Vector image with symbols representing currency, a globe, and care

View the regular version of this page.

Macro forces & trends 2025

MARCH 2025

Align your business strategies with current shopper trends.

GOING WITH THE FLOW

After a year of self-reflection and discovery in 2024, shoppers are looking more into relief, flexibility, and well-being in 2025. They want more out of life, more for their money, and more for their health. This only scratches the surface—following the macro forces and trends of 2025 gives businesses a framework to build from when developing new ideas.

While the macro forces and trends may feel familiar to years past, it is vital to watch the evolution and application of these trends.

Vector image of a person using a telescope

Culture

2025 is seeing a more diverse population and continued trend toward smaller households, requiring brands to adapt to the changing landscape. People are taking charge of their health journeys in new ways as the definition of “health” broadens to encompass more aspects of well-being. With so many shifting perspectives, there are higher expectations for flexibility and personalized experiences as digital technology breaks with established traditions. From including pets on social outings to more inclusive measures, shoppers increasingly seek “just for me” life experiences.

Additionally, in a world where everyday reality can feel overwhelming, a new wave of escapism blends the virtual with the tangible, allowing individuals to transcend the constraints of daily life or reconnect with simpler times. Today, even small indulgences are seen as meaningful in the ongoing pursuit of convenience and joy.

Two pie charts highlighting statistics. The first, in yellow, states that 55% of adults feel there is less mental health stigma than 10 years ago. The second chart, in orange, says that 73% of shoppers expect companies to understand their unique needs & expectations.

Economy

Even as the economy is stabilizing, shoppers remain affected by the lingering impact from prior years. Many are hopeful for a more stable economic future and are seeking ways to maximize the value of their spending, like 70% of shoppers spending more and engaging more frequently with brands that offer loyalty programs.³ Shoppers continue to face hard decisions on spending, and providing the value they seek must focus on serving up a blend of great products, services, and experiences.

Staffing challenges leave companies leaning heavily on their dedicated teams and getting creative to streamline operations. It’s a challenging landscape, but businesses are finding innovative ways to keep the wheels turning.

Man and woman checking out of a grocery store

Technology

Reliance on the digital realm continues to deepen as online interactions take on more prominent roles in our lives. Parasocial relationships are curated by each online user and create trust through casual and comfortable online settings. In-person experiences are still highly valued, but the shopper journey is now more commonly started online. However, as people connect more of their lives online, there are inherently more risks. The chance of harm has increased rapidly, so the need for security measures has grown exponentially.

AI is utilized everywhere, communicating with you at the drive-thru and creating the marketing images you encounter. No longer just an assistant, AI versatility is actively shaping the world in so many ways and will continue to do so. Advancements in automation have proven to assist with time consuming or menial tasks in the retail and restaurant industry, and shoppers are starting to find a better appreciation for automation in different aspects of their lives.

A silhouette of a head with the statistic in the center: 96% have a positive or neutral attitude towards in-store robots.

Environment

For many, climate change has been a historically abstract and even scientifically specialized concept; however, as droughts and floods ravage the globe, it’s not just about planning for the future but about dealing with immediate impacts. Brands and individuals alike are now grappling with what sustainability really means: “What’s most important? What’s impacting us now? What does long-term change look like?”
A focus on the environment is a long-term play. 78% of US shoppers say that a sustainable lifestyle is important.⁵ For brands, sustainability needs to be the default, not an option.

Understanding these Macro Forces implications is an essential step toward building a strategy that grows with shopper evolutions, their expectations, and what they value. Getting this right for your customers will help set up your business for long term success.