Autonomy & control
A desire to regain clarity and control. With countless choices, excessive data, and pervasive technology, people want to filter out the noise, allowing them to feel empowered rather than overwhelmed.
Explore three consumers trends that demonstrate this shift...
The abundance of options – once seen as a marker of progress – now increasingly feels like a burden.
This pressure to make the ‘right’ choice often leaves people feeling uncertain and overstretched, fuelling a growing counter-movement toward simplicity and predefined options.
From tracking our sleep, monitoring our heart rate, counting our steps to even measuring our stress levels, today, it’s all about the metrics. Yet, there is a growing desire to reconnect with our personal experiences, urging us to tune into how we truly feel instead of solely relying on data.
From streamlining tasks to enhancing decision-making, tehcnology and AI have the potential to make life easier and more productive. But concerns about privacy and transparency are growing. Many tools operate as 'black boxes', leaving users uncertain about how their data is being used.