The Rise of Intentional Spending in 2025

For years, brands and retailers have relied on mass accessibility and frictionless shopping to drive sales. But in 2025, the consumer mindset has shifted dramatically. Our research into consumers’ lives has surprised us, we found that consumers are actively resisting mindless spending. Rather than shopping based on impulse, people are taking deliberate, strategic approaches to consumption - setting strict spending limits, leveraging budgeting apps, and meticulously searching for the perfect product, before committing. Mindless consumerism is dying and in its  place, a new form of curated, value-driven shopping is emerging. 

This shift is being driven by two dominant forces: 

1) The financial reality check 

With economic instability, rising living costs, and quickly shifting geopolitical concerns, consumers are hyper-aware of their long-term financial security and spending habits. But with contactless payments, algorithm based shopping recommendations and ads pushed into every moment of their lives it is no surprise that consumers often feel out of control.  

Our research shows that consumers are no longer passive participants - they are responding to external challenges with sharpened awareness of technical and marketing mechanisms, and overconsumption’s financial impact.  

“My approach to shopping has changed in the last year
as I have connected the dots between my finances and
consumption. If you buy more, you are having to work
harder at the bottom line…” 

- Matthew, 35-44, Young Parent 

“I’ve become a cautious shopper, I get so many ads
but I have taken to writing a note or saving recommendations
and revisiting them after a while so I make sure I don’t overconsume.
The buzz of buying is so hard to resist, it’s always impulsive,
and makes me feel like I’ve wasted money, which does not feel great.” 

• Kiera, Gen Z Woman 

Shoppers are scrutinising purchases, prioritising function over fleeting trends. Gone are the days of trusting algorithmic shopping recommendations and brand loyalty at face value.  Consumers, led by Gen Z, are increasingly choosing products for durability, performance, and long-term value. 

“People buy for brands where the quality is poor,
and it’s significantly cheaper for better quality elsewhere.
My whole ethos now is function over fashion, to make sure
that the products meet my standards.
It’s why I bought a Garmin Watch and will continue to do so
as long as they continue to be the best for monitoring performance.” 

- Tommy, Gen Z Man 

At the same time, the second hand fashion industry is going from strength to strength, not only as a sustainable alternative but as a way to manage spending. 

“I'm actually going through a non-buying phase,
except I guess vintage, I sell clothes as well because
I have too much stuff I don’t wear or need
…it makes me feel better about my life.” 

• Alison, Gen Z Parent 

2) The rejection of algorithmic shopping & the search for meaningful consumption 

Social media platforms have been promising hyper-personalised shopping experiences, claiming that ads and recommendations would feel custom to individual preferences. We’ve uncovered that the reality is quite different - Consumers feel misinterpreted and bombarded with generic, irrelevant suggestions, where they can’t simply turn off or tune out. Instead of creating seamless discovery, algorithms push repetitive, impersonal, and often overwhelming and intrusive ads.  

"Consumers often complain about algorithm-driven
shopping experiences feeling invasive rather than helpful—
especially when they see ads for products they’ve already
bought or no longer need." 

(ContextUncovered – Beyond the Algorithm Whitepaper Insight, 2025) 

Many consumers are now fully aware of echo chambers and the ins and outs of how algorithms work. And, rather than trusting social algorithms to understand their preferences, shoppers are seeking out curated, human-led recommendations—building micro-communities, following niche experts, and engaging with paywalled content for truly valuable insights. 

The rise of selective spending & exclusive shopping communities 

For Gen Z - the most anti-consumerist generation yet – this isn’t just about spending less. It’s about spending smarter, being more selective and aligning purchases with personal values. 

The rise of subscription-based and invite-only shopping platforms reflects this movement: 

• Substack for Fashion girls - Influencers are abandoning traditional social media to offer exclusive, paywalled shopping recommendations free from algorithmic interference on channels like Substack  

• Limited-edition & members-only drops - Brands are embracing exclusivity through scarcity, offering VIP shopping lists, early-bird sales, and collaborations that aren’t available to the mass market 

• Gatekept shopping communities – From luxury resale platforms to private collector groups, consumers are actively seeking niche, high-value marketplaces where quality is prioritized over mass accessibility 

This demand for exclusive, meaningful ownership of curated recommendations signifies a true shift in priorities when shopping – it’s about cultivating the personal sense of value, expertise, and most importantly, belonging. 

The future of shopping: exclusive, yet thoughtful & community-driven 

The death of mindless spending is not a trend - In an age where personalisation is overpromised but underdelivered, shoppers are taking back control – moving toward curated, expert-driven experiences that prioritise depth, quality, and authenticity. 

For brands, this presents a challenge and an opportunity: 

• How do you engage a consumer who is actively resisting traditional marketing tactics?  

• How do you meet consumer expectations and drive value when they have become aware of the technical mechanisms that have been used historically to target them?,  

• How do you offer real value in an era where consumers are rejecting overproduction? 

The brands that rise above algorithmic sameness, rethink what personalisation really means, and create high-value, intentional shopping experiences will be the ones that consumers trust. 

This is just the beginning. Our upcoming whitepaper, Beyond the Algorithm, dives deeper into how brands can rehumanize shopping and build authentic consumer connections in 2025. 

Shoppers are breaking free from mindless consumerism – will your brand evolve with them? Join our mailing to find out more - https://welivecontext.com/home#subscribe