Resilience is the new rhythm of the consumer economy. In the face of sustained economic pressure, consumers in the U.S. and U.K. are moving beyond reactive decision-making, adopting more intentional, adaptive behaviours that reflect a redefined sense of value, stability and control.

PMG’s latest Signals & Shifts report examines the shifting consumer mindset - how financial vigilance is reshaping daily life, why loyalty is becoming harder to earn and where brands can recalibrate their strategies to remain relevant in a more discerning marketplace. Backed by fresh research conducted in June 2025, this report provides marketers with a strategic perspective on the evolving expectations, priorities, and emotional landscape of today’s consumers.

What you’ll learn in this report

• Resilience replaces uncertainty as the baseline: Consumers have adapted to volatility. Financial stress remains high, but its effects are being absorbed and managed in new ways. Cost-cutting behaviours are now nearly universal and brand switching is widespread, driven by price sensitivity and reduced tolerance for perceived excess or misalignment.
• Consumers seek transparency & restraint from brands: Consumers still expect acknowledgment of economic realities, but fatigue with performative or overt messaging is rising. Tone now matters more than message. Clarity, fairness, and emotional intelligence are emerging as key brand expectations, especially in high-pressure environments or emotionally charged contexts.
• Trade tensions are changing buyer behaviour: In the U.S., trade policy has become a mainstream consideration, influencing purchasing decisions and brand perceptions. Americans are increasingly seeking locally sourced or U.S.-made products, not out of fear, but as a long-term value strategy. Meanwhile, U.K. consumers show more stability in behaviour, but subtle shifts in attitude are underway.
• Lifestyle reorientation is underway: From how they spend their time to where they focus their energy, consumers are reprioritising around what feels manageable and meaningful, as side income, savings, time with family, and home-centred routines are taking precedence. In this context, value is about more than price: it’s about control, emotional alignment, and trust.