In this year’s Trending 2025 report, we’re shaking things up with the concept of Positive Friction—a bold movement that challenges the relentless push for speed and convenience. As the world races ahead, consumers are hitting the brakes, realizing that sometimes, slower is better. This trend is about reclaiming time, embracing deeper connections, and demanding a richer experience in every interaction.
The Fast-Paced Trap
We’ve all felt it—the anxiety of instant gratification that leaves us drained and unfulfilled. Automation and convenience might be the name of the game, but they’re also leading us into a paradox where efficiency comes at the cost of meaningful engagement. Resistance to automated offerings is high and growing, with 50% of UK consumers stating they would not use an AI assistant for advice, compared to 39% in the USA. This growing skepticism towards AI is expected to intensify in 2025, signaling a shift in consumer sentiment. In a world where everything is designed for speed, it’s time to ask: what are we losing in the race?
A Call for Meaningful Engagement
Enter Positive Friction—a fierce rebellion against the faster is better mentality. Consumers are craving intentionality in their choices and experiences. They want to savor the journey, whether it’s exploring the stories behind their purchases or connecting face-to-face with brands. This isn’t just a trend, it’s a cultural awakening. Brands that can inject moments of reflection and genuine connection into their offerings are poised to win big.
Opportunities for Brands
This trend is your chance to disrupt the status quo. Here’s how to capitalize on Positive Friction:
- Revolutionize the Shopping Experience: Ditch the rush! Create immersive environments where consumers can explore and engage. Host events that spotlight craftsmanship and storytelling, turning shopping into an experience to be savored, not rushed through.
- Champion Mindful Consumption: Launch campaigns that scream, Slow down! Promote the art of intentional living and conscious purchases. Engage consumers with thought-provoking content and workshops that highlight the power of thoughtful choices.
- Cultivate Real Connections: In a digital world, human interaction is the new luxury. Design experiences that prioritize face-to-face connections. Think communal spaces and activities that spark social engagement and wellness.
Looking Ahead
As we charge into 2025, the demand for Positive Friction will only heat up. Consumers are on a quest for brands that enrich their lives, not just fill their carts. Those who dare to embrace this trend will capture attention and build unwavering loyalty.
Don’t get left behind! Dive into the Trending 2025 preview report now and discover how to harness this electrifying trend for your brand’s success.
