Dentsu Unveils Q3 2025 EMEA Consumer Trends: From Financial Mindset to Turning Influence into Impact

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Dentsu announces the latest Q3 2025 EMEA edition of the Consumer Navigator reports, offering insights into how consumers across the UK, Spain, Italy, DACH (Germany, Austria, Switzerland), and South Africa are responding to economic pressure and reshaping their choices in the process.

Split across two reports: Mindset and Influencer Marketing, the findings reveal a consumer base that remains financially cautious, yet increasingly intentional in how they spend, discover, and engage with brands, while also turning to influencers as trusted guides for inspiration, learning, and purchase decisions.

Mindset Report Highlights

Economic unease continues to define consumer behaviour across the region. While overall confidence in the economy remains low, many consumers say they are able to maintain stability in their personal finances.

  • Outlooks stabilising but fragile: After two quarters of deep pessimism, optimism is inching up in Spain, DACH and the UK, though South Africa remains the most negative. Boomers stay downbeat, while Millennials drive the small positive shift.
  • Affordability crisis deepens: Only 48% of EMEA consumers can cover essentials, with South Africa (33%) and Italy (45%) hit hardest. Everyday budget pressures continue to reshape spending
  • Value plus trust and experience: Value for money remains the top driver, but consumers increasingly factor in brand trust and experience, especially in tech and financial services.
  • Conservative spending, selective splurging: Over half are cutting back overall, but “treat” categories like holidays, beauty and apparel stay resilient, with Boomers leaning towards holidays and younger consumers towards beauty and fashion.

Consumers want reassurance and support. Brands that consistently deliver value, communicate clearly, and create trust will be best positioned to stand out in uncertain times.

Influencer Report Highlights

This quarter’s special topic explores how consumers across EMEA engage with influencer content, and how this shapes trust, discovery, and purchasing behaviour.

  • Almost half of EMEA consumers engage with influencer content, with younger audiences turning to it not only for entertainment but also for learning and cultural relevance.
  • Authenticity outweighs transparency: most consumers support sponsored content if it feels genuine and expertise-led, but oversaturation or lack of disclosure quickly erodes loyalty.
  • Over one-third of followers make monthly purchases inspired by influencer content, with online shopping dominating and Gen Z and Millennials converting fastest.
  • YouTube remains the leading discovery platform, while TikTok and Instagram are gaining traction. Consumers dislike repetitive algorithm-driven content but value personalisation.
  • Product demos and informative content are especially effective in driving purchases, particularly in South Africa, and influencer content also extends its impact into B2B decision-making.
  • AI introduces both opportunity and tension: most consumers feel confident spotting AI use, yet half say they don’t want to engage with AI-driven influencers. Millennials are the most open, while older audiences remain cautious.

For marketers, the task now is to translate influence into measurable outcomes while respecting audience instincts. That means building long-term partnerships with credible creators, ensuring clarity and transparency in sponsorships, and designing campaigns that connect inspiration directly to purchase. By calibrating influencer mixes to performance goals and blending scale with human creativity, brands can drive both trust and commercial impact in a rapidly evolving influencer landscape.

“The story of influence is no longer about likes and follows. It is about commerce, trust, and cultural resonance,” said Emma Odendaal, Head of Influence, EMEA, dentsu. “Consumers across EMEA are more selective and expectation-driven, reshaping what value means in their daily lives. For brands, the real challenge is to respect these instincts while harnessing the scale and speed that creators unlock , blending human creativity with measurable outcomes to turn influence into lasting impact.”

Download the Reports:

EMEA Consumer Navigator Q3 2025 – Mindset Report

EMEA Consumer Navigator Q3 2025 – Influencer Report