3 Cultural shifts that will shape 2025

2024 was the year of "maxxing."

Hustle harder. Optimise everything. And go all-in on self-improvement.

The collective ethos of maxxing out infiltrated every corner of culture.

Whether it was financial maxxing (learning to day trade on TikTok), aesthetic maxxing (facial gua sha, but make it militant), or even sleep maxxing (yes, that’s a thing) - the obsession with doing more, being better, and achieving peak efficiency reached new heights.

But as we welcome 2025, the question looms: have we finally maxxed ourselves out?

And if so, what comes next?

Maxxing started as an empowering idea—the notion that you could take charge of your life and squeeze the most out of every moment.

In a world where personal agency often feels limited, the promise of levelling up—whether physically, financially, or mentally—was intoxicating.

Brands, influencers, and thought leaders jumped on the trend, creating an ecosystem of tools, products, and content to fuel our collective self-optimisation obsession.

But there’s a dark side to constantly striving for more.

The relentless pursuit of improvement has left many people teetering on the edge of burnout. Social media, once a source of inspiration, now feels like a competition to out-max the next person.

You’ve probably seen the TikTok’s of those absolutely insane influencer nighttime routines.

Heatless hair curlers, 40 different face products, gua sha, hair oil, face mask, mouth tape, chin sculpt – holy sh*t, when does it end? I would be ready for bed again just undoing it all in the morning.

The pressure to keep up with the latest optimisation trends has turned self-improvement into another to-do list item. Instead of liberation, maxxing has become a treadmill—and we're all out of breath.

But then, what comes after maxxing?

If 2024 was about pushing the limits, 2025 might (I pray) be about pulling back.

Here are 3 cultural shifts I predict as the pendulum swings once again:

1. The rise of soft living

Call it the antithesis of maxxing, soft living is a movement toward a slower, more intentional lifestyle.

Think embracing minimalism, setting boundaries, and prioritising sustainability over endless consumption. Where maxxing demanded more, soft living encourages less—but better.

Brands that lean into this ethos, promoting balance and well-being, could resonate with a population hungry for peace.

2. Anti-optimisation

As the pressure to perform wanes, imperfection might just have its moment.

We’re already seeing this in the rise of trends like “de-influencing,” where creators debunk overhyped products or share their “meh” routines. Or even the internet going Goblin Mode.

In 2025, expect more people to embrace being “just okay” some of the time rather than chasing unattainable ideals.

3. Collective wellbeing

While maxxing is inherently individualistic, the future might be more about the collective.

Movements focusing on community-driven goals—whether it’s mutual aid, climate action, or mental health advocacy—could take centre stage.

This mindset is less about personal success and more about shared progress.

How does a brand stay ahead?

Predicting the next big cultural moment is no small task, but brands can position themselves to ride the wave by keeping a pulse on societal shifts.

Here’s how:

1. Listen to emerging conversations. 

Social media platforms are cultural crystal balls. Watch for shifts in sentiment—like TikTok’s “de-influencing” trend—to understand where the collective is headed.

Use tools like trend reports, social listening, and community engagement to spot micro-trends that might turn macro.

2. Rethink your narrative. 

If your brand’s messaging is rooted in optimisation, it might be time to pivot.

Consider campaigns that promote balance, authenticity, and inclusion over unattainable ideals. People are craving connection and honesty, not more pressure.

3. Collab with authentic voices.

Partnering with creators who embody emerging values can help your brand stay relevant.

Look for influencers advocating for balance, sustainability, and community-driven initiatives, rather than those pushing the next "must-have" trend.

So, what’s next for 2025?

The cultural obsession with maxxing may have reached its breaking point, but that doesn’t mean we should stop striving altogether.

Instead, the focus may shift toward more sustainable, inclusive, and collective forms of growth. For brands, staying on the forefront of culture means being flexible, paying attention, and embracing the nuances of human experience.

2024 might have been about maxxing out, but 2025? That’s anyone’s guess.

One thing’s for sure: the only way to predict the future is to keep your ear to the ground and your brand ready to adapt.

So, are we ready to stop maxxing and start thriving? Here’s hoping.

-Sophie, Writer