What Do Consumers Want from Brands in 2025?

In today’s rapidly evolving market, consumer expectations from brands are shifting dramatically. With an increasing focus on sustainability, personalized experiences, and ethical practices, understanding what matters to consumers is key to driving brand loyalty and growth. Brands that leverage powerful tools, like those provided by Adobe, are better equipped to meet these demands and enhance the customer experience. Here are the top things that consumers are looking for from brands in 2025— and how Adobe solutions can help.

1. Authenticity and Trust

Consumers want transparency and honesty from the brands they support. Gone are the days of over-the-top marketing gimmicks and hollow promises. Today’s buyers expect brands to communicate openly and genuinely, building trust through consistent and honest messaging. An article from Absolute Digital Insights stated that many consumers express a desire for more transparency, particularly regarding social and environmental issues. Adobe’s Real-Time Customer Data Platform (CDP) helps brands deliver clear, consistent messages by providing a 360-degree view of customers, enabling a better understanding of consumer preferences and facilitating transparent communication across all platforms. Companies that prioritize openness, supported by data-driven insights, are more likely to foster lasting consumer relationships.

2. Personalization and Immersive Experiences

With the rise of AI and other technologies, the demand for personalized experiences is at an all-time high. Consumers value brands that tailor their offerings to individual preferences and needs, making it vital to personalize every customer experience. Additionally, immersive experiences such as augmented reality (AR) and virtual reality (VR) are gaining traction, particularly among younger generations who embrace these innovative formats. Adobe Experience Cloud empowers brands to craft tailored, immersive experiences by harnessing consumer data and behavioral insights. Using AI-driven personalization, Adobe Target enables brands to serve unique content to each individual, ensuring that every interaction feels personal and relevant.

3. Commitment to Sustainability

Sustainability is no longer optional—it’s a critical component of brand strategy. An article from Absolute Digital Insights reveals that sustainability is a main concern to many consumers, with 78% stating that it matters to them and 84% feeling alienated by companies with poor environmental practices. Younger generations are driving this shift, opting to support brands that align with their values regarding environmental and social responsibility. Adobe Experience Manager can be crucial in helping brands manage and communicate their sustainable initiatives. By integrating sustainability content across digital platforms and ensuring a seamless omnichannel experience, Adobe enables companies to engage meaningfully with eco-conscious consumers.

4. Omnichannel Consistency

Consumers expect a seamless experience across all channels—whether they’re shopping online, in-store, or on mobile. According to EMarketers, 64% of consumers prefer to shop at retailers or brands that have both a physical and online store, as the average consumer often researches products online before purchasing in-store. This preference highlights the need for a consistent and integrated shopping experience. With Adobe Campaign and Adobe Journey Optimizer, brands can deliver consistent messaging and personalized experiences across all touchpoints. These tools help manage online, mobile, and physical retail platforms, giving consumers a seamless transition between buying channels. This integration simplifies the customer journey and strengthens brand loyalty.

5. Frictionless Mobile Commerce

Mobile shopping is growing rapidly, yet over half of global consumers feel that mobile purchasing lags desktop experiences. The checkout process can often be frustrating. Adobe Commerce plays a crucial role in addressing these challenges by helping brands streamline their mobile shopping experiences. It provides seamless integration across devices, optimizing the checkout process and enabling personalized shopping journeys tailored to individual consumer needs. By leveraging the capabilities of Adobe Commerce to enhance mobile commerce, brands can capture a greater share of the growing market, driving conversions and boosting sales.

6. Speed and Convenience in the Buying Journey

Shoppable media and fast delivery options have become essential in this new landscape. Shoppable media refers to interactive content, such as ads or videos, that allows consumers to purchase products directly within the media itself, streamlining the path to purchase. Adobe Experience Platform allows brands to use real-time analytics and behavioral insights to refine and optimize the buying journey. Shoppable ads and dynamic product recommendations, powered by Adobe, make it easier for consumers to go from browsing to buying in just a few clicks.

Looking Forward

In 2025, brands that prioritize transparency, personalization, sustainability, and convenience will stand out in an increasingly competitive marketplace. Consumers are looking for more than just products—they want meaningful connections with brands that align with their values and offer seamless, engaging experiences. By leveraging Adobe Experience Cloud, companies can build trust, enhance personalization, and deliver smooth, omnichannel interactions through a unified suite of tools designed to optimize customer journeys and drive lasting brand loyalty.

At M2 Partners, we help brands navigate evolving consumer expectations through tailored strategies that integrate Adobe solutions. Ready to elevate your brand and meet consumer demands? Contact Andrew Speirs at [email protected] to discover how we can drive growth together.