How the UK is embracing small joys and big chances in 2025
The UK is embracing 2025 with trends like ‘Micro joy’ and ‘Silver renaissance’, redefining fulfilment, reinvention and purpose.

Paul Child
04 February 2025
4 min read
I’m not really one for New Year’s resolutions. As a Gen Xer that puts me in the minority. 73% of Gen X’ers set New Year’s resolutions, rising to 91% among Millenials and an impressive 96% of Gen Z. Unsurprisingly, health tops the list, with money coming second. In fact, money resolutions are gaining momentum: 32% of people are prioritising them for 2025, compared to just 21% in 2022.
It’s no mystery why. Economic headlines remain relentlessly bleak, shaping how we plan for the future.
Against this backdrop, we conducted our latest What Matters 2025 trends study. Through cultural analysis, input from our consultants and sector experts, AI-powered interviews and a survey across 15 markets, we uncovered four key consumer shifts, brought to life through 12 trends.
Finding fulfilment at every stage of life
So, how are consumers showing up in 2025? Much of what we’ve seen reflects the economic outlook, which is prompting a reset in how we define success. Fulfilment now comes from small, intentional moments of joy and personal achievement. In fact, 91% of people surveyed in the UK agreed that finding little moments of joy is crucial to balancing life’s seriousness – a trend we call ‘Micro joy’.
Micro joy: finding fulfilment in the small things
In 2025, the antidote to life’s stresses lies in small but meaningful moments. Brands in the UK are already tapping into this trend with creativity and humour.
LEGO, for example, highlighted the immersive power of play by lighting up Battersea Power Station on the Thames with projections featuring Minifigures, assembly lines and robotic arms.

Humour in advertising is also making a comeback. Thatcher’s cider playfully explored family and farm life, KitKat encouraged us to ‘Break Better’ and Monzo leaned into ‘Positive Money Emotions’. Even Weetabix joined the conversation, poking fun at itself by associating the economic downturn with a decline in cereal sales. These campaigns bring levity to tough times and resonate with audiences seeking positivity.
Perhaps another sign of my age, but the campaign that’s particularly spoken to me was B&Q’s revitalised take on their ‘You Can Do It’ slogan. These ads celebrate the determined, somewhat reluctant DIYer with grit and humour, capturing the satisfaction of tackling home improvements head-on.

The broader crafting movement also ties into this trend. From the Repair Shop, to Bake Off, to allotment and growers collectives, the rise of re-using, repairing and crafting continues to gain momentum. This not only aligns with economic realities but also fosters an appreciation for what we already have and a commitment to caring for it. The sentiment naturally extends to the planet – offering an antidote to the overwhelm of modern life. It encourages a return to traditional pursuits, sparking nostalgia and intergenerational connections by reviving skills and stories that might otherwise be lost.
Silver renaissance: reinventing later life
Returning to our resolutions, it’s clear they often fade with age – only 52% of Boomers and 35% of the Silent Generation (born pre 1945) set goals for 2025. But ageing is no longer synonymous with slowing down or retreating into a quieter life. Instead, it’s increasingly seen as a time for reinvention.
Older adults are embracing new passions and pushing boundaries – from surfing and bonding over video games with grandchildren to launching social media careers in their 80s. Financial stability and a wealth of life experience allow this cohort to explore diverse interests, shattering the stereotype of a homogenous older generation.
Brands are responding. Dove with its ‘beauty never grows old’ campaign is one of numerous brands that celebrate timeless beauty. Sephora have listed Sarah Creal’s line aimed at over 40s, and makeup brand Laura Geller grew 105% in 2024 fuelled by targeting over 50s. Influencers catering to this audience are also gaining momentum, while industries like fashion, technology and healthcare increasingly recognise the power of the ‘Silver renaissance’.
Perhaps we can all get inspired by previous generations, rather than fall prey to the inter-generational angst that has seemed to typify elements of recent discourse. This is also reflected in art and culture. Richard Osman’s Thursday Murder Club – a murder mystery in a retirement home – will soon hit screens and Demi Moore’s Golden Globe win for The Substance highlights the power of storytelling around later-life reinvention.
But my favourite example comes from China, where young people are embracing ‘retirement living’ for slow travel and wellness – a testament to how we can all learn from older generations’ approach to life.
What about you?
So, have you set your own resolutions this year? How are you planning on finding joy and purpose in 2025? And how about your consumer audiences? Do you know what their goals are for the year ahead… and how your brand can help them achieve those?
While our trends like ‘Micro joy’ and ‘Silver renaissance’ offer valuable insights, truly understanding your audience comes from deeper engagement. That’s where empathy and thoughtful interpretation of individuals and their context make the difference.
The proprietary data mentioned in this blog come from our global What Matters 2025 study, conducted across 15 countries with 1,000 UK respondents in October 2024.
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