PMG Digital Made for Humans

Signals & Shifts Report: Engaging the Pragmatic, Resilient Consumer

October 9, 2025 | 4 min read

WHAT'S TRENDING

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PMG

PMG is a global independent marketing services and technology company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG brings together business strategy and transformation, creative, media, and insights, all powered by our proprietary marketing operating system, Alli. With offices in New York, London, Dallas & Fort Worth, Austin, Atlanta, Boston, Brighton, Costa Rica, and Cleveland, our team is made up of 1,000 employees globally, and our work for brands like Apple, CKE Restaurants, Dropbox, Experian, Intuit, Kimberly-Clark, Kohler, Sephora, Travelex, and Whole Foods has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year.

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.

  • 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.