A new report, looking at how and why consumers will socialise over 2025, has been published. The report, from Diageo, is based on an AI analysis of over 160 million online conversations across the world.
Distilled 2025 offers detailed insights into what is driving discussions globally, and the current trends shaping consumer decision-making. This year’s edition builds on the inaugural Distilled report. In its first version, the study uncovered and classified five key global consumer trends: neo-hedonism, conscious well-being, expanding reality, collective belonging, and betterment brands.
In this year’s report, Diageo has explored how these five macro-trends have evolved over the past 12 months, using them to offer new insights into trends likely to shape consumer behaviour this year.
“Distilled 2025 delves into the biggest trends shaping socialising this year – from the rise of the ‘zebra striping’ phenomenon to people worldwide wanting to spend their well-earned money on one incredible experience,” said Cristina Diezhandino, chief marketing officer at Diageo.
“People socialising goes back thousands of years, and by tracking how it evolves, it helps us, and our brands, to stay deeply connected with our consumers.”
1. ‘Zebra Striping’
The report predicts that consumers will practise moderate drinking by ‘zebra striping’ – the behaviour of alternating between alcoholic and non-alcoholic beverages during a single social occasion.
Diageo notes that this reflects the broader rise that the report uncovered in online conversations around self-care, wellness, and slower social interactions.
The report found 79% year-on-year growth in discussions around ‘decelerated occasions’ (one of the largest increases identified) and a 37% rise in discussions around ‘celebrating self-love’.
2. Single Unique Products Or Experiences
It is predicted that, in 2025, consumers will spend more time and money on single unique products or experiences – or making the most of ‘one night only’ to create once-in-a-lifetime memories.
The report found that conversations about making the most of unique products and events have risen by 83%, year on year (5.6 million conversations), alongside a 42% increase in consumers talking about alternative social spaces, such as virtual-reality gaming lounges, hybrid physical-digital venues, or pop-up bars – all offering new ways for people to connect and socialise.
3. Further Integration Of AI
It is no surprise that AI is expected to play an increasing role in the life of consumers in 2025. The data shows that conversations around AI-enabled relationships are up across every region globally – 83% worldwide, with the largest growth in Europe (96%) and North America (91%).
The report predicts that, as AI evolves, it will likely become a more trusted aid in navigating daily choices. Diageo claims that this is already being seen through everyday consumer applications, from banking digital assistants to fitness apps with personalised training plans and real-time health insights, transforming the relationship between consumers and brands as a result.
4. Seeking Deeper Connections Online And Offline
The report notes a 121% surge globally in discussions about connecting passionate fandoms – over 32 million conversations, and the highest conversation increase identified.
Furthermore, markets such as Latin America and the Caribbean (LAC) and North America saw increases of 135% and 126%, respectively. Diageo believes that this trend will continue, with consumers seeking deeper connections in online and offline communities in 2025.
