The rise of resilient optimism

44% of Gen Z and millennial women say life feels better now than it did before the pandemic (Think Stylist Survey April 2025).

Surprised? So were we.

At Think Stylist, we believe this unexpected statistic points to something deeper: a shift in mindset, values and priorities. In a decade shaped by crisis – from a pandemic and economic uncertainty to political unrest and global conflict – women haven’t just adapted. They’ve evolved.

Welcome to the era of resilient optimism, a defining characteristic of the decade we’re calling the Transformative 2020s.

What is resilient optimism?

Resilient optimism is a mindset – one that chooses personal clarity despite the chaos and uncertainty.

Instead of bemoaning how their reality has shifted post-pandemic, women have re-emerged with new perspectives and new priorities. They have refused to return to lives that didn’t feel aligned and, instead, are seeking out ones that do.

“Before the pandemic, I had a strict life plan. Now, I’m more open. I’ve learned to let go and trust that things happen for a reason.” – Think Stylist panellist

Why life feels better now

After half a decade of global disruption, just under half of women say they’re happier – not because life is easier, far from it – but because their perspective has changed. They’ve gained clarity on what truly matters and are making conscious choices that reflect those values.

“I’m more focused on things that truly matter – my health, my relationships, my own happiness – rather than letting work define me.” – Think Stylist panellist

One of the biggest shifts? Work

The pandemic broke the rhythm of daily life: routines, plans and expectations all came to a halt. In that pause, many women found a chance to reset. The traditional 9-to-5, five-days-a-week model began to feel outdated and excessive. In its place, flexibility and autonomy emerged as new essentials – 40% say their primary work setup is hybrid or fully remote and nearly half (49%) want to work a shorter week. For those who can’t achieve that in their current career, they are considering change or retraining.

This shift in how women work is just one piece of a much larger re-evaluation of what success looks like.

“Maybe because everyone was going through it together, I feel like a lot of us became more resilient as a result.” – Think Stylist panellist

Redefining success

Today, success isn’t about ticking off traditional milestones; it’s more personal, more emotional and deeply intentional.

According to our research, women now define success as:

• Being safe and happy: 87%

• Keeping fit and active: 72%

• Having time to oneself: 66%

This is success measured by peace of mind, freedom, self-awareness and purpose not by job titles or achievement timelines. In fact, almost a third of women say that knowing their purpose has become significantly more important to them since the pandemic. This is an altogether more holistic version of success.

A new kind of optimism

The optimistic mindset continues as they look ahead, with 82% feeling hopeful or positive about the months ahead. The value of experience, authenticity and emotional alignment has never been stronger.

So, what does this mean for brands? If you want to connect with this rising mindset, your brand needs to mirror resilient optimism. Not just with surface-level cheerfulness, but with emotional intelligence, joy and purpose. A perfect example of this is Who Gives A Crap. The brand has taken toilet roll and turned it into a brand experience that combines humour, purpose (sustainability) and simplicity, and shows that you can be optimistic about sustainability despite the rise of eco anxiety.

Want to know more? Sign up to Muse, our monthly insights newsletter to ensure you always know what Gen Z and Millennial women are thinking. And make sure to get in touch to talk to us about your business and brand needs.