The world is changing and changing fast. We’ve gone from using only smartphones to smart TVs, smart fridges and some people even live in smart homes. Because of all these quick changes and technological advancements, the buying demands of customers have also drastically changed.
As a business owner, you have to adapt to the changing needs and preferences of your customers. This not only means offering new products and services, but also other conveniences that make buying seamless for your customers.
To showcase some of the changing consumer needs, PwC’s 2024 Voice of the Consumer Survey says 92% of South African consumers say protection of their personal data is a vital factor for companies wanting to earn their trust.
Additionally, the survey points out that 47% of consumers are willing to spend up to 10% more for products made from recycled, sustainable or eco-friendly materials.
In this article, we look at what are the demands of the modern consumer and help you optimise your business for the future.
2025 Consumer Trends and Preferences
Here is a list of some of the 2025 consumer trends and preferences. This list is a guideline to help you adapt your business to the needs of your customers.
1. Going Viral is Valuable
Social media is at its most ‘powerful’ level right now. Most people receive information on politics, new technologies, recipes and outfit inspiration from social media. With social media having such a deep impact on what and where people buy products or services, going ‘viral’/becoming popular is valuable.
Platforms like TikTok have a huge influence on purchase decisions, meaning you need to adapt your content to fit the platform. For example, on TikTok you would need to do shorter videos in order to maximise engagement and increase potential purchases.
2. Customers Want Inclusivity
More than ever, consumers expect brands to represent a diverse range of identities such as different genders, races, body types and orientations. This is not only for marketing but also in the products themselves, workplace culture of the brand and its broader impact on society.
3. Personalisation is King
With advancements in technologies such as data analytics and artificial intelligence (AI), consumers have high expectations when it comes to personalisation. Customers want products and services which are made for their unique preferences whether its fashion recommendations, subscription boxes or skincare recommendations.
4. Smarter Spending is the New Wave
With tight budgets and limited spending capital, consumers are making more deliberate purchasing decisions. This results in shoppers prioritising essential goods and brands that provide transparency about costs.
Additionally, shoppers are cutting down on unnecessary spending looking to rather spend a lot on a high-quality product that will last longer and reduce the need for frequent replacements.
5. Being Sustainable is the Standard
Modern consumers are holding brands more and more accountable for their environmental impact. Most shoppers prefer products or services that actively reduce waste, use ethical sourcing and recyclable packaging.
This is why we all use paper straws and those eco-friendly utensils.
These are just some of the trends that give you an idea of the needs and preferences of the modern-day consumer.
Strategies for Adapting to Changing Consumer Needs
Here are some strategies you can adapt for your business. These suggestions can help you make your business more flexible and easily adapt to what your customers need.
Personalisation
Personalisation is a vital strategy for addressing the needs of your diverse customer base. You can do this by tailoring interactions to individual preferences and giving them custom marketing materials and deals.
You can also use e-commerce technology, AI and data analytics to create a personalised shopping experience for your customers that goes beyond the purchase point. Modern tech can help find, manage and address any personal pain points your customers might have.
Adjust and Adapt Your Offering
Your business needs to stay flexible not just for regulations but also for customer needs. You need to utilise various strategies to better meet the needs of your customers. Some of the ways you can do this is by leveraging omnichannel communication. This means providing a seamless customer experience across multiple channels like in-store, mobile and social media.
Listen to Customer Feedback
Actively listening to what your customers say about your services is essential to understanding and addressing their diverse needs and preferences. This feedback gives you valuable insights into customer experience, preferences and pain points.
You can get customer feedback through a range of channels such as surveys, social media monitoring and customer reviews (online and in-store).
Employee Skills Development and Training
Training and developing the skills of your employees (and yourself), is critical to enhancing your shoppers’ customer experience. You need to consider training your employees on things such as:
- Cultural sensitivity and diverse backgrounds
- Customer service best practices
- Using new technologies
Training your employees can empower them to make decision that improve customer experience and be able to address any issues effectively and efficiently.
Using these strategies you can improve your customer experience services and ensure you meet the needs of your evolving customer base.
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