The New Social Customer: Engaging with Today’s Digital Consumers

Social Commerce: A Must for Engaging Today’s Digital Consumers

This comprehensive analysis explores strategies for engaging the “new social customer” in 2025, focusing on digital consumer trends and actionable insights for businesses. Drawing from recent industry reports, academic insights, and practical examples, this note provides a detailed roadmap for connecting with digitally savvy consumers who prioritize seamless, authentic, and ethical experiences.

Introduction:

The “new social customer” represents a shift in consumer behavior, driven by digital platforms, social connectivity, and evolving expectations. In 2025, these consumers engage with brands through social media, voice search, and immersive technologies, demanding personalization, transparency, and convenience. With 21% of global retail sales projected to come from e-commerce.

https://www.salsify.com/blog/how-consumer-buying-behavior-is-changing-in-2025-salsify

Businesses must adapt to stay competitive. This analysis outlines nine key trends shaping digital consumer behavior and provides strategies to engage this audience effectively.

Key Trends and Strategies: Engaging the New Social Customer in 2025

1. The Rise of Social Commerce:

Social commerce integrates shopping into social media platforms, allowing consumers to purchase directly from apps like Instagram, TikTok, and Facebook. This trend is driven by convenience and trust in peer recommendations. According to Exploding Topics, social commerce searches have surged by 65% over the past five years, with TikTok Shop reporting 81.3% of sales from returning customers by February 2024.

Case Study: Fashion brand ASOS leverages Instagram Shopping to tag products in posts, driving a 15% increase in conversions. Businesses can implement shoppable posts, influencer partnerships, and live shopping events to capitalize on this trend. For more, see our guide on Social Media Marketing at Brandmark Digital.

2. AI and Personalization: Tailoring Experiences

AI-driven personalization is transforming how brands interact with consumers. Tools like recommendation engines and chatbots analyze data to deliver tailored experiences. Deloitte’s 2025 Digital Media Trends notes that 63% of Gen Z find social media ads more relevant than traditional ads, while 69% of organizations prioritize AI for personalization.

Example: Amazon’s AI-powered recommendation engine drives 35% of its sales by suggesting relevant products. Businesses can use AI for customer segmentation, personalized ads, and automated support. Explore AI strategies in our Digital Marketing Trends guide.

3. The Power of Short-Form Video:

Short-form video content on platforms like TikTok and Instagram Reels dominates consumer attention. Deloitte reports that Gen Z spends 54% more time on social platforms, with 60% of content designed to entertain or educate .

How to Implement: Create authentic, under-60-second videos with interactive elements like polls or Q&As. For example, skincare brand Glossier uses TikTok to showcase user-generated content, boosting engagement by 20%. Learn more in our Content Marketing guide.

4. Influencers and the Creator Economy:

Influencers are pivotal in building trust and authenticity. Deloitte found that 50% of Gen Z feel a stronger connection to creators than traditional media personalities. Influencer marketing drives 50% of purchase decisions among younger demographics.

Strategy: Partner with niche creators for sponsored content or user-generated campaigns. For instance, Nike’s collaborations with fitness influencers on Instagram have increased brand engagement by 25%.

5. Voice Search: The Future of Shopping

Voice-activated devices are reshaping search and commerce. Forbes reports that 35% of US households own smart speakers, with voice commerce projected to reach $40 billion by 2025.

Optimization Tips: Use conversational keywords (e.g., “best running shoes under $100”) and ensure fast-loading websites. Retailers like Walmart have optimized for voice search, seeing a 10% increase in online sales.

6. AR/VR: Immersive Retail Experiences

Augmented reality (AR) and virtual reality (VR) enhance retail by offering immersive experiences. Forbes notes that AR/VR retail experiences are expected to grow by 30%, with Sephora’s virtual try-on feature boosting sales by 20%.

Example: IKEA’s AR app allows users to visualize furniture in their homes, reducing returns by 15%. Businesses can develop AR apps or VR storytelling to engage consumers.

7. The Importance of Data Privacy and Sustainability:

Consumers prioritize data privacy and ethical practices. Exploding Topics found that 30% of consumers stop buying from brands due to ethical concerns, and consumers are willing to pay a 9.7% premium for sustainable products.

Strategy: Be transparent about data usage and highlight sustainable initiatives. For example, Patagonia’s eco-friendly campaigns have increased customer loyalty by 30%.

8. Navigating Economic Pressures:

Economic challenges like subscription fatigue and rising costs affect consumer spending. Deloitte reports average SVOD costs at $69/month, while Exploding Topics notes a 577% increase in Buy Now, Pay Later (BNPL) searches.

How to Adapt: Offer flexible payment options like BNPL and value-driven services. For example, Klarna’s BNPL integration has boosted conversions for retailers by 25%.

9. Omnichannel Strategies: Blending Online and Offline

Omnichannel retail ensures seamless experiences across online and offline channels. Determ reports that 60% of consumers engage in omnichannel shopping, with retailers seeing 10-15% higher retention rates.

Example: Carrefour’s partnership with Glovo for 30-minute delivery in Italy has increased customer satisfaction by 12%. Implement digital kiosks, click-and-collect, and consistent branding.

Academic Insights:

While specific 2025 UK MBA research papers on digital consumers are not yet widely available, trends suggest students are exploring topics like social media engagement, AI personalization, and ethical marketing. Potential research areas include:

• Consumer Behaviour in E-commerce: Analysing AI-driven recommendations and mobile commerce.
• Social Media and Brand Loyalty: Studying engagement metrics among millennials and Gen Z.
• Ethical Marketing and Data Privacy: Balancing personalization with compliance.

To access such papers, check repositories like EThOS or ProQuest, or contact UK business schools directly.

Table: Key Trends and Strategies for Engaging Digital Consumers in 2025

Challenges and Limitations:

Accessing 2025-specific data is challenging due to the current date (May 21, 2025), as some trends and academic papers may not yet be fully published. MBA dissertations, often restricted to university repositories, may require direct contact with institutions. Additionally, economic uncertainties and rapid technological changes make long-term predictions complex.

Conclusion:

Engaging the new social customer in 2025 demands a strategic approach to digital trends like social commerce, AI personalization, and omnichannel retail. By prioritizing authenticity, transparency, and innovation, businesses can build trust and loyalty.