Dentsu Report 2025: Consumers want less, but more consciously
A new study by Dentsu, the EMEA Consumer Navigator Report 2025, shows: Price is no longer everything for consumers - value, trust and simplicity count more than ever.
The marketing and transformation group Dentsu has published its EMEA Consumer Navigator Report 2025. The results show how consumer behavior and market structures are changing in Europe, the Middle East and Africa. The focus is on two topics: Mindset and Retail & Commerce. The conclusion: consumers are more financially cautious, but more emotionally demanding - and expect more from brands than just discounts.
The conclusion: consumers are more cautious financially, but more demanding emotionally - and expect more from brands than just discounts.
Conscious consumption despite uncertainty
64 percent of respondents say they are more conscious of their consumption today: They are postponing larger purchases, paying more attention to discounts and prioritizing basic needs. Economic uncertainty in countries such as France and the UK in particular has led to noticeably more cautious behavior.
Nevertheless, many remain optimistic - Gen Z and millennials in particular are open to new brands. Emotional factors such as trust, transparency and control are becoming the central currency in brand development.
Comparing generations
While older generations (boomers) are increasingly controlling their spending, younger people are investing more specifically in experiences. Vacation trips are at the top of the list of planned spending - especially in Spain. Brands that show empathy and give consumers guidance can score points in this environment.
Shein, Temu & Co. are changing retail
The Retail & Commerce Report shows how platforms such as Shein and Temu are shaking up the market: 45% of consumers in Spain and 33% in France already shop there at least once a month. For 55%, social media is the most important source for discovering new products - but 52% feel overwhelmed by the flood of advertising.
Dentsu sees this as a clear signal: brands must emphasize relevance and simplicity instead of flooding consumers with interchangeable messages.
More values, fewer price promotions
Although discounts have a short-term effect, price alone is no longer enough to build long-term loyalty. Younger target groups in particular are oriented towards shared values, sustainable action and transparent communication. Retailers and brands are challenged to create real experiences and meaningful benefits - both online and offline.
