{"id":16721,"date":"2026-02-14T13:27:38","date_gmt":"2026-02-14T13:27:38","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/2026-vibe-nonconformity-self-preservation-fandom-will-shape-the-year\/"},"modified":"2026-02-14T13:27:38","modified_gmt":"2026-02-14T13:27:38","slug":"2026-vibe-nonconformity-self-preservation-fandom-will-shape-the-year","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/2026-vibe-nonconformity-self-preservation-fandom-will-shape-the-year\/","title":{"rendered":"2026 Vibe: Nonconformity, Self-Preservation & Fandom will Shape the Year"},"content":{"rendered":"

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Fortune-telling has long been an elusive yet in-demand art, somehow still appealing despite how often prognosticators get it wrong. 2026, like other years before it, has seen a swath of January predictions about what the year will hold, from companies as varied as Morgan Stanley and TikTok. But despite the multiplicity of sources, what was particularly interesting this year was how similar many of those predictions ended up being.<\/p>\n

Every prediction set that Retail TouchPoints<\/em> reviewed \u2014 which included forecasts from Euromonitor<\/strong>, Faire<\/strong>, Morgan Stanley<\/strong>, Pinterest<\/strong>, Stitch Fix<\/strong>, TikTok<\/strong> and WGSN<\/strong> \u2014 started off from the same central theme; namely that it is rough out there right now and the key to success in 2026 will be helping consumers navigate the chaos.<\/strong><\/p>\n

\u201cConsumers are weathering a global poly-crisis era and what feels like a darkening future \u2014 we have a cost crisis, a climate crisis and we\u2019re facing a happiness epidemic at the same time,\u201d said Cassandra Napoli, Head of Consumer Forecasting at trend forecasting company WGSN during the webinar Unlocking the Culture Code for 2026<\/em>. \u201cJust 16%<\/strong> of people globally say they\u2019re very happy, but brands have an opportunity to really bridge the divide.\u201d<\/p>\n

\u201cIn 2026, consumers will seek comfort, authenticity and optimism to quiet the constant noise of the world and social media<\/strong>,\u201d predicts Pinterest, and pretty much everyone else seems to be in agreement. Here are the four<\/strong> major themes that emerged across all seven<\/strong> forecasts about the impulses and influences that will shape consumer behavior this year.<\/p>\n

1. Self-Preservation<\/strong><\/h2>\n

The primary impulse driving consumers this year will be self-preservation \u2014 finding ways to mitigate the impact of everything going on in the world, both financially and emotionally<\/strong>.<\/p>\n

In Morgan Stanley\u2019s forecast, the company zeros in on the current \u201cmultipolar world\u201d full of geopolitical and industrial shifts<\/strong>, including seeing governments \u201cgo against the COVID-19 globalization trends\u201d and \u201cpolicymakers prioritizing control\u00a0of supply chains.\u201d Set alongside that are a range of sweeping \u201cdemographic, technological and social changes reshaping economies worldwide,\u201d<\/strong> including \u201cthe influence of\u00a0AI on the labor market, aging populations, evolving consumer tastes and the growing divide represented by the K-shaped\u00a0economy, in which\u00a0higher-income\u00a0groups advance while\u00a0lower-income\u00a0groups fall behind.\u201d<\/p>\n

That\u2019s a lot of change for a species not particularly inclined toward change, and the result will be a consumer less given to impulse purchasing and instead focused on intentional spending that meets an immediate need.<\/p>\n

\u201cConsumers may be cutting back on \u2018non-essentials,\u2019 but they\u2019re also expanding what counts as essential \u2014 and emotions are driving that line<\/strong>,\u201d according to the 6th<\/sup> annual TikTok Next<\/em> report. \u201cIt\u2019s no longer just about grabbing the cheapest shampoo or bread; it\u2019s about finding the shampoo that truly works for your hair type or turning bread-making into a ritual that supports wellness. Shoppers are redefining what\u2019s essential not by price, but by meaning, joy and belonging.\u201d<\/p>\n

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Image courtesy Euromonitor<\/figcaption><\/figure>\n<\/div>\n

\u201cIn an uncertain world, our data show consumers actively seeking better balance, with two-thirds<\/strong> looking for ways to simplify their lives,\u201d according to Euromonitor\u2019s research.\u00a0\u201cThey\u2019re re-evaluating how they spend their time, money and energy. This shift means many are embracing emotional wellbeing and adopting a less-but-better mindset. As a result, shoppers are drawn to products that promote relaxation, and interest in natural, wholesome ingredients is rising.\u201d<\/p>\n

\u201cAdvertisers should show how their brand delivers real, everyday value<\/strong> \u2014 whether through cost-per-wear, emotional payoff or community connection,\u201d TikTok advises. And according to WGSN, one thing consumers will be willing to spend on this year are what they define as \u201cglimmers.\u201d<\/p>\n

\u201cGlimmers are the opposite of triggers. Essentially, they can be understood as micro-moments of joy, comfort and safety, and they will increasingly become a vital coping tool for consumers,\u201d said Napoli, who added that this impulse will continue to drive the \u201ctreat culture\u201d trend of consumers making small, fun purchases to \u201creward\u201d themselves for everything from reaching a goal to simply getting through the day. \u00a0<\/p>\n

2. Escapism<\/strong><\/h2>\n
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Image courtesy Pinterest<\/figcaption><\/figure>\n<\/div>\n

