What is driving purchasing behaviour in 2025?

2025 is here, and with it comes a whirlwind of uncertainty- be it economic pressures or ongoing concerns around the cost of living. If you’re feeling unsure about where to focus your marketing strategy this year, don’t worry. We’re here to take you through the top marketing trends for 2025, break down the key shifts in consumer behaviour and show you exactly how to align your brand with these trends.

Backed by insights from Mintel, global market experts, here are the major consumer trends that will shape purchasing decisions in 2025 and the strategies to help your brand stay ahead of the curve.

Trend 1: Functional benefit – does it meet a need?

At the heart of consumer purchasing behaviour is the functional benefit. Simply put, consumers want products that meet a specific need and perform as promised. Whether it’s a gadget, a skincare product or a car, if it doesn’t work well or solve a problem, it won’t make the cut.

The functional benefit isn’t just about effectiveness, quality plays a huge role here too. In 2025, consumers will continue to prioritise high-quality, reliable products that provide real value.

Top tip: Make sure your marketing strategy clearly communicates how your product meets specific needs and what sets it apart from competitors.

 

Trend 2: Value – personal ROI takes priority

Value isn’t just about offering a discount. While discounts can grab attention, they don’t build long-term loyalty. In 2025, value means personal return on investment (ROI). Consumers want products that not only make their lives easier but also offer long-term benefits that justify the cost.

Here’s the important bit- too many price sales can devalue your brand. Offering continuous discounts can erode the perception of your product’s worth, making it hard to justify the full price later.

Top tip: Focus on the overall value your product brings. This includes the savings, the convenience and the long-term benefits. Use discounts sparingly and ensure that your product’s core value shines through in your messaging.

Trend 3: Convenience – a must-have in 2025

We all know that time is precious and in 2025, convenience is king. Whether it’s a frictionless online shopping experience or a product that saves time and effort, convenience is a major driver of purchase decisions. As more people feel both time-poor and cash-poor, any additional hurdle can cost you a sale.

Top tip: Prioritise ease and speed. Optimise your checkout process, offer fast and flexible delivery options and make customer service a breeze. The easier you make it for consumers to engage with your brand, the more likely they are to convert.

Trend 4: Trust – put authenticity and transparency at the core

In today’s world, trust is more valuable than ever. Consumers are bombarded with marketing messages everywhere and they’re becoming increasingly sceptical. They want brands that are authentic, transparent and who live up to their promises.

Being genuine is crucial. If you make promises, you need to follow through. If not, expect to lose trust and loyalty quickly.

Top tip: Be clear and transparent about your values, product claims and business practices. Keep your messaging authentic and avoid overhyping. In the long run, honesty will build trust and trust builds customer loyalty.

 

Trend 5: Safety, community and a sense of belonging

As social creatures, humans crave a sense of belonging and this extends to the brands they engage with. A sense of community, both online and offline, has become a huge influencer in consumer behaviour. With many people feeling more isolated, creating a space for customers to connect with one another, share experiences and feel part of a larger group can increase brand loyalty.

From building an online community or hosting offline events, fostering a sense of safety and connection around your brand can go a long way.

Top tip: Focus on creating opportunities for customers to connect, through social media, events or customer engagement programs. Don’t just sell a product- sell an experience that brings people together.

 

Trend 6: Focus on health and wellness

Since the pandemic, well-being has become a key driver of purchasing decisions and it shows no signs of slowing down. Consumers are increasingly prioritising their physical and mental health so products that contribute to their well-being are more appealing than ever.

Whether your product helps people stay healthy, reduces stress or contributes to mental clarity, consumers will gravitate toward offerings that enhance their well-being in tangible ways.

Top tip: Align your product or service with the growing well-being trend. Even if health isn’t the primary function of your product, consider how it supports customers’ overall well-being and highlight these benefits in your messaging.

 

Trend 7: Sustainability – important but not a top priority

While sustainability remains an important value for many, sadly it’s no longer the top influencer in purchasing decisions. Over the past few years, especially with the cost-of-living pressures, sustainability has taken a back seat to more immediate concerns like price and convenience.

That doesn’t mean you should ignore it, though. For many consumers, especially Gen Z, sustainability still plays a role in their choices, particularly when it comes to discerning between two similar products.

Top tip: Be consistent and transparent about your sustainability practices. Don’t assume it will be the deciding factor for every consumer, but make sure your efforts are clear and authentic. When done right, sustainability can still set you apart in a competitive market.

