Consumer behaviour in the UK has entered a new phase, where social media is not just part of the purchasing journey – it defines it. Business owners today must build products and brands that reflect how people shop, what influences their decisions, and what emotional connection they want from the experience.
This is not about marketing louder, rather about designing brands and offerings that spark conversation, invite participation, and feel culturally relevant to your younger audience.
What is a brand and why it must evolve
A brand is more than just a logo or a tagline, it is a living, adaptive relationship with your audience. The feeling sparked by your packaging, your tone of voice, your collaborations, and even your product decisions all feed into this. In a social-first landscape, a strong brand is one that is flexible, emotionally attuned, and ready to meet consumers wherever they are, often found on social media.
Discovery sparks demand
Younger audiences now discover products through short-form content more than traditional ads. A single TikTok can send sales soaring and not because of production value, but because of authenticity.
M&S’s Valentine’s Day meal deal, the Big Daddy Chocolate Bar (which saw a 188% uplift in sales after it went viral), and its Wimbledon-timed ‘Strawberries and Cream Sandwich’ are prime examples of how content-first product design drives demand.
These drops were not just seasonal plays – they were designed as content. They invited commentary, queues, and even a VAT debate. And two days after launch, M&S’s Wimbledon sandwich became its best-selling item.
Strategically, this visibility has paid off. M&S has edged just ahead of Waitrose, with both now holding c.3.8% market share – a sign of how relevance and responsiveness can shift legacy brand loyalty.
Emotional commerce is the norm
While traditional marketing relies on logic and persuasion, social commerce leans into emotion and authenticity. A relatable creator showcasing a skincare hack or food haul builds trust faster than any billboard ever could.
This dynamic has lowered acquisition costs for brands and strengthened customer loyalty through shared experiences. In creator partnerships and impulse-ready checkout flows, connection outweighs precision.
Micro-trends create macro value
One trend, one launch, one moment – that is all it takes. Going back to M&S’s Strawberries & Cream Sandwich example, which was a smart alignment with Japanese fruit sando culture. These short-run items are test cases for virality and enable teams to gauge cultural visibility and adapt rapidly, which can be then taken into future product design.
And the message is clear: products need to be crafted not just for sale but for sharing. Whilst the point that visibility is what drives results is hardly front-page news, it is the point that the type of products which become successfully visible has changed.
Restaurant chains are adapting, too
Hospitality players face similar forces. TikTok influencers shape menu expectations, and behind-the-scenes content creates brand affinity. Presentation, storytelling, and sentiment now influence footfall.
Brands like Dishoom and Pret offer seasonal and limited menu drops that invite participation.
Greggs, once considered flatlining, revitalised its brand by embracing humour-led campaigns and experimenting with formats. Its £1.5bn sales uplift and top-tier purchase intent rankings show just how potent this strategy can be.
Meanwhile, large chains like Blank Street – which holds £90m in funding and a near £400m valuation only 5 years after being founded – adopt the familiar independent coffee shop aesthetics to gain trust and appeal from digitally native consumers. Its iced-matcha focus and Instagrammable drinks prove that visual and emotional impact drive footfall.
Further, cross-functional coordination between kitchen, marketing, and operations, is now central. Comment sections and hashtags are watched as closely as footfall data, and shape how the restaurant experience ‘product’ is built.
Smart brands prioritise this playbook:
Success hinges not on presence, but on purposeful, participatory presence.
Of course, virality carries risk and a single misstep can spiral rapidly. Brands must be proactive, consistent, and responsive. Trust is earned through transparency, and silence often worsens perception issues. Social listening and rapid feedback loops are now pillars of brand resilience.
Smaller players have an edge
As consumers seek connection, authenticity has overtaken polish. Founders who maintain a personal online presence build loyalty by humanising their brand. A standout example of this is TALA, led by influencer Grace Beverley. In just four years, it has achieved a £32m valuation, thriving on resonance and relatability.
The most forward-thinking business owners aren’t just riding the wave of social trends. Instead, they are building products and brands engineered for this environment. Every drop, every feature, and every campaign should reflect how people want to feel and engage.
Stay relevant and adaptable, and let your brand be a conversation starter.
