Signals & Shifts Report: Engaging the Pragmatic, Resilient Consumer

Late summer marked a turning point in consumer behavior. Despite persistent inflation and economic uncertainty, optimism is quietly returning, giving rise to a new type of consumer: pragmatic, resilient, and intentional. PMG’s latest Signals & Shifts report, Engaging the Pragmatic, Resilient Consumer, explores how this dual mindset—worried yet hopeful—is reshaping spending, priorities, and expectations of brands. Based on proprietary survey data from the U.S. and U.K., our latest report unpacks how people are managing financial strain with control and confidence, and what this means for brands heading into the 2025 holiday season.

What You'll Learn

• The Lifestyle Reset: Spending is shifting from discretionary to essential, with long-term habits forming around budgeting, security, and wellbeing.

• Redefining Value: Transparency, fairness, and authenticity have become the new drivers of loyalty, signaling that messaging now matters as much as discounts.

• Holiday Outlook: The 2025 season will be shaped by two archetypes (the planners and the wait-and-seers ), each requiring distinct engagement strategies.

Download the full Signals & Shifts: Engaging the Pragmatic, Resilient Consumer report to access detailed data, insights, and recommendations for engaging today’s pragmatic consumer.