From Anti-Algorithm to the New Young, Mintel’s recent webinar on their consumer predictions for 2026 presented a slightly bleak outlook into our future as consumers.

It’s an era of digital mistrust and economic insecurity, but… what should brands be doing to connect?

I’ve summarised the three key trends Mintel are predicting for next year, and solutions to help brands tackle the challenges they’ll be faced with.

  1. Anti-Algorithm

The rise of consumers pushing back!

In the early years of social media, consumers were optimistic about algorithms and personalised recommendations. Now, not so much.

Online content is more similar than ever before, and with social feeds full of targeted ads, consumers are increasingly distrustful and possibly even fed up with their socials. Mintel showed that internet users will double check information they’ve seen against a different search engine or social platform.

What should brands do?

  • Build trust with their consumers
  • Let consumers have more control on the content they see
  • Encourage transparency – even from seemingly small actions like removing filters on photos
  1. The New Young

A focus on long-term loyalty.

Mintel are predicting a blurring of traditional life stages, and in fact, we’re already seeing this today. Younger generations are living at home longer and delaying parenthood. Older generations may opt for a phased retirement.

What this means is an extended middle of life.

My key takeaway? Targeting consumers based on age alone will no longer be sufficient. Over-indexing on younger consumers for new, innovative products will alienate an already aging population.

Now, financial status and security are bigger predictors on reaching traditional ‘milestones’. Many consumers want to live life in the present and prioritise experiences with friends, their career and travelling.

What should brands do?

  • Focus on long-term loyalty and trust
  • Think about needs, rather than age
  • Don’t overlook seniors
  1. Affection Deficit

Automation and political division are alienating society!

It sounds scary – and it should. Mintel are predicting that worst-case, everyday human connection will become a luxury.

Digital tools have eliminated human touchpoints, as we push for efficiency over emotion. In the discussion, Mintel also shared that some 56% of Gen-Z consumers often feel lonely.

The rise of social media has changed how people socialise. So, what do people want online?  Consumers want brands to emphasise unity. Europeans especially, think it’s important for brands to uphold national values reflecting a desire for unity. They do not want brands in addressing divisive issues like politics.

What this means?

  • Affection has moved beyond romantic feelings, as friendships continue to play an important role
  • Don’t be afraid of emotion

If you found this interesting, and would like to know more, why not get in touch info@jellybeancreative.co.uk?

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Caitlin Hynd
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