In a context marked by economic uncertainty, advances in artificial intelligence, and persistent geopolitical tensions, Mintel identifies three major trends that will redefine consumer behavior by 2026. These predictions, based on signals gathered by the agency’s experts around the world, outline the profile of a consumer seeking control, balance, and human connection in an increasingly automated environment.
Anti-Algorithm
According to Mintel, consumers are beginning to question the dominant role algorithms play in their daily lives. Initially perceived as tools for simplification, they are now seen as filters that excessively influence choices, tastes, and even opinions. “Consumers will have to weigh the convenience they gain against the autonomy they risk losing,” the report notes.
Mintel believes that brands will have to redefine their relationship with technology. The agency talks about a shift towards platforms that “allow individuals to understand, edit, and even co-create the algorithms that influence their lives. The most relevant brands will be those capable of putting creativity and human intuition back at the heart of the experience, striking a balance between technological precision and individual freedom.”
The New Young
Longer life expectancy is changing the very concept of youth. Mintel has observed the emergence of an “extended middle of life”, a longer, more fluid period of life where the boundaries between age, career, and personal projects are blurring. “Consumers no longer define themselves by their age but by their aspirations,” summarizes the report.
Brands will now have to target individuals who are constantly reinventing themselves, whether they are 30 or 60 …
