Gartner Marketing Survey Reveals Shift in Consumer Behavior Amid Economic Uncertainty

In a recent survey conducted by Gartner, Inc., nearly half of consumers—47%—indicated that they expect to purchase more American-made goods in 2025. This finding highlights a significant trend as economic uncertainty continues to influence consumer behaviors and spending habits.

The survey, which engaged 212 US consumers in March 2025, also revealed that a growing number of consumers are adopting a more cautious approach to major expenditures. Notably, 42% of respondents admitted to postponing significant purchases, a substantial increase from the 28% recorded in 2024. Gartner projects that by the third quarter of 2025, this figure will escalate to 60%, indicating a pronounced shift towards a more deliberate and budget-conscious shopping strategy.

In alignment with the trend of delaying major purchases, Gartner anticipates a noteworthy increase in consumer engagement with secondhand and peer-to-peer marketplaces. The company predicts that by the end of 2025, 60% of consumers will turn to these alternative shopping venues as part of their financial strategies.

Kate Muhl, VP Analyst in the Gartner Marketing practice, articulated the implications of this shift: “The current wave of economic uncertainty is reshaping consumer behavior in profound ways. There is a clear shift towards more deliberate purchasing decisions and budget-conscious shopping strategies, as individuals prioritize financial stability over immediate gratification.”

Another key insight from the survey pertains to consumer sentiment regarding brand engagement with social and political issues. A significant majority—68%—of consumers prefer that brands remain neutral on these matters. However, brand consistency is paramount, as 55% of respondents reported losing trust in a brand that alters its stance on social or political issues. This loss of trust impacts purchasing behavior, with one-third of consumers who distrust such brands having boycotted them in the past year.

Muhl emphasizes the importance of navigating this landscape with care: “In today's intricate landscape, marketers must navigate the delicate balance between brand activism and consumer sentiment with caution. While it's a challenging time to initiate new socio-political campaigns, altering existing stands requires subtlety and discretion to avoid alienating consumers.”

For marketing leaders seeking to adapt to these evolving consumer preferences, Gartner offers valuable resources. The report titled “Quick Answer: CMOs Must Prepare for Consumer Reaction to Tariffs” is designed to equip Chief Marketing Officers (CMOs) with insights necessary for navigating these turbulent times.

To provide further actionable advice on these pressing issues, the Gartner Marketing Symposium/Xpo is set to take place from June 2-4 in Denver. This conference aims to equip marketing leaders with the tools and knowledge needed to tackle contemporary challenges. Topics will include marketing strategy development, analytics, and customer experience (CX) strategies. Participants can follow the event updates via the Gartner Newsroom and social media platforms using #GartnerMKTG.

Gartner's latest survey underscores the changing dynamics of consumer behavior in the face of economic uncertainty. As consumers prioritize financial stability and exercise caution in their purchasing decisions, brands must adapt their strategies to meet these evolving expectations. By focusing on consistency and understanding consumer sentiment, marketers can position their organizations for success in this new landscape.