1. anti-algorithm - people want more control and creativity again
Many consumers are increasingly critical of recommendations from algorithms, especially if they are not comprehensible. Mintel shows that 69% find personal recommendations more relevant and 63% value products and content more that have been clearly designed by people. For retailers, this means communicating offers transparently, clearly and with good reasoning so that people understand more quickly why a product or promotion is relevant to them. Communication that offers guidance rather than overwhelming increases trust and visibility.
2 The new youth - life phases are dissolving and fulfilment is approaching
Life phases are much more variable today. Many people are shaping their midlife more actively and are focussing more on what is meaningful and fulfilling at any given moment. Experiences, health and personal development are becoming more important, while fixed age limits are losing influence. For retailers, this means thinking more broadly and taking different lifestyles into account. An example from the UK shows how relevant this is, where older singles often do not feel addressed because many offers continue to primarily address younger target groups (Single Lifestyles - UK, 2025). Product communication that takes this diversity into account creates access to a much broader customer base.
3. the affection deficit - personal encounters are gaining in importance
As the Mintel study shows, many people realise in everyday life that digital communication is convenient, but often conveys little closeness. All the more reason to value moments in which genuine dialogue is possible - uncomplicated, friendly and at eye level. For retailers, this means creating points of contact that support this feeling. Whether through personal services, local presence or forms of communication that really pick people up: Offers that convey a sense of human connection are becoming noticeably more important.
What opportunities arise from these trends
These three developments clearly show where consumption is heading. People want orientation, comprehensible offers and forms of communication that promote closeness. Retailers who fulfil these expectations increase their relevance and strengthen long-term trust.
It is worth making communication easier to understand, making offers more flexible and creating places where people really come into contact - both digitally and physically.
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