The Age of Intention - Redefining What Consumers Want: 6 Trends and strategies.

Bettine
May 23
3 min read

Slower. Smarter. More meaningful - The smartest strategy is creating meaning.

We are living through a quiet but radical shift in how people consume, choose, and connect. Call it burnout. Call it backlash. But at its core, it’s a cultural reset — away from constant noise and toward something far more human:. Today’s consumers are rethinking what matters — not just what’s trending. They’re craving meaning over momentum, presence over perfection, and rituals over routines. Here are six consumer trends that define this Age of Intention, with examples of brands already leading the way — and how others can follow..

Trend Fatigue

What’s happening: Consumers are burnt out on trend cycles, aesthetic pressure, and overhyped products. Micro-trends now come and go in days, and people are pushing back — with “de-influencing” videos and a return to timeless essentials.

Brands leading the way:

Everlane: Champions quality over hype with timeless basics and radical transparency.
Depop: Evolving from trend-resale to celebrating personal style and aesthetic individuality.
Glossier (post-2024): Shifted to fewer, intentional products and authentic storytelling after trend backlash.

Recommendation:

Simplify. Focus on core offerings. Celebrate consistency, quality, and identity over novelty.

Mindfulness on the Rise

What’s happening:Wellness is expanding from skincare and supplements to include emotional well-being, rest, and mental clarity. Gen Z especially values tools that regulate mood and reduce stress.

Brand leading the way:

Headspace: From meditation to sleep content and Netflix collabs, Headspace mainstreams mental wellness without clinical stiffness.

Recommendation:

Connect emotionally. Design offerings that soothe, center, and restore. Wellness isn’t optional anymore — it’s infrastructure.

Polarised Consumption

What’s happening:Consumers are splitting into two wellness tribes:

Optimizers: Biohackers, data trackers, and health-maximizers.
Feelers: Spiritual seekers, ritual-makers, and intuition-followers.

Both paths respond to modern pressure — just in different ways.

Brand leading the way:

Oura Ring: Delivers sleek, data-driven recovery tracking for the optimization-focused.

Recommendation:

Serve both sides. Offer clarity of purpose. Help users choose the path that fits their why — whether that’s science or soul.

Dark Mode / Offline as Luxury

What’s happening:Being offline has become aspirational. Constant connection now feels like clutter, and disconnection is a new kind of privilege — a signal of peace, power, and self-regulation.

Brand leading the way:

Unplug Meditation: Offers phone-free meditation sessions in calming spaces, marketed as luxury experiences.

Recommendation:

Design for disconnection. Create tactile, sensory experiences. Prioritize human moments over algorithmic engagement.

Glimmers of Joy & Minorstones

What’s happening:Big milestones are out. Micro-moments — or “glimmers” — are in. Lighting a candle, finishing a task, feeling the sun on your face. These “minorstones” offer emotional stability and joy in uncertain times.

Brand leading the way:

Papier: Beautiful journals and planners designed for reflection, gratitude, and daily rituals — not just productivity.

Recommendation:

Celebrate the small. Build rituals into your brand. Design experiences that make people feel seen, not sold to.

Longevity as Aspiration

What’s happening:Wellness is evolving from short-term fixes to long-term self-investment. Consumers are thinking about their future selves — prioritizing rest, recovery, sleep, and sustainable energy.

Brand leading the way:

Eight Sleep: Sells smart mattresses that track recovery, optimize temperature, and support high-performance living.

Recommendation:

Think long-term. Help consumers care for the person they want to become — not just the version they are today.

What the Age of Intention means for brands

In this new era, the most valuable thing a brand can offer isn’t novelty, convenience, or even price. It’s alignment.

The brands that thrive in the Age of Intention will be those who:: Slow down, connect deeply, prioritize value over volume, Make people feel human — not targeted

In a world that’s speeding up, the biggest luxury is stillness. And the smartest strategy? Creating meaning.