Consumers demand values and personalisation, but brands are falling short

Shoppers aren’t just buying products anymore, they’re buying into values. According to VML’s ninth annual "Future Shopper" report, 59% of global consumers say they are more likely to purchase from companies that speak and act positively about diversity and social issues.

The study, which surveyed more than 25,000 shoppers across 16 countries, found that despite years of digital acceleration, many brands are still falling short on the fundamentals of customer experience, exposing a gap between consumer expectations and delivery on value, speed, and trust.

Almost half of shoppers (47%) have already shifted their shopping habits to favor companies that align with their political views, while 49% say they are more likely to buy from brands that take clear social and political stances.

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Younger consumers are the most driven by these values. Among those aged 25 to 34, 66% say they are more likely to buy from companies that support diversity and social issues, followed by 64% of 16 to 24-year-olds, 61% of 35 to 44-year-olds and 54% of 45 to 54-year-olds. Those aged 55 and above are the least likely to do so, at 45%.

Health and wellness is another area shaping purchase decisions. Globally, 61% of shoppers say their focus on health impacts what they buy and who they buy from. While this might be expected among the youngest demographics, the highest percentage was actually among 25 to 34-year-olds at 66%, followed by 35 to 44-year-olds at 63%. Both the 16 to 24-year-olds and the 45 to 54-year-olds came in at 59%.

That said, the overall global figure is down from 66% in last year’s survey, suggesting the health-driven mindset may be softening.

At the same time, consumers are showing signs of digital fatigue. More than half (53%) say they sometimes feel overwhelmed by technology and like the idea of being liberated from it. Again, the 25 to 34-year-old age group reported feeling this most strongly, with 59% in agreement.

Beyond values and wellness, the report highlights personalisation and loyalty as key battlegrounds for brands, with consumers quick to voice frustration when experiences miss the mark.

According to the study, 45% of shoppers believe most brands and retailers do a poor job of personalisation, while only 18% disagree. In fact, 40% say they are disappointed with the level of tailored experiences offered today. Nearly half (49%) feel that personalised recommendations are random and irrelevant, while 64% say branded emails often come across as generic and automated.

The perception of “fake personalisation” is another sore point. Half of global shoppers (50%) say personalisation often feels like upselling in disguise, while 45% find it frustrating when gift shopping skews their future recommendations.

Yet, when done right, personalisation pays off. Nearly two-thirds (64%) say it makes online shopping more efficient, while 60% are more likely to buy from brands that remember their preferences. Another 67% say they prefer retailers who make it easy to pick up where they left off. Product discovery is also enhanced, with 63% agreeing that personalised recommendations have introduced them to items they would not have found otherwise.

Personalised offers remain among the most powerful drivers. 61% percent of shoppers find location-based deals useful, 59% say they have purchased something after receiving a birthday treat, and 71% value personalised loyalty rewards. Reminders to repurchase items are also appreciated by 57% of consumers.

The message is clear: shoppers respond best to personalisation that delivers tangible benefits. Leading the list are personalised offers and deals (30%), tailored discounts (27%) and loyalty rewards (26%). Convenience also matters, with remembered payment details (21%) and saved preferences (18%) cited as valuable time-savers.

Despite lingering disappointment, consumers appear willing to share their data if the trade-off is worthwhile. While 25% remain reluctant, 47% say they are prepared to hand over significant amounts of personal information for a hyper-personalised experience. However, concerns remain, with 59% uneasy about their data being shared with foreign organisations.

When it comes to loyalty, product quality and convenience continue to outrank price. High-quality products, reliable availability, free and fast delivery, and excellent customer service are the biggest drivers of repeat purchase. Interestingly, price only ranks seventh, tied with loyalty programmes.

These programmes, however, bring added benefits, from improving the overall shopping experience to entertaining consumers. In fact, 59% of shoppers say they want to be better entertained when shopping, and gamified loyalty mechanics such as “spin to win” or “collect all tokens” are proving effective in turning satisfaction into loyalty.

“'Future shopper 2025' is a reminder for brands and retailers everywhere. The data is clear: consumers are continuing to raise the bar on what they expect - faster delivery and seamless experiences, whilst at the same time re-evaluating what they purchase and when," said Jeff Gehab, global CEO, VML Enterprise Solutions. 

He added, "Yet, many businesses are missing the mark on the fundamentals of customer experience. Retailers and brands must find a way of offering the best experience right now, while building the experience of the future in parallel." 

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