The Four Forces Shaping the Future
NIQ’s C360® 2025 spotlighted four pivotal forces driving transformation across the consumer goods landscape: Technology, Culture, Regulation, and Economy. These interconnected forces are not just influencing the pace of change—they’re reshaping how companies innovate, connect with consumers, and adapt to evolving market realities. Throughout the event, each force served as a lens for understanding the challenges and opportunities that lie ahead for brands, retailers, and manufacturers alike.
1. Technology: Accelerating Innovation
Artificial Intelligence (AI) emerged as a central theme, with discussions on how AI personas like Sophia are enabling real-time co-creation with consumers. The rapid shift from traditional product development cycles to agile, 12-day test-and-learn models was emphasized. Brands and retailers need to leverage AI and look for ways to incorporate themselves into LLMs wherever possible, today. For both internal and external use cases, from RGM to supply chain management to product design to engaging with retailers, AI is here to stay. Ignoring this fact will only cause you to fall behind.
At the same time, Retail Media Networks (RMNs) were spotlighted, with projections indicating a $27 billion market by 2026, underscoring the digital transformation in shopper engagement. RMNs highlight the importance of measurement, collaboration, and aligning brand marketing with customer teams. Now more than ever, you need to think about the shopper’s journey, how and why they make decisions, and how you can make it easier for them. Technology will only continue to become a vital investment for brands, retailers, and manufacturers adapting to an ever-changing marketplace.
2. Culture: The Power of Authenticity
Key speakers emphasized the importance of understanding the mindset of creators and leveraging their authenticity to promote products. Successful brands on platforms like TikTok shop are distinguished by their mindset to test and learn, engage with creators, and produce high-quality, high-converting content. In fact, the rise of platforms like TikTok Shop, which saw a 185% year-over-year growth in beauty sales, exemplifies the shift towards creator-driven commerce.
The Gen Z panel also underscored the importance of authenticity over polish, highlighting that younger consumers value genuine conversations over traditional commercials. They prefer content that feels authentic and expect brands to engage with them. This demographic is more inclined to support indie brands that align with their values and engage in conversations about product development.
3. Regulation: Navigating New Norms
Regulation is at a pivotal moment where food is no longer just nutrition; it’s medicine. Wellness has transitioned from being niche to mainstream. The rise of GLP-1 drugs has reshaped how we think about categories beyond just food and beverage, changing consumer behavior in subtle but powerful ways—reshaping what consumers buy, how they shop, and why. Consumers and regulators alike are converging to demand new frameworks for health claims, nutrition, and transparency. Meeting this shift in regulatory schemes will be challenging but crucial for growth and adaptation in the market.
However, it’s not just about staying compliant; it’s about staying ahead. Making algorithms and consumer apps that drive choices more accurate, transparent, and value-aligned is vital. José Andrés reminded us that policy, above all, will affect our ability to solve food insecurity. Each of us has a role to play in shaping how we can live up to the high ideals of that moral imperative while still doing right by our companies and shareholders. It starts with boots on the ground.
4. Economy: Adapting to Consumer Realities
Top of mind at the event was the impact of tariffs on consumer sentiment and retail strategy within the durable goods space. Surprisingly, the minimal impact of tariffs on buying behavior and the importance of promotional strategies to win consumers offered some hope for brands grappling with a chaotic economic environment.
But not all was positive, with 61% of consumers anticipating a worsening economy. And they’re responding by trading down, seeking value, and being more intentional in every purchase. Understanding and adapting to this shift can be a challenge, but brands that react quickly and accurately can succeed. Despite economic pressures, innovation remains a key driver of growth, especially when grounded in agility and consumer-centric strategies.
Looking Ahead
NIQ’s Consumer 360® event set the tone for a transformative exploration of the consumer landscape. With a focus on innovation, strategic investments, and cutting-edge technology, this year’s C360® provided valuable insights and actionable strategies for industry leaders.
The message was clear: the future doesn’t wait.
Now is the time to act boldly, collaborate freely, and define what’s next—together.