As the New Year approaches, renewed interest in hopes and motivations takes centre stage across various audiences within the UK. Understanding these aspirations provides advertisers with a unique opportunity to craft campaigns that resonate deeply with their audience’s values and goals.
Key Hopes for Londoners in 2025
1. Improved Financial Stability and Cost of Living Relief
A recent Canvas8 article suggests that, despite improving economic conditions, London fares the worst when it comes to economic inequality. Despite this, numerous quotes from our latest QT suggest Londoners remain optimistic and hopeful about 2025, with one respondent saying: “I hope for a better future, more money for my family, lower living costs.” (Male, 32 y/o).
2. Health and Well-Being
Experts suggest that health and wellness will take various forms across the globe, shaped by this year’s political outcomes as well as technological innovations. Preventive healthcare is also on the rise as a result of the pressures faced by the NHS. Matching trend predictions, Londoners wish for better physical and mental health for themselves and their families. This sentiment is summarised well in the following quote: “I hope to become healthier through exercise and diet… and have more social gatherings across family and friends.” (Female, 50 y/o).
Key Sources of Hope and Motivation for Gen Z
1. Spending Quality Time with Family and Friends
Our QT data suggests that spending quality time with family and friends (45%) is the most significant source of hope for Gen Z. Industry trends indicate that building meaningful relationships has become even more important post-pandemic for this demographic, with an emphasis on prioritising emotional bonds over material success.
2. Taking Time to Relax
Gen Z is increasingly prioritising relaxation over socialising, moving away from traditional nightlife in favour of self-care activities. The "quiet weekend" trend sees many young people enjoying downtime by binge-watching TV shows or visiting spas. Our QT data reflects this trend, as taking time to relax is a key source of hope and motivation for 2 in 5 18–24-year-olds.
2025’s key hopes, from financial stability to meaningful relationships among different audiences, highlight the need for empathetic and relevant advertising. Brands that address these motivations authentically can foster stronger connections by tapping into the optimism, resilience, and evolving priorities of their audiences.
Sources: the7stars Cultural Codes 2024; WARC, 2023; Cosmopolitan, 2024; Zappi, 2023
