Two sides of the same coin; the yin and yang; two sides of the equation — 2025 will be a year of consumer contradictions. Consumers will behave in opposing ways.
But the two behaviors aren’t created equal: One will mask the other, creating confusion for brands. Consumers will become more disloyal to brands yet join more loyalty programs. Cancel culture will boil over, but consumers will start to tune out. Those that succeed in 2025 will be able to distinguish noise from reality.
As you navigate the influx of consumer contradictions in 2025, keep in mind Forrester’s consumer predictions for the new calendar year:
Brand loyalty will decline 25%, but usage of loyalty programs will increase.
Price sensitivity and high prices cloud consumers’ views as food costs peak, prompting brands to resort to uncharacteristic discounts. Retailers like SHEIN and Temu showcase the power of undercutting competitors. Consumers are not only feeling it, but they’re also going to do something about it, as price sensitivity breeds brand-switching behaviors. While brand loyalty falters, loyalty program usage will rise as customers seek value wherever they can.
Negative social media sentiment will dominate headlines, but usage will grow.
Despite the odds, as new laws are introduced to curb usage, the US surgeon general calls for a warning label on social platforms. Studies link social media to poorer mental health outcomes. Yet, we predict that consumers will spend more time on social media as it evolves beyond social connections. Major platforms are now about entertainment and shopping as much as keeping up with friends. Technology for social commerce has improved, integrating platforms like Shopify and Amazon seamlessly, allowing brands to build relationships throughout the customer lifecycle.
Cancel culture reaches a tipping point, but 60% of consumers will tune out.
Cancel culture, characterized by boycotting companies for perceived misdeeds, is on the rise. Forrester data shows that online adults globally are increasingly vocal about their discontent. However, as media hysteria around cancel culture peaks, consumers will become desensitized and tune out. Our survey data reveals that the share of online adults considering a company’s social or political values when purchasing has decreased.
Download our complimentary Predictions guide on B2C marketing and customer experience, which covers more of our top predictions for 2025.
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