Looking Back at 2024: Revisiting the Five Cultural Forces That Shaped Our World

What you’ll learn:

As we near the end of 2024, it’s time to take a step back and assess the cultural forces that we predicted would be important in shaping our world (and the worlds of patients and HCPs) over the past year. From “Questioning Reality” to “Friction Aversion,” these trends have profoundly influenced behaviors, attitudes, and industry dynamics. 

In this article, we’ll recap how these forces have played out and consider their ongoing relevance as we look ahead to 2025.

Cultural Force #1 – Questioning Reality

“Questioning Reality” remains highly relevant. The signals outlined in the original article remain active in our culture:

Additional signals of relevance include increased discussions of AI regulation. Governments and tech companies have been examining and debating, in some cases, implementing regulations around AI to prevent the spread of misinformation. For example, recent EU regulations are focusing on transparency in AI-generated content. Accenture’s 2024 Life Trends Survey reports that 52% of people have seen fake news or articles, 38.8% have seen fraudulent product reviews online, and 52% have experienced deepfake attacks or scams for personal information and/or money.

Source: Fortune

While the core of “Questioning Reality” remains, it’s evolving into a broader skepticism toward all forms of information. This perception includes a growing distrust of digital content and traditional media, experts, and institutions. People are increasingly questioning not just the content but the motives behind the information they receive, reflecting a deepening cynicism.

Healthcare isn’t immune to this cultural force. One example is the increase in the number of DTC pharma sites. There is some analysis of whether pharma’s move to DTC might disrupt traditional HCP-patient relationships, potentially amplifying the risk of misinformation if patients begin to rely on online or algorithm-driven advice without HCP oversight. 

At Klick Health, the team in our Klick Labs, led by Yan Fossat, have developed a tool to help detect deepfakes through the use of vocal biomarkers. This team recognized the spread of this cultural force and its impact on trust and are working on solutions. “Our findings highlight the potential to use vocal biomarkers as a novel approach to flagging deepfakes because they lack the telltale signs of life inherent in authentic content. These signs are usually undetectable to the human ear, but are now discernible thanks to machine learning and vocal biomarkers," said Yan Fossat, Senior Vice President, Klick Labs, and principal investigator of the study.

Cultural Force #2 – Collective Isolation

Looking forward, “Collective Isolation” is expected to maintain its relevance, particularly as economic pressures and evolving work environments continue to shape social interactions. The economic challenges many face, including rising living costs and financial instability, are likely to limit social engagement, further entrenching feelings of isolation.

Source: Gallup

Moreover, the persistence of remote and hybrid work models, despite some pushback towards in-office work, suggests that many individuals will continue to experience reduced in-person interactions, making collective isolation an ongoing issue. As these trends persist, the cultural force of isolation will likely remain a significant factor in shaping social dynamics and mental health. In fact, Gallup reported in October that “20% of U.S. adults, in Gallup’s most recent quarterly data, report feeling loneliness ‘a lot of the day yesterday.’”

Has a Counterforce Emerged?

A clear counterforce to “Collective Isolation” has indeed emerged, characterized by a resurgence in community-building and neighborliness. In recent months, there has been a significant increase in participation in local events and social clubs, such as running groups, book clubs, and community gardens. These activities are not just about socializing but are focused on rebuilding the fabric of a community frayed by years of isolation. 

The Future of “Collective Isolation”

Several recent signals indicate that “Collective Isolation” will remain highly relevant, though it is being increasingly challenged by efforts to rebuild community. Surveys and studies continue to highlight the prevalence of loneliness and social disconnection, particularly among younger demographics. Media coverage of the loneliness epidemic remains robust, with major publications regularly discussing its societal impacts worldwide. 

Source: CNN

In-person dating apps and events are a growing antidote to the isolating feel of traditional dating apps, with “attendance at dating and singles events targeted at millennials and Gen Z increasing 49% this year compared to last year.”

This connection is critical to our health: “Socially isolated people are at a 25% increased risk of cancer-related mortality and a 32% increased risk of strokes. Risk of heart disease also goes up by a staggering 29%.”

The more distributed model of care emerging in healthcare (including telehealth and other options) may also contribute to “Collective Isolation” as a force. While this model provides convenience, it also risks weakening patients’ relational ties with HCPs, who traditionally offer guidance and support. As healthcare becomes more consumerized, there’s a risk that patients will feel isolated, managing treatments on their own without the sense of community or support that an HCP relationship provides.

Cultural Force #3 – Value vs. Values

The “Value vs. Values” cultural force remains highly relevant as we move through 2024. The ongoing economic challenges, including persistent inflation and concerns over a potential recession, force many people to prioritize cost-effectiveness in purchasing decisions. 

