Cost of Living, Spending, and Saving: The Biggest Consumer Trends in Finance for 2025

The financial sector and consumer behavior are constantly changing.

To keep up and stay relevant, brands need to catch these shifts early and adjust their marketing strategies accordingly. In our latest Finance Trends report, we dive into some of the biggest financial topics shaping consumer behavior in 2025. 

How do consumers think about their finances, and what can brands learn from these insights?  

Read on to discover some of the biggest trends in finance.  

Trend #1: Consumers rethink spending as food prices climb

With prices for products and services rising, more consumers turn to social media to discuss how the cost of living impacts their daily lives, including their purchasing power. 

We used Brandwatch Consumer Research to track online discussions relating to the cost of living across seven key categories.  

Food mentions have led these discussions between February 1, 2024 and February 1, 2025.  

Not only was food the most talked-about category, but it also saw the highest year-over-year increase in mentions – up 15% from the previous year.  

Rising grocery prices were a key theme in these discussions. Mentions of price and food or groceries surged 23% since the previous year, tracking over 665k mentions.  

Consumers also discussed declining food quality at restaurants, questioning whether it’s still worth the cost. As prices climb, many people are becoming more selective about dining out – demanding better value for money when they choose to eat out.  

Trend #2: Consumer loyalty shifts when value is questioned

In our research, spending-related conversations saw a 12% increase in new participants between February 2024 and February 2025. 

Online discussions about consumers spending their money have grown increasingly negative, with 68% of all sentiment-categorized mentions leaning this way. Consumers are vocal about their frustrations when it comes to spending, often bringing up issues like unauthorized charges, poor customer service, and mismatched expectations – when the price doesn't align with the perceived value of the product or service purchased.  

Several streaming services were dragged into negative discussions around spending. People complained about the continued presence of excessive ads on paid subscriptions, especially as prices continue to rise. 

Some people directly stated that the price they are paying for a particular service or product simply doesn't match the quality of service they're receiving.  

As one consumer put it, “I pay £30 a month for this and I expect it to work seamlessly.” 

For brands, this emphasizes the need to manage expectations and deliver on their promises, especially for paying customers. As consumers become more selective with their spending in an already tough market, failing to meet expectations could lead them to reconsider their brand loyalty. 

Trend #3: Consumers are feeling defeated in their attempt to save

Like many financial topics in our report, conversations about saving money are mostly negative, making up nearly three-quarters of all sentiment-categorized mentions. This trend is growing over time – negative mentions have increased by 2% between February 1, 2024 and February 1, 2025. 

As people strive for financial independence and stability, savings accounts became a central topic in these discussions. Consumers worry over their financial future with some feeling anxious about their ability to save despite working full-time jobs. Some have resorted to drastic measures, such as moving back in with family or taking on second jobs, just to put any money aside.  

This points to a broader sense of financial insecurity and frustration among consumers. 

Brands should monitor the pressures consumers face and consider solutions that support their financial goals – whether through competitive interest rates, budgeting tools, or personalized financial advice.  

By actively listening to online conversations, brands can gain valuable insights into consumer concerns and habits and tailor their offerings to meet evolving financial needs.  

As discussions around the cost of living grow, finance brands have an opportunity to provide guidance that helps people navigate rising expenses and make informed financial decisions. Offering tangible solutions to consumers can help brands build trust and long-term loyalty. 

Get more critical insights into consumer finance in our new report

Curious about more financial trends? Our new report explores:  

• An outlook on personal finance conversations
• Consumer spending habits and top payment methods  
• What are consumers saving for  
• How retirement conversations are evolving online 
• The most common consumer pain points surrounding insurance 
• And much more  

Discover more consumer trends in financial services here.