Unlocking consumer trends for 2025

We are about to unlock the five consumer trends presented in the much-awaited Top Global Consumer Trends report by Euromonitor (2024). In this article, we reveal what consumers think, what they value and what their spending habits are in 2025. We also explore how businesses and education can respond to the trends.

Ageing well and optimising health: Healthspan

According to Euromonitor (2024), over half of global consumers believe they will be healthier in the next five years than they are now. People want to live longer (lifespan) and stay healthier longer (healthspan).

As Maron (2024) states, enhancing the quality of life is an increasingly important focus for biologists and longevity researchers. People aim for vitality, and it already shows in the rise of vitamins and supplements (Fortune Business Insights 2024) as well as the use of digital fitness and health devices for biohacking (Lavinia 2024). People want to feel physically, mentally and emotionally good at every stage of their lives. Also, businesses are keen to invest in employee health and wellbeing to attract top talent (WEF 2025).

Euromonitor (2024) suggests three ways to address this trend.

• Developing solutions for specific life-stage concerns and unmet needs.
• Using scientific evidence in marketing to highlight longevity solutions.
• Partner with tech companies to offer personalised health assessment and tracking solutions.

Opportunities are ample for companies offering smart wearables and AI-integrated solutions for real-time tracking of mobility, sleep and stress levels. Finnish Oura is a great example, worn by celebrities, athletes and the general public alike. Also, according to the latest travel trends by the BBC (Hall 2025), Hyatt Hotels are offering their guests AI-powered beds that monitor heart rate and blood pressure to offer a better night’s sleep.

The growing focus on longevity and wellbeing creates new opportunities in tourism and business education, especially in wellness tourism and digital health innovations. By integrating interdisciplinary research and practical applications, BBA programs can equip future professionals to lead in the expanding health and wellbeing economy.

Ulysseus European University’s Aging and Wellbeing Hub connects students with industry trends, helping them develop expertise in wellness-driven tourism, HR strategies, and health-focused business models. One example is a Blended Intensive Programme (BIP) on advancements and applications of wearable technology, offered by The University of Genoa. The course combines virtual learning with an in-person session in Genoa, focusing on hands-on projects where students design and test interactive applications in fields like healthcare and the arts.

Adopting a pragmatic mindset: Wiser Wallets and Eco Logical

Consumers, still grappling with economic uncertainties, prioritise affordability while balancing immediate needs and long-term benefits in their purchasing decisions. Euromonitor (2024) states that while many consumers focus on saving money, nearly half are willing to spend on products that save time or offer superior value, driving growth in premium goods like beauty and personal care. Many are willing to invest in life’s small luxuries.

While environmental consciousness is on the rise, consumers also prioritise practicality. They favour sustainable products that align with their values when they are affordable and offer tangible benefits like durability and quality.

According to Eurobarometer (2024), 78 % of Europeans believe that environmental issues directly impact their daily lives and health. The EU wants its consumers to be informed and companies responsible, so the EU Green Claims Directive (European Commission 2023) will be guiding European businesses in their sustainability communications.

Accordingly, the trust in sustainability claims remains strong. Yet, to stand out in a crowded market brands must link green attributes like energy efficiency or plastic-free packaging to meaningful advantages. Companies that provide clear value, targeted incentives, and accessible eco-friendly options are better positioned to succeed in this evolving landscape.

A good example is Copenhagen, with its Copenpay initiative where visitors to the city are rewarded with a free lunch or a cup of coffee for climate-friendly actions like cycling or volunteering in an urban garden. Destinations can stand out with options that are good for the wallet and the planet.

The Ulysseus Socio-Ecological Sustainability Hub helps students explore how sustainability and smart spending shape business strategies by addressing global challenges like climate change and biodiversity loss through research and education. It emphasizes social innovation and transformative approaches, integrating perspectives from social sciences and humanities to develop sustainable solutions. The hub focuses on thematic areas such as sustainability research, socio-ecological transformation, climate change adaptation, education for sustainable development and circular economy.

From information overload to a simpler life: Filtered Focus and AI Ambivalent

Euromonitor (2024) also states that in today’s saturated market, consumers are overwhelmed by too many choices and notifications, prompting a desire for simpler, more intuitive ways to find products that truly meet their needs. Brands must focus on clear communication and optimised user experiences, with streamlined discovery through personalised recommendations and clear labeling. Trust is a key factor, as consumers are drawn to brands that fulfill their promises, often seeking third-party validation.

Whereas companies remain enarmoured by AI (WEF 2025), not all consumers are that enthusiastic of AI-solutions any longer. Euromonitor (2024) suggests that generative AI has gained significant attention but faces growing skepticism due to limitations such as inaccuracies, misinformation, and bias. Over 40 % of consumers in 2024 consider it a trustworthy source but concerns about its impact on job security and the spread of fake content remain.

A notable and recent example of this disillusionment involved Coca-Cola and their iconic Christmas ad, which this time was generated by AI, and the video faced significant backlash from consumers. Authentic experiences are what the AI-weary consumers crave. Conde Nast Traveller (Allard 2025) even listed JOMO (Joy of Missing Out) as one of the 21 biggest travel trends for 2025, meaning that consumers want to do less and feel more – immerse themselves in the experience.

The Applied AI for Business and Education Innovation Hub, located at Haaga-Helia, is another example of the Ulysseus European University alliance. This hub focuses on applying artificial intelligence across various domains, particularly in business and education, by leveraging advancements in machine learning, natural language processing, and data analysis. It offers a multidisciplinary environment where students, staff, and partners can engage in activities that focus on ethical AI applications and human-centered innovations that align with consumer desires for meaningful, immersive, and trustworthy experiences.

Education riding the wave of trends

At Haaga-Helia, we are very excited about these trends. Our Ulysseus alliance, as well as Haaga-Helia’s many labs are on top of the trends. Our students are taught to become trend spotters and go trend hunting to be in touch with the latest developments of their fields whenever they do their assignments or write their theses. Let us monitor, learn and adapt as the trends in consumer behaviour continue to evolve this year!

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