Global consumers are redefining which dimensions of brand experience are critical in 2025

In 2018, JLL Design developed the 6 Dimensions of Brand Experience, a framework that details six fundamental criteria that retail brands should use to evaluate and optimize customer experience. Seven years later, we revisited this framework to understand how dramatic shifts in consumer attitudes and behaviors have reshaped retail priorities worldwide.

Our comprehensive global study reveals striking changes: the Accessible dimension has surged to consumers’ number-one priority, while the Meaningful dimension has dropped from third to sixth. Advancements in technology over the last 7 years have also not eliminatedconsumers’ desire for the Human dimension – still a fundamental desire in 2025.