Safe, Small, Selective: The New Consumer Code

Consumers are more overwhelmed than ever, struggling with deepening distrust from divisiveness in the news and social media. Constant information overload has changed people’s reality and how they relate to others.

A third of UK adults experience high or extreme pressure or stress ‘always’ or ‘often’¹, according to YouGov. The Reuters Institute calls this a crisis led by tech, brands and algorithms² using engagement tactics to maximize clicks at the cost of well-being.

Our research at We Live Context with over 200 UK and US consumers, reveals a significant shift: consumers are turning inward, retreating into ‘Microenvironments’ - curated personal spaces of emotional safety. They are redefining relationships, filtering interactions, and prioritizing control in an uncontrollable world.

Brands must understand this new consumer landscape and its emerging challenges to stay relevant in 2025.

A New Consumer Code of Conduct

Consumers are experiencing the world through the lens of their technology, deleting and muting anything seen to be overwhelming, even people. As quickly as big tech adjusts device settings, consumers are developing a new way to apply selectivity allowing them to cope with the outside world - cutting out tech and apps, and muting or 'unfavoriting' connections that don't feel 'like-minded'.

This re-coding of their personal worlds ensures connections, routines, and spaces are emotionally safe and more controlled. In interviewing groups of friends, we found most were actively prioritising deep connections in and out of home and living a mindset of continuous re-evaluation of all interactions and engagements.

These new standards of avoidance and preference have been set to filter the noise, and even relationships - a clear warning to brands aiming to stay relevant.

Desire for Emotional Autonomy

Consumers are carefully limiting daily exposure to difficult subjects, with 3 in 10 globally actively avoiding the news (Reuters survey, 2024)³. Understandably, they feel less connected to wider groups, despite craving belonging to them, and feel their sense of well-being or balance is tied to maintaining emotional distance and safety.

These consumer actions are not about isolating, but creating a life that’s manageable. Many have integrated their home life into work to better use ‘dead work time’ - doing life admin or organizing diaries to protect and reserve personal time just for truly meaningful connection and relaxation. Similarly, people are increasingly selective with their plans and diaries, ringfencing time for immediate social circles. Parents also curate their home environment to align with their values and maximize family closeness offline.

This everyday “social circle curation” means fewer but deeper friendships. Consumers are canceling more easily and acquaintances are culled in favor of deeper bonds and peace of mind.

Home is arguably more of a sanctuary than ever -  the safe nest for regulating socialization, time, space and re-charge.

The Modern Challenge of Connection

Against this backdrop of seeking few, true connections, the culling of friendships can be a slightly brutal process: Consumers are ‘soft-unlaunching’ relationships by moving communication to social media platforms deemed “less personal” (like Instagram) before cutting ties completely. This can leave wider relationships feeling quite transactional, with the (quite public) process of deciding who and what is worthy enough to get access to one’s inner circle.

And, while ‘Microenvironments’ provide some with emotional safety and control, others suffer significant challenges:

• Social isolation: Inability to easily access others or connect to communities puts pressure on mental health and social cohesion - a potential side-effect of this stripped back social circle.
• Risk of exclusivity: Those without established networks struggle to form connections, especially after major life transitions, like divorce or relocation.
• Difficulty forming new relationships: We heard the difficulties of maintaining strong close connections as consumers’ age, with men especially saying they struggle to see friends offline, often using hobbies as a buffer for socialization, i.e. online gaming chats.
• Reduced exposure to diverse perspectives: Selective engagement favors echo chambers and diminished understanding of broader social issues. For example, we heard that ‘standing for something’ or actively supporting causes, was no longer seen a priority to everyone, but Gen Z. Consumers feel in ‘freeze states’ of passivity, too drained to engage or connect with others or social issues they care about.

Enabling Emotional Safety: The Role of Brands 

In a world where emotional bandwidth is stretched, consumers are becoming more selective about the brands they engage with. People deliberately choose which brands, platforms, and communities align with their values, needs, and ever-increasing expectations.

In response, consumers seek experiences and moments that help them take back time and emotional energy. So, to build trust and stay relevant, brands must take three key actions:

1. Reduce the Overwhelm

Brands must acknowledge the overwhelming nature of digital lives and offer simplification of experiences, i.e. every interaction should feel effortless and stress-free. This also lends to  facilitating engagement in the real world, or without ad-interruptions or screens – offering an opportunity to tap into that human curiosity and desire to live meaningful moments.

2. Taking a Stand So Consumers Don’t Have To 

Many consumers care about social impact but are too emotionally drained to fight every battle and want to feel they are doing good without having to go out of their way. To build trust, brands must show care beyond their traditional roles, products and services.

Transparency is also critical to trust. Consumers only believe claims if they are clearly and measurably evidenced. Certifications, third-party audits, and transparent reporting are expected of commitments to sustainability and social impact in the face of repressive political spheres.

Brands can also partner with existing communities to amplify voices that build social cohesion so people can feel comfortable re-engaging with broader communities.

3. Make Them Feel Good

When we get to the depths of our conversations, it all starts to boil down to making consumers feel good, about themselves and the world. Brands that provide spaces for consumers to reconnect, share experiences, and engage meaningfully will stand out. For example, invite loyal customers to your product launches, promote forums where people are already engaging with niche communities, like on Substack, and host events with influencers and entertainers.

Here, emotional intelligence is key - brands that understand and reflect the real needs of their customers will prevail. For example, Santander’s money helpline offers advice to everyone, not just customers, providing emotional refuge, help and guidance to navigate complex overwhelming topics. They take wellness and mental health initiatives beyond surface-level messaging and provide real tangible value when it’s most needed.

Can Your Brand Help Consumers Regain a Sense of Agency and Connection?

‘Microenvironments’ are here to stay – they represent a structural shift in how consumers engage and masterfully curate the world around them. Brands that will thrive in this new reality need to reduce complexity, provide safe spaces and lead with purpose.

Whilst consumers are not asking brands to solve every problem, they are expecting better value and support long-term. Brands that understand this new Consumer Code and create space for quiet, intentional engagement will emerge as the real trusted partners.

References

1. Mental Health UK, Annual Burnout Report, YouGov, 16 Jan. 2025, https://mentalhealth-uk.org/blog/burnout-report-2025-reveals-generational-divide-in-levels-of-stress-and-work-absence/

2. Reuters Institute, published by N. Newman, 202 Digital News Report, 17 Jun. 2024, https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2024/dnr-executive-summary

3. Reuters Institute, published by N. Newman, 202 Digital News Report, 17 Jun. 2024, https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2024/dnr-executive-summary