2025年消费趋势报告-创变者时代（英文）

Welcome to theEra of Initiative creativity and resilience.Amid ongoing geopolitical tensions, economic pressures andenvironmental challenges, consumers may feel beleaguered, but they are determined to find away forward. Rather than being victimized by change and modern-day frustrations, they will usetheir initiative to uncover new opportunities and rethink the norms that no longer serve them.Consumers will blend trends and leverage tools and techniques from various sources to take control of life in innovative ways.They will draw inspiration from both past and present, as well asfrom peers and brands, to safeguard their finances, find new sources of status, make their everydayfeel more connected and engaging, and more. And with the prospect of more favorable economicconditions in the year ahead, consumers’ resolve to live life on their terms will only strengthen.What follows is a summary of our Trending 2025 report, which highlights six key opportunityareas for the year ahead. In this summary, we’ll dive deep into Escape the Algorithm and provide an overview of three other critical areas.The full report, available exclusively to clients,offers a detailed analysis of all six opportunities and the strategic steps needed to navigate 2025successfully. To unlock the full report and gain access toCollision,talk to usabout becoming a client. Contents The six opportunity areas for the year ahead 0102 Our methodology and qualitative data sources, synthesized usinganalysis powered by humansand AI. These sources include:nExclusive consumer dataspanning 27 markets and 46,000 consumers n4,000 daily commercial signalsincluding press releases, patents and morenContinuous scanning and evaluation of relevantcase studiesand weak signalsnMonitoring and analysis ofsocial media postsandGoogleTrends search datanEconomic data and forecasts from trusted sourcesnAnalysis by ourglobal teamrepresenting 12 nationalities and 27 languagesOne innovation this year is the inclusion ofquantified trajectoriesfor each of theopportunity areas identified. To create these, we first collected relevant consumerCONSUMER CHOICE EXPLOSION conversations on social media and Google Trends search data between January2021 and August 2024. We then used a forecasting technique that accounts fortrends and seasonality topredict monthly future volumesover the next 18months andproject a smart curveto 2028. Escape theAlgorithmReclaiming the thrill of discovery and curation What youneed to know Weariness with socialmedia is setting in of time they spend on social media the monotony of over-programmedlives.The ability of an algorithm tocurate personalized content was onceits most distinctive feature. Now, itsubiquity contributes to a feeling ofsoullessness and blanding of content.The once fun internet is inundated with“slops” – spam content that screamsof mediocrity. The advancement of AIfurther contributes to this, with much AI-generated content lacking in originalityand producing oddly similar outputs. music they listen to, people are becomingweary of the often impersonal mechanismsthat shape their choices. In travel too, amonotony is setting in with overcrowdedcultural experiences driven by socialmedia virality. Employers too complain ofa certain homogeneity in job applications,with no candidates standing out due toa reliance on Generative AI for coverletters and resumes. All this has led tothe realization that ultra-optimization risksresulting in a homogenization of culture. Trending 2025The Era of Initiative We are beingprogrammed.Weare being programmed based onwhat we say we’re interested in, andwe’re told through thesediscoverymechanismswhat is interesting –and as we engage and interact withthis content, thealgorithmcontinuesto build more and more of thisbias.Because people have become sodependent on it,it’s actually changingand impacting theagencyandfreewillwe have.”Jack Dorsey, co-founder and What youneed to know of the off-grid, offering exclusive, invite-only experiences that can’t be easilyaccessed or replicated. In 2025, theallure of anti-algo culture – resisting thehomogenizing influence of algorithmsand AI-generated content – will growstronger, especially as concerns aboutenshittification, a word coined to describethe gradual decline in quality of cultureand content, becomes more apparent. moment.In a bid to defy sameness,consumers are participating in subculturesthat allow for unique expression andrandomness. Cultural curators and their“human” recommendations will prove theirworth against AI and algorithms, especiallyas the mainstream loses its power to impressand the hunt for hidden gems gets fiercer.Gatekeeping, once seen as a negative force,will take on more significance. + 8%predicted growth in 2025 Evolution ofEscape the Algorithm Beyond 2025, the desire for moreauthentic and organic interactionswith culture and content will becomea top priority. As AI integrationcontinues, consumers will takeinitiative to find joy in