 

By recognising and adapting to these consumer trends, your brand can build a marketing strategy that resonates with today’s savvy shoppers. It’s all about staying relevant, being authentic and responding to what consumers care about most. Keep your finger on the pulse and you’ll be well-positioned to thrive in 2025.

Contact us for a free and friendly chat about your marketing strategy for 2025:

As of July 1, 2024, Google’s Universal Analytics (UA) is set to permanently stop processing data and removing access to this data, as the transition to Google Analytics 4 (GA4) completes. This means that without urgent action many may lose their historical Google analytics data.

Google Universal Analytics, has been the go to website analytics tool for most people and businesses since its inception in 2013. In 2020, this was superseded by the shiny new and improved GA4, which aims to offer a more comprehensive view and understanding of user interactions across multiple platforms and devices.  Focusing more on the value of interactions than the ‘vanity metrics’ often offered with volume alone statistics.

Understanding your website journey and having comparison data is imperative for analysing the effect of past activities and for forward planning and decision making on your website. So losing this data could be quite a blow for many who have missed the warnings.

 

HOW DO I PRESERVE MY UNIVERSAL ANALYTICS DATA

So here’s some simple actions we recommend you take, quickly, to preserve your historical data.

 

Actions to Preserve Google Analytics Universal Data:

  1. Data Export: Before the cutoff, export all critical UA data. Drop them into an excel spreadsheet and clearly label them to ensure they retain their usefulness!
  2. Implement GA4: If you haven’t already, set up your basic GA4 properties.  There is a simple guide to take you through the basic set up, visible within Google Analytics 4 environment.
  3. Understand Differences: Since UA and GA4 differ fundamentally, it’s important to understand the differences, to reconcile your data past and present.  So time to swat up!

 

Important Data to Mine before the Retirement of Universal Google Analytics:

  1. Traffic Source Analysis: Extract data on total traffic to your website and it’s source.  This past data helps you to identify which channels and campaigns have been most effective.
  2. Historical Trends: Extract data on user behaviour, including session duration, bounce rates, and conversion rates, to maintain a clear understanding of long-term trends and seasonality.
  3. Conversion Funnels: Detail conversion paths and funnels to understand user journeys, particularly if you track the customer journey through to conversion/sale on your website.
  4. Custom Reports and Segments: Ensure all custom reports and segments created in UA are replicated and adapted for GA4. This step is essential for maintaining analytical continuity and leveraging tailored insights.

 

In conclusion, if you haven’t acted already, then act quickly!  Grab your data now before you lose it on 1st July 2024.

As discounters dislodge the supermarket hierarchy and we have all reached for that extra blanket in recent months, you would be forgiven for thinking that price is not only King but the only business lever we have right now.

But hold that thought!  Price isn’t the only ‘P’ in the marketing pod.  Yes, we may have all turned down the thermostat a notch, but the nation has not miraculously found themselves with oodles of spare time to spend on shopping around or making their own jam!

People are still making choices that fit with their preferences and principles. Convenience, quality, service and sustainability are still important drivers of consumer choice.

Here at Fruit Marketing, we have been around the block a few times.  We know that no matter what the macro environment throws at us, there are traditional marketing processes that help us to develop the best strategies to fit the situation, the client and the objective.   And the 7P’s Marketing Mix is a cracker!

 

THE 7Ps MARKETING MIX HELPS BUSINESSES TO REVIEW, GROW AND TO CREATE EFFECTIVE MARKETING CAMPAIGNS.

The 7Ps is a constant in our armoury, standing for Product, Price, Promotion, Process, Place, People and Physical Evidence. Constantly assessing, adapting and optimizing using the 7Ps framework helps us to create clear, holistic marketing strategies and effective marketing campaigns to overcome hurdles, drive sales and meet business objectives.

 

THE OTHER P’S IN THE MARKETING POD

Tell me more about the other P’s I hear you cry!  There is a lot to take in, so for now here is a whistle stop tour of the 7 P’s and how to use them to review your business.

PRODUCT– Is your product or service the best that it can be, is it unique in any way and is there a demand for it that will lead you to growth?

PROMOTION– This isn’t about price promotions; this is about assessing how you are currently promoting your product. Are you using the right methods, language and frequency to reach and engage the right people in the right way.

PROCESS– Could the processes in your business be improved, in order to enhance the customer experience or to enhance the company culture and efficiencies?

