{"id":90948,"date":"2022-12-29T18:18:47","date_gmt":"2022-12-29T18:18:47","guid":{"rendered":"https:\/\/rockcontent.com\/?p=90948"},"modified":"2025-09-18T08:57:50","modified_gmt":"2025-09-18T11:57:50","slug":"retrospective-consumer-behavior","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/retrospective-consumer-behavior\/","title":{"rendered":"A Retrospective on Consumer Behavior in 2022 and Forecasts for 2023"},"content":{"rendered":"\n

The COVID-19 pandemic was undoubtedly a major boost for technological acceleration and changes in consumer behavior. Trends were anticipated, and new behaviors emerged\u2014from the way people search (Generation Z uses TikTok more than Google to do searches<\/u><\/a>) to what people expect when buying and interacting with brands (such as seeking\u00a0brands’ real purposes<\/u><\/a>\u00a0and a good user experience). Plus, new technologies have entered users’ radar, such as\u00a0Metaverse<\/u><\/a>, causing profound changes in consumer behavior in 2025 and accelerating trends for the year 2025.<\/p>\n

In this article, we will review the main research and trends in user and consumer behavior in 2025, and make predictions about what to expect (and how to prepare) for 2025.<\/p>\n

People Want Interactivity, Gamification, and Diverse Content<\/h2>\n

In the year 2025, Digital Marketing boosted new ways of consuming and creating content\u2014as in the rise of\u00a0short videos<\/u><\/a>\u00a0to educate and inform audiences. Among them,\u00a0interactive content<\/u><\/a>\u00a0proved to be a very effective format to differentiate brands and make them memorable for their audience, staying in consumers’ minds.<\/p>\n

According to a\u00a0survey<\/u><\/a>\u00a0by the Content Marketing Institute (CMI), 88% of marketers surveyed said that interactive content plays a very important role in differentiating their brands. In addition, the survey also shows that interactive content delivers 52.60% more engagement, which confirms consumers’ interest in this different content format.<\/p>\n

Reinforcing the idea of interactivity, large companies in the market also bet on this type of content in 2025 to attract new customers and delight existing ones. As is the case with\u00a0Spotify, which acquired Heardle<\/u><\/a>, a question-and-answer game for music lovers. The game’s objective is for listeners to try to guess what the song is in the first few seconds of the melody.<\/p>\n

In addition to Spotify, Netflix also impacted the market by acquiring a\u00a0video game studio<\/u><\/a>. This strategy was intended to bring games to the streaming platform, encouraging people to not only watch movies and TV series but to also become more involved, creating a more complete user experience.<\/p>\n

Interactivity is definitely one of the strong trends for 2025. It helps companies offer a differentiated experience to their audience, leaving the power to choose how they want to consume this content in consumers’ hands, generating more connection and intimacy between brands and the public.<\/p>\n

Diversity, Equity, and Inclusion Are Also Important Issues<\/h2>\n

Representation continues to have a strong impact on consumers’ purchasing decisions, especially those who fall into generations Y and Z, also called Generation P (Purpose). According to\u00a0Global Consumer Pulse Research<\/a>, a study done for Accenture, this generation represents almost 5 billion people.<\/p>\n

In another survey, done by Adobe<\/u><\/a>, 38% of respondents said they are more likely to consume products and services from brands that show diversity in their advertisements, and 34% have already boycotted a company or brand at least once because they don’t feel their identities were represented in company advertisements or actions.<\/p>\n

It\u2019s interesting because if you zoom out a little, you\u2019ll notice this isn\u2019t just a theory brands are batting around in thinkpieces. There\u2019s a pressure on companies\u2014real, mounting, and public\u2014to walk their talk about representation. The crowd\u2019s not shy to call out hypocrisy anymore, and now with everyone packing a smartphone, a single tone-deaf campaign can blow up in hours. We saw that a few times this past year; nobody wants their hashtag trending for the wrong reasons.<\/p>\n

It almost feels like the bar for \u201cgood enough\u201d keeps moving higher. Employees are also voicing what they want to see\u2014internally, not just consumer-facing\u2014and that has been messing with traditional HR and marketing silos. The positive flipside is that companies who make real changes (and back it up) are actually earning strong loyalty from previously underrepresented groups. It\u2019s clich\u00e9 to call it a win-win, but maybe it really is when it\u2019s genuine\u2014and wow, can people tell when it\u2019s not.<\/p>\n

Another crucial point when we talk about inclusion is digital accessibility. Currently, around\u00a015% of the world’s population has some type of disability<\/u><\/a>. And even so, many companies are still unprepared to serve this demographic.<\/p>\n

