What really matters in 2025: Part 3

This is the third part of a part series that explores what matters in culture for brands in 2025. Why does this matter? Because tapping into culture is the fastest path to fame and growth.

Caught between soaring living costs and the nonstop hustle, many are stepping away from traditional milestones to focus on life’s smaller joys, supportive communities, and attainable “minorstones.”

These individuals are reimagining what success, happiness, and connection look like. Instead of chasing society’s lofty expectations, they’re finding satisfaction in the little victories and everyday moments that bring light to dark times. Prioritizing care—both for themselves and others—they’re leaning into “found families,” the chosen relationships that truly matter.

This mindset shift is driving a quiet revolution. Many are leaving city life behind, opting for affordable suburbs or rural areas where they can reconnect with nature, build tighter-knit communities, and reshape what modern living means. These migrations are revitalizing neighborhoods and proving that less can often be more.

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What They’re Looking For

They’re seeking brands, products, and experiences that make a tangible difference in their daily lives—simple, thoughtful solutions that reflect their values. They want innovation that matches their stage in life, not their age, and they gravitate toward anything that fosters care, connection, and real happiness.

How can brands help? Here are three ways…

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#1 ESCAPISM

In a world more difficult and challenging than ever people are looking for forms of escapism online and offline. Brands needs to show and offer means of escapism in either the products they provide or the communications they create

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#2 RECONNECT TO NATURE

The allure of big cities is fading as people seek more affordable and sustainable lifestyles outside urban hubs. This shift presents an opportunity to connect with them where they are—whether by establishing a presence in these new locations or offering products and services that help them unplug and escape the city, even for a short while.

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#3 RECONNECT VIA COMMUNITY
Community has been a buzz words in recent years but 2025 it will be more important than ever. In a world where more are struggling and cannot afford to purchase, human connection will offer salvation. Brands should look to create movements and communities, where people can only reconnect but feel part of something bigger and more progressive.