Global marketing insight consultancy Human8 has released its 2025 ‘What Matters’ trend report titled ‘Fulfillment Rewired, revealing a notable shift towards intentional living among Australians, with 73% of respondents focusing on self-appreciation and gratitude.

The report identifies 12 consumer trends, including ‘Reflective contentment’, ‘Embracing boredom’, and ‘Micro joy’. Each trend reflects a movement towards simplicity and mindfulness in daily life.

‘Reflective contentment’ is characterised by a departure from comparison culture. According to the report, 73% of Australians are concentrating on appreciating who they are and what they have. This trend suggests a growing awareness of the value of self-acceptance and contentment.

‘Embracing boredom’ is another trend highlighted in the report. It involves creating space for stillness and reflection, with 82% of Australians believing it is important to pause and reflect. This trend indicates a shift towards valuing moments of quiet and introspection.

The concept of ‘Micro joy’ involves finding happiness in everyday moments. The report states that 88% of Australians are embracing a more ‘childlike’ view of the world, seeking joy in simple pleasures.

The report surveyed 12,500 consumers across 15 markets, including 800 Australians. It suggests that the cost of living crisis is influencing Australians to appreciate what they have rather than striving for more.

Human8 was formed through the merger of 10 agencies, including InSites Consulting and Direction First. The consultancy aims to provide actionable insights for marketers to connect with consumers by aligning with values of simplicity and joy.

Senior Business Director at Human8, Matthew Jorgenson, said: “This shift away from comparison culture is not surprising given so many of the challenges facing people in Australia today. The cost of living crisis has compounded the issue with people reaslising there is happiness in appreciating what you have, rather than striving to add more and more. People are moving living more intentional lifestyles and as a result they feel they are regaining some control over their lives.

“For brands, it’s an essential opportunity to connect on a deeper level with people by aligning with these values and helping consumers lead more purposeful lives.

“With consumers rejecting excess and distraction, they’re looking for brands that simplify decision-making, inspire reflection and amplify joy. People are tired, they are looking for ways to disconnect with the rat race and enjoy the things that bring them happiness.”