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Consumer trends for 2025: how fulfilment is taking centre stage
Our What Matters 2025 report highlights a shift toward intentional living: finding fulfilment in mindful choices, meaningful connections and everyday joys.
Sarah Van Oerle
12 December 2024
4 min read
2024 isn’t a year for the books. From shrinking budgets and heightened political chaos to crackdowns in free expression, it has revealed just how little control we as individuals – and even institutions – truly have. This has left people searching for stability in a world that seems increasingly out of their hands.
In response, we witness a quiet yet powerful shift: a movement toward intentional living. Instead of chasing the unattainable, people are seeking fulfilment through mindful choices, meaningful connections and rediscovering what truly matters. It’s not about dramatic life overhauls; it’s about reclaiming control in everyday moments – and this is taking shape in four powerful ways as captured in our What Matters 2025 report.
Four dimensions of rewiring fulfilment
Simplicity & mindfulness
As modern life pushes us to the brink, more people are hitting the brakes and slowing down. There’s a growing trend to shed the clutter – both physical and mental – and focus on what truly matters. It’s no longer about stacking up possessions or racing toward the next milestone. Instead, contentment comes from making intentional choices and relishing the moments that often pass us by. It’s about being present, appreciating small victories and taking the time to breathe. This shift is a game-changer, challenging the go-go-go mentality and paving the way for a more fulfilling, balanced life.
Powerade’s “Pause is Power” flips the script on the hustle mindset, celebrating the strength in stepping back. Featuring icons like Simone Biles, who paused her career to prioritise well-being, the campaign reminds us that reflection fuels greatness. By blending action with intentional breaks, Powerade inspires athletes and go-getters alike to see pausing not as weakness but as a secret weapon for resilience, growth, and unstoppable success.
Authenticity & connection
As people seek deeper meaning in a fast-paced world, there’s a growing desire for authentic relationships and a strong sense of identity. Whether it’s honouring cultural roots, redefining family, or nurturing real connections, authenticity has become central to how people engage with others and the world around them.
This shift towards embracing diverse and meaningful connections is also reflected in pop culture, like in the Australian cartoon Bluey. The show made waves by featuring a character with two moms, subtly showcasing a lesbian family in its narrative. This thoughtful inclusion normalises diverse family structures and sends a clear message: love and family come in many forms. By weaving inclusivity into its storytelling, Bluey fosters understanding and acceptance in its young audience, gently shaping a generation that embraces diversity with open hearts and minds.
Autonomy & control
Being surrounded by boundless options and even-present technology, people are feeling increasingly overwhelmed. The noise of constant data and distractions makes it difficult to focus on what truly matters. As a result, there’s a growing desire to regain control – people want to rely on their own instincts and demand more transparency, so they can carve out a space that feels empowering, not exhausting.
This need for control and clarity is also reflected in how we, for example, approach health and wellness. Take Noom, a weight loss app that goes beyond simply tracking calories and steps. It integrates psychology with health data, encouraging users to reflect on their emotions, habits, and motivations. Instead of fixating on the scale, Noom promotes a mindful, holistic approach to eating. By focusing on intuitive eating and emotional awareness, the app empowers users to create lasting habits for better health –one that’s rooted in personal growth, self-awareness, and sustained well-being.
Joy & purpose
In a world that often celebrates grand gestures, many are now finding true fulfilment in the simple things. People are discovering joy in the little moments; in creating something with their own hands and in embracing life’s transitions – such as ageing – with open arms. This new perspective focuses on personal achievements and intentional acts, redefining what it means to live a fulfilled life. It’s about the richness found in everyday choices and the profound satisfaction that comes from them.
This shift toward finding joy in the everyday is perfectly illustrated by Liseberg, the largest amusement park in the Nordics. For a long time, the park has been known for its events catering to older adults, such as afternoon tea dances and flower exhibitions. But in an effort to break stereotypes and redefine how seniors are viewed, Liseberg launched its “Super Seniors” campaign, turning age norms on their head. The campaign’s standout moment? A daring world record attempt featuring seniors riding Europe’s longest Dive Coaster. With this bold act, Liseberg proved that age is just a number – 70 is the new 17. By showcasing seniors embracing thrilling rides, Liseberg reshaped the narrative around ageing, celebrating the vibrancy and adventurous spirit of older adults. The campaign broke free from nostalgia and positioned Liseberg as an inclusive destination for all ages, encouraging seniors to experience new thrills.
The rise of intentional living serves as a powerful response to the chaos surrounding us. At its heart, the What Matters 2025 report explores how people are rewiring fulfilment – an idea reflected in each of the 12 trends. Whether through mindful pauses, authentic relationships, or new definitions of fulfilment, the power is in our hands to make the most of the present, one meaningful choice at a time.
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