Thrift Culture, Standardization, and Price Anxiety: Forecasting Consumer Trends for 2025

According to research by Gartner, consumers are increasingly viewing thriftiness as a desirable trait, actively pushing back against consumerism for personal growth and similar reasons. They also identified a trend known as “norming,” which involves individuals seeking validation for their personal behaviors and beliefs by comparing them with established societal and communal norms. Consumers have expressed a heightened concern over unpredictable and varying pricing structures.

Moreover, a notable 74% of consumers are open to adopting automated solutions like drone deliveries and cashier-less shopping environments. We had a conversation with Kate Muhl, an expert in consumer and cultural insights at Gartner, to delve into the implications of these findings. (Access to the complete report is restricted to Gartner clients.)

Embracing Thrift. A new cohort, referred to as “New Spartans,” is adopting thriftiness as a lifestyle choice. While financial considerations amidst rising inflation play a role, the trend seems to have evolved into something more profound. Gartner’s study revealed that 88% of consumers are engaging in various underconsumption habits compared to two years ago. Some examples include:

• Extending the life of products instead of opting for replacements.
• Choosing second-hand items or DIY projects over ready-made products.
• Repairing items instead of purchasing new ones.

Though cost remains a significant factor, 68% of respondents cited reasons related to lifestyle or personal development for their underconsumption habits, which include:

• Simplifying and decluttering their lives (45%).
• Enhancing self-esteem (35%).
• Demonstrating their capabilities to themselves and others (28%).
• Addressing environmental issues (23%).

“I’m never surprised by how consumers can turn situations into narratives about themselves,” Muhl reflected. “It’s about transforming what might feel like necessity into a source of control and something to celebrate.” She pointed out that, despite decreasing inflation, there’s no evidence yet of a return to the conspicuous consumption seen in the ‘90s. “Perhaps we will observe that shift in a year or two. For now, embracing thrift is seen as a sign of strength and wisdom.”

Does this shift indicate a preference for experiences over physical products? “I think that’s a fair assessment,” said Muhl. “The lasting value from an experience you invest in typically surpasses that of a physical item, like a sweater.”

Advice for brand marketers: Align with your customers’ aspirations. Brands that embody solid values are likely to gain increased favor.

Are you embracing norming? In an unpredictable world, consumers are searching for clear benchmarks—either personal or communal—for their behaviors and beliefs. They express a desire for:

• Well-defined boundaries (76%).
• The ability to categorize and label experiences (64%).
• A clearer understanding of their identity and role in society (57%).
• A kind of “playbook” for navigating life (48%).

This notion isn’t entirely new, according to Muhl, but it has gained traction recently. She mentioned a previously identified trend in 2018 labeled “My Data, My Self,” as individuals became more conscious of their unique data footprints. This contrasts with the current norming trend. “Today, we struggle to grasp how we integrate into the larger picture,” she noted. “It’s a bit like losing sight of the forest because you’re focused on one tree—you need to know, am I a tall tree or a small one, and how many trees surround me?”

Advice for brand marketers: Aid consumers in contextualizing their self-understanding by offering content that doesn’t directly push for a sale.

Concerned about pricing. Nearly 60% of consumers lack assurance regarding the true final costs of their purchases. Contributing factors include:

• Increased service bills without a change in usage (38%).
• Disparities between online prices and those in physical stores (31%).
• Changes in pricing once in the shopping cart (29%).
• Hidden or surprise fees (23%).

Among the trends surveyed, this one likely has the broadest implications, noted Muhl. Despite the current inflation rate, “consumers seem to be uncomfortable,” she observed. “Their confidence in pricing is recovering at a slower rate than many businesses would prefer.”

Muhl highlighted that businesses often seek stability, disliking erratic cost fluctuations, and that individuals would naturally share the same desire. “Why would consumers be any different?”

Advice for brand marketers: Cultivate a reputation for price stability and reward customer loyalty through effective programs.

Why it matters. There is an abundance of vast datasets that map out consumers’ spending behaviors and shopping habits. Monitoring consumer activity becomes particularly significant during peak shopping seasons, such as holidays, and this data holds immense value.

What Gartner aims to provide is insight into the underlying belief systems influencing consumer actions, looking beyond consumption trends to understand the cultural narratives at play, while scaling these insights rather than analyzing individual shoppers in isolation.

(Note: The research regarding comfort levels with drones was conducted prior to the current news cycle!)