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Insight of the Day: 6 consumer trends to watch in 2025

GWI's "Connecting the Dots" report identifies six key consumer trends shaping 2025:

  1. Podcasts Revolutionizing Advertising: Podcasts have surpassed radio in popularity, especially among Gen Z, with an 8% increase since 2021. This shift presents lucrative advertising opportunities.

  2. Normalization of Side Hustles: Currently, 11% of the workforce engages in side hustles, with Gen Z being 30% more likely to participate. Notably, 38% of side hustlers hold VP-level positions or higher.

  3. Surge in Women's Sports: Interest in women's sports, particularly the WNBA, has doubled since Q4 2020, attracting younger audiences and expanding grassroots participation.

  4. Diversification of Energy Drink Consumers: Monthly energy drink consumption has increased, with 45% of consumers partaking, surpassing the combined audience for certain spirits. This growth spans various demographics and professions.

  5. Reevaluation of Traditional Education: The importance placed on college education by American teens has declined since 2021, with a 21% drop among Gen Z pursuing bachelor's degrees globally, as alternative career pathways gain traction.

  6. Rise in Smart Security Adoption: Ownership of smart security devices has grown by 58% since 2019, appealing to a broader consumer base, including those without traditional savings or investments.

Consumer Motivations:

  • Convenience and Personalization: Desire for tailored content and flexible work options.

  • Health and Safety: Interest in energy-boosting products and home security solutions.

  • Alternative Education: Seeking non-traditional career paths.

  • Inclusivity and Representation: Support for women's sports and diverse media.

Driving Forces:

  • Technological Advancements: Proliferation of podcasts and smart devices.

  • Economic Factors: Pursuit of additional income streams and cost-effective education.

  • Cultural Shifts: Growing emphasis on diversity and alternative lifestyles.

Target Demographics:

  • Age: Primarily Gen Z and Millennials (18-40 years old).

  • Profession: Includes high-level professionals and those in arts, media, and advertising.

  • Interests: Health-conscious, tech-savvy, and socially aware individuals.

Conclusions: Brands must adapt to evolving consumer behaviors by embracing technological innovations, supporting diverse content, and offering flexible solutions to meet the demands of a dynamic market.

Implications:

  • For Brands: Invest in podcast advertising, develop products for side hustlers, and support women's sports initiatives.

  • For Society: Encourage alternative education models and promote inclusivity in media and sports.

  • For Consumers: Increased access to personalized content, flexible work opportunities, and diverse entertainment options.

Future Outlook: The convergence of technology and shifting cultural norms will continue to redefine consumer expectations, necessitating agile and responsive strategies from brands.

Strategic Recommendations for 2025:

  1. Leverage Emerging Platforms: Utilize podcasts and other digital media for targeted advertising.

  2. Support Flexible Work Models: Offer products and services catering to the gig economy.

  3. Champion Diversity: Invest in and promote women's sports and inclusive content.

  4. Innovate in Product Offerings: Develop smart security solutions and health-oriented products.

  5. Adapt to Educational Shifts: Recognize and support alternative education pathways.

Key Concept: Embracing technological innovation, supporting diverse and inclusive content, and adapting to flexible consumer lifestyles are essential for brands to thrive in 2025.

Action Plan for Brands:

  • Engage with Emerging Media: Invest in podcast advertising to reach younger audiences.

  • Develop Flexible Solutions: Create products and services that cater to side hustlers and non-traditional workers.

  • Promote Inclusivity: Support and sponsor women's sports and diverse media content.

  • Innovate Continuously: Stay ahead of technological trends to meet evolving consumer needs.

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