Trend Deep Dive: Efficiency Mode
Uncovering the cultural and emotional forces behind our collective drive for efficiency.
The Trend
As technology accelerates and social pressures to outperform build, the quest for efficiency reshapes everything from parenting to productivity, leading to an era of relentless optimization. We call this Efficiency Mode, a trend we’ve been tracking since 2024.
The race for optimization is transforming how we live and work, and for brands, embracing efficiency-driven solutions that prevent burnout is key to staying competitive.
The Paradox
Modern culture promises that efficiency will unlock fulfillment, but constant optimization often leads to increased stress, burnout, and a craving for balance. The drive for efficiency is real, but so is the resulting fatigue. The brands that win are those that solve for both: making life simpler without asking people to sacrifice their sanity.
77% of people use tech for efficiency hacks, yet 66% still feel burned out—showing a clear gap between the tools designed to help and their real impact on stress.
Tech is an Antidote, but Meeting Human Needs is Crucial
Smart devices and embedded AI are now woven into everyday routines, bringing invisible relief and comfort, and making more Americans willing to embrace tools that automate, optimize, and quietly support life behind the scenes.
64% of Americans are using AI-powered tools and services at least weekly
But people want more than faster solutions; they want to feel truly satisfied and supported in their lives. Our analysis of key motivations reveals three distinct psychological need states: Autonomy, Competence, and Relatedness. Brands can drive engagement by designing solutions that help people feel in control, make steady progress, and build positive connections.
46% of Americans sometimes intentionally choose to be inefficient or slow things down
And for the digitally native Gen Z, being tech savvy is less about constant adoption and more about curating what’s actually valuable. Offline activities offer ways to assert agency, recharge, and foster genuine connection in a hyperconnected world.
1 in 4 Gen Z worries about becoming too dependent on technology
Empowerment Through Efficiency—Not Competition
Beyond simply getting things done, people are driven by the emotional rush of measurable progress, turning everyday tasks into opportunities for a ‘win’. It’s no longer enough for brands to gamify improvement and celebrate wins; they must transform passive trackers into personal coaches that amplify the feeling of mastery.
71% Feel empowered by tech that helps them get tasks done quickly
But 61% of Gen Z (54% Millennials) say they feel pressure to be more efficient than their peers/colleagues. The same tools that connect us also create new pressures to perform and share, turning efficiency into a source of social anxiety. For brands, the opportunity isn’t just to build leaderboards, but to create tools that offer encouragement without judgment.
Three Strategies for an Overwhelmed World
Become an Engine of Relief, Not Just a Tool for Productivity.
The starting point for your customer isn’t a desire for speed; it’s a feeling of being overwhelmed by the basics. Before you can help them achieve their dreams, you must help them survive the day.
Humanize Your Technology.
A purely “tech-first” approach is no longer enough. As resistance grows, especially among younger consumers who crave agency and fear dependence, the brands that pair innovation with humanity will win.
Empower Personal Mastery, Not Public Performance.
The need to feel capable (Competence) is a powerful driver, but our data shows it’s dangerously close to the anxiety of social comparison. Brands have a critical opportunity to redefine what “progress” feels like.
👉Check out the full Efficiency Mode report below
👂Listen to the Efficiency Mode podcast summary