The State of Motivation Report 2025
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Introduction
Over the past few years, our collective values and intrinsic motivators have undergone profound shifts, prompted by everything from the pandemic and inflation to the rapid rise of AI and automation. But after years of instability, is the world finally settling into a new normal? And if so, how is this reflected in the way people think about work, job security, and personal growth?
The State of Motivation Report 2025 presents an in-depth analysis of the changing motivations of tens of thousands of Attuned users worldwide. It explores the forces influencing how people engage with work and life—whether it's the resurgence of financial concerns, the evolving role of social relationships, or the growing emphasis on feedback and recognition. By tracking fluctuations in intrinsic motivators across various generations and demographics, we aim to uncover the deeper psychological trends driving today’s workforce.
To contextualize these findings, we have once again collaborated with leading psychologists, business experts, and industry professionals. Their insights offer a broader perspective on how economic volatility, technological disruption, and shifting workplace norms are redefining our priorities.
At a time when organizations must adapt to retain and inspire talent, understanding what truly motivates people is more critical than ever. We hope this report provides the clarity and foresight needed to navigate the evolving world of work—helping individuals and businesses alike to foster greater engagement, resilience, and success.