Future Consumer 2026

Meet the four consumer profiles who will define 2026, from
level-headed truth-seekers to idealist tech advocates, and
discover the four sentiments that will drive their
purchasing habits and help you secure market share

Andrea Bell & Cassandra Napoli

01.16.24 - 40 minutes

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Executive summary
WGSN has dubbed 2026 the year of redirection – a year when people will be
redirecting their attention to find collective solutions to complex challenges. We
will yearn for the certainty of the past while embracing a fast-changing future,
and we will be looking for a steady path to personal fulfilment rather than a sprint
to picture-perfect happiness.

Here’s your at-a-glance-guide to our four consumer profiles:

The Impartialists: amid a crisis of disinformation, this level-headed cohort values facts
over fiction and unvarnished transparency over slick storytelling. Honest messaging and
simplified sales will win their trust.
Strategy: commit to the facts. This cohort expects brands to prioritise truth above
all else, whether it’s through effective labelling or biometrics as the new passwords.

The Autonomists: these consumers are setting their own rules in a world where old
expectations no longer feel attainable, and they are finding their purpose through
rebellious resistance and supportive collectives.
Strategy: prepare for new voices and demands. Autonomists are opting out of
consumerism and challenging traditional paths to purchase. Brands will need to
build more inventive and equitable strategies to reach them.

The Gleamers: burnout has left this group yearning for a simpler life. From rural
revitalisation to chosen families, the Gleamers are redefining what community, care and
fulfilment look like.
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Strategy: provide tangible solutions for burnout. Help these consumers reconnect
with themselves and others through IRL third spaces and convalescence care, and
take an age-agnostic approach to products and services.

The Synergists: these curious consumers are on a mission to make our fast-changing
world better for all by advocating for cultural contraflows and human-tech symbiosis.
Strategy: think human first. From multisensory interfaces that make the digital
world feel real to using technology for cultural regeneration, look to digital solutions
that complement our mental, physical, and social capacities.

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2026 thought starters
To create a better future, we first have to challenge how we think in the present.
The following questions can be workshopped individually and/or across
departments to measure how close you are to future-proofing your business.
Want to dive deeper? Speak to our Mindset consultants.

1. AI has immense potential to transform the world for the better, but it can also be a
vehicle for mass disinformation. How can you harness its capabilities to advance
your own, while also allaying consumer anxieties?
2. Glimmers of joy and ‘minorstones‘ will be necessary tools to combat pessimism in
2026. How can your brand build happiness into its offer and support consumers in
celebrating all their wins, both big and small?
3. From drone sky advertising to shoppable sidewalks, how are you ensuring brand
activations move beyond the screen?
4. The cost of achieving traditional life milestones is making them unattainable for
many, and altering people’s life paths and expectations. How are you pivoting to be
more inclusive of consumers at every life stage, regardless of age?
5. As trend cycles get faster, consumers are yearning for things that feel slower and
better. How can you close this gap with products and services that support healthier
and more sustainable consumption habits?
6. Consumers will be craving more connections in 2026, making IRL third spaces more
important. How can your brand provide opportunities for socialising, and leverage
them to aid product discovery and conversion in an organic way?
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7. As wealth and societal disparities increase globally, companies that mitigate
inequality will gain loyalty and brand awareness. What is your plan for building for
equity in 2026?

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Consumer sentiments 2026
WGSN identifies global consumer sentiments through our proprietary methodology. Some sentiments
might emerge earlier or later depending on the region, but all are expected to be mass in 2026. These
sentiments are distilled to produce our four 2026 consumer profiles.

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01. Moral Injury 02. Rational Optimism 03. Yearning 04. Glimmers

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01. Moral Injury
Consumer sentiment

STEPIC forecasts: Eco-Accountability, Geopolitical Tensions, Polarised Consumption

Moral injury results from taking part in or witnessing behaviours that go against your
morals, and as we forecast in STEPIC Drivers 2026, it will continue amid a polycrisis as
people compromise their values to fit their living standard. Examples could include
buying fast fashion because the sustainable alternative is too expensive, or commuting
via a car due to a lack of public transportation. In a 2022 LATAM survey, 47% said they
strongly agree that it's more difficult to act responsibly because of higher living costs.
Some scientists and mental health professionals believe moral injury is an invisible
epidemic that impacts millions. “It’s really clear to us that it is all over the place,” says
physician Dr Wendy Dean, President and Co-Founder of the US-based nonprofit Moral
Injury of Healthcare. “It’s social workers, educators, lawyers.” However, the data
surrounding moral injury outside of these professions is varied as most people aren’t
aware of the affliction. We do know that those affected by moral injury are predicted to
have higher rates of depression.
Why will moral injury rise in 2026? Amid a global cost-of-living crisis and lack of access
to sustainable products and services, many are falling below the ‘green line’ (the
financial point people feel they need to reach to live as sustainably as they would like)
and the Self-Sufficiency Standard (a standard devised by the US-based Center for
Women’s Welfare, defined as “the income working families need to meet their basic
necessities without public or private assistance”).

