Reality & resilience: the shoppers’ balancing act

Behavior Change Fall/Winter edition ‘25/’26

There’s a shift happening in the way people shop and make everyday choices. We’re seeing new layers in the balance between home life and outdoor activities, wellbeing, and the mix of products they’re drawn to: from familiar local options to global favourites. Safety, stability, and the pressure of daily costs sit in the background of these decisions, influencing routines both in and outside the home. Even the emotional “why” behind healthier habits seems to be evolving, with lifestyle, comfort, and personal priorities blending in new ways.

At the same time, shoppers are engaging differently with brands and touchpoints. Retailer apps and loyalty ecosystems are becoming surprisingly influential, while traditional channels , while still present, play a softer role. And the way people react to promotions is shifting too, with some types of offers feeling less relevant and others gaining traction. All these subtle movements come together in our new Behavior Change syndicated study, where we take a closer look at the small signals shaping tomorrow’s shopper.