How well do you know your consumers? It’s a crucial question when strategizing and building campaigns. Want to reach your audience, capture their attention, and make conversions? Then you need to know their habits, interests, and trends. Enter: the latest and greatest stats around – wait for it – consumer trends.
We’ve compiled the 28 need-to-know consumer trend stats marketing need to know as we’re heading into 2025. Armed with this intel, you’ll be able to go forth and build campaigns that meet your consumers right where they are. In the ever-changing world of influencer marketing, it’s paramount to stay ahead of the curve. We think these particular consumer behavior insights will help you do just that.
Let’s dive in.
Let’s Talk Consumer Trends (Because SEO)
Okay, first things first—let’s get on the same page. What we’re calling consumer trends (for the sake of SEO, naturally) is really just a fancy way of saying the ever-changing patterns, behaviors, and preferences of consumers. These trends are shaped by, well, everything—tech advancements, cultural shifts, economic changes, and social buzz. And if you’re navigating the wild world of influencer marketing, knowing how these trends evolve is non-negotiable.
Here’s the thing: In 2025, consumer trends are more fluid than ever. Today’s shoppers aren’t just scrolling past marketing messages—they’re in the driver’s seat, shaping the story. They want authenticity. They expect transparency. They demand value. And if you’re not delivering, they’ll swipe left on your brand faster than you can say “algorithm update.”
So, what’s the move? Start with the data. When you know the stats, you can build influencer campaigns that aren’t just relevant—they’re downright irresistible. Personalization? Check. Engagement? You bet. Brand loyalty? Let’s go. It’s all about meeting your audience where they are and giving them what they want in a way that feels organic (and maybe even fun).
Consumer-Brand Dynamics on Social Media
If we could boil it down to one thing consumers want from brands on social media in 2025 it would be authenticity. You’ve heard us say it time and again. Influencer marketing works and social media marketing is effective because it feels personal to consumers. Consumers develop trust in influencers and the brands they represent. And that trust evolves into brand loyalty.
Authenticity is the name of the game. But it’s not the only impactful consumer-brand dynamic trend we’re seeing this year. We’ll dig into privacy concerns, how brand values affect buyer behavior, and more. Let’s look at the numbers.
1. 9 in 10 consumers prioritize authenticity when deciding between brands.
With the rise of AI-generated social posts and consumers turning away from traditional modes of advertising, authenticity is top of mind for consumers. A whopping 90 percent say brand authenticity is top of their list of considerations when weighing a purchase decision. The good news? Influencer marketing is great for authenticity! More on that in the next section.
2. 89% of consumers stay loyal to brands because they share their values.
Authenticity and transparency reveal brand values. It’s important for current consumers to feel good about the brands they purchase from. 94 percent of consumers are more likely to trust a brand, and keep coming back, if they have complete transparency.
3. 39% of consumers would start using a brand if it provided full product transparency.
Consumers in 2024 are values-driven. That means they want to know who they’re giving their hard-earned money to and how it’s being used. Nearly four in ten say full transparency in product details would be enough for them to try out a new brand.
4. 66% of consumers feel emotionally connected to the brands they trust.
See what we mean? These are more than transactional relationships. Consumers want to trust and feel invested in the brands they love. That connection is what keeps them coming back purchase after purchase. For many consumers, these brand connections are personal. On that note, 73 percent prefer personalized shopping experiences.
5. Excessive self-promotion is an ick for 36% of consumers.
If consumers wanted shameless self-promotion and constant advertisements, they’d turn their attention back to traditional modes of advertising. Newsflash: they don’t want it. 36 percent of consumers dislike excessive self-promotion from brands. And 56 percent say they prefer brands to be more relatable.
6. Consumers find the 80/20 split between authenticity and promotion the most compelling.
Do avoid icking out your potential customers with too much self-promotion, stick to the 80/20 rule. That’s 80 percent of your content that’s purely for authenticity’s sake. Think creative content that’s engaging, educational, and eye-catching. And 20 percent that’s, well, selling your products and services.
7. 73% of consumers love brands with stellar customer service.
Consumers don’t just want to read about your company values. They want to see them in action. Excellent customer service is a game changer for more than seven in ten consumers. Think quick response times, easy returns and exchanges, and helpful, friendly staff.
8. And 73% of consumers are increasingly concerned with data privacy.
When consumers talk about trusting brands, they don’t just mean believing whatever the brand promises about their products and services. They also want to trust that when they make purchases with a brand their private data will be protected. 73 percent of consumers are more concerned about protecting their data privacy than they have been in recent years. And 64 percent already believe their data is less secure than in the past.
9. Three in four consumers consider sustainability in purchase decisions.
Sustainability is a top value for consumers in 2025. A majority, more than 75 percent, of consumers consider sustainability and climate impact when supporting brands. Gen Z lead the charge, with 78 percent of them saying sustainability is either their number one or number two consideration when deciding on a purchase.
10. Social commerce is leaning toward in-app purchases.
According to Statista, in 2023, there were nearly 107 million American social buyers. And that number is expected to grow by over ten percent to more than 118 million by 2027. Social commerce is alive and well, and consumers love the ease of in-app purchases. TikTok Shop currently leads the in-app purchase race, with 37.4 percent of US users having made a purchase in the app. That’s followed by Facebook at 36 percent and Instagram at 34 percent.
