Friction Insights 2025

Crisis, change, uncertainty… Half of Finns feel powerless. What does it mean?

That is what Miltton’s research report reveals.

A new study shows how the weakening sense of agency affects everything from commitment at work to consumer behavior.

This weakening sense of agency can make people resist change initiatives, vote with their wallets, and disengage from work that feels meaningless.

The age of pessimism

Why 49% of Finns feel powerless – and who in particular is driving this change
Workplaces: the missing engine

How the gap between personal values and organizational purpose is widening – and what follows from it
Machines promise, humans doubt

Why 36% see AI as a threat to their sense of control, while only 20% view it as empowering
Buying power is people power

Why every second Finn has turned to boycotts as a political tool – and what it means for the market
The way forward

Practical ways to strengthen organizational resilience at a time when trust is faltering

By filling in your contact information, you can download Miltton’s Friction Insights 2025 report.

Anna Martela

Director Miltton Finland +358 414 331 587 anna.martela@miltton.com
Elina Reponen

Senior advisor Miltton Finland +358 415 063 188 elina.reponen@miltton.com