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Current drivers
The green line Self-sufficiency standards waning Stealth wealth returns
Since the pandemic and subsequent economic Many countries made economic gains in 2023, but more For financially secure and affluent people, moral injury
challenges, many have fallen below the green line level people are still finding themselves unable to afford is contributing to stealth wealth. To avoid backlash
of sustainable affordability. A report by Untold Insights necessities (what's been labelled the Self-Sufficiency and/or guilt over spending, purchasing habits are
found that 96% of Gen Z and Millennial respondents in Standard in the US). shifting in a way that echoes the 2008 global financial
the UK cannot make eco-conscious purchases because Australia’s food insecurity crisis has been labelled crisis: the rich are buying access to services and
of increased living costs, and a report by global health memories. A 2023 Deloitte report notes that the luxury
severe, with 350,000 households – and growing — going
and hygiene company Essity found that one third of hungry. In Canada, an estimated seven million people travel industry has returned to pre-pandemic levels – it
people in the UK are living below the green line. had a global market value of $1.2tn in 2021, and is
experience food insecurity, with single mothers and
forecast to expand at a CAGR of 7.6% until 2030. Luxury
Bain & Company research found that 52% of urban Black and Indigenous families most impacted, and in
Indian consumers plan to increase spending on eco- New York state in the US, more than seven million vacation bookings are rising, and so are luxury brands
offering hospitality experiences alongside product
friendly brands in the next three years, but high prices people (especially women and people of colour) cannot
and a lack of availability for sustainable options are afford basic needs. In some countries, however, social offers. Fendi and Puente Romano Beach Resort in
making it difficult. And a survey in South Africa found security ladders are helping to raise self-sufficiency Marbella, Spain, teamed up to launch a luxury beach
club; Tiffany & Co reopened its 5th Avenue flagship in
that 74% believe sustainable living must be more standards. Japan implemented a food security plan to
New York with a cafe; and Karl Lagerfeld opened a hotel
accessible, and 60% would adopt a more sustainable increase local food supply, and France and Belgium are
lifestyle if it were easier and less time-consuming. trialling a monthly food allowance regardless of income. in Macau.

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02. Rational Optimism
Consumer sentiment

STEPIC forecasts: Geopolitical Tensions, The Age Spectrum, Intentional Tech

Between chronic doomscrolling and an endless cycle of negative news, it can be easier
to see the glass as half empty. In South Africa, fewer people now believe that they and
their families will be better off in five years, and in a survey covering 29 LATAM nations,
62% said they believe their country is on the wrong track. In the US, 58% believe life is
worse today than it was 50 years ago.
‘Peak pessimism’ has become a buzz term, whether to describe global stock markets or
overall consumer sentiment, and in 2026 the antidote will be rational optimism. Similar
to the sentiment of tragic optimism, which we forecast in 2022, rational optimism
appraises pessimism with a level head. The premise is that pessimism is warranted if
nothing is changing, but things are always changing, so optimism is the more rational
response. As author Matt Ridley explains in his book The Rational Optimist: “I am a
rational optimist: rational, because I have arrived at optimism not through temperament
or instinct, but by looking at the evidence.”
Negative sentiments can have a strong appeal in a post-truth world, but without
discounting the challenges we face, positive change is happening. In 2026, rational
optimism will be critical for our mental and physical wellbeing, and a necessary tool for
building bridges across ideological divides, and seeing our world as damaged and
mending, rather than irretrievably broken.

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Current drivers
Persuasion fatigue Mean world syndrome Combatting unrealistic optimism
Persuasion fatigue is when you become so exhausted Mean world syndrome was coined in the late 1960s to Optimistic people live up to 15% longer than pessimists
with trying to get an informed viewpoint across that you describe a cognitive bias where people perceive the according to a US-based study of thousands of people
give up. In early research by Scientific American, 98% of world to be more dangerous than it actually is due to over three decades, but being too optimistic can result
US respondents reported having persuasion fatigue long-term exposure to negative mass media. While in in optimism bias (being so optimistic that you can’t
from topics such as politics, religion and health, and the 60s this was fuelled by television, we now have recognise blind spots, and thus don’t plan for negative
this has real-world consequences: 28% said persuasion social media, streaming services, internet news and outcomes). It can also result in time optimism – being
fatigue was a reason for cutting someone out of their other channels creating more opportunities to take in chronically late or missing deadlines due to being overly
life, and the research also suggested that it portends depictions of violence and crime, and heightening optimistic with how much time you have. Rational
break-ups. Ironically, heightened levels of exhaustion feelings of anxiety, fear, and pessimism. Rational optimism can help to combat both mindsets, offering a
can result in burnout, which can in turn amplify optimism will be a crucial tool to counteract this, reality check for those looking at the world through
persuasion fatigue. With 64 countries holding elections helping people cultivate a more accurate, informed and rose-tinted glasses.
in 2024, it’s likely to increase by 2026. hopeful understanding of the world.

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03. Yearning
Consumer sentiment

STEPIC forecasts: The Age Spectrum, Intentional Tech, Polarised Consumption, Eco-
Accountability
Despite the promise of the past few years, many have experienced various types of
deferred dreams and losses ( jobs, homes, even loved ones). Research shows that
yearning is the most prominent feeling after a loss, so it’s understandable that amid a
polycrisis, people are longing for a past that seems more stable and simple. This appetite
for the familiar is also driving the feeling of ‘saudade’ – a Portuguese word popular in
Brazil, which translates as something you feel nostalgia for that will never happen again,
or what 17th-century Portuguese writer Manuel de Melo called “a pleasure you suffer, an
ailment you enjoy”.
In regions such as APAC, LATAM and North America, yearning is leading people to
retreat into comfort and delay markers of adulthood, either because they are feared or
deemed unattainable. The coming years will see more people challenge chrono-
normativity (the societal expectation to achieve life milestones by a particular age, such
as getting married, buying a home or having children) and seek solace in the past. Over
50% of US consumers say they are extremely or somewhat likely to make a purchase
when a product triggers their nostalgia.
Longing for the past can be seen in the rise of #yearnposting on TikTok (1.4m views)
where digital dwellers post about love, life, dreams and hopes, often with melancholy
undertones. It can also be seen in popular accounts like @doseofsociety, where people
on the street are interviewed about their biggest heartbreak or what they learned from
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their first love, sparking floods of comments from viewers reminiscing about their own
experiences.

