As we step into 2025, the landscape of consumer behavior is evolving at a rapid pace. The Connecting The Dots: 2025 Consumer Trends report by GWI offers a comprehensive look at the key trends that are set to shape the future. Here are the intriguing insights from the report.
Podcasts are Revolutionizing Advertising
Have you noticed how podcasts are changing the way we experience ads? Podcasts are becoming incredibly popular, with more people now preferring them over radio. This trend includes Gen Alpha, with 1 in 5 tuning in, proving the value of podcasts as an advertising platform. Podcast hosts present ads in a way that blends with the show, making them feel like a natural part of the listening experience.
But podcasts aren’t just for listening to! Spotify has seen an 88% increase in video podcast consumption, with some viewers even attending live podcast events. “This means podcasts are now a 360-degree amplification opportunity for brands”, says Bridget Evans, Spotify’s Global Director.
This trend is expected to revolutionize the advertising industry, providing brands with new opportunities to connect with their audiences in a more meaningful way.
Side Hustles are Shaping Today’s Workforce
Have you ever considered starting a side hustle? Today, 11% of the entire workforce has a side hustle, and these are changing the way people think about work. Most side hustlers are young men, especially Gen Z, but many senior professionals (38%) also have side hustles.
People work on these projects outside of their regular job hours, but they are having a direct impact on the workforce. Nearly a third of all side hustlers say they are likely to look for a new job in the next six months – including 40% of those with senior roles of VPs and higher! They cite work-life balance frustrations, uninteresting role objectives, and heavy workloads as the main reasons behind their job search.
Companies can improve employee retention of side hustlers by encouraging their ambitious and inquisitive nature with increased flexibility and openness to new ideas and approaches.
Women’s Sports are Captivating Audiences Worldwide
Women’s sports are seeing a surge in popularity, as indicated by the recent success of the Fiba World Cup and the sustained growth of the WNBA, with interest growing by 100% since Q4 2020. Increased visibility and support are driving the growth of women’s sports, creating new opportunities for brands to engage with a diverse and passionate audience. By acquiring streaming services coverage or offering behind-the-scenes and highlight footage through short-form video, brands can target, engage, and connect with these fanbases. Aligning with sports on the rise and investing to make them more accessible will allow for even greater engagement and growth.
How Energy Drinks are Winning Over a Diverse Crowd
Energy drinks are becoming more popular, with 45% of consumers saying they have an energy drink at least once a month. This is more than those who drink gin, vodka, or rum each month – combined! But with a growing market comes a diversifying audience.
Energy drink consumers now include workers looking for a productivity boost and stay-at-home parents wanting that extra lift. Energy drinks with health benefits, like added protein, are popular among health-conscious consumers. Brands need to consider why these products appeal to these audiences and investigate refreshing product lines and marketing approaches to boost revenue streams.
Young People are Rethinking Higher Education
As college costs rise, more young people are questioning whether a degree is worth it. Worldwide, the number of Gen Z pursuing a bachelor’s degree or higher has dropped by 21% in the past year alone. Instead, they are finding other ways to put their skills to work and establish career opportunities, especially in tech.
While the allure of traditional higher education may be fading, this shift is creating new business opportunities. EdTech companies can lead the way with practical, skills-based education sought by today’s employers. Universities and colleges can adapt by updating entry requirements and reshaping learning materials to better align with the younger, tech-savvy generations. Businesses should start to reevaluate their hiring practices and focus on the skills that matter most.
Smart Security is a Hot Commodity
Have you noticed how popular smart security devices have become? In 2022, more people started using smart security devices like doorbells than other smart home products, and this trend has only continued to grow. In Australia, smart security device ownership has increased by 135% since 2019.
People across all income brackets are more likely to own a smart security device if they frequently participate in out-of-home activities like dining out, going to the movies, or going to the gym. As this market grows, it is important for brands to consider particular lifestyle interests and pursuits when targeting their audiences.
These trends highlight the importance of remaining proactive and adapting to the dynamic consumer environment. By comprehending and utilising these trends, businesses can refine their product, marketing, and overall business strategies to align with the changing requirements of their customers.
Source
GWI. (2025) Connecting the Dots Report – 6 consumer trends to watch in 2025
