The evolution of social media

Social media has become one of the most influential forces shaping modern consumer expectations. Once viewed primarily as a tool for connection and discovery, platforms are now central to how people form opinions about brands, assess credibility, and decide where their loyalties lie. While social media continues to play a vital role in engagement, its impact on wellbeing, trust, and brand accountability is reshaping the relationship between consumers and companies.

Younger consumers and brand engagement online

For younger audiences in particular, social media remains deeply embedded in everyday life. Today, 63% of global consumers under the age of 35 follow food and drink brands via social media channels such as Facebook, Instagram, or TikTok. This highlights how central these platforms are to brand visibility and consumer interaction. However, this constant exposure also brings challenges. As screen time increases, so does the awareness of its impact on mental and emotional health. 

Concerns over screen time and digital habits

FMCG Gurus’ consumer insights show that 12% of global consumers say they lose track of time because they spend too much time on social media, while 18% admit to using smartphones or tablets in bed for personal reasons such as scrolling through social feeds. These behaviours underline how digital habits are becoming harder to manage, contributing to fatigue and reduced focus.

Emotional wellbeing and social media

Beyond cognitive strain, emotional wellbeing is now a growing concern. FMCG Gurus’ consumer insights reveal that 35% of global consumers say using digital devices too often has a negative impact on their emotional wellness. This reflects a shift away from the early optimism that surrounded new technology. What was once seen as exciting is now, for many, associated with stress, comparison, and information overload. This changing mindset is encouraging consumers to reassess how and why they engage online. This influences the expectations they place on brands operating in these spaces.

Trust, transparency, and consumer expectations

At the same time, social media has changed how consumers assess corporate behavior. Heightened exposure to information, alongside widespread misinformation, has made trust more fragile. Consumers expect brands to act responsibly, communicate carefully, and demonstrate real progress rather than relying on bold claims. This is particularly evident in attitudes toward sustainability. 71% of global consumers believe food, drink, and supplement brands should be doing more to protect the planet, showing that environmental responsibility is no longer optional but a baseline expectation.

Brand accountability

However, with higher expectations comes a greater willingness to act when brands fall short. Social platforms amplify collective voices, making it easier for dissatisfaction to turn into public accountability. 27% of global consumers have actively boycotted a product or brand because of its ethical credentials, illustrating how values now directly influence purchasing behavior. In this environment, regaining trust once it’s lost has become challenging for brands.

What this means for brands

For brands, this evolving landscape demands a new approach. Visibility alone is no longer enough. Success now depends on consistency, credibility, and a willingness to support more mindful engagement with consumers. Demonstrating evidence-based action, rather than relying on frequent messaging, is essential. As social media continues to shape standards and expectations, brands that recognise the need for balance, transparency, and long-term commitment will be better positioned to build trust in this.

Discover how social media, digital habits, and rising skepticism is influencing brand expectations with FMCG Gurus’  Trend Report – The Influence of Social Media on Modern Consumer Standards and Brands – 2025. For more information, contact us at info@fmcggurus.com.