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McKinsey’s “State of the Consumer 2025” study reveals a fundamental shift in how people shop, spend, and make purchasing decisions five years after the COVID-19 pandemic began.
Drawing from surveys of over 25,000 consumers across 18 markets representing 75% of global GDP, this research demonstrates that what initially appeared to be temporary pandemic adaptations have become permanent behavioral changes that are reshaping entire industries.
The study matters because it challenges conventional wisdom about consumer behavior. Traditional frameworks for predicting what people will buy and when they’ll buy it no longer work reliably.
Consumer sentiment and spending patterns have become disconnected, creating both challenges and opportunities for businesses trying to navigate this new landscape.
