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.

ResearchAndMarkets.com has added the "Asia Pacific Social Commerce Market Intelligence and Future Growth Dynamics Databook - Q2 2025 Update" to its offerings. The report delivers comprehensive insights on over 50 KPIs covering market trends, retail product dynamics, consumer demographics, and operational metrics at both regional and country levels.

Market Size & Growth Projections

• The APAC social commerce market is projected to grow 9.1% annually, reaching US$625.93 billion in 2025.

• From 2021 to 2024, the market recorded a strong CAGR of 12.6%.

• Forecasts indicate an 8.1% CAGR from 2025 to 2030, reaching approximately US$925.43 billion by 2030.

Trends and Developments

• Integration of Social Media and E-commerce Platforms:
  Partnerships like YouTube and Shopee in Indonesia enable seamless in-video shopping, reducing friction and enhancing consumer experience.

• Expansion of Livestream Shopping:
  Platforms such as Xiaohongshu empower influencers to sell products in real time, boosting consumer trust and engagement.

• Rise of Influencer-Driven Commerce:
  Influencers drive authentic endorsements and word-of-mouth marketing, expanding brand reach.

• Adoption of Augmented Reality (AR):
  AR virtual try-ons enhance online shopping confidence, replicating in-store experiences.

• Growth of Community Group Buying:
  Collective purchases via social channels provide discounts and broaden access, especially in lower-tier cities.

Competitive Landscape & Key Players

• Dominant platforms include Douyin, Xiaohongshu, Shopee, Flipkart, Myntra, and Meesho.

• Strategic partnerships, such as YouTube and Shopee’s 2024 launch of in-video shopping in Indonesia, underline platform innovation.

• Regulatory frameworks, e.g., Malaysia’s 2024 proposed social media licensing, are shaping compliance strategies.

Report Offering

The bundled package features 12 detailed country-level reports (Australia, China, India, Japan, Malaysia, South Korea, Philippines, Singapore, Taiwan, Thailand, Vietnam, and the broader APAC region) with 528 tables and 684 charts, providing granular data on social commerce market dynamics.

Outlook

• Rapid growth is expected to continue with increased smartphone and internet penetration.

• Heightened competition will drive innovation and strategic alliances.

• Businesses must navigate evolving regulations while capitalizing on emerging opportunities.

Haberfeld/HabWell, a strategic growth partner for community financial institutions and healthcare entities, proudly announced winning six Prism Awards and four Sterling Awards at the 2025 Prism Awards ceremony hosted by the American Marketing Association (AMA) of Lincoln on May 8.

The company excelled in multiple Small Business categories, including Guerilla Marketing, Social Media, Digital Advertising, Special Events, and Direct Marketing Print Campaign.

Full List of Awards

• Prism Award in Guerilla Marketing for the HabChat podcast

• Sterling Award in Microsite for the HabWell website

• Sterling Award in Social Media for the “Referral Strategies” HabChat episode

• Prism Award in Social Media for the “Growing Your People” HabChat episode

• Sterling Award in Logo for the HabWell logo

• Prism Award in Digital Advertising for Citizens State Bank’s weather-triggered ads

• Prism Award in Digital Advertising for Mountain West’s “Golden Ticket”

• Prism Award in Special Events for Seneca Savings’ “New Manlius Branch”

• Prism Award in Direct Marketing Print Campaign for PFCU’s “Bank Like a Hero”

• Sterling Award in Direct Marketing Print Campaign for PFCU’s sweepstakes mailer

The Prism Awards

Held annually and sponsored by the AMA of Lincoln, the Prism Awards celebrate outstanding creative work from advertising agencies and in-house marketing teams in Lincoln, Nebraska, and nearby regions. Judging rotates yearly by AMA chapters from different cities, awarding Sterling and the prestigious Prism Awards.

Haberfeld/HabWell has won multiple awards in 2023 and 2024 as well, and this year notably swept the Direct Marketing Print Campaign and Social Media categories in Small Business.