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Current drivers
Empathetic distress The decline of romantic consumerism The pause redefined
Burnout has been a key issue for workers and parents Emotions can have a bigger influence on purchasing While 2026 will likely see a celebration of tech with
since before the pandemic (the World Health decisions during tough times, and in a polycrisis, when Apple’s 50th anniversary, we will also see more young
Organization recognised it as an “occupational nihilism is becoming a default emotion for some young people stepping away from digital spaces. Being online
phenomenon” in 2019) but it has since accelerated. In people, many are coping via ‘revenge spending’ and is causing some to suffer ‘noise bottleneck’ (taking in
2026, burnout will creep into every facet of life as people treat culture. According to a recent Credit Karma survey more information than the brain can process). One
battle the emotional distress of existing in a polycrisis, in the US, 58% of Gen Z and 52% of Millennials say they study found that simply having a phone in your
and watching it all play out on their social feeds. are emotional spenders (those who cope with their presence can reduce cognitive capacity.
fluctuating feelings by shopping). The pandemic, a
According to psychologist Adam Grant, many people are WGSN identified the need for pause in 2017, but this was
boredom crisis and TikTok have intensified romantic
experiencing “empathetic distress,” in which they ache before the pandemic-fuelled tech-celleration and the
for others without the ability to help. This is leading consumerism (the notion that buying something will rise of the creator economy, TikTok and AI. In 2026,
make us happier and more fulfilled), and algorithms
people to opt out of the news cycle and tune out the consumers will not just be yearning for a pause – they
noise to cope. and accelerating trend cycles have turned internet users will be moving beyond digital hiatuses and rest stops to
into mass marketing subjects. One influencer in China, re-evaluate their relationship with tech in more
Empathy fatigue will be a defining feature of the coming who is known for rapidly showing products in her
years, as multiple crises intensify. Some will respond by intentional and long-term ways. No and lo tech will also
videos, reportedly sold $13m worth of goods in 30 days
embracing more compassion for people and the planet, move beyond the fringes to spread across industries.
and has nearly 5m Douyin followers. Phone-free tourism is already on the rise with the first
and replacing apathy with action, causing them to
reconsider their purchases and how they spend their We are, however, starting to see the tide turn – look to phone-free island in Finland, and dating is moving
time online. the rise of de-influencing and no-purchase fashion offline too: the Pear Ring is described as “the world's
challenges. By 2026, consumers will be pushing back biggest single social experiment” with a ring in distinct
against over-consumption and yearning for products colours to signify if a person is open to being
and ways of living that feel slower and better, but brands approached in public.
will still need to help them regulate their emotions.

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04. Glimmers
Consumer sentiment

STEPIC forecasts: Glimmers, Geopolitical Tensions, Intentional Tech, World-Building

WGSN forecast awe as a key sentiment for 2024, and imagination for 2025, and in 2026
we will see glimmers become a prized coping tool. Glimmers are micro-moments of joy,
contentment or surprise – it could be hearing your favourite song, or meeting a friendly
dog on your morning walk – and these small, personal and inherently achievable
pleasures will be an important source of comfort and motivation in a world that can feel
like it's falling apart. They are the opposite of triggers (an emotional reaction to a
disturbing topic such as violence or prejudice), and an antidote to mean world
syndrome. And while glimmers are highly subjective, their serendipity has universal
appeal across all cultures and generations, which means it will be essential to embed
them in every aspect of your business, from your products and services to your branding
and company culture.
Glimmers won’t solve the world’s problems, but they will be increasingly valued as a way
to work through the world’s traumas. According to psychotherapist Lee Phillips:
“Glimmers can improve your mood … and increase your motivation to accomplish life
goals.” Phillips also says that their “physical health benefits include calming the nervous
system because they decrease anxiety. They can also help you sleep.”

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Current drivers
The great exhaustion The focus on fulfilment Seen spaces
In 2022 we saw the great resignation, followed by the Fulfilment is increasingly being seen as a healthier Seen spaces are environments where people can create
rise of quiet quitting in 2023, and now we are seeing the ambition than happiness. Research shows that the a world that reflects their personal identity without
great exhaustion – a collective feeling of fatigue, stress pursuit of happiness can often have the opposite effect – discrimination. They are an evolution of safe spaces,
and burnout. The phenomenon was identified by the more we over-emphasise happiness, the more likely with the main difference being that seen spaces allow
researchers at the University of New South Wales in we are to obsess over failure and negative emotions, for creativity, conversation and imagination to flourish.
Australia, and has even been referred to as a burnout which results in more stress. While there may be moments of trauma bonding, the
epidemic in the country. One of the main drivers is While happiness is a fleeing emotion, fulfilment is a healing lies in moments of joy. For example, Black
increased workloads in companies that have fewer TikTokers are reimagining Harry Potter with a more
state of being, according to Gregory Scott Brown, a US-
resources, which are trying to recover losses post- inclusive cultural viewpoint, creating fan fiction based
based MD and psychologist. “Emotions such as
pandemic. happiness and sadness aren't supposed to last. They on elements of Historically Black Colleges and
Universities (HBCUs) in the US. Another example is
Beyond affecting our mental and physical health, mass come and go,” he says. “Unlike happiness, fulfilment is a
exhaustion could also hinder our ability to handle state of being ... Instead of searching for happiness, Seen, a creative platform for and by East Asians and
future challenges, both big and small – we simply won’t shift your attention toward finding fulfilment. It may Southeast Asians in Europe. Through DMs on the portal,
members “explore the interplay between race, ethnicity,
have the reserves to push through. In the words of Dr bring you closer to living a better life and experiencing
and our creative practices and careers. In these DMs, we
Leisa Sargent at the University of New South Wales, who more happiness along the way.”
identified the phenomena: “If there’s nothing left, how share our stories and perspectives, our early reflections
do we build up the reservoir? That capacity to respond and thoughts in progress. Feelings that, like our
to future exogenous shocks, like another pandemic or identities, are forever in flux.”
another kind of crisis?”

