The desire for well-being, a consumer priority according to VML The Cocktail
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A society focused on the present. The situation of the consumer is explained by the context: in recent years, Spain has experienced a growing sense of malaise and distrust, exacerbated in 2024 by the loss of purchasing power, which affects more than 62% of employees. The result: Spain is no longer that happy: in the World Happiness Report, it has dropped from 32nd to 36th place. This stems from a disconnection from the past and uncertainty about the future, leading to a present-centered approach, which the agency calls “well-being,” which prioritizes the desire to feel that life is moving forward in the immediate future over the traditional pursuit of long-term quality of life: “Since we are unable to connect with the future and don’t the past doesn’t attract us, we work on the idea of well-being. This approach, much more micro, emotional, focuses largely on avoiding discomfort,” explains Felipe Romero. His Trends Review 2025 report analyzes this evolution and its impact on brands.
Making the most of what is available. In this environment that can provoke anxiety, consumers seek personal optimization and the maximization of their surroundings. Leisure is no longer just rest or pure fun, but an opportunity to be productive, learn, or improve. Hence the craze for ongoing training and body optimization (in 2024, sales of protein supplements in pharmacies tripled).
Concern for the future. We are in a presentist moment – 78% of consumers say that the social and political context generates uncertainty and a lack of confidence in the future. Given this, three main strategies have been identified:
– The “golden bullet” – betting everything on a single path, such as taking exams or becoming a mother.
– Building habits that generate short-term reinforcement, rather than trying to adhere to overly demanding lifestyles.
– Limited bets, minimal investments in uncertain opportunities like cryptocurrencies.
These strategies reflect the tension between the desire to live in the present and the need to project oneself into the future. Indicative of this difficulty in planning, housing has changed its perception: its value as a life project is diminishing due to the difficulty of access. New generations prioritize service and community over ownership.
Another change is mental health, which has ceased to be perceived solely as a pathology and has become a pillar of emotional well-being. Preventive action is sought, and mental health is emerging as a decisive factor in consumption; and brands find emotional well-being a key to connecting with their audiences.
Connection with the brands. In a context marked by a focus on the present, consumers connect with brands, valuing experiences that allow them to maximize their opportunities in the now. While the upper classes remain aligned with classic aspirations for quality of life—family, home, effort, status—the middle class prioritizes more operational and present-day strategies. Given this change, brands have a role to play in deconstructing concepts that no longer fit reality and in building new aspirations. On the other hand, despite the international trend of brands abandoning purpose, in Spain consumers continue to value brands’ social commitments.
Artificial Intelligence
Despite the debate surrounding AI, its adoption among the population remains limited. Its use is geared toward automating processes and assisting with specific activities, and it is not yet perceived as a transformative tool in everyday life. However, a small group is beginning to explore its benefits, highlighting its potential to eliminate architectural barriers or boost creativity. “We are still in a very functional implementation phase, far from the idea that AI is going to take our jobs,” they point out.
You can see the full report in Spanish here.
