Top Trends to Watch in 2025: Insights from Major Research Firms
As 2024 draws to a close, major research firms are delving into consumer behavior to forecast the trends that will shape the upcoming year. The Wall Street Journal has identified five key trends that marketers should keep in mind as they plan their strategies for 2025.
The first trend highlighted is the “Online Trust Crisis.” With fake product reviews, AI-generated errors, and ad-heavy search results becoming more prevalent, consumers are turning to platforms like Reddit and Substack for more reliable information. Accenture data shows that over half of consumers have fallen victim to scams involving information or finances in the past year, with 39% encountering fake product reviews. Mark Curtis of Accenture emphasizes the importance of maintaining consumer trust to avoid losing potential customers.
Another trend to watch is “Fashion on the Plate.” Food has become a status symbol akin to clothing, with luxury brands like Louis Vuitton and Coach opening restaurants and food brands releasing fashion products. This crossover between food and fashion is becoming increasingly popular on social media platforms.
The third trend, “Focus on Sports,” predicts that brands will invest more in emerging sports leagues alongside major sporting events. Forrester reports that one in five brands will prioritize sponsorships in developing sports leagues by 2025, with a particular focus on leagues like professional cricket and Formula 1 in the U.S., as well as the rising popularity of pickleball among Millennials and Gen Z.
“Video Podcasts” are also gaining traction, with over 30% of regular podcast listeners preferring YouTube as their platform of choice. Advertisers are taking note of this trend, with a 23% increase in advertising campaigns for podcasts with a visual component in the past year.
Lastly, “Shopping on TikTok” is becoming increasingly popular, with half of regular TikTok users in the U.S. having made a purchase through the app. However, concerns about trust and product quality remain, with a quarter of users hesitant to share their credit card details on the platform.
As we look ahead to 2025, these trends will likely continue to shape consumer behavior and marketing strategies in the coming year. Stay tuned for more updates on these evolving trends.
