Mintel has just dropped its 2026 Global Consumer Predictions, and one thing’s clear – consumers aren’t standing still. They’re craving connection, originality and meaning in every moment.
We tuned into the insights so you don’t have to. Here’s what brands need to know to stay relevant, human and ahead of the curve in 2026.
Replace sameness with special
Sameness is out. Surprise and delight are in.
Consumers are tired of the copy and paste culture fuelled by social media and AI. They’re chasing experiences that feel fresh and playful – things that break the algorithm and bring joy back to the everyday.
The move: turn the mundane into the memorable. Use creativity, clever design and storytelling to make people feel.
Living (& connecting) well
Wellness is moving beyond nutrition and fitness – it’s now just as much about emotional and relational wellbeing. People are asking what it really means to live well and they’re cutting distractions, looking for balance and wanting more genuine connections.
Brands that can blend empathy with trust and emotional storytelling will build deeper, lasting relationships with their audience.
The move: show up authentically and tap into consumers’ emotions. Speak to fulfilment, comfort, indulgence, imperfection and purpose – not perfection.
The affection void
There’s a warmth gap in modern life. People are turning to pets, nature and self-care to fill it.
While some lean on AI companions, 75% still say nothing replaces real human connection and 63% of UK adults feel that AI makes them value human creation and connection more.
The move: be the brand that brings back feeling. Prioritise empathy over efficiency, and support emotional connection in every interaction.
Community vs individuality
Individuality matters to consumers, but belonging wins.
Younger audiences are craving real connection – and 51% of younger millennials say they struggle to find people with similar interests online.
The move: build communities, not audiences. Celebrate individuality while creating shared experiences that unite and make consumers feel they belong. Measure engagement by quality, not quantity.
New norms
Conventional aspirations of home ownership, marriage and 2.4 children are changing. People are prioritising self-discovery, curiosity and joy – at every age. And yet, 52% of single UK adults feel overlooked by the marketing and design of products and events.
Life stages are being re-written as health and longevity improve and people seek greater fulfillment in their mid-life. This blurring of age-based expectations renders classic demographic profiling irrelevant, requiring product and service design to become more flexible.
The move: Forget rigid demographics. Design for fluidity and champion reinvention. Be the ally in people’s transformations.
Smart brands love seniors
The future is silver – and it’s powerful. With ageing populations and falling fertility rates, over-55s are the next growth frontier. They want to know how to live better for longer… but they feel ignored by marketers.
The move: speak to vitality, longevity, and living better for longer. From nutrition to wellness to style, ambitious brands will help this audience thrive – not fade into the background.
Living well – now
Younger consumers are ditching “someday” living in favour of living in the moment. They’re embracing micro-retirements, short getaways and luxury experiences – and they’re doing it now. Parents too, traditionally more financially conservative and risk-averse, are prioritising memory-making over saving for “later.”
The move: offer flexibility – payment options, spontaneous experiences, and products that blend indulgence with meaning. Boost the value of experience over ownership.
The takeaway
In 2026, humanity wins. Brands that bring more emotion, creativity and connection to the table will rise above sameness to resonate with consumers and build loyalty that lasts.
If you want to explore how these trends can shape your brand strategy, get in touch. We can help you make 2026 your most meaningful year yet.