Senior Trends Researcher, Consumer Attitudes 

Consumer Attitudes

Eco-Minded Consumers Confused About Recyclability 

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Emilia Morano-Williams

Consumer sentiment is plummeting, troubled by price hikes, stagnant wages and geopolitical upheaval. The result is a wide-reaching recalibration in what people buy, and how they budget, save, and seek financial support. For brands, this atmosphere of financial uncertainty offers an opportunity to reassess what value means to tomorrow’s budget-aware consumer.

Consumer sentiment is plummeting, troubled by price hikes, stagnant wages and geopolitical upheaval. The result is a wide-reaching recalibration in what people buy, and how they budget, save, and seek financial support. For brands, this atmosphere of financial uncertainty offers an opportunity to reassess what value...

Tomorrow's Cost-Conscious Consumers

As <a rel="noopener" href="https://coeh.ucdavis.edu/research/how-noise-pollution-quietly-affects-your-health" target="_blank">research underlines</a> the negative health impacts of loud environments, consumers are reassessing their relationship with noise. Across leisure, work and public life, people are seeking calmer, quieter spaces that allow them to focus on what matters most. We identify how brands can leverage this changing dynamic, including the products and services poised to boom as a result.

Living with Noise: The Future of Sound & Wellbeing

As <a rel="noopener" href="https://coeh.ucdavis.edu/research/how-noise-pollution-quietly-affects-your-health" target="_blank">research underlines</a> the negative health impacts of loud environments, consumers are reassessing their relationship with noise. Across leisure, work and public life, people are seeking calmer,...

Nienke Creemers

Globally, the percentage of consumers who consider climate change an emergency fell from 71% in 2022 to 58% in March 2026 (<a rel="noopener" href="https://www.deloitte.com/us/en/insights/topics/environmental-social-governance/deloitte-global-sustainable-behaviors-survey.html#sustainability-attitudes-and-beliefs" target="_blank" data-anchor="#sustainability-attitudes-and-beliefs">Deloitte</a>, 2025). While consumers report being <a rel="noopener" href="https://www.businessgreen.com/news/4525517/survey-public-concern-climate-change-remains-despite-growing-fear-conflict" target="_blank">concerned</a>, they’re also <a rel="noopener" href="https://gulfnews.com/opinion/op-eds/climate-fatigue-is-real-why-the-message-no-longer-moves-people-1.500349576" target="_blank">fatigued</a>, <a rel="noopener" href="https://www.theguardian.com/news/ng-interactive/2026/feb/21/under-water-in-denial-is-europe-drowning-out-the-climate-crisis" target="_blank">in denial</a> and <a rel="noopener" href="https://www.kantar.com/uki/inspiration/fmcg/2025-wp-shoppers-struggle-to-juggle-cost-sustainability-and-health" target="_blank">facing financial pressure</a>. Stylus unpacks four contrary sustainability attitudes that inform how people relate to sustainability in 2026 and offers insight into how brands can navigate these contradictions.

Sustainability Paradoxes: Consumer Attitudes Decoded

Globally, the percentage of consumers who consider climate change an emergency fell from 71% in 2022 to 58% in March 2026 (<a rel="noopener" href="https://www.deloitte.com/us/en/insights/topics/environmental-social-governance/deloitte-global-sustainable-behaviors-survey.html#sustainability-attitudes-and-beliefs"...

Pia Benthien

By 2035, the global longevity market is expected to be worth $67bn, up from $27.6bn in 2025 (<a rel="noopener" href="https://www.globenewswire.com/news-release/2026/04/10/3271731/0/en/Longevity-Market-Size-is-Projected-to-Reach-USD-67-03-Billion-by-2035-Caused-by-the-Increasing-Number-of-Age-related-Concerns-Globally-SNS-Insider.html" target="_blank">SNS</a>, 2026). While many longevity therapies remain exclusive, forward-thinking brands are growing by catering to broader audiences, positioning and pricing treatments and products accordingly. Stylus covers how longevity is evolving from an elite aspiration into something accessible and practical.

