The VML The Cocktail's 2025 Consumer Trends Report unveils significant shifts in the behavior and expectations of Spanish consumers, characterized by a growing sense of present-focused living defined as 'bienvivir'. This trend highlights how individuals prioritize immediate experiences and satisfaction over long-term aspirations for quality of life.
According to the report, created from nearly 300 studies conducted over the previous year, feelings of disconnection with the past and uncertainty about the future have risen among the populace. A key statistic from the report indicates over 62% of employees cite deteriorated purchasing power since 2024, leading to increased dissatisfaction and distrust, which have resulted in Spain's drop from the 32nd to 36th position on the World Happiness Report. This emotional climate is heavily influencing consumer choices and brand interactions.
Felipe Romero, partner at VML The Cocktail, cited the contemporary individual’s attempt to navigate uncertainty: "Since we can't connect with the future and the past feels burdensome, we are entrenched in the idea of 'bienvivir'." This concept, striving for daily joy and contentment, consists of micro-level actions to mitigate discomfort. Brands, he suggests, must adapt to work alongside these shifting values.
One of the report's most notable findings is the marked generational shift where the younger population feels they cannot meet the socioeconomic expectations set by their parents. This crisis relates to multiple factors like emotional exhaustion, the present being prioritized over both past values and future potential, and the redefinition of what quality of life means.
To navigate their circumstances, today’s consumers are adopting strategies such as maximizing availability and ensuring personal wellbeing. They engage deeply with their environment, focusing on leveraging time and resources for immediate gains. The concept of enjoying life as it happens has taken precedence, resulting in altered habits where individuals try to optimize their daily experiences.
Simultaneously, the report observes the sustained anxiety about the future, prompting individuals to engage in alternative approaches. They are alternating between the 'golden bullet' strategy, committing fully to one opportunity, and limited bets, engaging cautiously with uncertain avenues like cryptocurrencies and investments. These strategies reveal how consumers still seek to safeguard their futures but prefer methods yielding immediate benefits.
Regarding housing, the perspective on property as a life project is changing significantly. Younger generations are focusing on community and service over ownership, largely due to prohibitive prices and barriers to entry. While traditional views on stability, hard work, and status persist among wealthier demographics, the middle class is forging paths toward greater immediate gratification and practical consumption habits.
A strong emphasis has also been placed on mental health, signaling its rise as a priority within consumer concerns and brands alike. The report posits mental health as pivotal to consumers' purchasing decisions, leading brands to focus on emotional well-being to legitimize their value propositions. The importance of immediate experiences and the rejection of long-established markers of success denote shifting brand narratives, where engagement must align with contemporary consumer expectations.
Further illumination is shed on the limited but growing acceptance of artificial intelligence among consumers, predominantly utilized for practical functions. The report suggests consumers begin to explore AI’s innovative capabilities, though the perception remains primarily functional as users aim to streamline their lives without perceiving AI as potentially threatening to employment.
Romero and María Herranz, Head of Qualitative Research and Trends at VML The Cocktail, concluded by emphasizing the opportunity brands have to redefine their narratives amid consumer fatigue and economic pressures. The study asserts the necessity for brands to create immediate value and experience rather than adhere to unattainable long-term aspirations.
The Trends Review 2025 indicates clearly—brands aiming for relevance must consistently align themselves with principles of 'bienvivir,' creating strategies centered around immediate consumer engagement, minimizing risk, and embracing innovation to resonate with contemporary audiences.
These shifts beg consideration, showing how modern consumers want brands to reflect their present needs and emotions rather than clinging to outdated perceptions of success and consumer identity.