Winning with certainty in uncertain markets

As part of this year’s Purpose Index™, we surveyed 17,000 people worldwide to assess the importance of 37 key societal and environmental challenges—and how well they believe businesses are addressing them.

Our analysis focused on the issues deemed “very important to solve”, as well as those rising or declining in relevance. From these insights, we identified five critical opportunity areas that forward-looking companies must act on to succeed in 2025 and beyond.

1. Privacy matters in 2025

In today’s AI‑accelerated marketplace, privacy has moved from compliance paperwork to a board‑level growth lever. More than half of consumers (56%) say safeguarding their data is one of the most important issues for businesses to solve, yet only a quarter feel companies are meeting expectations—an empathy gap that forward‑thinking brands can turn into a competitive advantage.

Leaders like Apple are already proving that privacy‑centric design sells, championing “on‑device” data processing and clear opt‑ins. Spotify shows the flip side: when you do collect data, package the insight back to users in a way that offers personalised value (think Wrapped), not extractive. The common thread here is radical transparency.

The stakes keep rising. Just this month, Marks & Spencer confirmed a ransomware attack that exposed customer names, addresses and order histories, crippling its online operation for weeks. Meanwhile, Verizon’s 2025 Data Breach Investigations Report found third‑party involvement in breaches has doubled to 30%, with vulnerability exploitation up 34%.

For business leaders, the playbook is clear: collect only the data you genuinely need, bake privacy controls into every touchpoint, and communicate the mutual value of any data exchange. Done well, privacy isn’t a defensive cost—it’s a forward‑looking brand promise that builds trust, loyalty and long‑term growth.

2. Work conditions matter in 2025

Fair pay and safe workplaces are no longer “nice-to-haves.” More than half of consumers (56%) consider offering good work conditions a top issue for businesses to solve, yet only one in four believe companies deliver. Closing that credibility gap is one of the fastest ways to strengthen brand trust and unlock talent in a tight labor market.

Regulators are tightening the screws. EU’s new Corporate Sustainability Due Diligence Directive already forces large companies to police labor abuses across global value chains—and debate is turning even hotter. A draft revision tabled this month would lighten some requirements, but legal scholars warn it could backfire by exposing firms to more lawsuits if they treat due diligence as a “paper exercise.” Either way, the direction of progress is clear: boards will be held accountable for workplace harm wherever it occurs.

What it means for leaders: bake living wages, safe conditions, and career pathways into your commercial model; treat every tier of your supply chain as part of your brand experience; and get ahead of evolving laws before they get ahead of you. In 2025, work conditions aren’t a cost center—they’re a strategic moat.

3. Health matters in 2025

Millennials edging into mid‑life and Gen Z rewriting the rules on mental wellbeing have made “whole‑person” health a board‑level agenda. Yet a familiar trust gap remains: 51 % of consumers say improving health and wellbeing is a crucial business issue, while only 25 % feel brands deliver. Close that gap and you earn permission to play in every adjacent category—from food to finance.

The GLP‑1 arms race is accelerating that opportunity. A study unveiled at the European Congress on Obesity last week shows Eli Lilly’s Zepbound helping participants shed 20 % of body weight versus 14 % with Novo Nordisk’s Wegovy—reshuffling market expectations overnight. Food, beverage and retail players now face a surge in demand for “Ozempic‑friendly” portions, protein‑rich snacks and metabolic‑health services. Early movers that adapt portfolios and messaging to the new weight‑management reality will win relevance before the crowd.

Personalization is the next competitive frontier. Apple’s new five‑year Health Study invites iPhone, Watch and even AirPod users to share biometric, behavioral and survey data in exchange for deeper insights—proof that consumers will trade data for tangible health value when transparency is high. Brands that build similarly trusted data loops—collect sparingly, analyze responsibly, and offer tailored advice—will earn daily engagement and long‑term loyalty.

4. Inclusion matters in 2025

The share of respondents who identify “making people come together” as a top issue has risen 9 points since 2024, and 40% say “making society more harmonious” should be a business priority. Yet, as DEI becomes increasingly politicized, leaders must root inclusion in clear commercial value—above all, in financial inclusion that puts a good life within reach for more households.

Santander is leading with inclusive finance: The bank has established a global minimum standard for parental leave across all markets, signaling that equity starts at home. Just as crucial, its microfinance initiatives are helping low-income and underbanked communities launch small businesses—expanding economic opportunity while building new customer bases.

IKEA is following suit by redefining inclusive pricing. In 2025, IKEA is introducing a new line of affordable home essentials tailored for low-income households. By streamlining production processes and sourcing locally, the company aims to offer quality products at lower prices without compromising on sustainability. This initiative demonstrates how inclusive pricing can drive growth while maintaining brand values.

The message for business leaders is clear: Cut the rhetoric. Focus on inclusion that expands real, everyday access—through lower-cost payment options, affordable product tiers, and distribution that reaches underserved communities. Done right, inclusive strategies don’t just avoid controversy—they unlock new demand, foster stronger loyalty, and build a brand story investors can measure.

5. My Own Environment

People still care about the planet—just in more immediate, backyard terms. A majority (51 %) say limiting pollution in air, land and water is a top business issue, while only 25 % believe brands are pulling their weight. Companies that translate lofty “net‑zero” promises into visible, everyday benefits will win trust and share of wallet.

Regulators are forcing that pivot. In April, the U.S. EPA finalized the first nationwide drinking‑water standard for PFAS “forever chemicals,” a rule expected to cut exposure for ≈ 100 million Americans and prevent thousands of deaths. The message is unmistakable: protect local health or face enforceable limits and lawsuit risk.

Across the Atlantic, Brussels is tightening the screws on waste. EU Regulation 2025/40 now requires all packaging to be reusable or recyclable by 2030 and extends producer responsibility for collection and recycling costs—turning circular design from virtue‑signalling into a balance‑sheet necessity. Companies that redesign packs early will avoid penalties and capture the growing demand for low‑waste products.

What leaders should do next: connect sustainability to daily realities—clean water, less trash, lower utility bills. Shift investments from abstract carbon offsets to tangible wins like PFAS‑free materials, local renewable power and closed‑loop packaging. When customers can see, touch and benefit from your eco actions, sustainability stops being political noise and starts driving brand growth.

These five areas represent more than just risks to mitigate—they’re strategic opportunities for growth. Companies that align their actions with people’s values stand out, build loyalty, and future-proof their brands.

At Lynxeye, we help leaders turn insight into action. With decades of experience shaping brand purpose for global organizations, we know how to translate these findings into strategies that resonate—with consumers, employees, and investors alike.

If you're ready to position your company to remain relevant and resilient to customers in 2025, download this year’s Purpose Index™ report to learn more about our key findings, or reach out to our team to discuss what these insights mean for your business.