TrendSights Analysis 2025: Self-Reliance

This report explores the emerging trend of self-reliance among consumers, highlighting their shift towards intentional decision-making in health, finances, and personal routines. It analyzes the drivers behind this trend, the target demographics, and the implications for brands seeking to innovate through transparency, customization, and educational tools.

The trend of self-reliance is reshaping consumer behavior, as individuals increasingly seek control over their decision-making processes in areas such as health, finances, and personal routines. This shift from passive consumption to intentional purchasing is driven by a demand for transparency, customization, and access to information, with digital technologies like AI and wearables facilitating DIY approaches. Particularly among Generation Z and Millennials, there is a strong preference for personalized products that align with their values, emphasizing health and sustainability. As consumers prioritize autonomy and informed choices, brands are encouraged to innovate by developing educational interfaces, modular solutions, and clean-label products that empower users to tailor their experiences without external validation.

Report Scope

• Generation Z and Millennials are especially drawn to personalized, modular, and functionally rich products that reflect their values and lifestyles.
• Health-aware and sustainability-driven shoppers actively seek out products that offer transparency, ingredient traceability, and options for self-management.
• Digital technologies, including AI, wearables, and smart interfaces, are democratizing access to expert-level guidance and accelerating DIY consumer behavior.
• The rise of individualism and post-materialist values is encouraging consumers to prioritize personal growth, self-sufficiency, and tailored experiences over traditional status markers.
• Post-pandemic health consciousness has heightened demand for solutions that support holistic wellbeing-physical, mental, and emotional-through personalized, data-driven tools.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.