Digital, Distrustful, Demanding: The Post-Covid Consumer Profile Emerges

Consumers want it all, and they want it now. This is one of the main conclusions drawn from the State of the Consumer in 2025 report prepared by the McKinsey consulting firm, which takes stock of how consumers have changed five years after the pandemic. In fact, they are willing to pay more for greater convenience and put shopping first even when they have less capacity to save. Among the older generations, who are more restrained in their spending, there is a prevailing sense of distrust of social networks, even though everyone recognizes their influence.

Half of US Generation Z consumers (born between 1997 and 2012) surveyed say they do not have enough money saved to maintain their lifestyle in the short term, for more than a month, but still prioritize spending. In Germany and the U.K. the percentage drops to 35%, while in China they are only 8%.

In this regard, more than a quarter of Gen Zs say they use buy-now-pay-later services to make their purchases. In China, 40% of Gen Z members do so, while in India they account for 38%, in the United Arab Emirates 36% and in Australia 35%.

More than half of young Americans spend beyond their financial means

Overall, however, the main concern about trade globally is rising prices. And consumers are looking askance at the United States. Forty-two percent of Europeans surveyed have a worse perception of U.S. brands than in previous editions.

Everyone is looking for bargains. Whatever their age, 79% of consumers surveyed are opting for cheaper products, and are even willing to sacrifice some quality. Faced with the global trade situation, consumers have become “more price conscious” and are looking for bargains.

Tolerance for mistakes is decreasing and expectations of good and, above all, fast service are increasing. In both Europe and the United States, recommendations from friends and family carry a lot of weight when deciding what to buy.

Despite the resistance that has built up around social networks, their influence is far from being residual. Some 32% of consumers use them to research products, and 29% of consumers in Germany, the United Kingdom and the United States say they have bought products from a brand they have learned about through social networks.

32% of consumers search for products on social media before buying

On the other hand, teleworking has contributed to people having more free time during the week than they had in 2019. And there is a tendency to devote that time to self-care activities, both physical (sport increases) and psychological, which would also include going shopping.

The online channel is on the rise. More than 90% of Chinese and U.S. consumers say they have shopped exclusively online in the past month, a percentage that declines in Germany and the U.K., with 80% of consumers. And 47% of consumers intend to prioritize local businesses.

The report State of the Consumer 2025: When Disruption Becomes Permanent analyzes consumer behavior based on surveys of more than 25,000 people in the 18 markets that account, according to the World Bank, for 75% of global GDP.