We were told that being constantly connected would make life better. All this access, all this information… surely that’s progress, right? But a lot of us are starting to admit, actually, it’s exhausting. The hyper-curated, always-on, algorithm-driven digital world isn’t making us happier. If anything, it’s making us feel a bit fried. And more and more, people (especially younger generations) are quietly looking for ways to unplug, even just a little bit.
The Trends Are Pointing the Same Way
You don’t have to dig far to spot it. Pinterest’s 2025 Summer Trend Report is full of it! Rustic, nature-inspired interiors are booming.
According to Pinterest’s 2025 Summer Trend Report, searches for ‘farm cottage aesthetics’ have shot up by 911%, ‘earthy homes’ by 1,277%, and ‘thrifted decor’ by 488%.
Gen Z are embracing thrifted farmhouse vibes: brick walls, wooden beams, vintage bits and bobs. Not because it’s Instagram-perfect (though it usually is), but because it feels grounding. It feels like real life.
Over on TikTok, #FarmTok and #Cottagecore continue to thrive, alongside a newer trend lovingly dubbed Cowboys vs Cotswolds. In the US, accounts like @visit.yellowstone are fuelling a full-on country fever, while closer to home, Brits are rediscovering the charm of their own countryside. The Cotswolds are having a moment, as TikTokers share hiking routes, springtime blooms, and slower, cosier ways to spend a weekend.
Even gardening is getting in on the action, creators like Martha Swales (@marfskitchengarden) are pulling in huge audiences with practical tips on sustainable gardening, growing your own veg, and making something real with your own two hands. Small businesses like @You.Garden are blending old-fashioned hobbies with new tech through TikTok Shop LIVE, finding modern ways to support this back-to-nature instinct.
Getting Offline (On Purpose)
It’s not just interiors. It’s travel too. Nature bathing, countryside escapes, book retreats, all growing in popularity. It’s basically less screen, more sky. More trees. More proper conversations that aren’t happening through a comment section. At a time when social feeds are getting even more AI-personalised, there’s a strong pull towards experiences that don’t feel so… filtered.
There’s a trend at the moment where people are phoning loved ones, exes, old friends, whoever matters to them out of the blue just to tell them goodnight. Such a normal thing that was like breathing mere decades ago now feels like a novelty, something funny. People are seeking to bring back that connection from simpler times.
The Aesthetic Shift
Even the colour palette is changing. Forbes reports that ‘butter yellow’, a soft, muted, comforting tone, is the colour of 2025. It’s not loud or attention-grabbing. It’s calm. A small, visual reflection of how people are craving comfort, optimism, and a little softness in a world that often feels overwhelming.
Meanwhile, TikTok’s Hamptons aesthetic is starting to take root in the UK too, all Nancy Meyers kitchens, Martha Stewart garden parties, and that blend of quiet luxury and simple living.
It’s nostalgic, it’s a bit indulgent, but ultimately, it's about home and comfort and slowing down. Even hashtags like #CoastalGrandmother and #OldMoney are part of this same broader mood of not trying so hard.
Underneath It All It’s About Mental Health
At the heart of this is something we’re all aware of, constant digital stimulation is doing a number on our mental health. We’re tired of performative wellness, tired of being productive all the time. Instead, people are leaning into simpler, more comforting stuff, like calling someone just to say goodnight, sharing daft nostalgic jokes, shopping local, growing their own veg, watching Clarkson’s Farm, or Martha Stewart and daydreaming about moving to the countryside. Just living, basically.
Wellness, But Make It Doable
Of course, this desire for better health isn’t new. NIQ’s 2025 Global Health & Wellness Trends report says 66% of UK shoppers are actively doing things to improve their wellbeing. But true to form, Brits are also very budget-conscious, most want affordable ways to feel better that don’t involve signing up to another overpriced lifestyle subscription or buying a cupboard full of powders and supplements.
To wrap it all up
This isn’t a full-on rejection of technology. The internet isn’t going anywhere, let’s be real. AI is only getting smarter. But it feels like we’re trying to recalibrate a bit. To create space for real life alongside the digital one. Because sometimes stepping back isn’t about being disengaged, it’s actually one of the healthiest things we can do.
In 2025, touching grass isn’t just a joke, it’s kind of the vibe. And honestly? It feels like a step in the right direction.
