PREDICT 25
The PREDICT 25 research report explores the public expectations for new behaviours, trends, hopes and concerns for the year ahead. Each year, Core Research interviews 1,000 adults about the expectations they hold, which will inform future demands on society, organisations and brands.
Naomi Staff, Managing Director of Core Research explores some of the key themes in this summary below.
Pursuit of Control in a Changing World
As we enter 2025, the pursuit of control emerges as a central theme shaping individual and collective hopes and intentions. In a world defined by overlapping crises—from global challenges such as climate change, geopolitical instability, and economic uncertainty to deeply personal concerns like work-life balance, well-being, and access to reliable information—people are striving to regain agency in their personal lives by addressing these challenges on both a global and personal scale. Behavioural science tells us that when faced with uncertainty, people gravitate toward actions and systems that provide a sense of predictability and security, even if those actions are incremental rather than transformative.
Prioritising Balance Over Advancement
The workplace is a critical arena where the struggle for control plays out. The pandemic era prompted a re-evaluation of work-life priorities, and in 2025, individuals are increasingly prioritising meaningful, balanced careers over the relentless pursuit of advancement. This shift is fuelled by the behavioural principle of self-determination theory, which emphasises the importance of autonomy, competence, and relatedness in fostering motivation and well-being. Organisations that offer flexible, purpose-driven roles are likely to thrive as they align with employees' desires to "work to live" rather than "live to work."
Navigating Information: Truth Literacy
In an age of information overload and widespread misinformation, people are seeking greater control over their understanding of the world. Trust in the information source continues to erode. This may lead to individuals toward platforms and outlets that prioritise transparency, verification, and community engagement. However, this may also lead others to gravitating toward information sources or influencers that align with their existing narrow views, often with minimal fact-checking or verification. This divergence highlights the duality in how individuals respond to uncertainty in the information landscape.
Behavioural science highlights the role of cognitive load in decision-making; overwhelmed by the sheer volume of information, people increasingly value simplicity, curation, and authenticity. As a result, "truth literacy" is becoming a key competency for navigating the information landscape in 2025.
Technology Empowerment
Technological advancements in 2025 reflect a preference for incremental progress rather than radical upheaval. While innovation remains vital, the focus has shifted toward tools and platforms that enhance user control and accessibility. Behavioural science underscores the importance of choice architecture in technology design, enabling users to make decisions that align with their values and goals. From modular smart home devices to adaptive AI systems, people want to use technology to empower rather than overwhelm.
Rediscovering Real-Life in a Digital Era
Amid increasing digitisation, there is a parallel rise in the desire for genuine, real-life connection and meaning. This trend is driven by the behavioural principle of social belonging, a fundamental human need. Individuals are investing in local communities, immersive experiences, and purpose-driven activities that reinforce their sense of identity and place.
In a world fraught with uncertainty, the pursuit of control offers a path toward stability, growth, and meaningful connection in 2025.