Company Statement

“We are delighted to again be recognized in such fiercely competitive categories, reinforcing the astounding results our clients experience in growing core relationships,” said Tim Karstens, VP & Creative Director at Haberfeld. “It’s an honor to be in the same room as so many accomplished marketing teams who consistently deliver high-caliber work. Our congratulations go to everyone involved.”

Fevi Yu, founder of Metro DC-based web and SEO company WOWebsites.com, has been selected as a speaker at Pubcon Austin 2025, making her the first Filipino-born SEO agency founder to present at this leading U.S. digital marketing conference.

Her session titled "Web Development: Ground Up Success" is scheduled for June 20th, 10:30–11:20 AM, focusing on a website development framework designed to deliver high search visibility, AI readiness, and conversions from day one—tailored for businesses in active growth phases.

Fevi Yu and WOWebsites.com

• Fevi has over 12 years of experience serving businesses in the Metro DC area.

• She brings a unique global background, born in the Philippines, raised in Zambia, and professionally active in the Cayman Islands before settling in Northern Virginia since 2012.

• Fevi leads WOWebsites.com, specializing in building search-optimized, high-performing websites that help businesses scale efficiently.

• She created the Basic Website Package, the first solution integrating technical SEO from the ground up.

Why This Matters

“Growth-stage businesses need more than just an online presence—they need a website that builds momentum,” says Yu. Her approach ensures websites are visible, fast, and built to convert, offering a competitive edge for businesses expanding in Northern Virginia and beyond.

With Q2 and Q3 fully booked, WOWebsites.com is now accepting new projects for Q4. Learn more about their SEO-ready web solutions at WOWebsites.com.

The social commerce market in Latin America is booming, projected to grow at a 20.1% annual rate to reach US$14.62 billion in 2025. Having achieved a 27.0% CAGR during 2021-2024, the market is set to maintain a strong growth trajectory, with a forecasted CAGR of 13.8% from 2025 to 2030, reaching nearly $27.92 billion by 2030.

Market Drivers and Trends

• Rising Internet & Smartphone Penetration: Increased access expands social media use and in-app shopping convenience across the region.

• Fintech Integration: Brazil’s Pix and other fintech innovations boost social commerce by enabling instant, accessible payments — critical in regions with limited banking.

• E-commerce & Social Platform Convergence: Leaders like MercadoLibre integrate social commerce features to enhance consumer engagement and seamless shopping experiences.

• Influencer Marketing: Trusted local influencers are a vital sales driver, leveraging social trust to boost purchases via embedded links.

• Innovative Partnerships: TikTok’s partnership with Ticketmaster enables seamless event ticket bookings within the app, reflecting broader platform innovation.

Competitive Landscape and Outlook

• Major players such as MercadoLibre continue to innovate using AI and machine learning to improve credit access for sellers and enhance user experience.

• Regulatory developments, like Brazil’s CADE requiring Apple to lift in-app payment restrictions, foster a more competitive digital market.

• The social commerce ecosystem in Latin America is expected to evolve rapidly over the next 2-4 years with greater transparency, AI adoption, and growing fintech penetration.

Report Coverage

• Social commerce market size, segmentation, and forecasts by retail categories, end-use segments (B2B, B2C, C2C), devices, locations, payment methods, and platform types.

• Detailed KPIs on consumer demographics (age, gender, income) and behavior.

• Market share insights for key players like Instagram, Facebook, YouTube, Facily, Zoop Brasil, LTK, and more.

Innovid, a leading independent advertising software platform, today unveiled the general availability of its Social Automation solution. Building on legacy Flashtalking’s Rules-Based Optimization, this new offering delivers advertisers enhanced control, speed, and flexibility to manage campaigns across key social platforms including Meta, TikTok, Snapchat, Pinterest, and LinkedIn.

Features and Benefits

• Advanced Logic-Based Rules: Create custom automation rules with time ranges, Boolean logic, and multiple conditions for precise campaign control.

• Cross-Platform Optimization: Apply unified rules across all publishers and campaigns with control over timing, triggers, and conditions.

