Trends that will change in consumption in 2025
The world of technology advances very fast; improvements are constant. In a few months or a year, the devices are remarkably more capable, generally maintaining or even at a small lower price. Processors, graphics cards, the amount of RAM, the capacity of hard drives, solid-state drives, it is rare that each year they do not have new generations that promise more performance in personal computers.
More recently, smartphones with a greater amount of RAM than personal computers had not so long ago, perhaps in a not long time they can replace PCs in many tasks for most users with the convergence that will be the next technological disruption, the televisions with the capacity to obtain Internet content and that we will soon see with a 4K resolution and in the future with 8K when some television channels still do not broadcast even in true 1080p resolution, the Internet bandwidth that I still do not know who you may need 300 Mbps symmetric at home but they are already offered.
To be successful in 2025, brands will have to anticipate these trends and adapt their strategies if they want to conquer the new consumer, who will be more senior, multi-channel, and protagonist.
Technology will be more protagonist and omnipresent.
One-third of the 100 most valuable brands in the world is technology. In the coming years, not only will this number continue to grow, but other mainstream businesses, including small businesses, will use technology to impact the consumer.
The market will be gaseous: increasingly, the boundaries between markets will disappear. Companies will diversify their offer more and, at the same time, will compete with each other to enter the “share of wallet,” or consumer budget. 58% of households say “save for what you want,” which means that they are willing to sacrifice some purchases to make others that add more value.
Businesses will be more flexible and collaborative.
The proliferation of companies and start-ups that revolutionize the markets will make businesses younger and younger. Currently, the average age of the ten most valuable brands globally is 42 years, when, in 2006, it was more than double (88). Following these rhythms, in 2025, the most important companies will barely have 12 years of life.
Innovation will continue to be key for brands to grow.
Faced with an increasingly competitive market, companies must offer innovative solutions to differentiate themselves. 37% of the FMCG brands that have grown the most in the last year use innovation as a key tool. And 90% of these innovations have been successful.
Back to the local
In a globalized world, local consumer brands are growing 50% more than global ones, contributing to 72% market growth. Multinational companies will have to adapt their offer to the demands of each community to connect with consumers.
From B2C to B2Me
As consumption is increasingly hyper-personalized, and purchasing decisions are made faster, emotion will be the key to winning people. Brands that appeal to the emotions of their consumers are 7 times more likely to be bought. Also, the chances of spending more on the brand are multiplied by 15, and by 20 those of recommending it to family and friends.
In the future, Maps will recommend a restaurant based on our old preferences, will put us in contact with friends who are in the area, or will recommend avoiding places with high pollen levels if we are allergic, among others.
Technology for sleep
Not only smart mattresses and pillows, in the coming months, but we will also witness the launch of numerous devices that seek to improve the quality of sleep, either by monitoring vital signs to identify sleep patterns or activating audios with meditation or breathing instructions to listen to them while we sleep.
Data becomes a geopolitical objective.
Data is said to be the new oil, and we are watching its owners protect it as if it were a treasure. Conflicts between citizens, governments, and technology companies over how to protect, access, and manipulate user data are likely to escalate in the coming months. For example, in India and China, laws have already been enacted to restrict data about their inhabitants abroad or by foreign companies.
Smart buildings seek to maximize comfort, well-being, and efficiency.
Whether it is home offices or shared workspaces (co-working), the emphasis is on designing more comfortable and intuitive places to develop our work more productively. We have known the benefits of ergonomic furniture or adequate lighting for years. But the trend is to go further, and the problem is that “comfort” is difficult to measure and is not an objective term, but is often subjective (each person has their own standards) and relative (different factors intervene ). For example, the ideal temperature for a workspace depends on the people who work there. It must also take into account their occupation level because the body heat of the people present affects the global temperature.
The consumer will want to be the protagonist.
People have a growing need to reaffirm their identity (56%, 11 points more than a year ago). More and more, they will want to be unique, leave their mark, and co-create with brands, so they should make them feel like a protagonist.
Seniors, a target with greater spending capacity
In 2025, 37% of the population will be over 55 years old. Most will have a better quality of life, more free time, and more purchasing power, so companies should consider it a key audience in their company strategies, affecting innovation and marketing plans.
Although digital will be the most efficient channel due to its ability to reach more segmented audiences, television will continue to be important to connect with households due to its wide coverage. Therefore, the most efficient mix for advertising planning in 2025 will be combined online and offline. The campaigns that integrate both media increase their ROI by 40% compared to the one achieved by these separately.
The last mile
The proximity between the consumer and the point of sale, whether physical or digital, will be a great challenge for companies. In this context, the channels that are better understanding these needs are “short assortment” stores (establishments with a more limited offer on their shelves, such as discount stores) and e-commerce, which are growing by 4, 4%, and 20.2%, respectively.
“Digital collectibles” are a great source of income.
In July 2018, the Fortnite video game reached sales of more than a billion dollars. All of this income was generated by in-game purchases, for example, by purchasing “skins,” which change the appearance and behavior of a player and whose price ranges between 8 and 20 dollars. It’s just one example, but the craze around digital collectibles will continue in the future. Although these “goods” cannot be possessed in the physical world, they burst forth strongly because they involve personalized experiences that make the game more special and fun. And users are more than willing to pay for it.
All these trends will have significant implications in the management of companies, investment decisions, production systems, employee profiles, and even the company’s culture. In short, evolution and change continue where paradigms are constantly in question.
We can say that AI interacts with us in our day-to-day lives. It continually expands its presence and its influence through multiple ways, from our mobile phones to computers and sensors on different platforms that capture information and process it to obtain different results. We use AI daily with voice assistants (Siri, Alexa ..), browsers, Google maps, translators….
Some time ago, many of the functions of computers and other decision processes applied to many areas of our lives were based on algorithms. This word really means that a predetermined sequence or predetermined rules are established that are executed.
With AI application, one more step is advanced, and all these functions are modified and improved themselves, learning from the results they obtain, which is understood as machine learning.
The cinema has been premonitory in many cases, and continuing with the film 2001, A Space Odyssey; we will remember that the HAL 9000 computer in his interest to continue learning and improving leads him to ask at one point in the film if he would ever dream, as a quality that would bring him closer to the human being.
I do not know if the machines of the future will ever dream, but what I do know is that their influence in our lives is increasing, that humanity finds them very useful, and that we have to get used to it, but some must be set. Moral and privacy limits that lead to reasonable coexistence. It is not easy because the bands of morality and privacy are very wide, and not everyone who can influence or decide in these areas uses the same criteria.
There is an industrial or research dimension that is out of our reach as users on foot, but there is another that we have in mind in our daily lives; it makes it easier and more comfortable, although it is increasingly difficult for us to keep pace with advances in everyday technology. But we have no choice; we have to adapt to the continuous changes in this technological world because it is where we have to live.