11. More than 21% of social media users list watching branded content as their reason for scrolling.
With the average social media user logging 2 hours and 24 minutes per day on socials, there are plenty of reasons to scroll. 21.7 percent of users say their reason for scrolling is to see content from their favorite brands. Another 26 percent list product discovery and inspiration for their reason for social media usage. So a significant portion of consumers are logging on to support the brands they already love and to find new ones.
12. It takes 5 to 7 impressions for a consumer to remember a brand.
That’s why it’s important for brands to post consistently and frequently across channels, maintaining brand imagery that easily recognizable. Brands that successfully streamline their visibility and presentation across social channels see 23 percent more revenue.
13. 68% of consumers follow their favorite brands.
Listen, consumers want to develop trust and emotional connections with their favorite brands. That’s why nearly seven in ten follow their fave brands to stay up to date on all the latest.
Consumer-Influencer Dynamics on Social Media
Okay, we are an influencer marketing blog after all. Now that we know how consumers are vibing with brands in 2025, let’s discuss how they feel about influencers. Many of the trends we saw in the consumer-brand dynamics section can be well-served with influencer marketing strategies. You want authenticity in your social media campaigns? Influencers can deliver!
14. 92% of consumers trust influencers over celebrities and traditional ads.
Authenticity is in. Old advertising methods are out. More than nine in ten consumers agree.
15. 94% of Gen Z trust influencers.
They’re the most likely generation to trust influencers, followed by consumers over 60 at 71 percent and Millennials at 70 percent. Gen X shows the least trust in influencers, with only 44 percent saying they trust their recommendations.
16. 71% of women on social media follow at least one influencer.
Women are more likely than men to follow influencers, with 57 percent of men on socially media following at least one influencer. Women are also more likely to be swayed by influencer recommendations.
17. 86% of women are likely to be influenced by influencers.
The numbers are consistent for women’s social media habits. 86 percent use social media for purchase inspiration and 86 percent report being influenced by influencer recommendations. Meanwhile, only 68 percent of men turn to social media for product recommendations.
18. More than 50% of people have made purchases based on influencer recommendations.
63 percent of women and 56 percent of men have made at least one purchase based on an influencer recommendation.
19. 86% of consumers value authenticity when choosing influencers to follow.
Authenticity is a top value for consumers across the board, from brands to influencers and beyond. It makes sense that another 61 percent of consumers prefer relatable influencer to celebrities or even experts.
20. Consumers value long-term influencer relationships.
And so do marketers. Consumers want to follow influencers over time to build trust in their values and recommendations. 69 percent of marketers agree long-term influencer relationships are the most effective.
21. Micro influencers rake in 3X the engagement rate of mega influencers.
Working with influencers with smaller followings is especially good for authenticity. Micro and nano influencers are consistently listed as the most trustworthy among the influencer tiers. And the proof is in the pudding. In 2024, micro-influencers boasted an average engagement rate of 3.86 percent, compared to mega influencers’ 1.21 percent average.
22. Consumers engage most with influencer content on TikTok.
TikTok surpassed Instagram for the most popular influencer marketing platform. And it also boasts the highest influencer engagement of any platform, with average engagement rates ranging from 10 to 15 percent.
23. 78% of TikTok users have made a purchase thanks to influencer recommendations.
Consumers on TikTok are highly engaged and happily influenced. 89 percent of users say they discover new products and content from influencers on the app. And many continue from that discovery on the path to purchase.
24. 79% of consumers are swayed by UGC.
User-generated content isn’t always created by influencers. It’s often made by regular users and consumers who are passionate about a purchase or brand. But the fact remains: consumers are influenced by the recommendations of people they trust. Whether they be from dedicated influencers or fellow consumers user-generated posts sway the purchase decisions of nearly eight in ten consumers.
25. One-third of Gen Z don’t love AI influencers.
Whether they think they’re creepy or just plain inauthentic, many Gen Z aren’t fans of AI replacing real human influencers. In an industry where authenticity is key, brands should tread lightly in their use of AI. Although, 42 percent of consumers do appreciate AI-generated product recommendations. Sorry everybody – the AI influencers thing – Gen Alpha.
26. 35% of consumers crave human-centric storytelling from influencers.
One consumer-favorite AI will have a hard time replacing is the human-centric narrative. Storytelling is an important factor in authentic influencer marketing, with 35 percent of consumers responding to it. Other impactful content forms include educational how-tos and tutorials, favored by 42 percent of consumers.
27. Consumers want to see diversity and inclusion in their influencers.
Your target audience wants to feel seen and represented in your content. They’re likely following influencers who match them in a variety of demographic categories, representing their unique and diverse identities. This craving for diverse and inclusive influencer content is widespread. Last year, 58 percent of the most viral influencer ads were created by BIPOC creators.
28. Influencer marketing will be a $24B industry by the end of this year.
The bottom line is, influencer marketing works. It’s growing, driving consumer spending, and not going anywhere anytime soon.
2024 Consumer Dynamics Stats in Conclusion
Consumer dynamics statistics are ever-changing. That’s why we think it’s important to keep our favorite marketers (that’s you!) up to date on the latest and greatest consumer dynamics stats. We believe data drives successful influencer marketing campaigns. And we’re happy to help you get all the facts and figures you need to succeed.
Feeling inspired by these consumer dynamics stats and ready to strategize your next campaign? We’d be happy to help. Schedule a strategy call with one of our experts today. We’ll work with you to create aligned strategies that leverage the latest data, impress your higher ups, and deliver big ROI.
