Exhibit 2 50 2 22 6 9 19 8 6 3 31 8 36 41 2 16 6 22 12 14 6 4 19 3 56 28 19 16 14 13 29 12 12 15 14 18 13 Web <2025> Exhibit <2> of <5> — 810 pdf Sources of influence for product and brand recommendations, ¹ % of respondents ranking source first or last 1 Question: In general, who/what influences you most when recommending a product or brand? Please rank, where 1 is most influential and 6 is least influential. ²Traditional media includes linear television and radio. ³EU-2 = Germany and UK. Source: McKinsey State of the Consumer Market Survey, 2025 (n = 2,838; in the US, n = 1,327; UK, n = 339; Germany, n = 572; China, n = 600) Consumers say they are most influenced by friends and family and least influenced by social media. McKinsey & Company Friends or family Mail or newspapers Traditional media² Social media US Online reviews, blogs, or websites Experts, celebrities, or influencers Friends or family Mail or newspapers Traditional media Social media Online reviews, blogs, or websites Experts, celebrities, or influencers China EU-2 3 First Last 5 State of the Consumer 2025: When disruption becomes permanent