Culture & Technology: 2025 Trends

Changing Households & Expectations

In a time of change, consumers are evolving both as a group and in terms of their expectations from the brands they shop with. Nearly one-third of households today are single-person¹, driven by factors like longer life expectancies, changing social attitudes towards family building and the financial considerations.

Solo dining reservations in the U.S. have increased by 29% in the past two years², as more people seek options to get out during remote working, for self-care, and to seek the chance to explore new places on their own.

Consumers, particularly Gen Z, are also looking for more personalized and flexible experiences. Gen Z grew up while brands perfected customer relationship management (CRM) programs and consumer communications, and they expect a high degree of personalization. They want more flexibility in their lives, how they shop or dine, and they expect it from their brands too.

Additionally, people continue to look for ways to bring joy to the forefront of their lives, and escaping from reality is the solution for many. But this does not mean running away from life; instead, it means finding new and creative ways to expand and enjoy life. The new phrase "Kidults" refers to adults who enjoy classic toys and games rooted in nostalgia and youthfulness. In the past year, 43% of adults bought a toy for themselves.³

Personalized products and treats are becoming more popular as people look for ways to add excitement to their usual routine.

Hyper-Connectivity

Consumer expectations are closely aligned with current digital trends, as many are constantly online. A significant 65% of Gen Z identify as video content creators.¹⁰ However, when looking for reliable information, consumers prefer podcasts over influencers¹¹. 40% of the U.S. population has listened to a podcast in the past month¹², and 46% of those listeners reported making a purchase after hearing a podcast ad.¹³

As they navigate the online world, consumers seek trustworthy brands that engage in meaningful dialogue. Despite the advantages of the digital age, increasing cybercrime makes it essential for people to be cautious about content sources. This allows brands to build loyalty by becoming reliable information providers.

Working Smarter, Not Harder

There is a growing appreciation for AI and automation in modern life, enhancing efficiency in various sectors: grocery stores, restaurants, and doctor's offices. While not mainstream for all consumers, AI’s presence is expected to rise.

For businesses, AI is a valuable tool for improving human resource integration and addressing service gaps. Projections suggest that 30% of restaurant jobs could be automated by 2030.¹⁷ Consumers are generally receptive to automation if their needs are met and technology is becoming more adaptable.

This is a prime time to incorporate these technologies, update systems, and train workers to collaborate effectively with automation.