Posted By Allison Logano on May 14, 2025
Spring and summer might bring a slower pace and a break from routine, but the world of trends doesn’t hit pause. This sunny season, the Tier One Agile Insights team has identified three key trends that are standing out and signaling deeper shifts in trust, technology, and travel.
1. We've Got Trust Issues
Consumers once looked to established institutions for guidance, but between a global pandemic, geopolitical unrest, economic instability, and climate anxiety, the public’s trust in these major pillars of society has been declining. Now, many find it easier to trust an individual rather than a faceless business.
What's Next?
Some companies are encouraging their executive teams to build strong personal brands separate from the business using social media and tailored thought leadership platforms.
2. Robot Revolution
AI is learning how to go beyond prompts and operate with more autonomy, and in some cases, come all the way off the screen. As we become more and more used to interacting with generative AI in our everyday lives, these less-than-human interactions will start to feel like the norm. Still, moving toward an autonomous workforce will inevitably be met with some resistance.
What's Next?
Researchers are already working on solutions to make the transition easier. For example, technology innovators are improving AI’s emotional intelligence to help GenAI tools respond better to nuance and context clues and work more seamlessly alongside human teams.
3. Broadening Our (Travel) Horizons
Traveling is a luxury, and as a potential recession looms, many Americans are tightening their belts and opting for shorter trips or postponing travel altogether. Other external factors — including government issues like funding cuts causing passport delays, complications for transgender and nonbinary travelers, and the REAL ID deadline — are also making it harder for many Americans to finalize their travel plans.
What's Next?
The demand for experiences hasn’t disappeared — it’s simply taking new forms. Whether it’s turning a weekend at home into a curated staycation, elevating road trips with smart travel solutions, or promoting rail as an affordable alternative to flying, brands can craft meaningful moments that align with shifting consumer expectations.
Your Summer Strategy Starts Here
While each of these trends might seem distinct, they all point to one common truth: Consumers are craving more control and authenticity in uncertain times. As your brand gears up for the spring and summer seasons, the smartest move you can make is to listen closely, stay flexible, and find ways to meet people where they are.
