The Top 5 Consumer Behaviors to Watch in 2025, and Beyond

Alexandra Pastore

Wed, April 30, 2025 at 11:49 AM UTC

2 min read

Sarah Engel and Alexandra Pastore discuss current consumer behavior trends, including the shift towards fashion access over ownership and the importance of personalized AI experiences.
The conversation highlights the rise of digital storefronts like TikTok and the expectation for brands to show up with purpose in movements, not just moments.
Sustainability remains a key focus for consumers, with resale and rental platforms like Pickle, Rent the Runway, and Nuuly gaining traction across generations.

In this episode of WWD Voices in Detail, Alexandra Pastore, deputy strategic content editor at WWD, is joined by Sarah Engel, president of January Digital , to discuss the consumer behavior trends happening now.

To listen to the episode, CLICK HERE .

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Engel discussed five key trends being driven by shifts in values, the ongoing demand for convenience, advanced technology and lifestyle changes. The trends include:

Ownership is optional: Today's shoppers see fashion as something to access, not necessarily own.
AI is the new stylist: Smart, seamless and personalized experiences anticipate customer needs.
Loyalty is owned in the scroll, not just the store: TikTok (and Meta and YouTube) is the new storefront. If your brand can't tell a compelling story in 10 seconds or less, you're invisible.
Consumers are shifting from moments to movements and expect brands to show up with purpose.
Digital belonging is the new flagship experience: Stop chasing channels and start building connections.

The conversation went deep on each trend, discussing where there was overlap and where the trends are headed. Notably, Engel challenged the podcast to have the entire conversation without saying "omnichannel." She emphasizes the importance of designing for context rather than channels.

Sustainability continues to be an important topic with immense value to consumers and therefore, touching multiple consumer behavior trends. Engel shared some of the companies that are at the forefront of resale and rentals today including Pickle , Rent the Runway and Nuuly . These platforms, she said, are especially important to Gen Z and Millennials but certainly have the attention of older generations as well.

With so much pressure on businesses now, Engel stressed the importance of transparency and authenticity for all brands and retailers. It is not about being everywhere, she said. To win a brand must be in the right places with the right messaging.

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