PLACE– This can be your physical place, i.e., shop or offices or it can be your digital place such as your website or social media channels. Are all of the places, where your customer interacts with your brand, reflecting your brand in the best possible way and providing the best customer experience?

PEOPLE – Have you got the right people on the bus?  Do your team have the right skill set?  Do you have the right number of people to provide the best service and to hit your business objectives?

PHYSICAL EVIDENCE –Is the physical interaction with your brand optimised.  Your shop, the welcome packs, leaflets, business cards, packaging, online experience.

PRICE– What is your pricing strategy, positioning, discounts. Are there value-added elements or is your discounting in danger of de-valuing you brand? Do you know if your pricing is competitive?

 

IS PRICE REALLY KING?

So, is price really king? Well, we certainly do not think that it can reign alone. No matter what your pricing strategy, people cannot buy what they do not know about.  Your customers will only buy again or recommend you, if they value the product or service and have an enjoyable and memorable brand experience.

 

To talk more about the Ps in your Marketing pod, give us a call or drop us an email. Together we could cook up something wonderful!

 

T: 01626 248500

E: hello@wearefruit.com

IF YOU DON’T KNOW WHERE YOU ARE GOING, YOU’LL GET SOMEWHERE AND LIKELY BE MISERABLE!

I once heard someone say, “If you don’t know where you are going, you’ll definitely get somewhere, but you’ll be miserable.”  For me, this really resonates as something reflected in many areas of life.  You can’t have a race without a finish line.  You can’t bench and celebrate success if you don’t know what that looks like.

Which is why, here at Fruit Marketing, we always start with a goal in mind and a plan to get there.  A Marketing Strategy to achieve your vision, that holds true to your mission.

 

WHAT IS A MARKETING STRATEGY ANYWAY?

So, let’s start with clearing up some of the jargon for you.

MARKETING STRATEGY – put simply is a plan.  It is a plan of action designed to support your business in achieving your long-term or overall goals.

VISION – where you are going, what you aspire to achieve

MISSION – what you do, who you do it for, your motivation and purpose

 

THE IMPORTANCE OF SETTING A UNIFIED VISION, MISSION AND GOALS.

We are often met with a blank face, panic and frustration, when we start talking to new customers about their strategy, vision, mission and goals.

“When do I have time for that, I’m too busy running my business,” we often hear.

Yet having a clear plan in place and an aligned vision and mission, can save you time.  It helps you steer your business in the right direction.  It gives a clear image of what success looks like, for you and your team.

If your team have a unified vision and mission, this will empower everyone with the confidence to make the right decisions for your business.  Creating greater efficiency, effectiveness and driving cultural alignment within the organisation.

As a business owner, planning, strategising and reviewing is the hardest, yet arguably the most important, thing to find time for.  Even for us, here at Fruit Marketing, we have to be strict about ringfencing regular time together as a team to plan and review.

 

HOW CAN WE HELP YOU TO CREATE A MARKETING STRATEGY

As a new client, we would start our journey together by helping you and your team to develop, review and refresh your business vision, mission and goals.

With our many longstanding clients, we help to keep the vision alive, regularly reviewing and reporting against the strategy in place.

Once we have created clear vision and mission statements,  we then get to work creating a SMART (specific, measurable, achievable, relevant, time bound) marketing strategy to help you achieve your business goals.

 

OUR NEW MARKETING STRATEGY WORKSHOP IS A POWERFUL FAST TRACK TO AGREED VISION, MISSION AND GOALS.

If all this sounds a little ‘heavy’ then never fear, as here at Fruit Marketing we like to keep things fresh and fun.  So, in partnership with Matthew Porter Coaching, we have developed a relaxed, yet pacey and engaging half day workshop to fast track reaching your teams agreed vision, mission and goals.

Here’s some of our recent feedback:

It was a great afternoon and all the participants enjoyed it a lot.” 

“The feedback from the team has been very positive. They found it a very useful exercise.” 

“The wider team liked being invited along and to be able to share their opinions too. They said it was good experience and a really positive meeting.”

 

Having a clear vision, mission, marketing and business strategy are crucial to business growth.  Most importantly they are the glue that holds a team together in a unified purpose and path.

 

GET IN TOUCH TO DISCUSS YOUR MARKETING STRATEGY

We love hearing about new businesses and thinking of ways to help you achieve your goals.  To arrange a cuppa and a catch up, please contact us at:

Email: hello@wearefruit.com

T: 01626 248500E

or read a little more about us at wearefruit.com

 

Written by, Jo Wood