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Consumer profiles 2026

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01. The Impartialists 02. The Autonomists 03. The Gleamers 04. The Synergists

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Consumer profile STEPIC scale
Our four consumer profiles for 2026 are mapped according to our STEPIC Innovations trends.
WGSN's STEPIC methodology tracks global developments in society, technology, the environment, politics,
industry and creativity for 2026.

STEPIC Innovations The Impartialists The Autonomists The Gleamers The Synergists
(Hover for more information) Overwhelmed by swarm information Supremely focused on their values, This cohort is redefining These consumers champion
(and disinformation), this cohort these consumers are charting their community and prioritising cultural contraflows and
Creativity Society questions everything from brands. own path in a world where old collective wellbeing by embracing human-tech collaborations to
Their cognitive defence of choice? expectations are no longer realistic. found families and opting out of make the world – both online
Industry Technology
Information and truth-seeking. corporate optimisation. and offline – better for all.

Politics Environment
12 1 12 1 12 1 12 1
11 2 11 2 11 2 11 2
Society
1 Old Answers to New Questions
10 3 10 3 10 3 10 3
2 Life-Stage Design

Tech 9 4 9 4 9 4 9 4
3 Human-Tech Symbiosis
4 AI for Good 8 8 8 8
5 5 5 5

Environment 7 6 7 6 7 6 7 6
5 Bio-Industrial Revolution
Top Innovations Top Innovations Top Innovations Top Innovations
6 Fluid Ecologies

Tech Tech Society Tech

Politics
3 Human-Tech Symbiosis 4 AI for Good 1 Old Answers to New Questions 3 Human-Tech Symbiosis
7 Fresh Perspectives
4 AI for Good 2 Life-Stage Design 4 AI for Good
8 Rebellious Resistance Environment
Industry 5 Bio-Industrial Revolution Environment Environment
Industry 9 Long-Term Lifespans 6 Fluid Ecologies 5 Bio-Industrial Revolution
Politics
9 Long-Term Lifespans 10 Designed to Disappear 6 Fluid Ecologies
7 Fresh Perspectives Politics
10 Designed to Disappear
8 Rebellious Resistance 7 Fresh Perspectives Politics
Creativity 7 Fresh Perspectives
Creativity
11 Multisensory Interfaces Creativity
12 Glimmers
12 Glimmers 11 Multisensory Interfaces

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Future Consumer profile evolution

2024 The Regulators The Connectors The Memory Makers The New Sensorialists

2025 The Reductionists The New Nihilists The Time Keepers The Pioneers

2026 The Impartialists The Autonomists The Gleamers The Synergists

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The Impartialists
Consumer profile

Largest generational impact: Gen Z, Millennials, Gen X

STEPIC forecasts: Human-Tech Symbiosis, AI for Good, Designed to Disappear, Long-
Term Lifespans
The Impartialists are fighting back against a growing crisis of disinformation with a
commitment to truth-seeking and a demand for just the facts.
Research suggests that misinformation is more likely to spread during times of
uncertainty. Effectively when our brains cannot find a good explanation or make sense
of something, it’s natural to seek out information – whether true or false – to fill those
knowledge gaps and put us at ease. A recent US-based study by the University of
Cambridge and YouGov found that younger people and heavy internet users are more
likely to fall for fake headlines, while older people and legacy media consumers
succeeded in identifying real headlines.
By 2026, 90% of online content could be AI-generated, but in an era of swarm
intelligence (the term used to describe the collective knowledge and behaviour of
decentralised systems, such as bee colonies) we will also see the rise of swarm
disinformation, generating falsehoods that are indistinguishable from facts. We are
already seeing the IRL implications of this: in May 2023, a verified X (formerly Twitter)
user shared an AI-generated fake image purporting to show an explosion at The
Pentagon, which spread online and even caused the US stock market to dip.
The Impartialists will be a beacon of level-headedness against this backdrop of dizzying
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change. As such, they will also be brand agnostic, so companies will need to use less
storytelling, more data transparency, and more streamlined paths to purchase to gain
their loyalty.

