The Top Trends Shaping 2025 and Beyond
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What’s next for brands in 2025? Explore how AI, Gen Z’s bold spending, and AR glasses are shaping the future of consumer engagement.
At CES 2025, Matt Britton, Founder & CEO of Suzy, delivered an engaging keynote on the trends shaping the future of consumer behavior and technology. Drawing on his years of experience helping brands adapt to generational shifts—from Millennials to Gen Z and now Gen Alpha—Matt offered actionable insights that businesses can use to thrive in this fast-changing world.
Here’s a breakdown of the five most compelling trends he discussed and what they mean for your business.
1. AI: Stop Treating It Like a Buzzword
AI is everywhere, but as Matt emphasized, companies often misuse it. They try to cram AI into every aspect of their operations without first understanding its true purpose. Matt's advice? AI works best when it's used to solve specific, meaningful problems.
He shared his personal journey of using AI for longevity. By gathering 20 years of blood tests, MRIs, and other medical data, he created a custom AI model designed to help him live longer. This wasn’t about writing blog posts or creating generic AI tools—it was about solving a personal challenge.
He then applied the same thinking to Suzy’s business. Matt realized that the “blood test” for Suzy was its 20,000+ hours of customer call transcripts recorded using Gong. By feeding this data into an AI model, he uncovered critical insights:
Why customers love Suzy—or don’t.
What drives customers to choose Suzy over competitors (or the reverse).
Gaps in product functionality and opportunities for improvement.
Key takeaway: AI isn’t about doing everything; it’s about doing the right thing. Identify the most important data in your business and use AI to extract insights that matter.
2. The Barbell Economy: Why the Middle Class is Disappearing
Matt highlighted the Barbell Economy as a key trend shaping 2025, where the erosion of the middle class is forcing businesses to focus on either luxury products or value-driven options.
He used jeans as an example:
$250 boutique jeans? Thriving.
$10 jeans? Also thriving.
$100 jeans? Struggling.
The message is clear: the middle ground isn’t where you want to be. Consumers today either seek affordable, value-packed options or premium, high-end experiences. Anywhere in the middle? It’s a losing battle.
Key takeaway: If your brand is stuck in the middle, it’s time to pick a side. Focus on delivering either premium quality or unbeatable value—there’s no longer room for compromise.
3. Gen Z and the Creator Movement: The New Gatekeepers of Influence
According to Matt, Gen Z is now the core consumer in the marketplace, and they’re fundamentally changing how brands should think about media. Unlike older generations who grew up with traditional media, Gen Z gets their information from social media feeds. What fuels those feeds? Creators.
Brands are still clinging to outdated media strategies, treating creators as an afterthought rather than a priority. Matt explained that Gen Z’s purchasing decisions are heavily influenced by these creators. Yet, many brands continue to put traditional media at the top of their plans and leave creators at the bottom.
Key takeaway: Creators are no longer optional—they’re essential. If you want to influence Gen Z, creators need to be at the heart of your media strategy.
4. Gen Z’s Risk-On Mindset: The YOLO Economy
Matt also highlighted a major generational shift in how money is perceived. For Baby Boomers, who were shaped by the Great Depression, money was something to hold onto. For Gen Z, it’s the exact opposite—it’s a tool for risk and reward.
During the COVID-19 pandemic, when government stimulus checks were distributed, Gen Z used the money to invest in NFTs, collectibles, and sports gambling. Their mindset isn’t about saving for the future—it’s about YOLO (you only live once) and taking chances now.
Key takeaway: If your brand serves younger consumers, lean into their love of bold, high-reward experiences. Offer products or services that tap into their mindset of seizing opportunities and taking risks.
5. AR Smart Glasses: The iPhone’s Successor
In Matt’s view, augmented reality (AR) smart glasses, like Ray-Ban Meta glasses, represent the next big wave of technology. Unlike VR headsets, which require users to make major behavior shifts, AR glasses fit seamlessly into everyday life.
With AR glasses, consumers will be able to:
Walk through a store and instantly see nutritional information about products.
Tour a neighborhood and see home prices superimposed on the houses they pass.
Attend a conference and view LinkedIn profiles of the people they’re meeting.
Matt predicted that this technology could one day replace the iPhone as the core personal computing device, as it integrates digital information into the real world without disrupting how we live.
Key takeaway: AR glasses aren’t just futuristic—they’re here now. Brands need to start thinking about how to integrate into this augmented reality world, whether through overlays, immersive experiences, or tools that enhance everyday life.
Your 2025 Action Plan
Matt’s keynote wasn’t just a forecast of the future—it was a roadmap for businesses to thrive in a rapidly changing world. Here’s how you can start adapting today:
Reframe how you use AI. Identify your company’s “blood test data” and use AI to solve real problems—not just to look innovative.
Choose a side in the Barbell Economy. Decide if your brand belongs in the luxury or value space and go all in.
Put creators first. Shift your media strategy to prioritize influencers who matter to your audience.
Appeal to Gen Z’s YOLO mindset. Design products and experiences that align with their love of risk and reward.
Prepare for AR. Start exploring how your brand can deliver value in an augmented reality world.
The future is coming fast, and brands that adapt today will lead tomorrow. Which of these trends resonates most with your business? Let’s discuss how to turn these insights into action!
For even more takeaways and industry insights, be sure to watch the full keynote today!
