U.S. consumer preferences are evolving fast, and what feels cool versus creepy in marketing depends on one thing—trust. As loyalty wavers and personalization expectations rise, brands need to rethink how they connect with their audience. Here’s a look at key insights from the 2025 Consumer Trends Index, based on responses from over 10,000 U.S. consumers.
The personalization balance: Value vs. intrusion
Consumers value personalization—but only when it feels relevant, transparent, and earned. In the U.S., the line between “cool” and “creepy” depends on clarity and consent. This is what consumers answered when we asked them whether they found these brand interactions creepy or cool:
Offering promotions tailored to your activity within 2 minutes of visiting their website or app
Loyalty is in flux
75% of U.S. consumers will pay more for brands they trust, yet 36% have already jumped ship in the past year. Many are primed to engage: 38% say they’re more likely to join loyalty programs now. To win them back, brands must deliver better loyalty programs.
Despite the rise of social and mobile marketing, email remains the most effective purchase-driving channel.
55% have made a purchase from an email in the last year – a figure higher than…
But lack of personalization doesn’t go unnoticed. Frustration with irrelevant emails is high. 39% have been frustrated by irrelevant content or offers in the last year
Beyond price: What U.S. consumers value most in 2025
Even as 52% of respondents feel pessimistic about the financial future, shoppers aren’t just chasing the lowest prices.