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The Impartialists: engagement strategies
Use effective labelling to fight Biometrics are the new Combat counterfeit Use product clarity to aid sales
disinformation passwords Fake e-comm retailer sites and and sustainable behaviour
Help make AI a force for good by using As human-tech symbiosis rises, counterfeit goods are rising globally. Accurate product descriptions are key
effective online labelling to safeguard biometrics will be seen as a more secure Counterfeit products cost the global for The Impartialists. In addition to
truth and transparency. This will enable ID method. The pandemic increased economy over $500bn a year. The reducing returns, building brand loyalty
Impartialists to combat disinformation biometrics as more people used two- Impartialists will expect services that and trust, and empowering people to
and understand what is human- or AI- factor authentication and contactless authenticate the retailer and/or product shop sustainably, they could also
generated. payments. In a July 2023 survey, 51% of offer without interrupting their path to mitigate their health risks. In line with
online shoppers in the US used purchase. our Long-Term Lifespans STEPIC
In action:
biometrics instead of passwords. In action: Innovation, growing concerns around
Adobe and other companies have BPAs, PFAs and phthalates are leading to
rolled out an ‘icon of transparency’ In action: TikTok has partnered with product
calls for manufacturers to publish full
which will appear on images to To combat the $3.1bn lost in scams, authentication specialist Entrupy to
ingredients lists.
verify their provenance the Australian government is rolling prevent the sale of counterfeits on
out passkeys for myGov accounts, its new e-commerce platform TikTok According to Woolmark, ambiguous
Check My Ads exposes the tactics fashion terms (silky, mesh, fleece)
permitting access via face or Shop
that companies use to push confuse customers, making it difficult to
advertiser dollars towards fingerprint recognition Microsoft has created AI-generated,
identify the fibres in the fabric, so it has
disinformation outlets, holding In 2024, JPMorgan is trialling safe shopping guides based on user
created the Filter by Fabric initiative.
them accountable to their clients biometric technology that lets US searches. Bing and Edge buying
This call-to-action urges fashion brands
and the public shoppers pay by scanning their palm guides from verified retailers will
to replace misleading product
or face with select retailers aggregate in a shoppable format to
Google and TikTok introduced a new descriptions with full fabric
combat fake e-commerce sites
labelling system for AI-generated Amazon Web Services has released compositions in product descriptions,
images in an effort to foster better Amazon One Enterprise globally, a Shopping Muse guides customers and allow online shoppers to filter by
media literacy among the public palm-based identity service to offer through product searches that yield fabric.
enhanced payment security vast results (think “wedding outfit’),
US food brand General Mills has Retailers may no longer have a choice
and catalogues authenticated global
partnered with verification firm Zefr Offering convenience and security, about climate impact labelling,
retailers to drive conversion and
to cut misinformation and AI Mastercard has partnered with NEC especially as the Designed to Disappear
safety
deepfakes on social media to provide face recognition and mindset grows. In 2023, the French
liveness verification technology Italian parmesan cheese-makers Decree AGEC (Anti-Waste for a Circular
The US Securities and Exchange
wherever Mastercard is accepted have embedded their products with Economy Law) required fashion brands
Commission Chair Gary Gensler has
scannable and edible microchips to with an annual turnover above €50m to
warned about the dangers of In Brazil, Burger King used facial
prove authenticity to customers have verified environmental labelling.
'AIwashing' (companies making false recognition on its app to detect a
Smaller companies will have to comply
claims to amplify their AI hype) customer's hangover level to offer a
in 2024 and 2025.
16 discount on a Whopper
The Autonomists
Consumer profile

Largest generational impact: Alphas, Gen Z, Zillennials, Millennials

STEPIC forecasts: Rebellious Resistance, Fresh Perspectives, AI for Good, Bio-
Industrial Revolution
The Autonomists are charting their own path in a world where old expectations are no
longer realistic. Rising living costs, wealth disparities and political tensions continue to
reshape societies, and this cohort is responding by creating their own rules and pushing
back against chrono-normativity – the expectation that we should achieve life
milestones such as getting married, buying a home and having children by a particular
age. In an EU survey, 80% of 13 to 39 year olds said they don’t care about achieving life
milestones in the same order as previous generations, and in China, the Ministry of Civil
Affairs reported the lowest number of marriage registrations in 37 years in 2023,
following eight straight years of decline.
This cohort, which skews towards younger generations, is also turning its back on the
idea that buying more will make them happier. They are fatigued by accelerating trend
cycles and will actively seek things that are more niche, less viral, and less driven by
marketing – what’s called the ‘the dark forest of the web’. We also predict they will be
early adopters in the bio-industrial revolution, conscious of reducing their negative
impact on the planet. In the corpropocene (a period when corporate activity has been
the dominant negative influence on the environment), they see corporate greed as one
of the planet’s biggest threats.
While this profile’s name might suggest an individualist mindset, it is in fact the Deathtostock
opposite: buoyed by a sense of collective responsibility, The Autonomists are leaning
into community and rebellious resistance to regain a sense of control, happiness and
fulfilment. And with a projected global youth population of 1.3 billion by 2030, now is
the time to brace yourself for their new voices and demands.

