Hopes & Fears Report 2025

Uncover and understand the deeper layers of human aspirations and concerns in 2025 - how they shape people’s decisions, influence their choices and impact their relationship with brand and services.

Over the past few months, we’ve been diving deep into how people see themselves in a world that’s constantly shifting—culturally, socially, politically. This isn’t about trends or surface-level opinions. It’s about what people really feel when they talk about identity, belonging, progress, and pressure. And what we found surprised us.

Inside the report, you’ll find:

✦ A breakdown of why people feel caught between self-expression and social expectations—and how that tension shapes behavior

✦ The subtle ways personal values evolve in response to uncertainty, and what that means for how people make choices

✦ Clear, story-driven visuals that reveal the emotional subtext behind the conversations

✦ Takeaways that challenge assumptions about what people really want from brands, institutions, and each other

We designed this report to feel less like a deck, and more like a conversation. You won’t find jargon, buzzwords, or 50-slide data dumps. Just sharp insight, honest observations, and a few ideas that might shift how you think.

So whether you’re a strategist, designer, researcher, or just someone curious about what makes people tick, you’ll find something in here that sticks.