As people continue to navigate rising costs and political uncertainty, habits have evolved to meet these challenges. Brands too have had to adapt to meet the ever changing needs of their customers- and those who are embracing new ways to connect with their audiences are positively cutting through.
Delving into data from our most recent QT report, the7stars proprietary quantitative quarterly tracker, 1 in 2 people are hoping to reduce spending on nonessential items in the current economic climate, with many people opting to spend money on experiences rather than material items. Given that UK trust in businesses is only at 51% in 2025 according to the Edelman Barometer, it is clear to see how both financial worries and a lack of trust could be contributing to a disconnect between brands and consumers. This poses a challenge for brands; they must show consumers that not only is their brand trustworthy, but also that their products hold enough value that people will see them as essential rather than nice-to-haves.
One way that brands can make a huge impact is to market their products in a way that truly resonates with the audience they want to connect with. Our February QT demonstrated how Brits are increasingly preferring more personalised content, and 70% of people appreciate clear information from brands to help guide their decisions. This opens the door to brands to step up and provide valuable, unique messaging and services in an era of uncertainty.
One brand that has embodied this change in 2025 has been Cadbury, with their ‘Made to Share’ packaging which prompts the buyer to split the chocolate based on the responsibilities of each person (for example, ‘Who Cooked’, ‘Who Cleaned’, ‘Who ate’). By providing a personalised and tailored experience with the concept of sharing at the heart of the campaign, Cadbury has continued to assert itself as a brand who understands people in a fun and personal way, pushing through the sea of advertising to connect with consumers all over Britain.
Whilst there is still so much uncertainty in the country, brands can provide clarity and direction to consumers and cut through the noise to reach them on a personal level. In 2025, successful brands are giving people reasons to see their products as an essential part of life despite a more cautious approach to financial habits, whilst conveying an authentic brand identity and taking their advertising to new and exciting places.
Source: Foresight Factory, the QT, The Edelman Barometer
