A recent Gartner, Inc. survey reveals that 47% of U.S. consumers expect to buy more American-made products in 2025, reflecting a growing preference for domestic goods amid ongoing economic uncertainty.

Conducted in March 2025 among 212 U.S. consumers, the Gartner Consumer Community survey also uncovered significant shifts in purchasing behavior. Notably, 42% of consumers reported delaying major purchases, a sharp rise from 28% in 2024. Gartner predicts that by Q3 2025, this will increase to 60% of consumers postponing major expenditures.

Moreover, by the end of 2025, Gartner forecasts that 60% of consumers will increasingly rely on secondhand and peer-to-peer marketplaces for their purchases, signaling a move toward more budget-conscious shopping strategies.

Economic Uncertainty Driving Deliberate Consumer Behavior

Kate Muhl, VP Analyst at Gartner Marketing, emphasized the shift:
"The current wave of economic uncertainty is reshaping consumer behavior in profound ways. There is a clear move toward more deliberate purchasing decisions and budget-conscious strategies as consumers prioritize financial stability over immediate gratification."

She added that marketing leaders who strengthen brand value and consistently deliver on core promises are better positioned to thrive in this evolving landscape.

Consumer Preferences on Brand Stance and Consistency

The survey also revealed nuanced views on brand activism:

• 68% of consumers prefer brands to remain neutral on social or political issues at this time.

• However, 55% lose trust in brands that reverse their stance on such issues.

• Among those who distrust brands for changing course, one-third reported boycotting a brand in the past year, compared to just 20% among those indifferent to brand reversals.

Muhl advises marketers to navigate brand activism carefully:

"Marketers must balance brand activism with consumer sentiment, especially when altering existing positions, to avoid alienating customers."