Consumers are getting pickier, and for good reason. With the cost of living still high, people aren’t just looking for the cheapest option anymore. They want real value. That means quality, sustainability, and ethical production are more important than ever when it comes to making a purchase.
Why Spending Habits Are Changing
Inflation is sitting at 3.9% as of January 2025, and while that’s lower than the peaks of 2022, plenty of people in the UK are still feeling the pinch like they did back in 2008. When money’s tight like it is currently, we naturally start asking: Is this product really worth it?
We’re seeing a growing trend of shoppers becoming more intentional, questioning whether something is genuinely useful, well-made, and fairly priced. The Office for National Statistics even reports that people are becoming more discerning, demanding real value for their hard-earned cash.
The Rise of ‘Deinfluencing’
This shift has led to the rise of “deinfluencing” on social media, where creators are openly calling out overhyped products from fellow influencers and steering people toward better alternatives through honest reviews. It’s a refreshing change, proving that when people do choose to spend their few pennies, they want to be confident they’re getting something worthwhile.
Sustainability Is in the Spotlight
This shift towards “deinfluencing” has also led to the move away from overconsumption we’ve been seeing on social media. It’s not just about avoiding waste, people are starting to dislike the idea of endless consumerism. Many are choosing not to spend money on things they don't really need. Plus, with climate change concerns and a growing focus on sustainability, more people are rethinking their buying habits.
The fashion industry is a prime example. Brands are being pushed to be more sustainable, not just because consumers are demanding it, but because the industry itself recognises the need to change. And it’s overdue. Right now, there’s enough clothing in the world to dress the next six generations! Earth.org shares some rather sobering stats on just how much damage it’s doing to the planet.
With people becoming more aware of overconsumption and the impact of fashion on the environment, second-hand fashion is booming, with predictions that it’ll make up 10% of global clothing sales by the end of this year. That’s a clear sign that consumers are rethinking the way they shop.
How Brands Can Adapt
1. Be Honest on Social Media
Transparency builds trust. Brands that show real results, real quality, and real customer experiences will stand out. Authenticity wins engagement.
2. Make Customer Reviews Work for You
Reviews are more influential than ever. Highlighting genuine feedback reassures buyers and makes it easy for them to see the value in what you’re offering. We’ve written a great article on the value of UGC, if you want to dive more into the topic you should check it out!
Brands Doing It Right
Béis – Standing Out in a Saturated Market
Béis travel bags may have plenty of dupes, but they’ve maintained a strong brand presence through a smart mix of organic and paid social content. Their UGC-style content showcases real-life functionality while keeping things aesthetically pleasing.
They also make smart use of customer reviews in their ads to drive conversions and highlight key selling points.
Grind – Marrying Affordability and Sustainability
Grind made its name with compostable coffee pods and has since expanded, collaborating with big names like Baileys and Sage. Sustainability is front and centre in their messaging, especially when compared to other coffee pod brands.
Their social ads reinforce this key selling point over and over, because there’s no harm in hammering their point home!
Tallow + Ash – A Brand That Listens
Tallow + Ash actively takes on customer feedback, showing buyers that their voices matter. Whether it’s adjusting scent offerings or tweaking packaging, they demonstrate real responsiveness in real time.
To wrap it all up
Consumers today are more selective, and increasingly value-conscious. Brands that embrace transparency, highlight real value, and genuinely listen to their audience will come out on top.
It’s not about selling more, it’s about selling better.
