From political transitions, social media bans, wildfires and increasing climate concerns, 2025 is already shaping up to be a year of turbulence in the United States. While researchers, marketers and business leaders can’t predict the next big shift, we can gain clarity by stepping back and examining macro-trends. These trends reveal what people care about, how they feel and how these feelings influence their actions.

Our What Matters 2025 report, explores 12 trends that explain shifts in how consumers are continuously adapting their lives and finding fulfilment amid turbulence. While these themes connect people worldwide, regional nuances matter. Let’s explore three trends that are most shaping people in the U.S. and how you can translate them into meaningful strategies.

Mindful minimalism

Today’s consumers have never had more options – quite literally at their fingertips. But even though endless choice is available, people are shifting toward wanting less, but better. Owning expansive wardrobes or libraries is no longer a universal aspiration. Even if people could have massive accumulation of goods like that, they don’t wish to. Rather, they want to live more minimalistic. In fact, 70% of people in the U.S. shared they prefer to buy only what they truly need, showing a growing preference for intentional, value-driven spending.

In the U.S., this mindset is reshaping industries like fashion, where apparel rental services like Nuuly, Rent the Runway or Pickle are thriving. These services cater to consumers who value quality over quantity and prefer borrowing rather than buying items that may only be worn a handful of times.

Brand take-away: Not all industries or organisations can adopt a rental-based model, but you can adopt a ‘less but better’ strategy. By prioritising quality and sustainability over quick turnover or mass appeal, you can support your customers desire for intentional investment.

Curated choice

Along with wanting to be intentional with their purchases, people in the U.S. want the path to purchase to be as simple as possible. Decision fatigue is real – 34% of U.S. consumers feel overwhelmed by the sheer number of choices they face. Rather than having a wide range of options with subtle differences, people prefer brands to curate the ‘right’ option for them.

This is particularly evident in the beauty and skincare industry, where brands like Prose offer virtual consultations to deliver tailored product recommendations. Consumers fill out a short survey and are then suggested a line of products perfectly suited to their lifestyle, environment and beauty goals. This curated approach not only simplifies purchasing decisions but also enhances the customer experience.

Brand take-away: Daily, people face countless stressors and worries. You should strive to make their product or experience one less thing for them to worry about.  This can be achieved through simplifying product offerings while maximising value – remember ‘less but better’. Additionally, you should focus on streamlining the path to purchase, both online and in-store, to offer a seamless experience that makes life easier for your customers.

Silver renaissance

For years, the research and insights industry has been fixated with understanding younger generations. And while Gen Z cannot be ignored, the reality is that Gen X and Boomers hold the true spending power. Beyond wealth, they’re actively redefining what it means to grow older, seeking new experiences and pushing boundaries once associated with ageing.

72% of people in the U.S. see ageing as an opportunity for reinvention. Rather than slowing down, it’s now viewed as a life stage filled with renewed energy, cultural engagement and a willingness to embrace new lifestyles.

An industry that is leading the pack when it comes to supporting the 60-plus segment in the U.S. is health and wellness. Health care insurance brands, like Humana, are embracing programs such as the “The New 65+: Growing Bolder”, which encourages Boomer members to share their stories of adventure, achievements and abilities for other members to see and help inspire active lifestyles that will keep these consumers healthy and active for years to come.

Brand take-away: The 65-plus segment is the fastest-growing demographic globally, holding half of the wealth in the U.S. It’s time to ditch outdated assumptions and conduct deep qualitative research to understand this dynamic and evolving group of Silvers. By doing so, you can unlock valuable insights and foster authentic engagement.

Less than a quarter in, 2025 is proving to be a year of significant change and adaptation for consumers in the U.S. – but, where there is change, there is equal opportunity for growth. As we navigate these times, it is crucial for brands to stay attuned to the emerging trends that shape consumer behaviour. By embracing mindful minimalism, simplifying choices and recognising the influence of older generations, businesses can better align with the values and needs of people. Understanding these macro-trends and their regional nuances will enable organisations like yours to create meaningful connections and foster loyalty in an ever-changing landscape.

As we move forward, let us remain committed to listening, learning and adapting to ensure we meet the evolving expectations of our diverse and dynamic consumer base.