Democratising Longevity: Longer Lives for Everyone

By 2035, the global longevity market is expected to be worth $67bn, up from $27.6bn in 2025 (<a rel="noopener"...

Today’s investors come from diverse income brackets and have wide-ranging goals, from saving money to purchase a home to accumulating generational wealth. However, as more people put money in financial markets, the need for high-quality money education, trustworthy investing advice and credible platforms has never been higher.

Consumers & Investing: New Financial Attitudes

Today’s investors come from diverse income brackets and have wide-ranging goals, from saving money to purchase a home to accumulating generational wealth. However, as...

At The Wall Street Journal’s (WSJ) <a rel="noopener" href="https://futureofeverything.wsj.com/event/the-future-of-everything/" target="_blank">The Future of Everything</a> conference (May 4-5, New York City), business leaders and journalists gathered to discuss the most pressing issues facing society. From the influence of artificial intelligence (AI) at work and home to the evolution of financial priorities for the young and old alike, we identify the key takeaways.

Event Coverage

WSJ The Future of Everything 2026: AI, Work, Money & Leisure

At The Wall Street Journal’s (WSJ) <a rel="noopener" href="https://futureofeverything.wsj.com/event/the-future-of-everything/" target="_blank">The Future of Everything</a> conference (May 4-5, New York City), business leaders and journalists gathered to discuss the most pressing issues facing society. From the influence...

Boredom is being reinvented. Once dismissed as an undesirable emotion, consumers are rediscovering the benefits of downtime and its essential role in a life of contentment and meaning. Stylus unpacks what's driving this cultural reassessment – and what it means for brands looking to connect with consumers in softer, more intentional ways.

The Boredom Boom: Low-Key, High-Friction & Analogue Living

Boredom is being reinvented. Once dismissed as an undesirable emotion, consumers are rediscovering the benefits of downtime and its essential role in a life of contentment and meaning. Stylus unpacks what's driving this cultural reassessment – and what it means for brands looking to connect with consumers in softer,...

Globally, women control $31.8trn in spending, making an estimated 70-80% of all purchasing decisions – yet nearly half (49%) feel brands don’t understand them (<a rel="noopener" href="https://static1.squarespace.com/static/63dd2a294ccbcf78ab818f33/t/684af946c6c9fe07b4a4f978/1749743942911/Download+The+Collective+Economy.pdf" target="_blank">Wasserman</a>, 2025). We explore the key issues women are navigating in 2026 – across health, work, relationships and personal safety – alongside the opportunities brands have to support women meaningfully.

Globally, women control $31.8trn in spending, making an estimated 70-80% of all purchasing decisions – yet nearly half (49%) feel brands don’t understand them (<a rel="noopener"...

Women in Focus: What Brands Need to Know

Retirement as both a career capstone and life stage is undergoing substantial change. People around the world are working for more years of their lives – whether due to personal enjoyment or financial obligation – and younger employees anticipate doing the same. Stylus unpacks what's driving this shift, and what it means for how consumers plan, spend, and live.

Retirement as both a career capstone and life stage is undergoing substantial change. People around the world are working for more years of their lives – whether due to personal enjoyment or financial obligation – and younger employees anticipate doing the same. Stylus unpacks what's driving this shift, and what it...

The New Rules of Retirement

Wealth accumulation is accelerating for the well off. However, the needs of these individuals are diverging, reflecting wealth gaps seen in the population at large. While the ultra-wealthy are prioritising privacy, multimillionaires are maximising their lifestyle investments, and mass-affluent millionaires are striving to feel even richer than they are. We unpack these three need-to-know wealthy cohorts.

Macro Trend

New Luxury Dynamics: Decoding Wealth Tiers

Wealth accumulation is accelerating for the well off. However, the needs of these individuals are diverging, reflecting wealth gaps seen in the population at large. While the ultra-wealthy are prioritising privacy, multimillionaires are maximising their lifestyle investments, and mass-affluent millionaires are striving...

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