The RRD Consumer Report: Five Trends Shaping 2025
1/31/2025 April Masters
Despite a backdrop of rising costs, 2025 is poised to be a year of opportunity, brimming with optimism among both consumers and marketers. Consumers are prioritizing experiences, meaningful connections with brands, and getting more out of their spending, which is reshaping the marketing landscape.
In December 2024, RRD surveyed over a thousand U.S. consumers to get a sense of how they’re approaching 2025. The findings reveal five key consumer trends, offering marketers actionable insights to refine their strategies and stay competitive.
1. Hopeful outlooks on life and finances
We're starting 2025 on an optimistic note, as people often approach a new year with hope for improvement. In fact, 59% of respondents feel confident about their personal lives improving this year, and 57% are hopeful that their wallets will feel a bit fuller too. Younger generations are driving this trend, with Gen Z (75%) and millennials (68%) leading this wave of positivity. Parents are also more upbeat (67%) compared to non-parents (54%).
However, optimism varies by age. Baby boomers, for instance, are a bit more reserved, with only 49% expecting a brighter year ahead. This contrast presents marketers with a unique challenge and opportunity: crafting messages that connect with the younger, more hopeful crowd by speaking to their dreams and aspirations, while also addressing the more cautious outlook of the older generations.
2. Enhanced focus on experiences and better health
Consumers are now more focused on investing in themselves — choosing enriching experiences over just stuff. A notable 55% of consumers in the study are planning to put health first, mixing wellness with all the fun experiences they're chasing. When given the choice, nearly 40% said they'd rather use an extra $1,000 for something like travel or personal growth, instead of buying another product.
Here’s how consumers say they’d spend an extra $1,000 in 2025:
- 39% would choose to invest in an experience, such as travel, learning a new skill, or improving their health
- 61% would prefer to purchase a product, like a car, electronic device, or home appliance
Experiences remain important, especially among younger consumers, with 49% of Gen Z and 45% of millennials prioritizing meaningful moments over material possessions. This isn't just a youth thing; it's also important to those in households making over $100,000 a year.
This shift gives marketers a chance to show how their products or services can make life richer, whether it's through travel gear or wellness programs. In fact, 43% of consumers are planning a U.S. getaway this year. This creates an opportunity for travel and leisure brands to blend wellness with adventure in their marketing pitches.
3. Demand for greater value and convenience
Amid continuing concerns about inflation, consumers are getting smarter about where they spend their money. High on their list? Rewards for loyalty (59% of respondents) and making shopping as easy as possible (35%). Additionally, 62% of consumers are willing to share their personal information if it means getting personalized rewards or benefits, with this feeling particularly strong among men (68%) and millennials (72%).
The demand for personalized rewards in exchange for personal data shines a spotlight on the importance of trust and transparency. Brands can build stronger, more personal connections by offering tailored incentives while maintaining user privacy — encouraging customers to come back for more.
4. Financial caution coupled with selective splurges
Consumer spending is a bit of a balancing act. While many are watching their wallets closely, there's still room for small indulgences. Sixty-one percent of respondents say they're willing to splurge on small luxuries even if big-ticket items are out of reach right now. This is especially true for parents (68%) and younger consumers, with Gen Z at the front of the line (72%) for self-indulgence.
This creates a positioning opportunity for brands: frame your product or service as an attainable luxury or an investment in personal wellness. Pair messaging about affordability and quality with aspirational touches to tap into this trend. Offering high-value bundles, premium upgrades, or wellness-focused options that don't break the bank could resonate deeply with these consumers.
5. Commitment to purposeful spending
Value-driven shopping remains a key trend, with consumers seeking purchases that align with their personal values and priorities. For many, “value” means more than just cost — it reflects what they care about, such as sustainability initiatives, community engagement, or ethical practices. Over half of the consumers we surveyed are more likely to support small businesses (55%) and local shops (64%). Gen Z and millennials, in particular, are all in for brands with a purpose, and this goes beyond just buying: 17% of Gen Z say they are even planning to launch their own businesses with these values in mind.
For marketers, once the basic step of meeting essential consumer expectations — delivering products that work and offer good value — is achieved, the opportunity to forge deeper connections opens up. The key is to authentically align with your audience by focusing on shared priorities that your brand genuinely supports. For example, if sustainability is core to your mission, emphasize your environmental efforts. If you’re invested in specific communities, highlight those partnerships. When your messaging reflects your true values and resonates with your audience, you're not just driving sales — you’re building loyalty and turning customers into advocates.
Opportunities for marketers
The survey results highlight something crucial: Consumers today aren't just looking for brands to sell them products. They want companies to get them — to really understand what they need, provide value, and connect with them personally. Marketers who put their money into data-driven strategies and focus on creating smooth, integrated experiences across all channels are going to be the ones best positioned to meet these demands.
Practical steps for 2025
- Leverage predictive analytics: Use emerging marketing technologies to anticipate consumer needs and personalize messaging in real-time.
- Enhance loyalty programs: Design personalized rewards that build trust and foster repeat engagement.
- Focus on experiences: Create campaigns that tap into the emotional appeal of travel, personal growth, or small indulgences.
- Prioritize transparency: Be clear about how consumer data is used and ensure that the benefits are tangible.
- Show purpose: Highlight your brand’s efforts to support small businesses, sustainability, or other shared values. [Read about RRD’s commitment to social responsibility.]
April Masters is the Senior Content Marketing Manager at RRD. She specializes in generating ideas and delivering compelling, data-driven insights to help brands connect with their audiences and stay competitive in today’s challenging markets.