What will consumers want in 2025? At The Cashmere Fund, we invest in companies that anticipate and shape the future—and that means closely watching emerging consumer behaviors. Here are seven trends that we believe are redefining how people live, work, and spend.

1. Financial Fitness Trend Surges: Inclusion and Access for All

Fintech is making money smarter—and more accessible—for everyone. With tools like open banking, fractional investing, and transparent financial products, people at all income levels are finding new ways to build wealth and boost confidence in managing their money. Bank of America reports that retail consumer investments exceeded $500 billion in assets in 2024, with aspirations to reach $1 trillion in the next five years.[1]

From stocks and crypto to real estate and alternatives (you can even invest in dinosaurs these days), the doors to asset classes once reserved for experienced, professional investors are swinging open. And this is just the start—technology is only getting better at leveling the playing field.

Cashmere Fund portfolio spotlight:

• EarlyBird enables families to collectively invest in a child's future by creating custodial investment accounts, allowing parents, family, and friends to contribute financially while preserving cherished memories through a digital time capsule. 
• Beem provides instant cash advances through its Everdraft™ feature, enabling users to withdraw verified bank deposits between $10 and $1,000 without credit checks, interest, income restrictions, due dates, or tips.
• Nada unlocks access to the $30 trillion home equity market by allowing homeowners to exchange fractions of their home equity for cash without monthly payments and offers investors the opportunity to own home equity investments in the nation's top cities.

2. Biohacking Boom: Wellness, Redefined

The pursuit of peak wellness is getting a tech upgrade. From biohacking movements aimed at extending lifespans (see: Bryan Johnson) to Gen Z ditching booze in favor of healthier habits, the quest for self-optimization is everywhere. A recent Gallup study found that 65% of adults under 35 viewed alcohol as unhealthy, a stark contrast to only 39% of those aged 55 and older. Keto diets and clean eating are also on the rise.

New tools and platforms are making it easier to track, measure, and improve health in real time, turning longevity and lifestyle optimization into mainstream goals. This trend isn’t slowing down—it’s redefining what it means to live well.

Cashmere Fund portfolio spotlight:

• De Soi offers non-alcoholic apéritifs crafted with natural adaptogens, providing a sophisticated alternative to traditional spirits. Their beverages are designed to promote relaxation and stress relief without the negative effects of alcohol. 
• SweatPals is a platform dedicated to making fitness and wellness accessible to everyone. They connect individuals with local fitness events, communities, and people, fostering a supportive and inclusive environment for health enthusiasts. 
• Hone Health is a telehealth clinic focused on unlocking energy and longevity. They provide personalized care plans, including hormone optimization and other treatments, to help individuals achieve their health goals.
• IQBAR provides plant-based protein bars formulated with clean-label ingredients rich in compounds shown to benefit the brain and body. Each bar contains six brain nutrients, 12g of plant protein, 3g net carbs, and less than 1g of sugar. 

3. The Future of Beauty is Clean (and Tech-Enabled)

Clean beauty is no longer just a trend—it’s the standard. Consumers want skincare and cosmetics that are better for them, and brands are stepping up with science-backed, clean ingredients. According to a report by Grandview Research, the global clean beauty market is projected to grow at a CAGR of 14.8% from 2024 to 2030.[2]

AI is also changing the game, creating hyper-personalized experiences by matching products to individual skin profiles. The result? A smarter, healthier approach to beauty that’s built to last. 

Cashmere Fund portfolio spotlight:

• Mad Rabbit is a tattoo skincare brand creating clean and vegan products for tattoo aftercare and preservation.
• Parallel is a next-generation skin health company providing effective, targeted solutions powered by microbiome science, genomics, and machine learning. They offer personalized genomic assessments to understand individual skin microbiomes, along with tailored microbiome skincare products and prescriptions. 

4. CPG’s Green Revolution Meets Creative Reinvention

CPG brands are shaking things up. Sustainability is taking center stage with recyclable products, refill systems, compostable packaging, and efforts to shrink their carbon footprint. PwC’s 2024 Voice of the Consumer Survey found that consumers are willing to spend an average of 9.7% more on sustainably produced or sourced goods.

At the same time, these companies are rethinking how they connect with consumers—tapping into bold marketing collaborations and fresh creative strategies to reach new demographics. The result? A greener, smarter, and more dynamic consumer experience.

Cashmere Fund portfolio spotlight:

• Graza offers high-quality, single-origin extra virgin olive oil packaged in innovative squeeze bottles and 100% recyclable refill cans, making daily use convenient and sustainable.
• Nomadica curates sommelier-selected wines available in zero-sugar, low-calorie canned and boxed formats, offering a sustainable and convenient alternative to traditional bottled wines. By choosing canned or boxed wine over a bottle, consumers can reduce the carbon footprint of their next sip by up to 84%.
• Cabinet is a certified B Corp building a sustainable healthcare company, starting with everyday medicines. They have developed the only FDA-approved non-plastic packaging in pharmaceuticals, featuring refillable glass bottles and compostable refill pouches, aiming to eliminate single-use plastics in medicine.

