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Consumer value-seeking behavior has become increasingly sophisticated and cross-category. In Japan, nine of the top ten snack brands are Japanese. Gen Zers (born between 1996 and 2010) are projected to make up not only the largest generation but also the wealthiest in history. 33 percent of Gen Xers surveyed across Europe and the United States state that they’re on TikTok, while 35 percent of baby boomers in those regions report that they’re on Instagram. Consumers tell us that social media is their least trusted source when making buying decisions, yet it’s where they interact with family and friends, who serve as their most trusted sources.

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• Despite a high level of uncertainty—not only in consumer sentiment, but also in geopolitical and economic outlook—there are many areas in which brands can find growth.
• Instead, more than half of surveyed consumers across markets say that they look for deals on every purchase.
• The post-2024 consumer landscape represents a fundamental shift that requires businesses to move beyond traditional reactive adjustments toward proactive adaptive transformation.
• In Japan, nine of the top ten snack brands are Japanese.
• Rising prices continue to be the number-one cause for concern among consumers across all 18 of the markets in our survey.

Content strategy analysis: Performance patterns and strategic recommendations

This framework recognizes that companies must be really good at learning how to do new things. In the first half of 2025, more than one-third of consumers surveyed state that they have traded down in one category while planning to splurge in another. In China, six of the top ten beauty brands with the most market share growth since 2020 are Chinese (up from only two from 2015 to 2020). Over the past five years, we have seen disruptor consumer brands encroach on global, multinational brands. A fundamental contradiction exists in consumer digital behavior.

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Organizations must build comprehensive consumer intelligence capabilities that go beyond traditional market research. In emerging markets, approximately half of consumers research products on social media before purchasing. The behaviors that consumers adopted for coping with life under COVID-19 lockdown—namely, a reliance on digital connectivity and at-home activities—are now permanent parts of their daily lives. This framework provides a systematic approach for businesses to transform their operations, embrace continuous adaptation, and thrive in an environment where consumer sentiment is no longer neatly aligned with consumer spending.

Scenario planning and flexible cost structures enable rapid response. Developing proprietary capabilities and first-mover advantages in niche segments provides differentiation. Regular model auditing, diverse training data, and continuous retraining protocols are essential. Offering the right product at the right price at the right time has become more important and harder to do than ever.

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