Always looking to the future, the WGSN forecasting agency has just published its trend report for 2026. In this report, the firm mentions a new consumer typology: Gleamers, people who are keen to get back to basics and celebrate the small accomplishments of everyday life.
What if, in this world of overconsumption, happiness was hidden in the simple things? That’s what the Gleamers seem to think. “Caught between the rising cost of living and societal pressures, these people have decided to go against the grain,” explains WGSN.
According to the trends consultancy, these consumers are pragmatic. They need stimulating products, services and experiences that bring small but significant improvements to everyday life.
“They expect manufacturers to design ranges that deliver tangible satisfaction.”
This demographic readily turns to brands that bring joy (49%), and also has a strong sense of ethics.
How to attract Gleamers?
WGSN has identified a number of ways to win over this clientele.
First and foremost, Gleamers like to take care of themselves. They don’t want to burn themselves out. “Make care (of self, others and the planet) your raison d’être, and explore how your company can encourage gentler, healthier habits.”
According to the firm, the appeal of metropolises is fading as citizens seek more sustainable and affordable lifestyles outside the big cities. “Gleamers are the pioneers of this change, so it’s essential to meet them where they are. This can take the form of moving into new places or creating products …
