As traditional life stages blur and consumers are redefining what it means to be “young”, brands may need to reconsider their relentless pursuit of Gen Z and Gen Alpha at the expense of older demographics, according to Mintel’s 2026 annual global consumer trends report.

The intelligence and research agency highlights three key consumer mind shifts that it predicts will drive demands and expectations in the next five years to 2030: reinvention at any age, the need for affection, and the value of genuine emotional connections.

Dan Takacs, Associate Director of Macro Trends, EMEA Insights at Mintel, said: “Every year brings fresh disruption. AI is redrawing the boundaries of creativity and efficiency. Economic uncertainty is reshaping priorities. Geopolitical tension is changing the context in which brands operate. In 2026 and beyond, consumers across the globe will blur the lines of age and life stage, balance control with creativity, and search for connection in a more automated world.”

The New Young 

As traditional life stages blur, consumers are redefining what it means to be “young” and how to enjoy it. With fulfilment now sought across a longer, more fluid middle of life, Mintel says brands must rethink how they innovate to stay relevant.

By 2030, demographic change will be reshaping systems from education to financial planning and working patterns, creating blurred transitions rather than clearly defined stages.

Brands that front-load fulfilment only into youth or defer it to retirement will miss the wealth of opportunity that exists in the extended middle, says Takacs.

“We’ll increasingly see people in their 30s, 40s, 50s, 60s, take on bold second (or even third) acts: moving to a new country, changing careers, re-entering the dating world, or pursuing long-postponed passions. Forward-looking brands can respond by creating tools, services, and narratives that make reinvention accessible and rewarding.”

The Affection Deficit

As interactions become more transactional and distant, Mintel warns brand strategy needs to move beyond visibility and relevance to focus on emotional connection and cultural meaning.

Affection and attention are now evaluated through a cost-benefit lens, where the ease and immediacy of online interaction outweigh the effort and gradual rewards of real-life connections. 

“Consumers are looking for broader ways to embrace affection as the timelines for more genuine partnerships grow longer. This opens a door for brands to prioritise the rise of chosen affection, community care, pet companionship, and self-love, that offer emotional stability and meaning outside conventional relationship structures,” commented Takacs.

Anti-Algorithm

Mintel also predicts consumers will push back against algorithmic influence and seek more human, intuitive experiences.

“When brands harness the power of algorithms to amplify genuine emotional connections rather than just chasing trends, they can create a win-win that drives both viral moments and lasting loyalty. Brands will need to identify where they fit, and shape strategies that resonate in a world where empowerment, trust, and creativity matter more than ever.”