Introduction
Over the past five years, we’ve explored the evolving needs, desires and aspirations that shape people’s lives, alongside their changing expectations of brands. Each year, our trend report returns to one guiding question: what matters to people today and tomorrow?
2025
Fulfilment rewired
Now, in 2025, amid ongoing instability and an accelerating pace of life, people are recalibrating – taking a more pragmatic approach to reclaim a personal sense of control and meaning. They’re actively reclaiming their power to create lives that reflect who they are, not just what they have. This report explores this powerful shift towards more intentional living.