Consumer Trends for 2026 I'm digging

Creating Connection in the Age of Autonomists

In today’s world, connection means more than just showing up—it’s about embodying a purpose that resonates with people’s lives, especially with the consumer trend: The Autonomists. By 2026, this new consumer archetype will have redefined the way brands engage, demanding authenticity, independence, and shared purpose over traditional brand storytelling.

Autonomists are shaped by a world where transparency and independence matter deeply. They’re a generation that grew up with access to endless information, saw global movements for social justice unfold on their screens like the #MeToo movement and Black Lives Matter, and came of age during economic and climate crises. It’s no surprise that they value self-expression, communities that embrace diversity, and brands willing to stand for something real. Like a majority of the consumer trends emerging for 2025 a hunger for authenticity among consumers is prevalent. These individuals are fiercely independent, driven by a need to define their own paths and embrace values that resonate deeply with their sense of identity. Shaped by a world of unprecedented social and environmental challenges, they’re skeptical of traditional narratives and attracted to brands that not only understand their values but actively reflect them.Take Levi's "Buy Better, Wear Longer" initiative, for example, launched in 2022. Speaking directly to consumers who prioritize sustainability, individuality, and value-driven choices over traditional consumption.

If we want to connect with the Autonomists, we need to bring campaigns down to a personal, values-based level. Imagine a campaign that doesn’t just highlight product features but tells the story of real individuals breaking boundaries or communities reimagining inclusion and justice. This means elevating voices, highlighting real people, and sharing stories that champion individual journeys. And when I say individual journey I don't just mean sprinkling in the "authenticity", I mean going ALL in embracing a myriad of REAL voices.

In 2025-2026, the brands that will thrive are those unafraid to let their consumers lead. It’s time to lean into authenticity, listen to what the Autonomists are saying, and build connections that honour individuality over conformity.

Storytelling here should invite consumers to be part of something bigger, where individual choices contribute to a collective movement.

The Autonomist lifestyle is visible in their choices. They gravitate toward brands and products that emphasize sustainability, wellness, and creativity. Think reusable coffee cups with a story, like KeepCup, or zero-waste skincare brands like Lush, where the product’s backstory is as compelling as its function. Their playlists might include artists like Childish Gambino, who tackles social issues in his music, and Mitski, whose introspective lyrics speak to themes of identity and belonging. Books like "On Earth We’re Briefly Gorgeous" by Ocean Vuong or movies like "Everything Everywhere All at Once" captivate them with narratives that push boundaries and explore self-discovery and connection in unconventional ways.

This audience craves honesty and autonomy. To connect with them, brands need to mirror their ethos.In a world filled with noise, Autonomists seek spaces where they can be themselves, champion causes they care about, and see their values reflected. The future belongs to brands willing to be part of that vision, offering more than just products—they offer community, meaning, and a story worth joining.