Powering Through
Looking back on the start of the year, one thing is clear – consumer resolve is firming up. Despite everything going on – however chancy, charged and changeable – consumers are channeling their own lives in positive directions. Consumers are leaning into themselves, taking the reins to make their lives healthier and more rewarding.
82% of consumers are buying products or services that will enhance their sense of emotional wellbeing and relaxation. They are looking for content and experiences that are upbeat and uplifting, and they want brands to enhance and reward their resolve and determination.
82% of Gen Z and 84% of Millennials agree that looking good is important to their mental health.1 Many are turning to GLP-1s to help them accomplish their wellness goals, with 70% of users stating they are motivated to make changes toward health.2
Consumers are also trying to make more sustainable choices, with 71% agreeing that they need to do whatever they can to fight climate change.3
Marketers are taking notice. Ads have shifted tone to be more positive, even humorous, as evident in Super Bowl advertising. But more can be done. Consumers, especially younger consumers (83% of Gen Z and 80% of Millennials), feel they must outsmart the system to get what they need.1 This may be most noticeable in areas like AI where many marketers report that they are still a step behind.
Consumers are powering through, so it is the right moment for marketers to lean in harder.
Additional insights and information follow, with links to some of Kantar’s latest reports and thinking.
1 Kantar MONITOR 2025 Outlook Values in Volatile Times
2 Kantar GLP-1 Syndicated Study, Wave 5
3 Kantar Sustainable Sector Index 2025
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