WGSN

There is no time to play for brands. But that is exactly what consumers will want and need in the future. Brands often forget the power of play amid the relentless race of commerce, but today’s consumers – and tomorrow’s – aren't just seeking products; they're seeking experiences interwoven with fun and joy. As the weight of modern life presses down, many are suffering from burnout and seeking respite in humour and play, and they are looking for brands to be partners, not just providers, in their quest for mental wellbeing. Products and services need to not only meet consumers’ needs but also elevate their spirits, and brands will need to be beacons of levity in a world weighed down by seriousness. https://lnkd.in/dHuYxdTx

The quest for perfection is being replaced by personal fulfilment. WGSN has dubbed 2026 the year of redirection – a time 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. Download our Future Consumer 2026 forecast: https://lnkd.in/dHuYxdTx

What makes you happy? In this new podcast episode, we focus on the importance of this emotion for us all, now and in the future. There is a very real consumer need and desire to feel joy, particularly when mental health is a rising concern among many demographics. WGSN CEO Carla Buzasi is joined by bestselling author Gretchen Rubin to discuss the future of consumer happiness and how brands can harness the power of joy. Listen to the full episode: https://lnkd.in/dmz49WxD

From AI-powered cars to electrified outdoor-ready SUVs, check out the latest trends in automotive technology at this year’s Beijing edition of Auto China - the biggest international automotive exhibition - brought to you by WGSN Consumer Tech Analyst Neo Ping.

The recent resurgence of #Western trends and the continued love of #NoughtiesNostalgia combine for the perfect barrel-leg jean pop culture moment. But we’ve been onto this trend since 2022. Check out how we predicted and tracked this style long before it took over social media, and where it's headed next.👇

Marken haben keine Zeit für Spielchen, aber das ist genau das, was Verbraucher in der Zukunft erwarten und brauchen werden. Marken vergessen oftmals die Macht des Spiels inmitten des unerbittlichen Wettbewerbs des Handels. Die Verbraucher von heute suchen nicht nur nach Produkten; sie sehnen sich nach Erfahrungen, die in engem Zusammenhang mit Freude und Spaß stehen. Der Stress, der mit den modernen Lebensumständen zusammenhängt, führt oftmals dazu, dass viele Menschen mit Burnout kämpfen und Erholung in Momenten des Humors und der Freude suchen. Verbraucher erwarten daher, dass Marken nicht nur Anbieter, sondern auch Unterstützer sind, die ihre Suche nach mentaler Gesundheit fördern. In einer Welt, die mit Ernsthaftigkeit belastet ist, müssen Marken deshalb Hoffnungsträger der Freude sein. Demnach sollten Produkte und Dienstleistungen nicht nur die Bedürfnisse der Verbraucher erfüllen, sondern auch die Lebensfreude stärken. https://lnkd.in/dbr8mh4U

There is no time to play for brands. But that is exactly what consumers will want and need in the future. Brands often forget the power of play amid the relentless race of commerce, but today’s consumers – and tomorrow’s – aren't just seeking products; they're seeking experiences interwoven with fun and joy. As the weight of modern life presses down, many are suffering from burnout and seeking respite in humour and play, and they are looking for brands to be partners, not just providers, in their quest for mental wellbeing. Products and services need to not only meet consumers’ needs but also elevate their spirits, and brands will need to be beacons of levity in a world weighed down by seriousness. https://lnkd.in/dHuYxdTx

Would you try feather protein?⁠ ⁠ Alternative proteins are on the rise, but fear of new food sources is a real consumer concern. Do we need to change perceptions of sustainable protein sources in order to feed a growing population? WGSN Food Strategist Millie Diamond tried Kera's feather protein, a brand working towards eliminating food waste.

In an ever-changing landscape, it’s critical to be prepared ahead of time. WGSN helps businesses create the right products at the right time. Do you have everything you need in your toolbox to stay ahead of the competition? Or are you ready to dive deeper into the necessary actionable insights to stay ahead of the curve? Take a sneak peek at WGSN forecasts: https://lnkd.in/dtmXeDRe

Since 2017, WGSN has been covering the growth of consumers embracing the great outdoors. With the events of 2020, this behaviour increased significantly, extending its reach to a broader demographic and marking the onset of the Outdoor Boom. ⁠ ⁠ The outdoor industry has also shifted to promote more inclusion as brands and groups started to advocate for greater diversity, from hiking and swimming to tennis and golf. Therefore, time spent outdoors will be embedded in everyday lifestyles and we will continue to see the rise in interest in sports. ⁠ ⁠ For brands, as the demographic of fans starts to diversify, it becomes a big opportunity to reach new audiences and build room for the creation of authentic communities with their consumers. ⁠ ⁠ WGSN subscribers can find forecasts on Sports Marketing and Sports to Watch on WGSN Insight. ⁠ ⁠ Not a client yet? Read our coverage of the #tenniscore trend on the WGSN blog for a sneak peek: https://lnkd.in/dVRTvmS9