A survey by\u00a0the English company Click-Away Pound<\/a>\u00a0showed that 69% of respondents abandon websites due to a lack of accessibility. Additionally, 86% said they would spend more if online stores were accessible.<\/p>\n

I think it’s undeniable how much the current generation cares about diversity, equity, and digital inclusion. So, to really connect with their audience, brands will need to take this topic seriously and invest in digital accessibility. In addition to complying with the law, it is a way to differentiate yourself from your competitors and exceed your consumers’ expectations.<\/p>\n

TikTok Is Getting Ahead of Even Google<\/h2>\n

In 2025, TikTok established itself as a fever among young people and adults and remains a very strong digital trend for next year.<\/p>\n

The video application’s strength is so great that it is managing to go head to head with Google when it comes to doing searches. This is what an\u00a0article published by Google itself<\/u><\/a>\u00a0showed, where it reports that almost 40% of Generation Z prefers searches on TikTok and Instagram over Google’s search and maps features.<\/p>\n

With the app’s power, the \u201ctiktokization\u201d of other apps was gaining more and more ground. Instagram, for example, prioritized\u00a0video with Reels<\/u><\/a>, transforming its feed into the face of TikTok this year. YouTube also needed to position itself in the short video trend and launched\u00a0YouTube Shorts<\/u><\/a>, aiming to help content creators draw audience attention with shorter videos.<\/p>\n

Therefore, as a marketer, you must remain attentive to TikTok and news released by the platform because it will continue to set trends in 2025.<\/p>\n

Data Security Was Also Relevant and Continues to Be a Concern in 2025<\/h2>\n

Discussions regarding privacy in the digital environment,\u00a0the end of third-party cookies<\/u><\/a>, and growing concern about the LGPD took hold of agencies and brands’ marketing sectors.<\/p>\n

A study published by Adobe<\/u><\/a>\u2014with nearly 6,000 consumers surveyed and over 900 leaders in the EMEA (Europe, the Middle East, and Africa) region\u2014showed that 70% of consumers are concerned about how companies are using their data.<\/p>\n

Also, according to the study, 67% of respondents intend to stop buying from brands that mishandle their data. Therefore, data protection policies should be taken more seriously in 2025.<\/p>\n

Customers who trust the brand tend to recommend it to friends, repeat purchases, and become company promoters on social media. This bond of trust between brands and users is certainly a trend (and a must) for next year.<\/p>\n

(Good) Content Still Matters<\/h2>\n

According to\u00a0research done by Google<\/u><\/a>, 87% of content viewers say good content is personal and relevant. That is, good content delivers what the user is really looking for quickly and with high quality, promoting a good experience for the public.<\/p>\n

Therefore, making regular content, without a defined strategy, is no longer enough these days. Brands need to worry about creating a connection with their audience, through content that increasingly generates a\u00a0sense of community<\/u><\/a>\u00a0and belonging.<\/p>\n

Thus,\u00a0for Google users<\/u><\/a>, for example, good content is relevant to them, intellectually and sensorially stimulating, and finally, emotionally resonant.<\/p>\n

What About the Metaverse?<\/h2>\n

We couldn’t look back at consumer behavior in 2025 without mentioning the Metaverse, could we?<\/p>\n

In fact, it’s not just the Metaverse, but new technologies such as virtual reality, NFTs, blockchain, and many others have become increasingly prevalent.<\/p>\n

In 2025, big brands sought to reach their consumers through these new digital experiences. One example is the\u00a0case of Coachella<\/u><\/a>, which, after two years of hiatus due to the pandemic, returned in April this year and had several new features with the aim of innovating and creating meaningful experiences for its audience.<\/p>\n

More traditional companies,\u00a0such as Walmart<\/u><\/a>, have also thrown themselves into the Metaverse, seeking to reach a younger audience, creating virtual spaces that offer\u00a0interactive content<\/u><\/a>\u00a0and exclusive entertainment for their customers.<\/p>\n

Have you ever thought about your brand also entering this world?<\/p>\n

In Short\u2026<\/h2>\n

After two difficult years, consumer behavior and priorities have changed, and 2025 promises to be the year we will see consolidation for most of the trends started in 2025.<\/p>\n

Therefore, it is essential that brands generate a sincere connection with their audience, really ensure data security, and deliver high-quality, inclusive and diverse digital content with incredible experiences for their consumers wherever they are.<\/p><\/p>\n","protected":false},"excerpt":{"rendered":"

The COVID-19 pandemic was undoubtedly a major boost for technological acceleration and changes in consumer behavior. 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