• Real-Time Event Sync: Automatically trigger ads around live sports moments such as game starts, scores, or overtime to maximize fan engagement.

• Weather-Based Messaging: Dynamically adapt ad creative based on live weather data by location, including temperature changes and severe alerts.

Early adopters have already reported a 22% lift in Return on Ad Spend (ROAS) compared to native social tools, highlighting the power of Innovid’s automation engine.

Zak Knudson, SVP of Product Management at Innovid, commented:

"We built this solution to meet a growing need for smarter, scalable social campaign management. Marketers no longer have to choose between scale and precision – with our automation engine, they get both."

ResearchAndMarkets.com has added the comprehensive Italy Social Commerce Market Intelligence and Future Growth Dynamics Databook – Q2 2025 Update to its offerings. This detailed data-driven report presents over 50 KPIs tracking social commerce trends by retail product categories, consumer demographics, payment methods, platforms, and geographic segmentation.

Market Growth Overview

• The Italian social commerce market is projected to grow at a robust 25.2% annual rate, reaching US$5.88 billion in 2025.

• From 2021 to 2024, the market achieved a strong CAGR of 36.7%, with continued expansion forecasted at 16.0% CAGR through 2030.

• By 2030, the market is expected to more than double from its 2024 value of $4.69 billion to approximately $12.37 billion.

Insights and Scope

This report offers a granular analysis of market dynamics, including:

• Market segmentation by retail product categories such as Clothing & Footwear, Beauty & Personal Care, Food & Grocery, Electronics, Travel, and more.

• Breakdown by end-use consumer segments (B2B, B2C, C2C) and device type (Mobile vs. Desktop).

• Insights on payment methods, including credit/debit cards, bank transfers, digital wallets, and cash.

• Platform-specific forecasts across video commerce, social network-led commerce, group buying, social reselling, and product review platforms.

• Consumer demographics by age, income, and gender, along with spending behavior.

• Competitive landscape overview featuring market shares of major players like Facebook, Instagram, Bantoa, GreenApes, and Comehome.

Why This Report Matters

• Gain actionable intelligence to navigate growth opportunities and risks in Italy’s evolving social commerce landscape.

• Develop and refine strategies based on 50+ KPIs including value and volume metrics.

• Understand consumer behavior trends and spending dynamics to maximize ROI.

• Access detailed market share data and the competitive environment to inform strategic decisions.

Sooth, a leader in predictive emotional and behavioral intelligence for marketers, today unveiled its groundbreaking Emotional Logic Interface (Eli) a proprietary AI system designed to decode human behavior before it happens and guide brands on what actions to take.

Built on insights from 300 million individuals across 20 countries and mapped to 100,000 emotional and behavioral signals, Eli models the deep emotional drivers behind purchasing decisions, empowering marketers to move beyond traditional data approaches.

Empowering Marketers with Predictive Precision

"Most marketers still make decisions based on demographics and transactions, which only explain 7% of buying behavior," said Ian Baer, Founder & CEO of Sooth. "Eli was built to decode the emotional, practical, and situational needs that drive 13 out of every 14 buying decisions. Brands are drowning in data and dashboards—Eli delivers clarity, fast."

Unlike tools that analyze past or present data, Eli predicts what’s next with capabilities such as:

• Emotional Blueprinting: Predicts triggers behind 90% of human decisions to prevent off-target messaging and campaign misfires.

• Creative & Message Evaluation: Scores creative content against audience-specific emotional and practical drivers instantly.

• Behavioral Audience Analysis & Targeting: Replaces static personas with predictive models of real human behavior, revealing hidden opportunities and threats.

• Predictive Media & Channel Strategy: Projects ROI across 25 media channels, cutting waste and optimizing ad spend.

A Proven Foundation

Baer brings 30 years of experience solving complex business challenges for brands like Verizon, Chase, Pfizer, Samsung, Audi, and Hilton—work that inspired Eli’s design.

"We built Eli to fix what's broken in marketing," Baer added. "Clients leave with precise, actionable recommendations that create immediate impact."