Future Consumer 2026: The power of "minorstones"

As identified by WGSN, celebrating “minorstones” or small wins will take centre stage in 2026. Many people are moving away from traditional milestones like marriage or homeownership and will instead focus on more attainable, personal achievements. How can brands connect with future consumers who value micro-achievements? Find out below.

The ‘minorstones’ strategies are part of our Future Consumer 2026 forecast. Download a preview of the forecast and meet the Gleamers, one of the 4 key consumer profiles for 2026.

Redefining life milestones: a fresh perspective

Societal expectations of achieving major milestones by specific ages are rapidly evolving. Consumers are carving out unique paths and redefining success in diverse ways. The classic markers of adulthood are shifting as traditional goals like homeownership and starting a family become less attainable due to rising living costs.

Younger generations are maturing more quickly, while older generations are embracing youthful lifestyles – a trend WGSN identified back in 2015. This dynamic will reshape what we consider typical life achievements.

As we move towards 2026, businesses must be more flexible. Products and services should no longer be bound by rigid age expectations. Instead, cater to a broader spectrum of life experiences and personal milestones.

Spotlight on The Gleamers: a key consumer profile for 2026

WGSN has identified The Gleamers as an important consumer segment for 2026. This group will redefine the concept of milestones by focusing on personal achievements and everyday joys rather than traditional benchmarks.

The Gleamers will find new reasons to celebrate, from divorce parties and paying off student loans to leaving a toxic job. This shift opens up exciting opportunities for brands to connect with the cohort on a more personal level.

Engage with The Gleamers by embracing micro-moments of happiness. Celebrating small victories like a pet’s birthday or a cherished song will resonate deeply with this audience.

Hong Kong’s DBS Bank provides a great example. Its campaign invites customers to relish simple pleasures, such as coordinating family vacation outfits. It also launched Plenty, a financial planning tool tailored for Millennial couples. It supports them in achieving joint and individual financial milestones, aligning perfectly with The Gleamers’s values of personal and shared success.

Preparing for tomorrow’s consumer

Being a market leader boils down to one core principle: understanding your consumer. Yet, as consumer needs evolve and the market landscape becomes more complex, staying ahead can be challenging. That’s where WGSN steps in. Each year, we publish our Future Consumer report, a trusted resource for over 11,000 industry leaders.

This report dives deep into the four consumer sentiments and profiles that will shape the macroeconomic, political, social and technological environments in the coming years. It provides crucial insights and strategies that businesses need to thrive. The Future Consumer 2026 report links cultural trends with hard data across various domains, including technology, marketing, design, retail and business strategy. It offers a comprehensive roadmap to guide brands on what will be relevant and where they should focus next. 

This year’s Future Consumer edition emphasises how joy and emotional engagement will drive consumer behaviour, unlocking new opportunities for brand loyalty and deeper connections with customers.

Download a sample of the 2026 report here to start preparing for the rise of The Gleamers and other emerging consumer segments.