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The Autonomists: engagement strategies
Build with equity in mind Commit to opt out Develop new systems to Support rebellious influences
As wealth and societal disparities Purpose-led brands are making a point challenge authority The creator economy is forecast to be
increase globally, companies that by opting out of systems that don't align The Autonomists want those in positions worth half a trillion dollars by 2027, and
mitigate inequality will gain loyalty and with their values, and explaining what of power to be held accountable for new types of influence are emerging.
brand awareness. they're leaving and why, in line with the their actions and are tired of waiting for Some creators are using platforms to
In action: trend for rebellious resistance. change. They are developing ‘for us, by educate users about issues and highlight
us’ strategies to subvert systems that fresh perspectives and hashtag activism.
In action:
To combat inflation and cost-of-
don't serve them. In action:
living increases, Canada's Pizza Pizza In the US, period brands including
committed to a fixed price for a August, Cora, LOLA, The Honey Pot In action: At the COP28 summit, the world’s
large pizza for one year and more have formed a coalition to Changing Markets Foundation first nuclear energy influencer,
Rehabilitation retail is emerging in pay their customers back for the US investigated retail take-back Isabelle Boemeke, explored the
sales tax placed on menstrual schemes by tracking 21 returned presence of nuclear energy at the
the US. For Everyone provides
products, also known as the ‘tampon garments from 10 fast fashion event and interviewed French
previously incarcerated creatives the
tax’ in certain states brands. Hidden airtags revealed President Macron.
tools to create fashion products to
re-enter the workforce The European Commission, Disney, more than three quarters of clothing 33-year-old Brooke E was recently
Apple, IBM and more have paused that could have been reused was not diagnosed with the rare progressive
PsychoHairapy is a global mental
health and hair movement launched ads on X, formerly Twitter, citing Nightshade is a digital tool that nervous system disease of ALS. She
by Afiya Mbilishaka, PhD, a therapist Elon Musk's erratic views on anti- warps pixels in digital art to help uses TikTok to fuse advocacy with
and hairstylist. The company semitic conspiracy theories creatives protect their work from AI entertainment.
educates stylists to identify mental More consumers are opting out of training models On TikTok, #DeInfluencing has
health struggles in clients and Black Friday (52% in the US did so in Kids have recontextualised the 1.2bn views. Creators are using the
provide care 2023), and more brands are opting purpose of gaming platform Roblox, hashtag to nudge viewers to
French supermarket Carrefour put out of introducing special deals on now using it as a channel for consume less, and resist the FOMO
‘shrinkflation’ warnings on its high profile shopping events such as activism to avoid censorship in (fear of missing out) on hype-
shelves to show which products have Earth Day certain places inducing products, as trends and
culture move at an accelerated pace
been made lighter or smaller by Parkour activists throughout France
brands without a decrease in price and the UK are raising awareness NewsJacker by the Australian Youth
about light pollution and energy Climate Coalition fuses irreverence
consumption by illegally shutting off with intention by creating a
store and street lights campaign that hijacks computer
cookies, tricking the computer to
think climate sceptics are climate
activists
18
The Gleamers
Consumer profile

Largest generational impact: Zillennials, Millennials, Gen X, Boomers

STEPIC forecasts: Glimmers, Fresh Perspectives, Old Answers to New Questions, Life-
Stage Design, Fluid Ecologies
The Gleamers are finding their light in dark times by embracing found families (chosen
families that are neither biological nor officially recognised) and ‘other significant
others’, and by opting out of corporate optimisation.
Burnout has become a growing and persistent feature of contemporary life. The Future
Forum Pulse survey found that 42% of workers across the US, Australia, France,
Germany, Japan, and the UK are burned out, and a global McKinsey report found India
has the highest rate of burnout (59%). These figures represent a heavy personal cost, but
also an economic one: the World Health Organization estimates that poor mental health
at work (depression and anxiety) results in 12bn working days lost every year, and $1tn
in lost productivity globally.
One reaction to this trend has been the flight from cities to the country – part of a
broader great migration that WGSN has been tracking. The Gleamers are leading the
charge here, and they are helping to revitalise rural communities along the way. Outside
China’s Greater Bay Area of mega cities, the small village of Qixi is attracting
environmentally conscious young people from urban areas, and has seen several
organic farms and an alternative school open. In Mexico’s Riviera Maya, the ARCA
Project is a network of residential villages with farmland to enable greater self-
sufficiency, aimed at families and retirees to bring wisdom to the communities, and Deathtostock
singles and/or new partnerships seeking co-living spaces, to bring vibrancy.
Gleamers are also championing more equitable care, decentralised living arrangements,
and redefined family units, which means life-stage design (focusing on the need, not the
age number) will be key in 2026. Some examples include the $25m Peel Black Health &
Social Services Hub in Ontario, Canada, for underserved Black individuals and families
to access health care and social services in one place; the emergence of US community
colleges trialling rent- free accommodation for housing-insecure students; and the
growth of LGBTQ+ retirement communities in Europe.

