Generative artificial intelligence and a growing focus on sustainability are redefining the consumer market in 2025, transforming the ways people choose, purchase, and engage with brands. This is according to a new study by Capgemini Research Institute “What matters to today's consumer 2025”.
According to research, generative AI is overtaking traditional search engines as the starting point for online shopping: the 58% of consumers Use tools like ChatGPT to discover products and services, which directly impacts digital marketing strategies. Companies must optimize their content for AI-driven search platforms to ensure visibility and effective engagement.
The report also highlights the growing weight of the social commerce, driven mainly by Gen Z: the 53% of young people has already purchased directly through social media. In this context, influencer marketing, live shopping experiences, and collaborations with creators become decisive levers. Not surprisingly, the 70% of consumers consider influencer recommendations in your purchasing decisions.
At the same time, the phenomenon of quick commerceDemand for two-hour deliveries has grown from 34% to 65% in two years, driven by advanced logistics and AI. This trend presents retailers with the challenge of combining speed, efficiency, sustainability, and profit margins.
Sustainability remains the key criterion, however: the 67% of consumers He stated that he would stop buying from brands that are not truly committed to green practices, which include waste reduction, use of clean energy, and social responsibility. Examples include: IKEA and Carrefour, active in reuse and food waste reduction, are cited as virtuous cases.
The study, conducted on 12.000 consumers in 12 countries, photographs a market where technological innovation, new financial priorities and environmental awareness define the choices of the contemporary consumer.