Source: WARC

While the fundamental tension between value and values remains, there is a noticeable shift towards a more nuanced consumer approach. Recent trends indicate that consumers are not entirely abandoning their values but are instead seeking out brands that offer both affordability and ethical practices. This is seen in the growing popularity of affordable yet sustainable brands and the increased scrutiny of companies’ social and environmental impact. This evolution suggests that consumers are becoming more discerning, demanding both value and values in a way that aligns with their financial constraints.

The Future of “Value vs. Values”

It seems likely that this trend will continue to drive consumers’ and brand behavior over the coming years. While many people remain committed to inclusion and diversity, big companies are less inclined than ever to commit energy and resources to these initiatives. US companies have been making headlines for withdrawing their funding for DEI initiatives. 

Source: CNBC

The next four years may represent a critical turning point in US health-equity initiatives. There are ongoing concerns about the future of the Affordable Care Act, and other programs focused on supporting access to care and treatment. Millions of Americans will likely be without affordable health care.

Cultural Force #4 – Reinventing Success

As we look toward the future, the relevance of “Reinventing Success” is only expected to grow. Economic factors such as the high cost of living, student debt, and economic instability are likely to continue pushing individuals, especially younger generations, to redefine success in more personal and flexible terms. Additionally, the continued factors of remote work and the gig economy are expected to continue influencing how success is measured, with more people valuing experiences and autonomy over traditional career paths and material possessions.

Source: Citi

Recent career trends indicate that more people are embracing nonlinear career trajectories, including frequent job changes, sabbaticals, and shifts in industry, as part of their success journey. This change reflects a broader acceptance of diverse and individualized life paths. In fact, PwC reports that “28% more employees say they are likely to change employers in the coming year than during the ‘great resignation.’” 

The Future of “Reinventing Success”

There continues to be ongoing tension between those who uphold traditional milestones like marriage, homeownership, and stable careers as essential markers of success and those who reject these in favor of more individualized definitions. Citi reports that “...there’s a wide generational gap in attitudes toward the financial benefits of homeownership: 87% of boomers and 83% of Gen Xers believe homeownership is still one of the best ways to build wealth compared to 77% of millennials and 65% of Gen Zers. This divide might be related to the uphill climb younger Americans face in the market: 35% of Gen Zers and 28% of millennials are most likely to be held back from buying a home because they feel they may never be able to afford one.”

Additionally, economic pressures are causing some individuals to reluctantly pursue some traditional milestones due to financial necessity, such as choosing stable but less fulfilling jobs over more uncertain but passion-driven careers.

Success in healthcare now includes empowering patients to take control of their health rather than passively following traditional healthcare pathways. Integrating digital health tools and distributed care options reflects a response to generational expectations for accessible, flexible healthcare aligned with personal definitions of well-being.

Cultural Force #5 – Friction Aversion

As we look ahead, the relevance of “Friction Aversion” is expected to increase, particularly as technology continues to evolve. The growing integration of AI and automation in various aspects of life will likely further reduce friction in everyday experiences, reinforcing the desire for seamless interactions. However, this trend also raises concerns about the potential erosion of patience, resilience, and critical problem-solving skills as individuals become increasingly accustomed to frictionless environments. The balance between convenience and the ability to navigate challenges will be a critical area of focus as society continues to adapt to these changes.

The Future of “Friction Aversion”

The relevance of “Friction Aversion” is evident in the continued expansion of services and technologies designed to minimize inconvenience. Behaviors like pre-researching experiences as diverse as a restaurant visit or a doctor visit speak to the desire to reduce uncertainty. Additionally, the increasing adoption of AI-powered customer service tools to reduce wait times and enhance user experiences reflects the ongoing demand for frictionless interactions. Some people are also beginning to understand that AI tools may offer some solutions to friction. Salesforce reports that “Nearly half (47%) of global desk workers express enthusiasm about AI handling tasks from their jobs (typically administrative tasks).”

In healthcare, wearable devices and real-time data analytics are often discussed as tools to help patients manage their health proactively, thereby avoiding the complexity of reactive care. These tools promise a frictionless patient journey by enabling early detection and continuous monitoring, ideally preventing severe conditions that require extensive treatment. However, while wearables help reduce certain pain points, they introduce others, such as data fragmentation across various devices and platforms. 

Conclusion

It’s clear that the cultural landscape continues to evolve. While some of the important cultural forces of 2024 may be waning in influence, others are adapting or giving rise to new trends that will define the year ahead. 

Stay tuned for our upcoming articles, where we’ll explore the emerging cultural forces of 2025 and what they mean for industries, brands, and society at large.