1. The Rise of "Nostalgia-Driven Commerce"

• Across sectors, nostalgia is emerging as a profound driver, not just in consumer products but in e-commerce strategies and retail environments.
  • Amadeus and John Lewis highlight how nostalgic aesthetics (e.g., Polly Pocket Airbnb, retro cameras) are being adapted into retail and travel experiences​​.
  • Basis Technologies and TikTok Shop show a resurgence in remixes of classic products through contemporary formats, particularly targeting Millennials and Gen Z who crave reconnections to past eras​​.
• Insight: CPG brands can embed nostalgia as a storytelling and innovation tool, leveraging retro packaging, reimagined legacy products, and immersive retail tie-ins to evoke emotional loyalty.

2. "Experience Stacking" in Consumer Decision-Making

• The convergence of multiple experiential layers—social, technological, and emotional—is shaping buying behavior:
  • Gensler and Resy describe how consumers are flocking to spaces and brands that provide multi-sensory experiences like experience-driven lifestyle districts and vibey restaurants​​.
  • Strava adds that even fitness brands are crafting social layers into what were once solo activities, using club cultures and collective goals as unique selling points​​.
• Insight: Retailers and CPG brands need to adopt "experience stacking" as a strategy—combining physical (store design), digital (immersive AR), and social (community-building) layers to differentiate offerings.

3. The "Second Wave" of AI-Driven Personalization

• While personalization isn't new, 2025 marks a shift toward modular AI ecosystems:
  • Deloitte and Aptean suggest brands are moving beyond large, centralized AI models toward smaller, task-specific AI applications tailored to niche consumer needs​​.
  • Ultra Violet and Ipsos discuss AI tools for direct consumer interaction (e.g., at-home diagnostics or personalized subscription health kits), which move personalization into real-time, action-based feedback loops​​.
• Insight: Brands embracing decentralized AI ecosystems—such as smaller, nimble AI for real-time feedback or personalized shopping assistants—could achieve competitive advantages by scaling hyper-customization.

4. "Value-Embedded Transparency" as a Trust Currency

• Consumers increasingly demand transparency in products, but they also expect it to deliver additional utility:
  • The Drawing Arm shows how brands are embedding sustainability narratives into packaging and product stories, with QR codes providing detailed sourcing info alongside gamified interactions​.
  • Aptean and Basis highlight regulatory pressures, such as EPR and HFSS labeling, driving brands to turn compliance into a storytelling opportunity​​.
• Insight: Transparency isn’t just about information—it’s about engaging consumers. Gamified eco-certifications or interactive storytelling through AI-enhanced packaging are likely to redefine how brands deliver value.

5. "Niche-Led Mainstreaming" Through Creator Economies

• Influencers are shifting from amplification to originators of niche products:
  • Digital Voices and New Consumer reveal how creators are driving niche product development (e.g., TikTok-native brands or creator-designed product lines)​​.
  • This niche-first strategy, amplified through social commerce, drives mainstream adoption more effectively than traditional marketing.
• Insight: CPG brands need to co-create products with niche communities and creators from inception, turning cultural micro-trends into scalable innovations.