A major South Korean advertising agency has identified seven emerging consumer trends that it says will shape markets in 2025. (Image courtesy of Daehong Communications)
SEOUL, Dec. 11 (Korea Bizwire) – A major South Korean advertising agency has identified seven emerging consumer trends that it says will shape markets in 2025, highlighting shifts in everything from luxury consumption to climate-responsive behaviors.
Daehong Communications, in its “2025 D.Life Signal Report” released on December 10, outlined several key “signals of change” that it expects to influence consumer behavior in the coming year.
The report points to a significant shift in luxury consumption patterns, dubbed the “age of pivot,” where consumers are increasingly turning to “dupe” products – affordable alternatives to high-end luxury items. This trend suggests a broader transformation in how people approach spending and investment decisions.
Another notable trend identified is what the agency calls “individual pace,” where consumers focus on achieving personal goals at their own speed, exemplified by movements like “text hip” and the running boom, emphasizing personal accomplishment and self-efficacy.
The report also highlights “cross-gen consumption,” noting increasing instances of cross-generational purchasing decisions between parents and children, and grandparents and grandchildren. This is accompanied by “retail experimentation,” where businesses are increasingly turning to pop-up stores to attract offline customers.
A particularly interesting observation is what the report terms the “digital dilemma” – a growing tension between technological convenience and an increasing desire for human-centered service experiences.
In the housing sector, the report identifies “trans housing” as a key trend, predicting growth in adaptable future apartments and vacant property utilization businesses, responding to changes in population structure and family composition.
The final trend, “climate momentum,” focuses on how climate change is affecting basic lifestyle choices. This is already evident in fashion, where adjustable clothing is gaining popularity due to shorter transitional seasons, and in the increasing popularity of indoor shopping complexes that offer climate-controlled environments.
“Following the pandemic’s widespread structural changes, we’re seeing continued evolution in consumer lifestyles in response to economic uncertainty, alongside various corporate initiatives to overcome these challenges,” said Kang Seung-hye, head of the Data Insight Team at Daehong Communications.
She added that rather than entirely new trends emerging annually, existing innovations are becoming more refined and developed, suggesting a deepening of established patterns rather than radical new shifts.
Ashley Song (ashley@koreabizwire.com)
