As the digital landscape evolves faster than ever, predicting consumer trends feels part science, part magic. We’ve been doing lots of research and digging, and we’re pretty confident we have our finger on the pulse for the year 2025. We'll be revisiting this at the end of the year to see how close we got (And if we're completely off, well... we'll pretend this never happened.).
We’ve got a lot to get through, so let’s dive in!
AI is everywhere at the moment, it’s become a buzzword across the industry. We’re seeing a growing fusion of virtual and physical worlds, driven by brands and consumers alike embracing futuristic possibilities.
Pinterest calls this the Player One trend, where people craft entire digital lives. Gen Alpha, the first generation fully immersed in the digital world, is driving this cultural shift. They’re picking up where Gen Z left off, seamlessly blending digital and physical experiences. Brands are responding to this new movement, particularly in the beauty sector. A prime example being Elf, which recently met this emerging audience where they are… on Roblox, of course.
Recent tech advancements are giving serious Back to the Future vibes. We’re still waiting on rehydrating pizzas, but colour-changing sunglasses from Chamelo are a pretty close second, bringing that ‘futuristic functionality’ into everyday life.
This blending extends into our homes, too. The smart home market is expected to hit $149.43 billion in 2025, soaring to $633.2 billion by 2032. From voice-activated assistants to fully automated environments, the dream of a connected, AI-driven home is becoming a mainstream reality.
Generative AI has also gone mainstream, enabling brands of any size to craft distinctive visuals. Since OpenAI launched DALL-E, we’ve seen a boom in AI art platforms, and now they’re everywhere in advertising. Coca-Cola created its entire Christmas campaign using AI. Mango launched a campaign featuring a fully AI-generated model, while Motorola staged a fully AI fashion show for its latest phone launch.
But (and there’s always a but): public opinion on AI-driven campaigns has been mixed at best. Comments on the few campaigns we’ve mentioned are either turned off, or overwhelmingly negative showing there’s still a strong desire for human creativity and authenticity. We don’t see AI taking over entirely, but we predict that styles and aesthetics inspired by AI will influence marketing and design in significant ways in the year ahead.
As some people embrace cutting-edge technology, others are going the opposite way. AI fatigue is setting in. Consumers are growing wary of machine-curated interactions, craving authenticity and human touch.
WGSN has dubbed this emerging group “The New Nihilists,” but we’d argue they’re more like simplifiers, people seeking real-life experiences and meaningful community connections after years of virtual living.
This desire for simplicity is driving a surge in sustainable buying that supports people and the planet. Consumers still want time-saving conveniences but demand they be sustainable, ethical, and powered by fairly paid workers. Brands like Tony’s Chocolonely and Lucy & Yak are leading the charge on this, and changing the industry for the better while doing it.
Consumer trust is fragile. Younger generations are particularly sceptical of brand claims, often citing greenwashing and unfair profit distribution as concerns. The resale market is booming as brands reposition second-hand shopping as a fashionable, sustainable alternative to fast fashion. Vinted and Depop are thriving, prompting competitors like eBay to adapt to this new cultural shift.
Asian philosophies like Wabi-Sabi and Ikigai are also gaining popularity, offering a calm, optimistic approach to life. Brands are drawing on these ideas, focusing on craftsmanship, minimalism, and authenticity.
In a similar vein, as people push back against an increasingly high-tech future, there’s a growing movement toward living fully in the present, prioritising meaningful experiences, creating lasting memories, and reviving styles from what’s often seen as ‘a better time.’
Nostalgia plays a large role, with many selectively embracing the most cherished parts of the past to make today feel just as special. It’s about capturing this moment in a way that turns the present into something worth longing for in the future.
We can’t talk about this section without mentioning the absolute boom of the colour cherry, this prediction from Pinterest took no time at all to materialise.
Julia Daru at her campus says: “The color’s return is a comeback from the ’90s. Back then, it was the symbol of style, confidence, and, even, rebellion. Supermodels blew down the runway with cherry red lips, and the color popped up in every piece of the ’90s style, from head to toe.”
The demand for narratives with a focus on people’s real-life experiences and inner transformations is gaining momentum in marketing. Influenced by the popularity of movies such as “Inside Out 2” and “Perfect Days”, both addressing the topic of emotional fulfilment, companies and content creators are striving to contribute to the global discussion with their campaigns.
Time is the most valuable resource for these memory-makers. They want to invest it in meaningful experiences. Brands are responding by creating narratives focused on real-life experiences and emotional fulfilment. This campaign from UScellular is a perfect example of what we’re talking about, it takes the nostalgia of the iconic “Ironic” music video from Alanis Morrisette and combines it with emotional messaging to connect with viewers.
Perfect is out; chaos is in.
In 2025, Boomers and Gen X are going all in on playful, unconventional trends. Pinterest predicts a boom in “chaos cakes” which are silly, unpolished creations that celebrate imperfection. Interior design is following suit, with bold patterns, eclectic prints, and layering galore.
“Doom spending” is on the rise as anxiety about societal and environmental futures grows. But instead of spiralling into pessimism, many consumers are embracing unpredictability and using colour, texture, and customisation as forms of escapism and self-expression.
This mindset invites consumers to shake off perfectionism and take risks with how they express themselves, whether through fashion, food, or lifestyle choices. From mismatched patterns to chaotic garden landscapes, it’s about finding joy in rebellion and creativity. Brands can tap into this playful energy by loosening up their messaging and products to celebrate individuality.
Pinterest's "Dolled Up" prediction reinforces this desire to break the rules, forecasting a boom in eccentric beauty looks. Think over-the-top glitter, clashing colours, and beauty choices that feel unapologetically fun. Gen Z’s Chaotic customisation is taking off too.
So, there you have it, our take on the consumer trends set to shape 2025. Whether people are diving into hybrid digital worlds, scaling back on tech to keep things simple, or embracing chaos with bold creativity, it’s clear that brands need to stay agile, open-minded, and ready to meet consumers where they are.
Of course, predicting trends is never an exact science (we're not fortune-tellers, after all), but we’re excited to see how these ideas play out.
Let’s see where the year takes us!