Next year is set to be an anti-social one if new research is to be believed.
Canvas8 has said that there will be 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.
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.
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.
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 discarding 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.”