With economic uncertainties, price still matters in 2025, but it’s no longer the winning factor it once was. After years of economic pressure and changes, most consumers are highly price conscious. But they are also re-defining what value means: it’s not just the final number at the till, but trust, convenience, quality and emotional reward. This change isn’t just theoretical, it’s measurable, and it’s accelerating. Dentsu’s upcoming Q2 UK Consumer Navigator report shows that value now equals experience, and brands need to recognise this shift to stay ahead. Why value has outgrown price Economic confidence in the UK is shifting, with 28% of consumers rating the economy as “good” or “excellent,” up from under 20% earlier in the year. But shoppers remain cautious and are conscious of where they spend their money. Trust and quality, loyalty and rewards, and values and needs are becoming important decision factors.