What Matters in 2025? 

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. At the heart of every edition lies one key question: what truly matters to people today and tomorrow? 

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. Rather than chasing complexity and abundance, they’re slowing down, making intentional choices, and crafting a life that feels authentic and meaningful. They’re rediscovering joy in the small moments, taking pride in knowing who they are, and choosing to live on their own terms.  

This consumer trend report dives into these powerful shifts, exploring what fulfilment looks like today and tomorrow. 

This is not just a trends report, but a story about what matters. Drawing on cultural analysis in collaboration with Space Doctors, a series of AI-moderated interviews and a quantification in 15 markets, we’ve distilled 12 trends that highlight what matters in 2025 and beyond.