19
The Gleamers: engagement strategies
Celebrate ‘minorstones’ Convalescence care rises Rural retail matters IRL third spaces return
As forecast in STEPIC Innovations, Gleamers value the art of convalescing Brands need to rethink hyperlocal retail Third spaces – places outside of homes,
Gleamers are re-evaluating traditional as an antidote to burnout and a backlash investments to win loyalty and future- schools or workplaces – are critical for
milestones, leaving whitespace against ‘bounce-back culture’. Look to proof themselves against local-only those longing for deeper connections. In
opportunities for brands to support and designing for natural cycles, nocturnal vendor laws. Read more here. 2026, they will be focused on niche or
celebrate smaller achievements – also design services and deeper connections In action: overlooked groups.
known as minorstones. with nature, as highlighted in our Fluid
In action:
Ecologies STEPIC Innovation. India-based Reliance Retail has
In action:
opened five Fashion World by Trend Created to provide community
In action:
Hong Kong-based DBS Bank’s stores in tier 3 and 4 cities – its first support for self-employed parents,
campaign encourages customers to Sleep tourism is rising. Mattress push into rural markets Jesse’s House (London) is a private
share small moments of joy that label Emma unveiled sleep-focused Hardware chain Lowes (US) coworking nursery that offers a gym,
matter to them, from time spent hotels in Sydney and Taipei, and restaurant and childcare
broadened its rural footprint by
with their cat to holidaying in Swedish mattress brand Hästens
offering ranch, farm and outdoor For those with social anxiety, Happy
matching vacation outfits also unveiled a sleep spa hotel
products in 300 new store formats by Medium cafe (New York City)
US-based Fresh Sends gifting In 2025, Mondelez will add a Snack the end of 2023 encourages as much interaction as
community focuses on Mindfully icon on all its snack you’d like, with a menu of art
Dollar General (US) partnered with
encouragement for Gen Z – think packaging. The aim is to encourage mobile medical services company experiences to foster conversation
gifting occasions around new eating with “intention” and DocGo to offer mobile medical visits The Long House in Japan is a senior
roommates and polymoons “focusing on the present moment” in store parking lots in rural and day care centre and a blueprint for
In 2020, Grey Goose vodka Haeckels’ (UK) Seaweed Bath Soak is farm areas cross-generational connection.
encouraged Friendsmas Friday by inspired by a sea-bathing hospital Locals can join the daily activities,
In France, grants of €80,000 are
offering an at-home cocktail and from the 1700s and the principles of and families are encouraged to visit
being given to people who open
cuisine kit for ‘found families’ thalassotherapy. Read more here shops in rural areas residents daily, while kids are
during December Weighted blanket brand Bearaby has encouraged to assist with everyday
Amazon launched a programme tasks
To celebrate its 100th anniversary, teamed with yoga and wellness designed to leverage smaller
Tequila Cazadores launched a studio Sage + Sound in NYC to help retailers to deliver packages in the The Athenaeum is a New York-based
sweepstakes inviting 100 people to consumers discover its products last mile to consumers located in cultural forum and psychedelics
celebrate 100 celebrations – big or library. It's a co-working space by
Meal-prep company Nutrition rural areas. Amazon Hub Delivery
small – that they lost during the Solutions pays employees to attend plans to operate across 23 US states day and everything from an art
pandemic gallery to a comedy club by night
its fitness workout classes hosted with the potential for these small
before the workday. By attending, retail partners to earn $27k annually Panasonic's Technics Café in Kyoto,
employees, can clock in and earn Japan, lets fans discover music
20 money for their time alongside others
The Synergists
Consumer profile

Largest generational impact: Gen Z, Millennials, Gen X, Boomers

STEPIC forecasts: Human-Tech Symbiosis, AI for Good, Fluid Ecologies, Multisensory
Interfaces, Bio-Industrial Revolution, Fresh Perspectives
There are 5.3 billion internet users in the world (nearly 66% of the global population),
and AI will see this landscape change at pace in the coming years. The Synergists are
driven by making it more useful, equitable and accessible for the betterment of all
people and the planet. As AI becomes infrastructure, they will be cheerleading its ability
to build positive solutions for a range of challenges, from real-time translation to course-
correcting social biases.
While this curious and exploratory cohort is focused on the transformative capabilities
of tech, they are also equally rooted in the wonder of the physical world, whether it be
through moonbathing for a digital detox, or seeking new and adventurous experiences
and destinations that feed the mind and the soul. In this way, The Synergists are
migratory by nature, interested in cultural contraflows and transcultural products. An
example can be found in the popularity of ultra-trendy Asian cafes in London, including
Hoko, Kapihan and Ngopi, which specialise in traditional (not fusion) Cantonese,
Filipino and Indonesian cuisine. Also see the transformation of Louisville in the US state
of Kentucky, where an estimated 30,000 Cuban immigrants have relocated, helping to
offset the city’s population decline and revitalise local malls with small businesses that
are bringing Cuban culture to the region.
The Synergists' verve for cultural exchange will also play out in an enthusiasm for the Deathtostock
bio-industrial revolution, multisensory interfaces, and a human-tech symbiosis,
whereby machines enhance the efficiency of people, and people enhance the sensing
capacity and emotional cognition of machines. As LinkedIn co-founder Reid Hoffman
said: “What defines humanity is not just our unusual level of intelligence, but also how
we capitalise on that intelligence by developing technologies that amplify and
complement our mental, physical, and social capacities … a more accurate name for us
is homo techne: humans as toolmakers and tool users. The story of humanity is the story
of technology.”

