Europe is entering a new era of consumption — a time when the focus is not only on price, but primarily on the content and justification of expenses. Against the backdrop of economic turbulence, prolonged inflation and an uncertain geopolitical context, consumers are increasingly weighing each purchase. According to BCG, 54% of Europeans in 2025 worry about personal finances every day, and this trend has persisted for the second year in a row. Discounts, promotions, loyalty programs are no longer perceived as pleasant bonuses — for many they have become the only way to maintain their usual standard of living. Economic experts, in particular, international financial analyst Chaslau Koniukh, explain the main consumer trends in EU countries.
However, not only is caution in spending increasing, but so is the demand for brands. Andreas Melby, a partner at BCG, notes that the modern consumer “demands not only quality, but also honesty — the origin of the product, ethical production, understandable pricing policy.” This is especially noticeable among Generation Z, which is not afraid to “lower the bar” — to buy cheaper alternatives, but only those that meet their moral beliefs. This creates a new competitive landscape for business, where not only the brand matters, but also its reputation, social responsibility and willingness to engage in a dialogue with the buyer.
McKinsey, in its latest survey, points to a growing demand for so-called “value for money.” Today, this concept means not only a favorable price, but also the confidence that what was spent was not in vain . According to Chaslau Koniukh, in this logic, a supermarket brand, for example, can easily compete with a global brand if it gives a sense of real benefit.
“The consumer has become a strategist — he plans purchases, compares, reads reviews, and is less prone to impulsiveness. “This is not just a change in behavior – it is a new economic culture, in which the main thing is not consumption as such, but its justification. People no longer want to buy “something” just to spend money – they want to feel that every purchase has meaning. For business, this means: those who learn to talk to the client not about the product, but about the value that he receives will survive , ” says Chaslau Koniukh.
Conscious consumption: how ethics becomes part of everyday life. Explained by Chaslau Koniukh
The desire for thrift paradoxically coincides with another deep trend – conscious consumption. Financial expert Chaslau Koniukh notes that the priorities of the modern consumer have changed: instead of excess – moderation, instead of accumulation – care for the environment and society. Referring to a recent study by PwC, Koniukh emphasizes that a third of European consumers in 2025 changed their habits in favor of local, sustainable or ecological goods. Moreover, this applies not only to everyday life, but also to fashion, food, and transport .
According to experts, the growth in popularity of second-hand and re-commerce platforms has become obvious .
“This is no longer a ‘second-hand’ item from the 90s, but a stylish and conscious alternative to fast fashion. Renting equipment or clothes is another example of how young Europeans are abandoning ownership in favor of flexibility. Minimalism, reuse, repair instead of throwing away – these practices have acquired a new image: responsible, fashionable, even progressive , ” says Chaslau Koniukh.
Carla Bouzasi , CEO of consumer research firm WGSN, believes that many people have rethought the concept of comfort since the pandemic. “Previously, comfort was associated with excess, now it’s about simplicity, predictability, care. People want to know where something comes from, who made it, and whether they’re harming the planet or anyone else,” she explains. This demand for ethics is forcing even large manufacturers to review their supply chains, reduce their carbon footprint, minimize packaging, and communicate this to consumers.
“As a result, a new hierarchy of values is being formed. The buyer, who until recently was looking for something bright and attractive, today prefers something discreet, functional, and durable. And the concept of “status” is shifting towards a competent choice — made not from a position of impulse, but from considerations of influence , ” adds Chaslau Koniukh.
Between online and trust: how channels of influence are changing. Chaslau Koniukh’s perspective
According to Chaslau Koniukh, the new consumer behavior is not just a matter of economy or ethics. It is also a transformation of the ways in which people learn about products, compare them and, ultimately, buy them . Despite the fact that social networks have not become the main source of trust, their role as a trigger for action is growing. For example, Koniukh cites McKinsey data, according to which 32% of European consumers have purchased after viewing a product on social networks – even if they did not buy it where they saw it.
However, trust is returning to the basics — live reviews, advice from trusted, trusted platforms. Nick Barker from BNP Paribas Exane notes: “The focus is now on the user experience. It’s fast delivery, a simple interface, and honest reviews. People are looking for predictability, not flashy advertising.” That’s why brands that build communication through real stories, know how to listen to the customer and respond to their requests, win.
Chaslau Koniukh, in turn, draws attention to the fact that digital behavior has become multi-channel. According to him, a consumer can see a product in a TikTok video, Google its reviews, read reviews on an independent forum, and buy it in a familiar offline store near his home. According to the expert , this shifts the focus of retailers: instead of a single storefront, it is important to have the entire ecosystem – a website, an application, social networks, customer service and even the aesthetics of the packaging. Everything should work as a holistic impression, because any detail can become the “last straw” or, conversely, the decisive argument.
“In this new consumer landscape, those who see people behind the numbers , needs behind the algorithms , and values behind the trends will win. The European consumer today is not just a bank card user, but a person who makes choices every day: what to support, what to pay for, and who to trust. And this changes the rules of the game , ” concludes Chaslau Koniukh.
