Canvas8’s Latest Trends Outlook Reveals a Shift Toward Personal Empowerment Amid Rising Social Estrangement
As we approach 2025, a groundbreaking report from global strategic insights practice Canvas8 highlights a significant transformation in consumer attitudes, characterised by an increased focus on individualism and a rising sense of social isolation. Titled “Me First,” the global report features insights from 49 industry experts, offering a comprehensive analysis of the commercial and cultural landscape shaping the year ahead. 2025 will see people move beyond crisis mindsets and into a new era of acceptance, but with an important caveat – they don’t want to compromise on how they live in this challenging new normal.
Key Insights:
- Empowerment Through AI: In 2025, individuals are, more than ever, able to prioritise their own needs and desires, driven by advancements in artificial intelligence (AI) and a heightened sense of self-worth. Consumers will demand brands that connect with them as individuals, fostering a landscape where personalisation is paramount.
- Escalating Loneliness and Social Estrangement: Despite increased self-empowerment, a growing loneliness crisis is anticipated. Many individuals report feeling socially isolated, with a significant number expressing concerns about their social confidence. The blending of digital and in-person interactions has led to a decline in genuine social engagement, prompting a need for brands to create meaningful human connections.
Research Methodology
The insights presented in this report are based on extensive research, incorporating perspectives from 49 global experts across 15 sectors, including economics, geopolitics, and environmental science. Canvas8 conducted in-depth interviews, cross-analysing prevalent themes and key drivers that are expected to influence audience behaviour in 2025. These insights were validated through a combination of behavioural trackers, datasets, and comprehensive desk research, providing a robust foundation for understanding the trends on the horizon.
The “Me First” Mindset: Embracing Change
The Canvas8 report indicates that consumers will move beyond a crisis mindset into a new era of acceptance, driven by technological pragmatism. Armed with tools that help them navigate uncertainties, individuals will become increasingly self-reliant. This shift will be marked by a reluctance to compromise on personal standards in this challenging new normal.
India Doyle, Editorial Director at Canvas explains, “What is ‘Me First?’ ‘Me First’ is Blasterbating (consuming digital content loudly in a public space!), it’s disgarding your Mobike or Anywheel bicycle in the middle of the pavement, it is AI social media agents, and the feeling of being indestructible and indomitable when behind the wheel of the Tesla truck.”
“But a new era of individualism isn’t just about performance and competition, it’s about equalising where priorities are placed,” said Doyle. “Me First is also about workers’ rights, proactive equity, and empathetic banking – it’s a renewed emphasis on the individual as a source of change and transformation.”
As brands strive to connect in this evolving ‘Me First’ landscape, they will face heightened expectations. The report highlights that consumer loyalty will hinge on brands’ abilities to offer seamless, reliable, and helpful experiences that resonate with individual desires. This new age of individualism will create tensions around supply chains and the global production landscape, challenging businesses to adapt quickly.
Navigating Social Isolation
The report also sheds light on the increasing loneliness crisis, particularly among younger demographics. A survey from the American Psychiatric Association indicates that 30% of individuals aged 18-34 feel lonely several times a week. As social spaces dwindle and economic pressures mount, many are finding it challenging to maintain meaningful real-life interactions.
This environment of social estrangement means that brands must work harder to foster community and connection. With digital interactions often replacing face-to-face engagements, the need for brands to provide platforms for authentic, meaningful human connections has never been more critical.
Strategies for Brands in 2025
In light of these insights, businesses must recalibrate their approaches to remain relevant in 2025, focusing on such objectives as:
- Personalised Engagement: Brands should prioritise understanding their audiences on a deeper level, moving away from broad marketing strategies to tailored communications that speak directly to individual preferences.
- Community Building: Brands must create spaces for genuine interaction, helping to combat feelings of isolation and fostering a sense of belonging among consumers.
Nick Morris, founder and Managing Director of Canvas8, said: “The changes outlined in ‘Me First’ indicate a profound shift in consumer behaviour as we enter 2025. With an emphasis on self-empowerment and an escalating loneliness crisis, we expect to see brands change their playbook on how to establish meaningful connections with audiences. But if you look deeper, you see that this emerging ‘self-reliant consumer’ is, in fact, increasingly dependent on an intricate network of people, businesses, and technologies. The successful brands in 2025 will be those that can navigate this dichotomy, offering solutions that empower individuals while simultaneously fostering a sense of belonging and connection.”
To learn more about Canvas8’s 2025 Expert Outlook as it specifically pertains to APAC, there will be a Free Canvas8 Webinar on Tuesday 29 Oct 2024 at 17:00 SGT. The “Expert Outlook 2025 APAC Edition” will help you absorb all the highlights from the APAC Expert Outlook 2025 in just 25 minutes. From hot takes to challenger brands to commercial challenges, this session will run you through the key takeaways from Canvas8’s APAC research.
About Canvas8.
Canvas8 is a global strategic insights practise operating out of London, Los Angeles, New York, and Singapore. Since 2008, we have helped organisations grow through a better understanding of people. Primarily focused on media, communications, and product development, our award-winning insights inspire clients including Google, Mindshare, Molson Coors, The North Face, Mars, Nike, and Logitech. Supported by our network of over 5,500 experts, from TED speakers to MIT fellows, and underpinned by innovative research methods, we work at the intersection of behavioural science, culture, business, and creativity to understand human behaviour. Our flagship product is our membership platform, including an online database of 37,000-plus trend reports and case studies spanning 15 industries, nine markets, and five generational audiences. It also includes Access, a tool enabling our members to gain exclusive access to our network of industry leaders, and Toolkit which is bespoke packaged approaches for consultancy work at a fraction of the cost and time. This is complemented by our innovative global consultancy offer for longer term projects. For more information visit: www.canvas8.com
