Brands that successfully navigate this delicate balance will be better positioned to capture consumer loyalty and interest in an increasingly competitive market, says Findasense. 

The report highlights six trends summarised in the following concepts: the quiet consumer, sustainable data, from enthusiasm to uncertainty with AI, loyalty in tough times, the rise of real experiences and conscious packaging.

These concepts emphasise the importance of going beyond merely following trends to deeply understanding consumers, delivering on promises and building trust-based relationships, says the company. 

In 2025, the most successful brands will be those that combine innovation and humanity to offer experiences that resonate with people, even surpassing larger or more technologically advanced competitors. Now is the time to act, listen and build the future together with consumers, adds Findasense. 

According to Findasense, the report shows:

The Quiet Consumer

The number of consumers who directly express complaints, opinions, or inquiries to companies is declining. Only 16% use social media to file complaints, a decrease of 6.9 points since 2021, and just 22% post reviews on third-party sites, a drop of 4.2 points. This shift complicates the identification of areas for improvement and innovation within companies.

Brands must expand the reach of their Voice of the Customer (VoC) programmes, using advanced tools to capture feedback through calls, social media, emails, chats, voice assistants and user-generated content, as well as analysing interface interactions to anticipate future needs. Voice search, driven by devices like Alexa, Google Home and Siri, will be key in 2025, especially for SEO strategies.

Joserra López Grañeda, Global CEO and General Director of Findasense, says, "Optimisation for voice search differs from traditional SEO since users ask questions in conversational language. Instead of typing 'best coffee shops in Madrid,' a voice search might be 'What are the best coffee shops near me?' Brands should focus on long-tail keywords and natural language to attract this growing audience."

Sustainable Data

Personalisation is crucial but must be done responsibly. While consumers seek personalised experiences, 53% express concerns about the privacy of their information. This dilemma forces brands to find ways to personalise without collecting excessive data. Otherwise, consumers will opt to keep their information private, making effective decision-making more challenging.

"It is essential to balance personalisation with privacy. Brands that achieve this balance will have a greater chance of building long-term trust relationships," says López Grañeda.

AI: Enthusiasm to Skepticism

Although artificial intelligence (AI) presents great opportunities in marketing, only 25% of consumers trust companies to use it responsibly, and comfort with this technology has decreased by 11 points in the past year. Major concerns include poor interaction quality, loss of human contact and potential job impact.

Brands must find a balance between automation and human interaction. In the customer experience (CX) field, half of consumers worry that AI-driven tools are replacing human interactions.

"The use of AI should be complemented by human interaction. Brands that achieve this ideal formula will be able to increase agent productivity and improve customer experience," adds López Grañeda.

Loyalty in Tough Times

In challenging times, trust and communication are key to maintaining consumer loyalty. Luxury goods and basic products are becoming more expensive, reducing purchase intent. However, positive experiences generate loyalty, whereas negative ones lead to decreased spending.

Brands must focus on the fundamentals: clear communication, service delivery and fulfilling promises. This will strengthen trust and encourage consumers to prioritise one brand over another.

Embracing Real Experiences

Consumers increasingly value authentic experiences that connect them to the real world, moving away from superficial digital interactions. This represents an opportunity for brands to stand out by offering immersive experiences and promoting creativity and human interaction.

Esteban Pineda, CEO of Findasense Americas, says, "Emotions are key to winning over consumers. Brands that appeal to emotions are seven times more likely to be chosen and recommended."

Conscious Packaging

Sustainable packaging is becoming more relevant as consumers demand environmentally responsible products. This trend is not only a response to an environmental need but also reinforces brand values and their connection with consumers.

"Packaging is not just a means of transporting products; it is an extension of a brand's values and an essential part of the customer experience. Brands must adopt sustainable options to meet current expectations," says Pineda.

Pineda concludes, "In 2025, the most successful brands will be those that combine innovation and humanity to offer experiences that resonate with people, beyond their size or technological level. Now is the time to act, listen and build the future together with consumers."

For more information, visit www.es.findasense.com. You can also follow Findasesne on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of Canva