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Consumer Attitudes

Episode 118: What is Soft Living?

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Emilia Morano-Williams

Daily (and mounting) challenges are driving people to prioritise pleasure and easy living, and also inspiring a desire for intensity. People are embracing ‘hard mode’ – appreciating effort for effort’s sake while still modulating how and where they exert themselves. We profile this achievement-orientated mindset and how its adherents are rewriting the rules of ambition and success.

Life on Hard Mode: The New Architecture of Effort & Ambition

Daily (and mounting) challenges are driving people to prioritise pleasure and easy living, and also inspiring a desire for intensity. People are embracing ‘hard mode’ – appreciating effort for effort’s sake while still modulating how and where they exert themselves. We profile this achievement-orientated mindset and how...

Marian Berelowitz

Now comprising <a rel="noopener" href="https://www.pewresearch.org/short-reads/2025/10/22/key-facts-about-us-latinos/" target="_blank">a fifth of the US population</a>, Hispanic Americans represent a <a href="https://app.stylus.com/retail-brand-comms/hispanic-marketing-council-summit-26-engaging-america-s-growth-cohort">key growth opportunity</a> – one that brands must work harder to connect with as anti-immigrant raids and rhetoric spur consumer mistrust. Evolving Stylus’s <a href="https://app.stylus.com/consumer-attitudes/america-s-next-gen-latinx">previous reporting</a>, we unpack this phenomenon, alongside Hispanics’ evolving relationship with heritage, their rising cultural influence and confidence, and their new ambitions and aspirations.

Now comprising <a rel="noopener" href="https://www.pewresearch.org/short-reads/2025/10/22/key-facts-about-us-latinos/" target="_blank">a fifth of the US population</a>, Hispanic Americans represent a <a...

Hispanic-American Consumers: Heritage Pride, Cultural Clout & Social Tailwinds

Nienke Creemers

At <a rel="noopener" href="https://longevityshow.com/" target="_blank">The Longevity Show</a> (June 26-27, London), experts discussed how to extend people’s <a rel="noopener" href="https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-health-span" target="_blank">health span</a>. Sessions delved into preventative care, biomarker testing and personalised lifestyle interventions. While speakers endorsed these interventions, they also cautioned against <a href="https://app.stylus.com/consumer-attitudes/meet-the-super-optimisers-tomorrow-s-data-driven-consumers">extreme health optimisation</a>, stressing the value of joy and relaxation for long, healthy and happy lives.

Event Coverage

The Longevity Show 2026: Long-Term, Personalised Health Routines

At <a rel="noopener" href="https://longevityshow.com/" target="_blank">The Longevity Show</a> (June 26-27, London), experts discussed how to extend people’s <a rel="noopener" href="https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-health-span" target="_blank">health span</a>. Sessions delved into...

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,...

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.

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,...

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Episode 118: What is Soft Living?