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Consumers are responding to uncertainty by leaning into media that reflects their identity & desires, by embracing nostalgia as a source of comfort, and by seeking human connections in an algorithm-driven world. All the while, AI is poised to make our lives faster, easier and more connected. How consumers engage with, evaluate, and shop for brands will rapidly evolve in 2025. ​

In 2025, we are predicting that the search for comfort and connection will have outsized impact on consumer behaviors which in turn will impact how brands connect with consumers at every journey stage.