From shifting shopping habits to changing work dynamics, the UK consumer in 2025 is embracing new behaviours and priorities. We sat down with Jonathan Livingstone, Head of Live + Social at Highlands, to discuss what he views as the most significant changes shaping the British consumer landscape this year.
1. Seriously Funny Brand Messaging
As the cultural mood lifts, so does the appetite for levity. When asked what kind of brand messaging they prefer, consumers ranked humour as their top choice, followed by motivational and thought-provoking tones.
“Consumers want brands to meet them where they are emotionally,” said Jonathan. “Right now, that means making them laugh. Humour creates an instant connection and cuts through the noise in a way that overly serious or corporate messaging just can’t.”
This shift reflects a desire to escape the heaviness of recent years. Inclusivity and social messaging, while still important, have slipped in priority as people gravitate toward brands that can deliver moments of light-heartedness.
2. Glass Half Full
After years of uncertainty, there are signs that Brits are beginning to feel more hopeful about the future. Over 62.5% report a positive outlook, marking a 16.4% increase from last year. While this is a notable shift, it’s not without complexity.
“We’re seeing an interesting change in how people approach the future,” said Jonathan. “Younger generations, in particular, are more open to possibility, though there’s still a sense of caution among many.”
This cautious optimism suggests that while economic confidence is improving, it’s more of a gradual adjustment than a sweeping change. Brands looking to connect with consumers might do well to reflect this nuance by balancing encouragement with authenticity.
3. Spending Habits Loosen Up
Cautious spending is still a factor, but it’s loosening. There’s been a 9.1% drop in consumers who say they’re spending conservatively compared to last year. Consumers are also showing a growing willingness to invest in quality, with a 12.2% increase in those ready to pay a premium for environmentally or ethically friendly products.
“Sustainability isn’t just a buzzword anymore,” Jonathan explained. “Consumers are putting their money where their values are. They’re willing to spend more if it means supporting brands that are genuinely ethical and environmentally conscious.”
This trend presents opportunities for businesses to focus on sustainability without compromising quality or value.
4. Up the Cherries
Cherries are having a moment – again. This tart, dark, and sweet symbol has been a recurring cultural icon throughout modern history and is making a striking resurgence in 2025. From food and drinks to fashion and design, cherry-inspired aesthetics are influencing everything from social media to product launches.
“Cherries have this fascinating mix of playfulness and sophistication,” Jonathan said. “They’ve been a persistent emblem in pop culture, and now they’re back in a way that resonates with Gen Z and Millennials. Whether it’s cocktails, home décor, or branding, cherries bring a nostalgic yet refreshed energy to today’s trends.”
This resurgence highlights how cultural moods can revive timeless motifs, blending the past with contemporary relevance.
5. The Return of the Office
Workplace culture is evolving again. More Brits are heading back to the office, with a 5.3% decline in those working from home fewer than two days per week. However, flexibility remains a priority, as 47% of workers still spend at least one day a week working remotely.
“This shift back to the office is good news for local economies,” said Jonathan. “More people circulating in city centres means more opportunities for businesses to engage directly with their customers.”
Brands with physical locations can take advantage of this by revitalising in-person experiences while catering to hybrid workers who value flexibility.
6. Online Shopping Dominates
Non-food online shopping has surged, with over 50.8% of Brits now shopping mostly or always online – an 8.3% increase from 2024. Young consumers aged 24–34 are driving this trend.
“Online shopping isn’t just convenient; it’s become second nature for a lot of consumers,” said Jonathan. “What’s important now is standing out in a crowded digital landscape. That starts with SEO because getting your products to show up in search is half the battle.”
With 40% of online shoppers beginning their journey on search engines, businesses must prioritise SEO and online visibility to stay competitive.
7. Plastic Waste is Still a Hot Mess
Sustainability remains a key focus for UK consumers, especially when it comes to waste reduction. Nearly 47.6% of Brits are actively cutting down on single-use plastics, and recycling rates have climbed to 76.2% – a 4.3% increase from last year.
“Consumers expect brands to step up on environmental issues,” said Jonathan. “Cutting down on plastic waste isn’t just a personal choice; it’s a call for companies to rethink their packaging and production processes.”
Businesses that take measurable steps to reduce waste and improve packaging sustainability are aligning with these consumer priorities.
8. TikTok is the New Hotspot
TikTok has evolved into a key platform for consumer interaction, particularly among younger demographics. Whether it’s discovering new products or engaging with brands in creative ways, TikTok’s influence continues to grow.
“TikTok isn’t just for entertainment anymore,” Jonathan noted. “It’s a discovery engine. Brands that can create authentic, engaging content on the platform are positioning themselves at the forefront of cultural conversations.”
The UK consumer in 2025 is cautiously optimistic, digitally connected, and increasingly values sustainability and fun. These trends reveal a population ready to embrace lightness, convenience, and quality in all aspects of their lives. For businesses, the challenge is staying in step with these shifting attitudes while offering measurable value and ethical practices. Need guidance? Highlands can help. Don’t know where to start? Highlands can help.
