Dentsu EMEA Explores Q1 2025 Consumer Trends

Dentsu EMEA has released its latest Q1 2025 Consumer Navigator Reports, offering a dual lens on how consumers across the UK, France, Spain, Italy, and Poland are adapting to economic uncertainty and evolving their entertainment habits.

The reports covering both consumer mindset and this quarter’s special topic on Gaming, Sports, and Anime provide a comprehensive view of how shifting economic realities and cultural behaviours are redefining engagement, purchase decisions, and brand expectations.

Key Insights:

Consumer Mindset: Resilient, Value-Driven, and Seeking Simplicity

While confidence in the wider economy remains low, particularly in the UK and France, many consumers are maintaining stable personal finances, showing adaptability in uncertain times. Notably, Spanish consumers are more likely than others to expect improvements in their personal financial situations over the next six–12 months.

Across EMEA, 64% say they are being more mindful of spending, with a clear shift toward
essentials, discount retailers, loyalty programs, and delaying larger purchases. Consumers are seeking simplicity, clarity, and brands that can help reduce financial and mental load.

Even as consumers cut back on luxury and big-ticket items, spending on 'small treats' remains strong with 33% dining out more often and 32% increasing takeaway consumption. These micro-moments of joy are playing a bigger role in people’s lives.

Generational differences are stark: Boomers are more cautious and financially strained, while gen z and millennials show greater optimism, with many planning to save or invest. For example, 45% of gen z plan to open a savings account, and around a third are considering investments in stocks, cryptocurrency, or ISAs.

Emotional needs, such as feeling in control, reassured or supported, are now significant drivers of brand preference, as people seek stability and empowerment in their everyday choices.

Entertainment: Gaming, Sports and Anime Redefine Engagement

The special topic report explores how entertainment habits are evolving in three key areas:

• Gaming has become a powerful social and cultural platform. 62% of gen z gamers use gaming to build relationships, and 67% have watched a TV or movie adaptation of a game they’ve played, highlighting gaming’s growing role in cross-platform storytelling and fan engagement.

• Sports engagement is deepening through betting and athlete storytelling. 70% of bettors feel more engaged when placing bets, with Spain (31%) and Italy (30%) leading in weekly betting activity. 59% of Millennials prefer following athletes who share personal stories, underscoring the importance of authenticity in building loyalty.

• Anime is gaining traction across EMEA - France (20%) and Italy (19%) lead in weekly viewership. 62% of anime fans are excited about live-action adaptations, and top motivations include unique storytelling (32%) and interest in Japanese culture (28%). As more viewers redefine anime as a global genre, brand opportunities in fandom and transmedia storytelling are expanding.

“Across EMEA, consumers are demonstrating resilience and clarity in their choices, they’re redefining what matters, prioritising simplicity, and seeking genuine connection, whether in everyday financial decisions or how they engage with culture," said Azlan Raj, EMEA chief marketing officer, dentsu. " These trends reflect a broader shift: people are looking for brands that go beyond selling, brands that support, engage, and truly understand them. At dentsu, we see this as a call to act with creativity, clarity and emotional intelligence."

Download the report here.