The Insights That Should Drive Every Campaign in 2025

As consumers navigate a world defined by instability, economic swings, and an endless barrage of information, they’re becoming more selective than ever. Skepticism is at an all-time high, and the brands that break through aren’t the ones making the most noise—they’re the ones proving, time and again, that they’re worth believing in.

With 2025 already shaping up to be another year of volatility, we partnered with leading survey platform Centiment to uncover the factors driving purchasing decisions in this new landscape. The findings reveal a fundamental shift: people are over chasing trends—they’re gravitating toward brands that offer consistency, authenticity, and real value.

For those looking to build deeper connections with their audience, these insights decode the psychology behind consumer trust—and how to earn it.

The Reliability Revolution

Uncertainty has fundamentally rewired consumer psychology. In a world that feels increasingly unstable, people are clinging to what they know and trust. Our data paints a clear picture:

  • 74% trust product claims from established businesses more than newer companies
  • 60% prefer brands that refine existing offerings rather than constantly launching new ones
  • 61% believe older businesses are more likely to genuinely care about their best interests than younger businesses
  • Even in a category like technology, only about half (52%) of consumers crave innovation

Consumers are done chasing the next big thing—they’re doubling down on brands with a track record of reliability. That means businesses should shift focus from chasing hype to reinforcing their existing value. Highlight longevity, consistency, and proof of performance. Show customers that you're not just here today—you’ll be here tomorrow.

You’re Wrong About GenZ

Growing up in an era of constant hype has made Gen Z naturally skeptical. They don’t just question marketing claims—they can see trendiness itself as a red flag. Compared to older generations, Gen Z is:

  • 10 percentage points more likely to associate trendiness with low quality
  • 12 pp more likely to associate trendiness with insincerity
  • 9 pp more likely to associate trendiness with being overpriced
  • 8 pp more likely to associate trendiness with being impractical
  • 15 pp LESS likely to associate trendiness with innovation

The lesson? Chasing the latest TikTok trend won’t win Gen Z over; trust will. Instead of trying to be “of the moment,” focus on building real credibility. Show them why your brand matters beyond the hype, and how it stands for something deeper than just what’s trending today.

Durability: The New Premium

Premium is no longer about price—it’s about staying power. Consumers are redefining what makes a brand feel high-end or worth their money, and durability is now the ultimate status symbol.

  • 53% of consumers cite durability as a key factor in determining a brand’s premiumness–which makes it the #1 most important attribute, ranking higher than craftsmanship, reputation, and even price.
  • 48% say durability is also a key factor in evaluating brand value—again making it the #1 factor and beating out price, convenience, and authenticity.

The message is clear: People aren’t just buying products—they’re investing in longevity. Whether it’s a jacket, a car, or a piece of software, they want to know it will stand the test of time. If your brand delivers lasting quality, don’t just state it—prove it. Durability isn’t a nice-to-have; it’s the new benchmark for luxury and value.

The Number One Predictor of Loyalty? Vibes.

If the data tells us that consumers crave reliability, trust, and proof of performance, does that mean emotional connection no longer matters? Not at all. While people want rational assurances—quality, consistency, and longevity—there remains the deeply human desire to feel understood. It’s not just about finding the best brand; it’s about finding the brand that feels the most like them.

  • A brand’s “intuitive fit with my preferences/lifestyle” is the #1 predictor of both brand loyalty and affinity—ranking higher than price, convenience, customer service, or even “coolness.”

This sense of fit is deeply intangible. It’s not just about demographics or rational benefits—it’s about tone, aesthetics, values, and a brand’s overall energy. Consumers can instantly feel when a brand aligns with them, and they can just as quickly sense when it’s trying too hard.

The takeaway? Define your audience boldly, but more importantly, stay true to yourself. The brands that resonate most don’t force alignment—they create it by being unapologetically distinct. If you stand for something real, the right people will recognize it.

Survey Details: Nationwide online survey, 2,057 respondents, ages 18-78, demographically balanced across gender, ethnicity, region, education, and income.