One of the main ways consumers will look to maintain their well-being in 2026 will be by escaping, both to more calming physical and digital environments and by returning to \u201chappier\u201d eras. This can already been seen playing out in the viral \u201c2026 is the new 2016\u201d TikTok trend, harkening back to that \u201csimpler\u201d time of lip-syncing on Musical.ly, Snapchat dog ears filters and bottle-flip challenges.<\/p>\n

\u201cComfort is consumers\u2019 primary emotional crutch, with 55%<\/strong> of global respondents prioritizing it as a need in their daily lives,\u201d according to Pinterest. \u201cThey\u2019re engaging in safe havens, finding relief in everyday rituals and using nostalgia to feel like themselves again.<\/strong>\u201d<\/p>\n

They also are freeing themselves from the burden of the future (most consumers say they can\u2019t envision a future beyond 24<\/strong> months, according to Pinterest), and instead are looking for \u201cgrounded optimism in the present, with escapism as their emotional fuel.\u201d<\/p>\n

This will drive a continued demand for nostalgic environments and merchandise as well as a desire to find connection, both through online communities and by ditching the screens and heading out to real-world gathering spaces and events.<\/p>\n

While both these trends already were emerging in 2025, according to forecasters they\u2019ll get new emphasis in 2026. \u201cOver the past few years, Pinterest has seen a rise in nostalgic trends that transport people back to childhood, because looking to the past provides people with comfort,\u201d the company said in its Pinterest Predicts<\/em> report. \u201cThey are craving simpler times, with 52%<\/strong> of respondents saying they\u2019re rewatching classic TV or films. Nearly four in 10<\/strong> are cooking or eating traditional comfort foods. Our study found that nostalgia is evolving into \u2018reclamation,\u2019 fusing the past with the present to brace for a future unknown<\/strong>.\u201d<\/p>\n

3. Fandom<\/strong><\/h2>\n

Of course, one of the biggest escapes for consumers has always been and will continue be their private passions, and in 2026, those fan-driven activities will kick into hyperdrive, particularly when it comes to sports.<\/p>\n

With the Winter Olympics ongoing and FIFA World Cup ahead, sports will be a major driver of connection this year. On wholesale platform Faire, searches for \u201csports\u201d are up 94%<\/strong> and \u201cmedals\u201d have climbed 154%<\/strong>. Fans also are broadening their taste horizons to explore the flavors of their favorite competitors \u2014 fusion food uploads have spiked 277%<\/strong>, while searches for spices and chilis are up 74% and 39%<\/strong>, respectively.\u00a0<\/p>\n

In fact, this year and beyond, WGSN sees sports being \u201cthe ultimate cultural super channel.<\/strong> As more athletes become online tastemakers, they will define style, language and influence around big events.\u201d<\/p>\n

In fact, sports are becoming much more than just entertainment, especially among younger generations: \u201cIt\u2019s a space of self-care, social connection and identity expression, all wrapped into one,\u201d said Napoli. Adding to the appeal for brands, sports is the category most likely to have super-fans, with approximately 17% <\/strong>of U.S. adults identifying as die-hard fans of sports leagues, teams or athletes, ahead of both music and IP.<\/p>\n

Tapping into fandoms, sports or otherwise, is a highly effective way to engage consumers \u2014 when it\u2019s done right. In fact, in the U.S. 92% of people consider themselves a fan of something<\/em><\/strong>, according to WGSN.<\/p>\n

However, \u201cthe most successful brands will be those that build worlds worth living in,\u201d predicted Napoli, who added that communities are becoming more valuable to brands than the traditional customer database.<\/p>\n

Which leaves brands to decide whether they will engage with existing fandoms or attempt to architect their own brand universe (not easily done, it should be noted). Either way, finding ways to engage with passionate fandoms in 2026 will be a winning strategy.<\/p>\n

\u201cWhy is fandom so powerful? It\u2019s because fandom is deeply emotional,\u201d explained Napoli. \u201cPeople engage with it daily, and it\u2019s also very long-lasting. Typically, if we\u2019re a fan of something it\u2019s for life. Fandoms today are not just about entertainment. They shape identity, influence purchasing and foster deep emotional connections and bonds.<\/strong>\u201d<\/p>\n

4. Nonconformity<\/strong><\/h2>\n

The final trend, seen across almost all predictions, was, somewhat ironically, a pushback against trends. Each outlet has its own term for it \u2014 \u201calgorithm fatigue\u201d at Faire, \u201cignoring trend churn\u201d at Stitch Fix, \u201ctrend fatigue\u201d at Pinterest and a \u201cmovement away from passive consumption\u201d at TikTok \u2014 but no matter how you call it, it\u2019s all the same impulse.<\/p>\n

\u201cIn 2026, we\u2019re seeing shoppers move beyond trend-chasing and toward choices that feel deeply personal<\/strong>,\u201d said Jennifer Burke, Chief Revenue Officer of Faire in a statement. \u201cThey\u2019re using shopping as a way to express identity, build community and create meaning in everyday moments.\u201d<\/p>\n

\u201cIn a shift from past norms, people in 2026 will not consider trends as cultural mandates, but rather opportunities for identity curation and personal expression<\/strong>,\u201d according to Pinterest.<\/p>\n

This will express itself in a number of ways:<\/p>\n

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