【WGSN】2026年未来消费者报告四大消费者画像_15页_4mb

WGSN 2026 Future Consumer Summary

Core Content

WGSN, the world's leading trend forecaster, provides insights into the future consumer profiles that will shape the market in 2026. These profiles are based on a comprehensive analysis of global trends using the STEPIC methodology, which integrates data from six key areas: Society, Technology, Environment, Politics, Industry, and Creativity. This approach is combined with predictive analytics (TrendCurve+) to offer actionable strategies for brands to align with consumer needs and preferences.

The Four Future Consumer Profiles

WGSN identifies four key consumer profiles for 2026:

1. The Gleamers

• Characteristics: Seeking simplicity and joy in daily life, they are disillusioned with traditional milestones and societal expectations. They value community, care, and sustainability.
• Driving Factors: Rising living costs, hustle culture, and burnout have led them to prioritize smaller, more achievable joys and meaningful connections.
• Key Trends:
  • 49% of people are more likely to buy from brands that bring them joy.
  • 26% of beauty influencers discuss hair health.
  • $74.5bn projected size of the global art and craft market by 2031.
  • 12bn working days lost annually to depression and anxiety.
• Strategies:
  • Celebrate small accomplishments: Identify and create products/services around "minorstones" like pet anniversaries or lifestyle changes.
  • Be a beacon of care: Focus on self-care, community care, and environmental care.
  • Invest in the rural revival: Cater to the growing interest in sustainable, affordable lifestyles outside urban centers.
  • Facilitate third spaces: Create experiences that foster community and connection beyond home, work, and school.

2. The Autonomists

• Characteristics: Independent and self-directed, they challenge societal norms and seek purpose through individual values and supportive collectives.
• Key Trends: A rise in self-determination and rejection of traditional structures.

3. The Impartialists

• Characteristics: Skeptical of misinformation, they value transparency, honesty, and simplified messaging.
• Key Trends: Increased demand for factual information and unvarnished truth in marketing.

4. The Synergists

• Characteristics: Curious and forward-thinking, they advocate for human-tech symbiosis and cultural contraflows.
• Key Trends: Emphasis on innovation, sustainability, and collaborative solutions.

Key Insights and Numbers

• Joy-seeking: 49% of consumers are more likely to buy from brands that bring them joy.
• Ethical consumption: YoY increase of 62% in social media buzz around ethical chocolate.
• Burnout: 42% of workers in Japan, Australia, the US, the UK, France, and Germany report burnout.
• Personal care: 26% of beauty influencers discuss hair health.
• Art and craft market: Projected to grow to $74.5bn by 2031.
• Mental health: 12bn working days lost annually to depression and anxiety.

Profile Evolution

• 2024: The Memory Makers – focused on presence and decluttering.
• 2025: The Time Keepers – creating value through daily rituals and meaningful experiences.
• 2026: The Gleamers – prioritizing joy, simplicity, and community over societal pressures.

WGSN Methodology

WGSN uses the STEPIC framework to analyze trends:

• Observe: Gather data from social media, search terms, e-commerce, catwalks, and consumer sentiment.
• Synthesise: Combine qualitative and quantitative insights through analytics and critical debate.
• Forecast: Predict trends with accuracy and provide consumer insights, lifestyle trends, and product design guidance.
• Focus: Translate insights into actionable strategies, including re-evaluating traditional business models and continuous monitoring.

About WGSN

WGSN offers a global perspective on the forces shaping the future, with experts in every region. Their Mindset consultancy provides tailored services to help brands future-proof their strategies.

Call to Action

• Request access to the full 2026 Forecast to gain deeper insights into these consumer profiles.
• Contact WGSN to learn how they can help your business stay ahead of the curve.