In 2025, the notion of “local” goes far beyond proximity—it’s become a decisive cultural segment. Localists are consumers, makers, and communities actively prioritising neighbourhood led ecosystems, regional provenance, and anchored identities over global mass offerings. Whether choosing a craft coffee roaster over a chain, backing local designers, or simply favouring walkable amenities, this segment is reshaping values, habit loops and purchase logic.

Five Key Trends Defining Localists in?2025

1. Preference for Local Products

Nearly 47% of consumers in the U.S. say they intend to buy more locally made goods in 2025, according to a recent survey by Gartner. (Gartner)
This shift underscores how localism is becoming both a value signal and a marketplace differentiator.

Localism isn’t niche—it’s nearly half of U.S. consumers now looking specifically for regional or domestic production when they can.

2. Drivers: Trust, Authenticity & Sustainability

According to Global Data, key drivers of the localism trend include increased trust in local brands, shorter supply chains reducing carbon footprint, and authenticity rooted in community or craft. The study revealed that during times of COVID-19, younger consumers are especially driven towards purchasing familiar brands as they are perceived to be more trustworthy. (GlobalData)

Buying local becomes a tri-win: community investment + sustainability gain + authenticity appeal.

3. Locality in Product Categories & Neighbourhood Economies

The same research highlights how localism is strongest in specific product domains—beauty & fashion (10% preference for small local brands), food & beverage (surge in locally sourced goods), and home décor/artisan gifting.

It’s also showing up in urban planning: research from Seoul indicates that residents favour amenities within ~2km, underlining how consumption is becoming locale driven again. (arXiv)

“Local” success is less about macro scale and more about meaningful scale—rooted, reachable and relevant.

4. Community Economy & Micro Scale Entrepreneurship

Localists aren’t just consumers—they often become creators of local economies. The McKinsey State of the Consumer 2025 report shows that people now allocate almost 90% of their extra free-time to solo or home-based activity—such as hobbies, craft, local ventures—rather than traditional group social outings. (McKinsey & Company)
This means micro-enterprises, pop-ups and hyper-local brands are thriving in neighbourhood hubs.

Local economies are shifting from “big store” to “local micro-store”—embedded, bespoke and experience led.

5. The Tension: Global Infrastructure vs Local Preference

While “local” is gaining traction, there’s still tension: global supply chains, UI platforms, and digital commerce enable scale—but consumer behaviour shows a pivot to locality. Social listening data reveals that mentions of “buy local” grew by 10% year on year (Mar–Sep 2025 vs previous period), positive mentions growing 30%. (Meltwater) This suggests that while commerce remains global, cultural allegiance is turning local.

Localism is not anti-global—it’s selective. Consumers leverage the global only insofar as it supports or validates the local.

Key Takeaways for 2025

• Localists represent a powerful value-driven segment seeking community, transparency and proximity.

• Buying local is increasingly strategic—57% indicate local sourcing builds trust and 40% see it as an eco-choice.

• Localism accents product categories and place: food, beauty, home décor, neighbourhood retail.

• Micro-entrepreneurs and neighbourhood economies are gaining cultural and commercial relevance.

• Brands can no longer be “global-everywhere” without local authenticity—they must embed place, story and presence.

Looking Ahead

From neighbourhood stores to digital marketplaces, Localists remind us that identity, place and community matter. Next week: Join us next week as we explore “M is for Makers,” diving into the world of hands-on creators, indie producers, and grassroots inventors redefining how things are built, sold, and celebrated in a post-industrial, DIY-driven culture.

Sources & Further Reading

• Gartner survey: 47% U.S. consumers buying more local in 2025.

• GlobalData report on localism drivers & category data.

• arXiv: Seoul urban study on proximity and consumption behaviour.

• McKinsey & Company State of the Consumer 2025: time use shift to solo/home activities.

• Meltwater social listening on “buy local” mention growth.

Article by ChatGPT | Further Fact Checked by Mahalia Tanner