Each year at Zeno Group, The Human Project examines the cultural and societal shifts that impact human behavior and how the economic, political and social landscape influences the values and behaviors of stakeholders important to companies and brands.  

As we step into 2025, the world finds itself at a crossroads. The challenges we face —from fractured trust and economic fragility to rising polarization—feel daunting to the oldest and youngest among us, but they carry with them an extraordinary opportunity for reinvention. At the heart of this transformation, we characterize 2025 as the “Age of Agency,” a shift toward personal control, autonomy and the belief that individuals can shape their destinies amidst uncertainty. With over 72% of people globally feeling optimistic about their personal lives and only 16% expect a stable or calm global outlook, we are reclaiming our sense of agency. 

The values driving people today are rooted in self-reliance, freedom, health and even faith and spirituality. Protecting family and fostering personal growth have become central priorities. For younger generations, these values are expressed in their ambitions to carve out purpose-driven lives. They’re choosing freelance work over traditional career paths, seeking to grow as individuals rather than climbing corporate ladders. 

But the pursuit of autonomy doesn’t negate the yearning for connection. Ironically, in a world more digitally connected than ever, the “connection recession” has left many feeling isolated, even as they crave meaningful relationships and shared experiences. For brands and companies, this represents an opportunity to step in – not just as service providers but as community creators. 

The Push and Pull of Responsibility 

The report highlights several tension points. The desire to save the earth is a pressing theme, though it’s fraught with contradictions. People care deeply about the environment, but they feel constrained by financial realities and social expectations that make sustainable choices difficult. Meanwhile, trust in corporate green initiatives is waning, with many viewing them as little more than marketing ploys. This “absent accountability” calls for a new era of transparency and genuine action, where brands advocate for swift, meaningful change. 

The rise of “atomization culture” – where people are craving connection with themselves and others – reflects the broader tension between individualism and community. More people are living alone – 484 million single households, expected to grow 48% by 2040, yet there are over 66 million adults living in multigenerational households in the US alone – that’s 1 in 4 Americans. And whether it’s fandoms or food culture, there’s a growing demand for experiences that feel both personal and communal – a delicate balance that forward-thinking brands are poised to address. 

Generational Influence: Z and Alphas Take the Stage 

Gen Z, now approaching 30, continues to redefine the norms for work, consumption, and activism. I call them the ‘side hustle generation,’ balancing multiple jobs to fuel their passions while seeking opportunities to make a tangible impact. They demand honesty, authenticity, and a sense of purpose from the brands they engage with, expecting businesses to reflect their values rather than just sell products. 

And the children of Millennials, the Alphas, have a predicted economic influence set to surpass $5.46 trillion by 2029. This digitally native generation is growing up fast, with parents who often look to them for the household’s brand recommendations. As they mature, their influence will reshape priorities around sustainability, community and equality. And consider this thought-provoking data point: 65% of those entering primary school will work in entirely new job types that don’t exist today.  

What This Means for Brands and Companies 

The message is clear: adapt or risk irrelevance. To thrive in this era, businesses must mirror the values of the people they serve (and they need to know the values of each generation because they differ for every group), offering solutions that align with their need for authenticity and autonomy. The most successful brands will bridge the optimism gap, providing hope and empowerment in a world that feels out of control. We must break the tension that currently exists in this age of the “emotional brand.”  

There is also a call for discovery. As people grow weary of algorithm-driven interactions, they’re seeking moments of surprise and creativity so they can experience the joy they expect from the brands they love. The brands that can inspire organic exploration – whether through retail, entertainment, or travel – will capture the hearts of those longing to reclaim their sense of agency. It’s time to rethink traditional structures, from the workplace to the marketplace. Companies must prepare for multigenerational collaboration, foster environments of mentorship and inclusivity, and embrace the disruptive potential of AI with intention and care. And, finally, it’s important for companies to build an ecosystem of allies and advocates by identifying the third parties that will stand in partnership with them to tell their story and defend their license to operate. Companies can’t do this alone! 

A Call to Action 

As we navigate the complexities of 2025, one thing is certain: people want to believe in something greater than themselves. They want connection, stability and a sense of real purpose. Brands and companies that rise to meet this challenge – by inspiring optimism, fostering community and championing transparency – will not only thrive but play a pivotal role in shaping a better future for us all.  

Click here for more information on the six trends we're predicting will impact behavior in 2025.