In a new report on the pulse of modern society, Human8, a leading marketing insight consultancy, reveals a movement towards increased self-appreciation and mindfulness. The 2025 'What Matters' trend report, titled ‘Fulfillment Rewired,’ uncovers 12 compelling trends that illustrate how individuals are navigating the challenges of contemporary life with intention and purpose.

As part of the research, Human8 surveyed 12,500 consumers across 15 markets, including 900 Americans. The findings reveal how people in the US are redefining fulfillment through:

• ‘Reflective contentment’ a rejection of comparison culture, with 77% of Americans focusing on appreciating who they are and what they have, rather than dwelling on what they lack.
• ‘Embracing boredom’ prioritizing moments of stillness and reflection, as 82% believe it is important to pause and take time to reflect.
• ‘Micro joy’ rediscovering happiness in everyday moments, with 86% finding joy in everyday moments to counterbalance life’s challenges.

“This trend towards an intentional lifestyle signifies a profound desire for control and meaning in our daily lives,” explains Niels Neudecker, Managing Director of North America at Human8. “For brands, this presents a unique opportunity to help consumers simplify their lives, amplify joy, and create space for what truly matters.”

This pursuit of intentional living extends to how Americans are redefining family and aging, emphasizing personal choice and meaningful connections:

• ‘Family reimagined’ Shifting focus to bonds that nurture and support, with 71% agreeing that family is defined by connection, not biology.
• ‘Silver renaissance’ viewing aging as an opportunity for growth and reinvention, as 72% see it not as slowing down but as a chance to embrace new possibilities.

“Consumers are seeking more intentional, values-driven choices - whether it’s redefining relationships or embracing new phases of life with optimism and excitement,” added Lisa Brink, VP, Client Consulting. “Brands have the chance to become meaningful partners by celebrating these shifts and creating products and experiences that inspire purpose and possibility.” 

For those eager to dive deeper into these transformative trends, both Niels and Lisa, along with their colleague Patricia Salamone, will be hosting a webinar on Wednesday, February 19. Discover practical strategies to integrate the What Matters trends into your organization by registering here: https://www.wearehuman8.com/events/2025-what-matters-webinars/