Consumers saw a year of dramatic turns in 2024: unexpected twists in the US presidential election, brand boycotts, and ongoing geopolitical tensions. Though the headlines may continue to shock in 2025, consumer behavior will be contradictory. We’ll see both activists and apathy, lower brand loyalty but increasing customer loyalty, heavy skepticism of social media despite social media user turnup, increased privacy concerns in spite of new value in AI, and consumers staying both lavish and lean in their spend. Actions speak louder than words will be the mantra for brands as they work to understand consumer behavior in 2025. This report details Forrester’s 2025 consumer predictions.