try to appreciate who they are and what they have
TREND 01
Reflective contentment
With people’s lives constantly on display through social media, the temptation to compare achievements and appearances is ever-present. But as the pressure to measure up intensifies, many are beginning to choose a different path – one that celebrates who they are rather than what they lack.
77% try to appreciate who they are and what they have instead of comparing themselves to others. This shift reflects a growing resistance to conventional standards of beauty and success, focusing instead on self-acceptance and authenticity.
People are embracing a slower, more intentional way of living, prioritising their mental health and well-being as they seek joy in the here and now. This is a movement toward deeper self-care and self-respect, where individuals find value in personal presence and authenticity over external validation. It’s about actively appreciating one's own unique beauty, redefining what success and fulfilment look like on a personal level and finding empowerment in one’s own pace and journey.
CASE
Huha underwear - Redefining beauty standards
Canada - Fashion
This underwear brand promotes body positivity by normalising features like stretch marks and body hair, aligning with the movement to redefine beauty standards and encourage authentic self-expression.
“I find myself feeling more content and focusing on my own goals and values over time because, at the end of the day, it will be me who controls my life. No one will dictate what I should or shouldn’t do.”
Male, Gen Y, PH
CASE
Dove Real Beauty - AI
Global - Beauty
Dove is known for its commitment to representing and celebrating beauty in all its diversity. To help set new digital standards of representation, the brand created the Real Beauty Prompt Playbook. Easy-to-use tips on how to create AI-generated images that are representative of real beauty.
While there is a general tendency across generations to value personal focus, we especially see younger generations flirting with the need for constant comparison. The pressure to keep up with filtered perfection has made them particularly sensitive to how they’re perceived by others. Yet, it’s also sparking this counter-movement, a desire for authenticity, self-expression and breaking free from the validation loop to define their worth on their own terms.
“Comparing my life to others is one of the factors that really affects my mental and emotional health. Through social media, we often see the good things happening – people bragging about their achievements and wealth. It's important to remember that you shouldn’t focus on these things.”
Male, Gen Z, PH
CASE
IKEA - Life is not an IKEA catalogue
Norway - Retail
IKEA aims to shift away from its traditional, inspirational approach to showcasing new products. With this campaign, the brand seeks to highlight a more authentic side of life, demonstrating how their products are thoughtfully designed to endure the realities of everyday living.
“I limit my time on social media platforms. It helps me focus on what really matters: my partner, my kids, my work and my family and friends in real life.”
Male, Gen Y, BE
CASE
Colgate - A million logos
Malaysia - Health & Wellness
Based on the insight that 3 in 5 people in APAC feel self-conscious about their teeth and don’t smile happily, Colgate scanned real people’s teeth to redesign its logo. By featuring genuine smiles, the campaign combats smile shame and elevates perceptions of personal beauty.
Brand takeaway
What does this mean for brands?
The old formulas of selling aspiration and perfection are losing their grip. For brands this means moving away from polished, unattainable ideals and embracing realness – showcasing diverse, unfiltered stories that resonate with who people truly are.
Brands that support self-expression and champion individuality will stand out. It’s not just about selling products; it’s about being part of a more intentional, mindful way of living.