Starbucks invites customers to do more than grab a coffee – it crafts immersive experiences through Reserve Roasteries that showcase storytelling, artistry and premium offerings. LEGO’s Build the Change workshops let children tackle real-world challenges with LEGO bricks, blending creativity with purpose. And Spotify’s annual Wrapped campaign turns passive listening into a personalised storytelling experience.

These examples show that customer experience is no longer just about smooth transactions or solving pain points (AI-powered or otherwise). It’s about creating moments that matter. As our What Matters 2025 report highlights, consumers are shifting towards intentional living. Simplicity, control, connection and purpose are their priorities, and they expect brands to meet them there. Here’s how brands can evolve to create experiences that resonate deeply in 2025.

Simplicity & mindfulness

In today’s impatience economy, time is the ultimate currency. Consumers expect seamless experiences that simplify their increasingly dynamic and nonlinear journeys. But is the race for speed the only way forward?

The cult of immediacy shows no signs of slowing down. AI is accelerating this, as seen with Amazon’s Rufus, a shopping assistant that helps users navigate millions of products effortlessly. Shoppers can use the chatbot – named after Amazon’s first office dog – for product comparisons and recommendations, saving time and enabling informed decisions.

Yet, technology isn’t only about speed – it’s also about bringing relevance. Insurer Lemonade’s AI-driven bot, AI Jim, provides instant insurance support while assessing emergencies and fraud, blending efficiency with care.

Similarly, Huawei’s FreeBuds 6i campaign transformed their flagship store into a ‘noise-cancelling space station’, inviting consumers to slow down with guided meditations and calming music.

This desire to balance speed with intentionality is becoming more prominent, our What Matters report introduces ‘embracing boredom’ as a growing trend reflecting this need for intentional pause. The resurgence of analogue film cameras and vinyl records reflects a craving for deeper, slower experiences. These tangible rituals – loading a roll of film or handling a record – connect people to the present in ways that purely digital solutions often fail to replicate.

Even convenience-focused innovations now acknowledge the need for pause. Apple’s Breathe app encourages mindfulness throughout the day, while 7-11 in China turned its iconic sign into a cozy night lamp that brings moments of warmth into homes.

The challenge for brands is clear: how do you deliver ultra-streamlined experiences while creating opportunities for reflection and presence? Marrying convenience with meaning is no longer optional – it’s essential.

Autonomy & control

With endless options, overwhelming data and ever-present technology, today’s consumers are searching for clarity and control. People are not just looking for convenience, they’re seeking experiences that empower them to make intentional choices without feeling lost in the noise – a trend we label ‘curated choice’. Enter AI: a powerful tool that acts as a filter, cutting through the clutter and delivering relevance, clarity and empowerment.

Nike is at the forefront of using AI to simplify decision-making while fostering deeper consumer connections. The Nike Fit App uses augmented reality to measure your feet, ensuring the perfect fit, while the Nike Maker Experience lets you design custom sneakers in-store with voice commands – delivered in just two hours. Even their 24/7 life-like chatbots create a seamless and personal experience, ensuring every touchpoint feels tailored and intuitive.

But personalisation isn’t limited to shopping. It’s also shaping opportunities for personal growth. Platforms like Growthspace are redefining employee development by using AI to pair individuals with personalised coaching, mentoring and skill-building programs. Unlike traditional approaches, these programs focus on measurable outcomes, aligning personal aspirations with organisational success. Similarly, platforms like BetterUp and Culture Amp merge technology with human connection to drive meaningful transformation in the workplace.

This shift towards autonomy and control is also transforming health and well-being, with people having a renewed appreciation for how they are feeling rather than solely relying on data – a trend we label ‘intuitive health’. Here, AI helps people move beyond surface-level insights to deeper understanding. Noom, for example, pairs AI with behavioural science and human coaching to help users uncover the “why” behind their habits, enabling long-term behaviour change rather than temporary fixes. By blending data-driven insights with personal guidance, brands like Noom show how AI can empower individuals to make decisions that truly resonate.

Of course, personalisation is only as powerful as the trust it inspires. Transparency is critical to making AI feel like a tool for empowerment rather than manipulation, which is driving the need for ‘accountable tech’. Adobe’s Firefly generative AI sets the standard here, openly sharing the data used to train its models and reassuring users that it adheres to copyright regulations. This commitment to openness builds confidence in both the tool and the brand behind it.

So, the question is: how can your brand create hyper-personalised experiences that not only empower your customers but also demonstrate a transparent, responsible approach to innovation?

