Economic uncertainty in 2025 is driving significant changes in consumer behavior. Recent research by Gartner highlights how more consumers are delaying major purchases, favoring American-made products, and expecting consistency from brands in a complex socio-political environment. This article explores these trends and what they mean for marketing leaders navigating the shifting landscape.

Consumer Behavior Trends in 2025

• Increased Demand for American-Made Products

  • 47% of consumers plan to buy more American-made goods this year, reflecting a shift toward domestic purchasing.

• Growing Hesitation Around Major Purchases

  • 42% of consumers reported waiting to make major purchases in early 2025, up from 28% in 2024.

  • Gartner predicts this will rise to 60% by the third quarter of 2025.

  • The trend shows growing caution and financial prudence among buyers.

• Rise of Secondhand and Peer-to-Peer Marketplaces

  • By the end of 2025, Gartner forecasts 60% of consumers will shop via secondhand or peer-to-peer platforms, signaling a move toward budget-conscious buying habits.

Consumer Expectations from Brands

• Preference for Brand Neutrality on Social and Political Issues

  • 68% of consumers do not want brands to take a stand on social or political issues currently.

  • Consumers favor brands that maintain a neutral position during uncertain times.

• Importance of Brand Consistency

  • 55% lose trust when brands reverse their positions on social or political issues.

  • One-third of consumers who distrust brands for reversing course reported boycotting those brands in the past year.

  • Consistency in brand messaging is critical to maintaining consumer trust.

Marketing Insights and Recommendations

• Adapt to Shifting Consumer Behavior

  • Focus on building strong brand value aligned with consumer priorities.

  • Deliver consistent, reliable messaging and promises to foster trust.

• Balance Brand Activism with Consumer Sentiment

  • Carefully weigh any changes in socio-political stances to avoid alienating audiences.

  • Subtlety and discretion are vital when revising brand positions during sensitive times.

• Prepare for Economic Impacts on Consumer Spending

  • Recognize that delayed purchases and secondhand shopping will affect market dynamics.

  • Strategize marketing efforts to address financial concerns and highlight value.

Gartner’s 2025 consumer insights reveal a cautious and deliberate buyer, prioritizing financial stability and brand reliability amid economic uncertainty. Marketing leaders who emphasize consistency, brand value, and an understanding of consumer priorities will be better positioned to succeed in this evolving environment.