NEW CONSUMER TRENDS 2025

The 2025 Consumer Trends Report by Zorraquino highlights how consumers’ relationships with products, services, and brands are evolving.

This document not only identifies emerging preferences but also underscores opportunities for businesses to adapt their marketing and branding strategies to an increasingly demanding and conscious consumer base. Below, we explore three of the most relevant trends and their application in the marketing world.

Genuine Connections: The Search for Authentic Connections

In a hyperconnected world, loneliness and isolation have become prominent social issues. According to the report, 45% of residents in Silicon Valley feel isolated, reflecting a global reality that brands cannot ignore. This trend emphasizes the importance of creating unique experiences that foster genuine human relationships.

Marketing Applications

Brands can leverage this trend to highlight their values and demonstrate their ability to forge unique connections—not just sell products. For instance, Milka’s campaign “Tenderness Against Loneliness”, in collaboration with the Red Cross, showcased isolated individuals in transparent cubes placed in busy areas of Madrid to promote empathy and raise awareness about unwanted solitude.

Emotional Campaigns
Communication should focus on human stories that emphasize values like empathy, inclusion, and the importance of relationships. A standout example is Nicobo, the robot created by Panasonic. Designed specifically to alleviate loneliness, Nicobo isn’t a functional robot like other smart assistants. Instead, it’s an emotional companion that responds to touch, interacts with users, and even “makes mistakes,” such as forgetting words or turning awkwardly—qualities that make it endearing and relatable. This approach allows Panasonic to connect with consumers seeking not just technology but solutions that promote emotional well-being.

Specialty Specialties: The Rise of Exclusivity

As authenticity becomes a key value, consumers also seek products and experiences that reflect this authenticity through quality and exclusivity. The quest for unique, high-quality products has transformed the consumption landscape. From specialty coffee to restaurants centered around a single ingredient, this trend demonstrates that consumers are willing to invest in experiences and products that stand out for their authenticity and uniqueness.

Marketing Applications

Unique Product Narratives
Brands must highlight the stories behind their products, giving them a special narrative that includes their origin, artisanal processes, and the values that make them unique. A prime example is Doritos, which created the pop-up restaurant “Doritos After Dark”. This space fused global dishes with its snacks, offering a bold and unique culinary experience that resonated with consumers through exclusivity.

Pop-Ups and Ephemeral Experiences
Another way to apply this trend is by creating temporary spaces that allow consumers to experience products in a unique environment. An excellent example is Burger King’s “Museum of the Whopper”, an exhibition in Madrid that celebrated its iconic burger while also serving as a restaurant. This strategy enabled the brand to connect with customers in an innovative and memorable way.

Trad Trap: Love for the Past

The “Trad Trap” trend reflects a desire to return to tradition and the belief that “things were better before” or “people were happier back then.” In a world dominated by hyperconnectivity and constant change, this return to the retro is not just nostalgia—it’s a way to challenge modern norms and find authenticity in simplicity.

Marketing Applications

Reinventing the Classics
Brands can create products or campaigns that revive elements of the past with a contemporary twist. A standout example is Estrella Damm’s “Summer of ‘78” campaign, which symbolized a summer by reliving the best moments of past years. This ad blended the past and present, aiming to evoke nostalgia for cherished moments.

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