Authenticity & connection

Hyperconnectivity has created a paradox: despite being constantly connected, many people feel isolated and lonely. Consumers are seeking genuine relationships, a trend we labelled as ‘depth over distance’ and technology – ironically – has become both the problem and a potential solution.

In China, young professionals are exploring AI companions for emotional support. Platforms like XiaoIce and Glow offer chatbots that simulate romantic relationships, providing constant attention and empathy. These ‘AI boyfriends’ appeal to users who find traditional relationships too time-consuming or complex, offering personalised interactions that fit seamlessly into their lives. Similarly, Friend AI – a $99 pendant containing an AI companion – shifts the focus away from task-oriented assistance. Instead, it offers validation and encouragement, creating a deeply personal and supportive experience. As founder Avi Schiffmann explains, “It’s very supportive, very validating, it’ll encourage your ideas.”

But while technology offers convenience, the antidote to digital burnout may lie in offline, communal experiences. The rise of social wellness underscores the desire for deeper, real-world connections. Initiatives like the SciBar movement in Shanghai, New York’s Club Chess or New Ground’s co-housing for older women highlight how brands can nurture intellectual and emotional bonds. SciBar – short for ‘Science in a Bar’ – blends academic discussion with the relaxed atmosphere of a bar, offering young professionals and academics a unique space to socialise and learn. Meanwhile, Club Chess reimagines the social scene in New York by combining chess with a retro-inspired party vibe, delivering tactile, engaging experiences that break away from digital saturation. Another example is New Ground’s co-housing for older women where 26 residents each have their own home but share communal facilities for recreation and socialising. They are able to live independently while also being part of a mutually supportive network. These examples highlight a movement of ‘social rewilding,’ where people intentionally rebuild meaningful relationships through shared, mindful interactions.

How will your brand help consumers find the balance between hyperconnectivity and real-world connection?

Joy & purpose

Faced with an increasingly fast-paced and stressful world, many people are pausing to reflect on what truly brings them fulfilment. They seek moments of joy – or even wonder – in their everyday lives, a trend we labelled ‘Micro joy’.

This cultural shift is reflected in the popularity of books like The Fun Habit by Mike Rucker, which reminds us that incorporating fun into our lives isn’t frivolous – it’s essential. This shift towards simple joys is visible in unexpected places – like the claw machine craze in Hong Kong. As stress levels rise and traditional entertainment options wane, these retro arcade games offer an affordable escape and small moments of triumph. For just HK$5, players experience the thrill of the game, showing how accessible, light-hearted activities are helping people reclaim everyday happiness.

Brands are taking note of this. From financial services to museums, various industries are weaving small moments of joy into their offerings. Nubank in Brazil turned personal finance into play, introducing a Game of Life spin-off to help users explore investing, insurance and cryptocurrency. Meanwhile, London’s Victoria and Albert (V&A) Museum embraced fun and curiosity with its “If You’re Into It, It’s in the V&A” campaign, placing quirky artefacts in unexpected locations to encourage exploration and personal connection. The result? A younger, more engaged audience finding their own sense of wonder in the museum’s vast collection. Even travel brands are getting creative. Southwest Airlines brought joy to the skies by surprising passengers on a flight to Honolulu with ukuleles and live lessons, celebrating Hawaiian culture and sparking delight among travellers.

On a larger scale, Netflix is transforming passive entertainment into active engagement. Netflix House, spanning over 100,000 square feet, brings iconic shows like Bridgerton and Squid Game into the real world, offering fans the chance to dance, dine and shop in their favourite settings. This multi-sensory, interactive experience extends the joy of digital content into physical spaces.

So, how can your brand create joy – or even wonder? How can you weave in moments of surprise and delight, breaking free from the predictable and offering experiences that captivate and inspire?

By 2025 customer experiences will go beyond simply addressing rational pain points. Brands are shifting towards a human-centric approach, standing out by creating more memorable and distinctive moments.

AI and other technologies will undoubtedly play an important role, but consumers are looking for experiences that add meaning. It’s not just about speed and efficiency – it’s about crafting interactions that feel intentional and elevate everyday moments.

For brands, this is an opportunity to blend convenience with thoughtfulness. Personalised, responsibly managed experiences can empower customers to grow, foster meaningful connections, and even rediscover joy in their interactions. In a fast-paced and serious world, those moments of delight matter more than ever.

Check out the full What Matters trends report to discover our 12 trends for 2025!