UK consumers are more selective than ever, with trust, transparency, and relevance shaping their brand relationships. As loyalty shifts and personalisation expectations rise, brands must deliver value-driven experiences that resonate. Marigold and Econsultancy surveyed 6,746 UK consumers for the 2025 Consumer Trends Index. Below are the insights at a glance, revealing preferences and behaviours regarding marketing.

The personalisation balance: Value vs. intrusion

Consumers value personalisation. But only when it feels relevant, transparent, and earned. In the UK, 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:

Loyalty is under pressure, but still up for grabs

UK consumers value brand trust, but they aren’t afraid to walk away. 67% are willing to pay more for brands they trust. Yet, 39% of UK consumers switched brands in the past year, which is higher than the global average (37%) and higher than the US (36%).

What will bring them back?

But lack of personalisation doesn’t go unnoticed. Frustration with irrelevant emails is high in the UK: 45% of UK consumers feel annoyed by off-target content, compared to 40% globally.

Email is the undisputed purchase driver, but relevance is critical

Despite the rise of social and mobile marketing, email remains the UK’s most effective purchase-driving channel. Our research found that a higher proportion of UK consumers made a purchase from an email in the past year compared to both the global (54%) and US (55%) averages.
58% have made a purchase from an email in the last year – a figure higher than…

Beyond price: What UK consumers value most in 2025

Even though 51% of UK consumers feel financially pessimistic, value isn’t just about finding the lowest price. In fact, UK consumers place greater emphasis on shopping convenience (63%) than the global average (61%), which highlights the growing demand for frictionless digital and cross-channel experiences.

Beyond cost, top priorities include:Get the report