WGSN – Future Consumer 2026

The report by WGSN "Future Consumer 2026" explores the emerging consumer segment known as the Gleamers, focusing on their values and lifestyle shifts. The Gleamers are redefining success and community on a more personal and sustainable scale, focusing on care for themselves and others. They are skeptical of societal expectations and prefer to celebrate small victories and moments of joy. This group is leading a migration from urban to suburban and rural areas, revitalizing communities. The Gleamers seek uplifting products and experiences that enhance everyday life, valuing care, community, and happiness over conventional achievements. Brands are encouraged to cater to their life stage rather than age, providing tangible improvements and nurturing community connections.