21
The Synergists: engagement strategies
Embrace multilingual on Redefine footfall for conversion Humanise the 3D world Investing for cultural
demand Amid an attention recession and Emerging tech that can foster human- regeneration
AI translation tools enable cross-culture increased competition, brands need to like experiences will become more The Synergists are attuned to human's
communications on demand. For get creative to get customers spending in realistic and less gimmicky – think impact on the world, and focused on
brands, this means more ease and less stores, from new tech like AR to new ad multisensory interfaces that can be making it positive. Urban regeneration,
cost to localise packaging and mediums like the sky. designed or adjusted based on business incubators and equitable
messaging in new markets. preference. futures will be key for loyalty.
In action:
In action: In action: In action:
Coach enabled customers to try on
Samsung's new Galaxy earbuds, accessories using store display Chilean startup Spline mad a tool for San Francisco announced its Vacant
which are set to be released in 2024, windows via AR in the US and creating 3D web experiences, using to Vibrant initiative, helping 17 local
could enable real-time Canada. Items appeared on the the rendering method of Gaussian businesses create unique retail and
interpretation with AI customer’s body with coordinating Splatting leisure experiences in a downtown
AR special effects and looks area that's in need of regeneration
Meta announced new AI language Meta’s September 2023 debut of
alternated on a timed sequence,
models called Seamless photo-realistic Codec 3D avatars Heatherwick Studio’s Humanise the
allowing users and passersby to with spatial audio saw research
Communication which aim to Future initiative is about making
virtually engage with a full digital scientist Lex Fridman interview
function as the initial step in cities more joyful through
collection Mark Zuckerberg using the avatars
enabling quick, universal speech architecture, posing the question:
translation Drone advertising is an emerging in a face-to-face format, showing the how do cities make us feel?
medium helping brands to tell potential for lifelike interactions in
Lipdub is an AI app democratising UK business and innovation hub
stories in the sky. Pixis Drones is an virtual worlds
dubbing technology. Users can Fashion District launched the Evo
agency working with the NBA and Motorola’s (US) bendable
upload a video of themselves Fashion initiative to empower the
Candy Crush to launch “branded smartphone with an AI model
speaking from their phone and next generation of sustainable and
aerial art displays” creates unique wallpapers based on
receive the same video minutes later technological businesses via
speaking a different language. It also Google has launched a new the user’s outfit mentoring and grants
can render certain accents, slang or advertising product called AR Japanese startup H2L Technology’s Toronto’s DMZ tech incubator aims
baby talk Beauty Ads, which allows beauty
armband wearable uses electrical to help Black tech founders survive
brands to promote their products
To capitalise on the continued stimulation to convey feelings of the startup phase
using augmented reality (AR) weight and resistance, delivering
success of the Hallyu (the Korean
technology. The interactive ads Guatemalan used-clothing importer
wave), Disney is testing dubbing haptic effects that range from
feature virtual try-on capabilities Megapaca launched a US site and
South Korean entertainment series catching a ball to feeling a bird land
that aim to showcase items in more encouraged Guatemalans to access a
Moving for Hulu. If successful, on your skin
engaging ways discount at a local shop if they
Disney could develop Moving into a China's Lili Ziren is the first AI actor referred a friend
22 more prominent franchise to appear with humans in a TV show
WGSN profile matrix 2026
STEPIC STEPIC Drivers STEPIC Innovations Future Consumer
Old Answers to New Questions
The Age Spectrum
Life-Stage Design

Society
The Impartialists
Human-Tech Symbiosis
Intentional Tech
AI for Good
Technology

Bio-Industrial Revolution
Eco-Accountability The Autonomists
Environment
Fluid Ecologies

Fresh Perspectives
Politics
Geopolitical Tensions
Rebellious Resistance The Gleamers

Industry
Long-Term Lifespans
Polarised
Consumption
Designed to Disappear
Creativity The Synergists
Multisensory Interfaces
World-Building
Glimmers

23
Research matrix
Moral Injury Rational Optimism Yearning Glimmers
FPWA: More than seven million New Pew Research Center: Americans take a Adventures in Time and Gender: American Psychological Association:
Yorkers can't afford basic needs dim view of the nation's future Chrononormativity Does a culture of happiness increase
Scientific American: Moral injury is an Bloomberg: Which Latin American Big Think: Swamped by too much info? rumination over failure?
invisible epidemic that affects millions countries are most pessimistic about Here’s how to beat the “noise University of NSW: Are we seeing the
their economies? bottleneck” great resignation – or the great
InSites Consulting: Eight out of 10 South
exhaustion?
African consumers want brands to drive Edelman: 2023 South African Trust Dirt: Yearn in review
change for sustainability Barometer Very Well Mind: Glimmer: how to
i-D: Yearnposting is just another
Bain & Company: Unpacking Asia- Scientific American: Persuasion fatigue symptom of our collective malaise trigger feelings of joy and safety
Pacific's consumers' new love affair with is a unique form of social frustration Washington Post: Happiness is fleeting.
Katy Kelleher: A perfect word for that
sustainability Aim for fulfillment
Portland State University: It's a mean, good kind of melancholy
Global News: Who is 'food insecure' in mean world: social media and mean
Monk Prayogshala: Packaging love: the
Canada? world syndrome charms and perils of romantic
The Guardian: Australia is in the midst PNAS: Optimism is associated with consumerism
of a food insecurity crisis exceptional longevity in two The New York Times: That numbness
BBC: Europe's unique trials in food epidemiologic cohorts of men and you’re feeling? There’s a word for it
'social security' women

The Japan Times: Japan adopts concept

of farming policy overhaul to boost food
security

24
The Impartialists The Autonomists The Gleamers The Synergists
University of Cambridge: The Bloomberg: China’s new marriages fall Future Forum Pulse: Percentage of the Statista: Worldwide digital population
Misinformation Susceptibility Test to 37-year low, pressuring population workforce that is burned out 2023
IDCA: AI experts predict by 2026, 90% of Fortune: Americans are in the era of McKinsey Health Institute: Reframing The Atlantic: Technology makes us
online content will be generated by quiet ambition: No longer ‘chasing employee health: moving beyond more human
artificial intelligence achievement for achievements’ sake’ burnout to holistic health
The New York Times: The new Little
PYMNTS: Tracking the digital payments Tim Hunt: Welcome to the NBC: Friends are buying homes Havana: why Cuban migrants are
takeover corpropocene together. Here's why moving to Kentucky
US Chamber of Commerce: Counterfeit YPulse: Young Europeans are happier World Health Organization: Mental
products cost the global economy over than they were last year health at work
$500bn a year

25