6 consumer trends to watch in 2025

London, 12 November 2024 - Side hustles, women’s sports, and US teens rethinking college are some of the major consumer trends for 2025. Released today, GWI’s annual Connecting the dots report explores six of the most notable trends set to unfold in the next 12 months. 

The flagship report is a result of GWI’s ongoing consumer survey, which digs into the thoughts, feelings, and behaviors of over one million internet users, in 50+ global markets. 

The six key trends that brands should be aware of are:

• Podcasts are shaking up the ad game - Three years ago, consumers preferred radio shows over podcasts. Now, podcasts are more popular than radio shows when it comes to preferred audio content. And they’re becoming a sound investment for advertising. The number of Gen Z who discover new brands/products via ads/sponsored content on podcasts has grown faster (+8% since 2021) than those who do this while watching TV (-4% since 2021), using social media (+2% since 2021), and listening to the radio or music streaming. 
• Side hustles are the new norm - Today, 11% of the entire workforce has a side hustle. It’s not all your usual suspects either - while Gen Z are 30% more likely than the average consumer to have a side hustle, 38% of side hustlers are VP-level and above, and side hustles are more prevalent in the arts, media, and advertising sectors. Nearly a third of side hustlers say it’s likely they’ll look for a new job in the next six months.
• Women’s sports are taking center court - In the US, women's sports are seeing a surge in popularity, especially on the basketball court. The WNBA is soaring - since Q4 2020, interest in it has grown by 100%. Not only is it the fastest-growing league in the US, but it’s also been capturing the attention of younger audiences at a grassroots level. Basketball has become the most widely played sport among 12-15-year-old American girls.
• Energy drinkers have a different look - The energy drinks market is growing, attracting more consumers from different demographics, professions, attitudes, and interests. The number of consumers who drink energy drinks has grown each year since 2018, with 45% saying they have them at least once a month - this is more than a combined audience of those who drink gin, vodka, whiskey, or rum each month. 
• Teens are rethinking the college dream - The number of American teens who believe going to college is important has taken a nosedive since 2021. Younger people (particularly those interested in tech) have found alternative ways to put their skills to work and build careers without needing a college degree. And it isn’t just teens who feel this way – across the globe, the number of Gen Z who say they’re pursuing a bachelor's degree or higher has fallen 21% in the last year. 
• Smart security sales are sneaking up - Smart security ownership (i.e. remotely controlled doorbells and security cameras) has grown 58% since 2019. To give you a sense of that scale, there are more owners of these devices than Volkswagen owners, fans of Chelsea FC or AC Milan, or even those who’ve bought Reebok products in the last two years. Typically, smart security products have a big appeal with high earners, but among consumers without any savings or investments, smart security ownership has grown 38% since 2020.

GWI’s latest Connecting the dots report can be accessed here.