In 2025, Consumers Are Less Likely to Act on Gut Instincts alone. What does this mean for brands?
Prior to the 2020s, consumers were far more happy to rely on their gut to make decisions about brands, purchases, and subscriptions. By 2025, however, consumers across many categories are increasingly reluctant to blindly trust their intuition. Instead, research reveals that consumer journeys have become more complex and deliberative as they seek brands that deliver both value and values.
In 2025 there is a growing demand for clear evidence of good value and values, presented with authenticity and transparency, before consumers’ are happy to make choices. What’s driving this shift? Our recent research experience highlights several key factors that brands must consider to make the most of their opportunities in 2025:
1. The Erosion of Trust
One of the most significant factors influencing this shift is the rise of disinformation. The sheer volume of dubious content online has made it harder for consumers to separate fact from fiction. When people can no longer rely on once-trusted institutions and figureheads for the truth, they will also question whether brands are telling them the truth. Social media platforms, once an authentic source for product reviews and recommendations, are now viewed with scepticism due to the proliferation of fake reviews, influencer partnerships, and outright false claims.
This erosion of trust means consumers are less likely to rely on their gut feelings or instinctive impressions of a brand. They are also less likely to try out a new brand they haven't heard of without due diligence. Instead, they’re seeking verified information, detailed reviews, peer recommendations, and trusted third-party endorsements to guide their decisions.
2. The Impact of AI-Generated Content
The rapid adoption of AI-generated content has added another layer of complexity. While AI tools are revolutionising marketing activities and making it more efficient, they’ve also diluted authenticity, flattened creative distinctiveness, and, in some cases, impacted perceptions of value. Consumers are becoming adept at identifying generic, formulaic content and are increasingly wary of interactions that lack a human touch. For instance, AI-written customer service responses, overly polished ad campaigns, or AI-generated imagery can each leave consumers questioning how much they can trust a brand.
As a result, the once-reliable gut instinct that told consumers to trust brands based on tone, messaging, or the quality of their creative output is faltering. Authenticity—real, human-centred communication—is now more critical than ever.
3. Value-Seeking Behaviour: Balancing Price and Value
Inflation and economic uncertainty have been inescapable over the past five years, significantly affecting consumer behaviour. Salaries are worth less, and disposable incomes are stretched thinner, making every purchasing decision more consequential. In this environment, consumers are less likely to make decisions based solely on brand loyalty or indulge in impulsive purchases.
Instead, consumer journeys and decision-making are becoming more considered and "System Two." Consumers are comparing costs and assessing value in more detail than ever before. Subscription services, in particular, have seen increased scrutiny, with consumers demanding clear evidence of ongoing value before committing or renewing.
Additionally, consumers are increasingly wary of deals that seem too good to be true, particularly on platforms like Temu or Shein, where lower prices can sometimes come at the expense of quality or transparent provenance. This realisation is further pushing buyers to prioritise proven value, authenticity, and enduring quality over initial gut reactions based on attractive pricing.
4. Increased Competition and Choice
Increased competition and choice across many sectors have given consumers more options than ever before. Whilst this can help them discover more value, it also complicates their decision-making process. Take the UK video streaming market as an example: the sheer number of options—from Netflix and Disney+ to Prime Video, Apple TV+, Paramount, and local services like NOW and ITVX—forces consumers to weigh up content libraries, pricing tiers, and added features more thoroughly. This abundance of choice means that consumers must invest more time and effort to make informed decisions, further reducing reliance on gut feelings.
5. Other Factors Impacting the Ability to Think Fast
Privacy and Data Concerns: Growing awareness of data privacy and security issues is causing consumers to question how much they trust brands with their personal information. From accepting cookies to signing up for newsletters, this concern often overrides instinctive decisions to engage with a brand.
Increased Information Accessibility: With abundant comparison tools, review platforms, and social proof at their fingertips, consumers have no need to rely on gut feelings and potential risks when detailed analysis is just a click away.
Political and Value Polarisation: Where brands are happy to be seen and who they are affiliated with matters more in today's politically charged times. Consumers will be more likely to mentally cancel brands whose values, priorities, and worldviews are at odds with their own from their consideration set.
What this Means for Brands
These shifts have profound implications for brands. In 2025, it’s no longer enough to appeal to consumers’ emotions or default System One instincts. Instead, brands need to:
Demonstrate Value & Quality: Clearly articulate the tangible benefits of their products or services—what value will you bring to people's lives? Be transparent and competitive with pricing. Offer evidence of quality.
Build Authenticity: Use genuine storytelling and human-centric communication, not influencer partnerships, to communicate authentic brand messages. Avoid over-reliance on AI-generated content, especially when it lacks distinctiveness or indicates a lack of care or value for the customer.
Create Trusted and Transparent UX: Build a user experience that engenders trust and provides re-assurance for consumers who want to think slower. Leverage third-party endorsements, certifications, and transparent data usage policies to reassure consumers.
Refresh Thinking on Consumer Journeys: When times change, so do foundational consumer insights. For brands to stay relevant in this environment, investing in research that identifies opportunities to appeal to consumers who do more than "thinking fast" is crucial.
Brands need a renewed focus on understanding the deliberate, evaluative processes and journeys consumers are using today. By exploring and addressing these challenges and questions, brands can not only navigate the complexities of 2025 but also foster deeper, more meaningful connections with their audiences. In an era where gut instincts are giving way to careful consideration, the brands that succeed will be those that deliver both enduring value and trust under scrutiny.
