It’s a report we always look forward to at this time of year – Mintel’s 2026 Global Consumer Predictions. And spoiler alert – the latest insight from the global market intelligence company is something you don’t want to miss!
As we head into the new year, it’s clear we’re entering a new era of consumer behaviour. One where identity, emotional connection and choice converge. For PR professionals and marketers like us (and probably you, too!), this isn’t just about keeping up. It’s about rethinking how we speak to people entirely. And one thing is clear – it’s essential we alter our approach to suit consumers’ age, values, desire for authenticity, and above all else, their search for meaning.
So without further ado, let’s dive into the three headline predictions from Mintel, and explore what they signal for brands that want to stay relevant in 2026 and beyond.
The New Young: Redefining Age and Opportunity
Mintel calls the first big shift “The New Young” – but what does it mean? It’s a term that defines how traditional life stages are blurring in our modern world. The idea of “when you’re young” becomes far more fluid. Traditional life stage markers, like getting married, having children, or climbing the corporate ladder are much less clear cut than they used to be, and by 2030, people in their 30s, 40s, 50s and even 60s will increasingly feel entitled to reinvention, adventure and fulfilment (and we’re here for it!). There are two main elements:
- A longer “middle of life”: As longevity increases and old age recedes, a long, vibrant “middle” emerges, with time, energy and desire for meaningful experiences.
- Second (and third) acts: Whether changing careers, moving countries, reigniting passions or even re-entering dating, consumers will embrace reinvention in all its forms.
Brands should therefore rethink who “young” is: not just 18 to 25 year olds, but 30 to 60 year olds – and beyond! Marketing, product development and communications should reflect that maturity, flexibility and evolving life ambitions. Think second-career tools, lifestyle reinvention offers, courses or experiences tailored for people in this extended mid-life window.
The Affection Deficit: People Crave Real Connection
The second trend is “The Affection Deficit” – a term that speaks to a deep longing for emotional connection in a world increasingly defined by screens, algorithms and convenience-driven relationships. Something we’re sure we can all relate to on one level or another!
Mintel suggests that many consumers feel noticed online, but not truly known. As social and distance-driven interaction becomes the norm, the cost-benefit of affection shifts, and “chosen affection” takes on new importance. This opens up powerful opportunities for brands to become facilitators of genuine connection:
- Beyond transactions: Brands can no longer rely on visibility alone. Emotional resonance, community, and meaningful engagement are key.
- New forms of nurture: From pet companionship to self-care, community care, and socially inclusive experiences, nurture becomes broader than traditional relationships.
- Brand as community builder: Products or services that help people find belonging, whether that’s online or offline, will resonate. Think communities, shared rituals, and emotionally generous brands.
For any brand looking to build loyalty and long-term relationships, now’s the time to embed genuine humanity, whether through content, real-world experiences, community building, or emotionally intelligent brand comms.
Anti-Algorithm: A Return to Human, Intuitive Experiences
The third trend, “Anti-Algorithm,” is a response to algorithm fatigue. What started as convenience – automatic recommendations, curated feeds, and hyper-personalisation – is now leaving some consumers overwhelmed, disengaged, or yearning for control.
Mintel predicts consumers will increasingly resist algorithms that are too intrusive or obvious, favouring experiences that feel human, intuitive and under their control.
- Control over convenience: People want agency over their algorithmic identity. They want the ability to understand, edit or even co-create the systems influencing them.
- Creativity over optimisation: Instead of merely chasing trends or efficiency, brands that use technology to deepen emotional connection – not replace it – will win.
- Trust and authenticity as currency: With more transparency and human-centric experiences, brands can build loyalty through empathy, not just convenience.
Brand planners and marketers should be asking: How can we use data and tech to empower people, not just automate them? How can we build experiences that feel real, human, not algorithmically manufactured?
How To Implement These Trends Into Marketing Strategies
For PR agencies like us, and the home and garden brands we work with, Mintel’s insights are more than a forecast – they’re the secret to success. Here’s how you should be integrating these three trends into your 2026 marketing plans:
- Expand your audience thinking: Don’t limit targeting to “young adults.” A broader, more dynamic age span (30 to 60+) is increasingly aspirational, influential and ready to reinvent themselves.
- Prioritise connection over visibility: In a digital-first, fragmented world, communities, emotional storytelling and authenticity matter more than ever.
- Design for belonging and emotion: Create shared experiences, rituals and real-world touchpoints that help people feel part of something meaningful.
- Use tech with a human heart: AI and algorithms should support empowerment, transparency and personal choice, not replace creativity or genuine human insight.
- Lead with story, not product: Cultural meaning, narrative and authenticity will always outlast a trend-driven, algorithm-optimised approach.
- Adapt your tone and channels: Communicate inclusively, empathetically and intelligently to meet the needs of a diverse, evolving audience.
We Can Help!
As PR and comms specialists, we know a thing or two about implementing the right strategies to reach your audiences. Whether you’re a home, garden or lifestyle brand, we can help you reach this evolving wave of consumers who crave meaning, connection and choice more than ever before.
Get in touch with us by emailing hello@honestcommunications.co.uk, and let’s make 2026 your most successful year yet!
