2025 What Matters trend report Fulfilment rewired
From shrinking budgets, ever-present technology, heightened political chaos to the relentless pace of change, 2024 has left people yearning for stability in a world that seems increasingly out of their hands. In response, many are turning their attention to what they can control, no matter how small. This has sparked a movement toward intentional living - where fulfilment comes not from chasing what’s out of reach, but from finding meaning through mindful choices, genuine connections and a renewed sense of self. People are slowing down, rediscovering joy in the small moments, taking pride in knowing who they are and choosing to live on their own terms.
It’s not about grand gestures, it’s about reclaiming power in the everyday. This transformation is reflected in four key areas:
1. Simplicity & mindfulness 2. Authenticity & connection 3. Autonomy & control 4. Joy & purpose
This report dives into these powerful shifts, exploring what fulfilment looks like through 12 trends, and what this means for brands. As you read on, you’ll discover how people are rewriting the rules of happiness, purpose and connection - and the role they expect brands to play in that journey.
This is not just a trend report, it’s a story about what matters.
