The rise of consumer technology over the past 30 years – from the World Wide Web to ChatGPT – has been nothing less than jaw-dropping. To ask “What matters in technology?” seems almost comical. The question almost begs the reply, “everything!” but we know that simply can’t be. People just don’t have the bandwidth. As we see consumers shifting to more intentional choices, to more purposeful living, our What Matters 2025 report provides a lens to help bring tech trends into focus. Consumer technologists pioneered the idea of use cases to explain exactly “how” their developments could be applied to various tasks. The trends uncovered in our What Matters trend report demonstrate that being clear on “why” consumers should care must also be considered a critical element of success. And if you are in technology, these trends provide a foundation for thinking about why your products should be part of a consumer’s life. A use case that helps consumers clearly see why something is important to them serves as the catalyst to relevance and growth. Below are a few examples of what we’re seeing that we hope will provide inspiration for developing your own use cases rooted in customer needs: 

Simplicity & mindfulness:  Mind-the-apps 

Let’s start with a tool most of us consider indispensable and which is perhaps as close to ubiquitous as any piece of technology hardware: the smartphone. Over 90% of Americans have one with similar numbers across the much of the world. The smartphone provides a gateway to the world’s knowledge (and opinion, banking, shopping and so much more) via apps. Yet, it appears that users have started to experience “app overload.” The number of apps used is projected to continue its recent decline.  This article by EMARKETER observes that this due to both less exploration by users and also streamlining through app consolidation.  This is a clear example of the ‘mindful minimalism’ trend we’ve observed and a call to brands that engage consumers through their apps to ensure they’re meeting a specific need, not creating clutter.
 

We also see a cautionary example in the recent failure of Humane’s AI Pin. For those of you who may not be familiar, the AI Pin is/was a voice-operated virtual assistant in the form of a pin-on device.  While Humane offered numerous ways a wearer could use its AI Pin, the firm struggled to communicate why it would be preferable to, say, a smartphone. They successfully courted tech gadget enthusiasts, but that clearly wasn’t enough to justify a standalone business.  

Our What Matters trend report shows that a substantial majority of consumers are becoming resistant to filling their lives with things they don’t genuinely need, with 76% people globally preferring to buy only what they truly need. (It’s interesting to note that HP recently announced the acquisition of much of Humane, including engineering talent.  I started my career at HP and know firsthand that the company understands the importance of giving consumers the “why” behind its tech.  I’ll be watching eagerly to see how this unfolds!) 

Autonomy & control:  Curated content 

Another of the trends we’re seeing gather momentum is the idea of curated choice. While there’s no denying that people like to have options in their lives, having too many choices can be confounding, frustrating and an actual deterrent to purchase or use – a real danger for brands operating in crowded markets. In fact, we found that 1 in 2 people globally feel overwhelmed by the many choices when making decisions. Consumers are increasingly choosing products and services that offer clarity and purpose to ensure relevance. 

A number of brands are successfully tapping into this trend. While traditional social media seem to be bombarding us with conflicting and sometimes inflammatory messages, platforms such as Reddit and Substack are meeting the moment by providing spaces where the likeminded can share opinions, stories and articles. If you’re not familiar with them, both are examples of a growing counterpoint to the bigger, much-caricatured social platforms. New York Magazine notes that Reddit’s growth is at least partly explained by Google’s promotion of “sources of user-generated content in Search in an effort to surface more ‘first-person perspectives.’” In other words, because of a growing consumer desire to read about first-hand experiences. Based on that assessment, it sounds like Google smartly identified a new “why” in its search use case and understands the growing desire for curated choice.

Joy & purpose:  Sparking moments of micro-joy 

With the chaotic nature of so many of today’s events, we shouldn’t be surprised that our trend work has uncovered a desire for regular fulfilment through smaller, more personal achievements, rather than relying solely on big moments that may be outside our control. 84% of people globally find it important to find these little moments of joy to balance our life’s seriousness. What a natural area for AI to provide an engine for surprise and delight! 

While I’ll admit to having a hearty laugh when an old friend started to email me in the voice of a pirate (thanks to ChatGPT), I’m not sure there’s a robust business case to be made for that capability. By contrast, we’re seeing a number of brands iterate towards relevant applications of AI that have a lot of potential to spark moments of joy through discovery and accomplishment – and that has the potential for creating longer-term value. Let’s look at the example of services offered to those with an interest in genealogy. While DNA testing may have provided an initial “hook” for these services, continued consumer engagement must be driven by personal motivations. 

Many of these genealogy firms are incorporating AI for specific applications that are firmly rooted in creating moments of joy and accomplishment. Some capabilities – such as the MyHeritage AI Time Machine that turns a user’s photos into historical avatars – are a bit more whimsical.