Written by Sophie Babic

Recently, we explored the shifting landscape of behavioural science. This time, we’re diving deeper into the human psyche. 

As the McKinsey & Company’s State of Consumer 2025 report highlights, key behavioural changes have reshaped how customers respond to the market following years of constant disruption, economic uncertainty and rapid social change. 

From emotional anchoring to the evolving relationship with technology, IMPACT sat down with behaviour change specialist Kris White to unpack the top four emerging consumer trends facing brands.  

Hedonic adaptation and learned helplessness 

Kris highlighted a growing tension in consumer psychology: disruption can harden people, or it can shut them down. On one hand, hedonic adaptation allows people to normalise even constant setbacks and carry on. On the other, learned helplessness can take hold, where repeated shocks leave people feeling powerless, defensive, or angry. 

“Disruption doesn’t affect everyone the same way. Some adapt, but others freeze, reject change, or lash out. Brands that don’t recognise this risk missing the emotional reality of their customers,” Kris explained. 

For consumers seeking stability, empathy and flexibility are more valuable than ever. The brands that read the mood accurately and respond to both resilience and vulnerability will be best placed to maintain trust and connection.  

Redefining value for money 

However, Kris has observed a clear polarisation in spending, with consumers either investing in premium experiences or practicing extreme frugality. The ‘quiet luxury’ trend has been around for a while now, reflecting a desire for quality over status, which extends to sustainability and supply chains.  

People are willing to pay for well-made products or meaningful experiences, but they are no longer willing to pay for brand names alone. As a result, the middle ground is shrinking, leaving mid-market products squeezed between distinct premium experiences and clear value alternatives. 

“The middle market is disappearing. People will splurge on the extraordinary, then scrimp on the everyday to pay for it. They’ll book a five-star spa weekend, then live off frozen meals the week after,” Kris noted. 

With consumers questioning the true value of products, brands in the middle will struggle unless they can demonstrate worth that goes beyond price. 

Liminality, rituals, and sentimentality 

In a world shaped by AI, political upheaval, and economic uncertainty, consumers are caught in what Kris describes as a period of liminality. The ‘in-between’ space where the old rules no longer work, but the new ones haven’t yet taken hold. 

“Liminality is the cultural waiting room. We’ve left behind familiar certainties, but the future hasn’t taken shape yet. That’s why people feel unmoored,” Kris explained. 

To cope, many are turning to nostalgia and ritual as emotional anchors. 

“When we can’t trust the future, we often retreat to the past. That’s why we’re bingeing or rebooting old TV shows, collecting vinyl, and reviving childhood rituals from board games to polaroids. These all give us a sense of stability when everything else feels uncertain,” Kris said. 

For brands, tapping into shared memories and rituals, whether through retro product revivals, Throwback Thursday social posts or nostalgic campaigns, offer a powerful way to connect with consumers searching for comfort and clarity. 

Solo and online living 

One of the most concerning trends has been the growing amount of time people are spending alone and online. This sense of isolation is powerful and, on the heels of COVID, has caused a huge shift to the way that we relate to each other as a society and interact as humans. 

“Digital platforms are no longer just tools; they are substitutes for human connection. People are forming genuine relationships with technology, treating AI assistants as friends, counsellors, and even lovers.” Kris said. 

The ‘solo and online’ trend is influencing everything from how we consume media to how we seek emotional support. It not only highlights the deepening role of digital experiences in our personal lives but, equally, the guardrails needed to ensure online safety. 

At the same time, traditional media is losing ground. One in three Australians over 16 now use Reddit instead of mainstream outlets, while Gen Z increasingly creates and shares news peer-to-peer. 

“Trust has shifted from institutions to peers. News now spreads sideways, not top-down, and mainstream media is talking, but fewer people are listening,” Kris noted. 

For brands, the opportunity (and responsibility) lies in providing authentic digital connections that offer support without exploitation. The challenge will be balancing innovation with the guardrails consumers need to feel safe. 

Has your brand shifted with the times? To learn more about how to get under the skin of your customers’ behaviours and values, contact Nicole at nicole@impactagency.com.au.