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Consumer Behaviour in 2025 and What Mintel’s Trends Mean for Brands

As we inch closer to 2025, the landscape of consumer behaviour is transforming rapidly. Brands looking to stay ahead of the curve must adapt to shift in preferences, values and needs.

We attended Mintel’s highly anticipated 2025 Global Consumer Trends Webinar, which outlined three key themes: The Home, The Community and The Globe. Each of these pillars represents an opportunity for brands to align themselves with the evolving mindset of consumers, particularly those in the UK.

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Here are our key takeaways:

Trend 1: The Home: A Sanctuary for Work, Rest and Play

The pandemic has drastically changed how we view and use our homes. With 38% of UK consumers avoiding the news, largely due to the overwhelming stress of the COVID-19 pandemic, it’s clear that consumers are seeking safe, cosy and convenient environments. For brands, this means creating products and services that enhance the home experience.

Consumers want their homes to serve multiple functions: a space for leisure, work and rest. Brands like LEGO have tapped into this by launching campaigns such as LEGO Le Florist, where intricate flower sets offer both an escape from digital screens and an element of decoration.

As we look to the future, brands will be expected to offer solutions that cater to the multifaceted needs of home life, including innovations that help consumers make daily decisions and foster a balance between productivity and comfort. For marketers, the challenge lies in helping consumers craft their own sanctuaries that feel secure, practical and inspiring.

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Trend 2: The Community: Strength in Togetherness

Unity and connection have become critical to the consumer mindset, especially as isolation during the pandemic made the value of community more apparent. UK consumers are prioritising comfort and unity within their social circles, and brands have an opportunity to become integral members of their support systems.

An excellent example of this in action is Blank Street’s Game Set Matcha Padel Pop-up, which combines physical activity and socialising in an innovative, community-centric experience. Similarly, British Airways’ Customer Access Advisory Panel demonstrates a commitment to inclusivity and accessibility, helping foster a sense of belonging for all its customers.

Brands that position themselves as community advocates will resonate strongly. Creating spaces, both physical and virtual, that prioritise mental and physical well-being will be key to maintaining consumer trust and loyalty in 2025. Building lasting relationships will depend on being a consistent source of support for their consumers.

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Trend 3: The Globe: Navigating Global Challenges

In an era of unprecedented technological advancements and environmental concerns, consumers are more aware of global changes than ever before. From climate change to the growing prevalence of AI, these shifts are impossible to ignore. The rise of weight-loss drugs is also reshaping perceptions of body image, while fears surrounding job displacement by AI continue to grow.

Brands like Mango are already embracing these changes, using AI-generated campaigns like their Sunset Dream Collection to highlight the intersection of technology and creativity. However, with rapid innovation comes heightened concern over job security, with many fearing that AI will overtake human roles.

Beyond technology, the forecasted impact of climate change and the ageing population is driving demand for preventive healthcare and long-term care solutions. Brands that address these concerns, whether through sustainable products or forward-thinking healthcare innovations, will capture the attention of an increasingly conscientious consumer base.

Overall, Mintel’s 2025 Global Consumer Trends Webinar provided a comprehensive overview of where consumers are headed and how brands can meet them there.

In the coming years, consumers will prioritise their homes as multifunctional spaces, seek a sense of community and belonging, and demand solutions to global challenges, from climate change to AI. For brands, the path forward is clear: be proactive, empathetic and innovative.

At Cool Blue, we’re excited to help brands navigate these shifts and build stronger, more resilient relationships with their consumers.

Want to learn more and start planning for 2025? Talk to us!

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