The latest HDE Consumption Barometer (January 2025) reveals a sharp decline in consumer sentiment, hitting the lowest level since February 2024.

Savings are taking priority, spending is down, and income expectations remain pessimistic amid ongoing labor market challenges.

What can marketers do?

➡️ KYC: Know your customer!

➡️ Effective Awareness: Build a fanbase through storytelling and educational content.

➡️ Value-Oriented Communication: Focus on your strength and USPs.

➡️ Full Funnel: Master the entire funnel from awareness to sales.

➡️ (Re-)Engage: Use retargeting approaches to stay in touch with your customers.