5. Home Productivity Revolution: Hybrid Work Redefines Living Spaces

The line between work and home is blurrier than ever, and consumers want their spaces to keep up. While some offices are mandating returns, hybrid workstyles have permanently shifted how people optimize their homes. Smart home technology is evolving to boost productivity with features like automated lighting and AI assistants. Minimalism is also in—with Civic Science reporting that 30% of U.S. consumers have aspirations to declutter and optimize focus amid increasingly hybrid work styles.[4]

Smart home products, which include smart appliances, security, home entertainment, and energy, are estimated to make up a $160 billion market.[5] The home organization industry grew an estimated 20% annually from 2020 to 2023, according to an analysis by IBIS World.[6]

Cashmere Fund portfolio spotlight:

• Havenly is an online interior design platform that connects users with professional designers to create personalized home spaces. They offer virtual design services tailored to individual styles and budgets, making it accessible for anyone looking to enhance their living environment.
• Hearth Display provides a digital touchscreen designed to replace the traditional family bulletin board. It centralizes family organization by integrating shared calendars, to-do lists, and routine builders, helping households manage their schedules and tasks more efficiently.
• Solarecore (fka OROS Labs) is a material technology company focused on creating advanced thermal solutions. They develop innovative insulation materials, such as Solarcore®, inspired by NASA's aerogel technology, to provide superior warmth without bulk. Their products cater to various applications, including apparel and shelters, enhancing comfort in diverse environments.

6. Renting on the Rise: Flexible Models for Modern Consumers

Why own when you can rent? Modern consumers are embracing subscription and rental models for everything from cars to couture, prioritizing flexibility over ownership. Brands like Rent the Runway (professional workwear), Nuuly (Gen Z clothing), Feather (furniture), and GO (a Cashmere Fund portfolio company) are leading the charge, proving that convenience and access often outweigh the need to own. 

More than a quarter of Americans, particularly younger demographics, are embracing a rent-first lifestyle. As this trend grows, it’s clear there’s a major opportunity for companies redefining how we live, drive, and shop.

Cashmere Fund portfolio spotlight:

GO is a tech-enabled car subscription company offering the cheapest, fastest, and easiest alternative to car ownership. GO vehicles cost 20-30% less per month compared to traditional leasing or a car loan, all without a down payment. Customers can get approved and order a new car in less than 5 minutes.

7. Nature’s Comeback: Outdoor Adventures Fuel New Growth

After years of lockdowns, nature is the ultimate escape. Outdoor recreation has surged, with 55% of Americans participating in outdoor activities. Glamping—luxury camping—is taking off as well, and is expected to grow into a $3 billion market by 2028, per Grandview Research.[7] Other key players include Airstream for luxury RV experiences and Hipcamp for unique outdoor stays.

Cashmere Fund portfolio spotlight:

• The Dyrt is a leading platform for camping information and booking in the United States. With over 4 million user-generated reviews, photos, and tips, it assists campers in discovering and reserving campgrounds nationwide. 
• Hikerkind is a women's outdoor brand and hiking community co-founded by Chelsea Rizzo and Allison Levy, both former fashion stylists. The company offers a range of women's hiking apparel, including top layers, insulation layers, bottom layers, and accessories, all designed to provide functionality and style on the trail. Hikerkind also fosters a community through its Hike Club, encouraging women to explore the outdoors together.

Looking ahead to 2025 and beyond, these trends aren’t just evolving—they’re accelerating, reshaping industries and redefining consumer expectations. At Cashmere, these movements align with our core investment strategy: identifying and backing the companies that are driving cultural shifts and creating outsized impact. 

A key constant in this landscape is the rise of celebrity and star-backed brands. These ventures enjoy an undeniable edge, leveraging the built-in marketing channels, trusted influence, and loyal communities their leaders have cultivated. This fusion of personal connection and network effects creates a flywheel of growth that’s hard to replicate. For us, the power of influence remains central to how we evaluate opportunities, and we see this force as only gaining strength in the years to come. It’s not just about trends—it’s about staying ahead of them.

Disclaimer: Companies within the Cashmere Fund portfolio are indicated below. All other companies listed are directional examples supporting the trends, but not currently in the fund. Data referenced are relevant to the trends but do not guarantee performance across any of the companies listed.

Citations:

[1] Source: BoA via Reuters, accessed Jan. 10, 2025

[2] Source: Grandview Research Clean Beauty 2023 Report, accessed Jan. 28, 2025.

[3] Source: PwC "Voice of the Consumer Study 2024," accessed Jan. 28, 2025.

[4] Source: Civic Science, accessed Jan. 28, 2025.

[5] Source: Statista analysis, accessed Jan. 28, 2025.

[6] Source: IBIS World, “Home Furnishings Stores in the US,” accessed Jan. 28, 2025.

[7] Source: Grandview Research, “Glamping Market Size,” accessed Jan. 28, 2025.