Although digital disruption is reshaping how people shop and how brands compete for consumer attention, some habits take time to change. In McKinsey’s State of the Consumer 2025 report, McKinsey’s Becca Coggins and coauthors have identified five “sticky” behavioral dynamics that have largely endured—but continue to evolve—since the changes brought on by the COVID-19 pandemic:
- People are spending more time alone and online
- Digital channels win users but not their trust
- Gen Z grows up and spends
- Consumers lean local over global
- Consumers solve the value equation in new ways
How do today’s consumers ascribe value, and what brands do they trust? As we head into the holiday season, explore these insights about consumer behavior and sentiment across geographies.
State of the Consumer 2025: When disruption becomes permanent
How today’s consumers are spending their time and money
An update on European consumer sentiment: Cautious, but gearing up for the holidays
An update on US consumer sentiment: Settling in for a tepid holiday season
Brazilian consumer sentiment: Retail growth amid economic pressures