The Akin Changemaker Report 2025

Every year, trend reports flood our feeds, promising the next big thing, but it is sales theatre masquerading as insight. Rather than perpetuating this cycle, The Akin has identified megatrends that operate beneath the churn of surface observations.

Our 2025 Changemaker Report isn’t another trend forecast—it’s a navigational system. In a decade defined by dissonance, distrust, and digital saturation, brands don’t need another list of aesthetic shifts. They need a framework for navigating contradictions. We've spent eight years tracking cultural shifts, mapping not just what’s changing but why it matters.

The brands that will thrive in 2025 aren’t the ones chasing fleeting trends. They’re embracing contradiction, complexity, and cultural dissonance—because the future is about navigating tension.

Our 50-page report contents:

• An analysis of 8 years of Changemaker data, mapping shifts and consistencies.
• 2025 Collective Moods: the emotional undercurrents shaping consumer attitudes and behaviours.
• Key takeaways and actions for brands.

TDLR:

• We are in an era of dissonance. People crave control yet seek relief; they reject institutions and demand structure. Brands that fail to acknowledge these contradictions will fall behind.
• The way we report trends is broken. Too much of it is based on narratives, not real data. This report is different; it’s rooted in hard numbers, global surveys, and deep consumer insights.
• The last three years have changed everything. Pre-2023 research is obsolete. Trust, attention, and purchasing priorities have undergone a seismic shift. If your brand still operates on pre-pandemic assumptions, it’s time to rethink everything.
• WFH has completely reshaped lifestyles. The biggest disruption isn’t AI or sustainability; it is how people engage with home, work, and identity. Brands need to rethink their strategies for a hybrid world.
• Two dominant psychological drivers now define consumer behaviour: control and relief. People want power over their lives while also seeking ways to escape reality. Brands that balance both will win.

Download the full free 2025 Changemaker Report and start preparing for what’s ahead.