savvy wins
weighing risk versus reward more carefully
So, what does this mean for 2026? Financial pressures aren’t going away anytime soon, but consumers still want optimism, connection and thoughtful value. Supportive, purpose-driven experiences will earn loyalty in a cost-cautious landscape.
2. Authenticity and human connection outrank pure efficiency
Across sectors, from retail to customer service, consumers told us they value genuine, human interactions over just fast or automated ones. Technology adoption continues, but not at the expense of meaning.
Key moments included:
Authentic CX matters more than ever (brands that attempt to automate empathy risk undermining trust, with big fall out).
Offline experiences still have a role (even digital giants have been experimenting with print catalogues and physical touchpoints to emotionally engage).
This is mirrored in our 2025 Customer Experience Index, where top performers are not just frictionless, they make people feel understood and valued.
Trend to watch in 2026: Human-centric automation where tech augments rather than replaces genuine connection will be a differentiator. Brands must protect the human connections needed at the critical touchpoints.
3. Behavioural shifts that redefine consumer journeys
Several behavioural trends stood out:
Retail is reshaping around smarter consumption rather than simple acquisition
Consumers in 2025 are approaching retail with more pragmatic, considered expectations. The divide between in-store and online is no longer clear-cut, with shoppers choosing each channel for different needs rather than defaulting to digital. Meanwhile, services like free returns have shifted from differentiators to baseline expectations, forcing retailers to balance convenience with operational sustainability. The rise of resale marketplaces across fashion, tech and home further reflects a growing focus on value, longevity and enjoyment.
Climate is an increasingly unavoidable driver of consumer decision-making
This creates a clear opportunity for brands to help people adapt rather than resist change. As environmental conditions increasingly shape choices (from travel planning to day-to-day shopping) brands that anticipate weather-led needs and offer flexible, climate-aware solutions can support consumers in real time, building relevance and trust in moments that matter.
‘Seasonal Openness’ reflects a desire to simplify and conserve energy
Seasonal openness matters because consumers are no longer trying to do everything at once, instead they are deliberately compartmentalising change. Under pressure from time scarcity, financial strain and wellbeing concerns, many are seeking means to simplify choices, reduce mental load and conserve energy. Brands that tune into these rhythms and offer clear, focused and genuinely helpful solutions can show up at the right moment, without adding to the noise.
There’s a pattern here for 2026: consumers are redefining what matters most, and the criteria by which they judge brands is evolving beyond traditional metrics. In 2026, they’ll be looking to brands to authentically meet them where their needs are – unlocking simple ways for consumers to make positive progress.
4. The Value of Trust, Reputation and Relevance
Trust remains a central currency for consumers. In 2025 we saw:
Reputation and experience increasingly intertwined (companies that align brand purpose with consumer experience are seen as more trustworthy).
Consumers tuning into messaging on their terms (they expect information that supports their wellbeing and provides clarity, not volumes of impersonal noise).
Vulnerability really matters (brands that fail to meet the needs of less advantaged groups risk eroding broader trust. It’s an important way for brands to demonstrate their calibre).
Implication for 2026: Strong reputations will be built not just on product excellence, but on responsiveness, empathy and consistent value delivery across all touchpoints. Brands must cover both bases: Experience (successful day-to-day interactions) and Trajectory (where are you taking me and how’s it going to help me?).
Looking Ahead: What Will Define 2026?
As we enter 2026, a few watch-outs and trend signals stand out for brands engaging UK consumers. It’s all about Authenticity in an increasingly Inauthentic-feeling world.
Experience with purpose: Consumers will reward brands that deliver experiences that feel personal, relevant and purposeful, not generic or transactional.
Resilience and flexibility: Economic pressures haven’t disappeared. Brands that help consumers feel resilient (through flexible experiences, transparent value, and emotional support) will thrive.
Sustainability with substance: Green credentials must move beyond rhetoric into tangible, everyday impact that resonates with real needs and lifestyles.
Tech with a human heart: AI and digital innovation will continue to advance, but the winners will be those who apply tech to enhance human understanding and connection, not replace it.
Final Thought
2025 was a year where UK consumers didn’t just react to external pressures, they recalibrated how they live, spend and prioritise. As researchers, we watched a subtle but powerful pivot: value without meaning is no longer enough.
Consumers want to FEEL valued as well as GETTING value.
Brands that listen deeply, act empathetically and align with how people want to feel (not just what they want to transact) will lead the way in 2026.
Here’s to another year of insight, understanding and shared progress.
Contact us to find out how we can help you in the new year.