emerging
Prioritizing Minorstones & Joy
Consumers are shifting away from traditional milestones, embracing smaller 'minorstones' and prioritizing daily joy and fulfillment.
Themes
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
Faced with economic pressures and burnout, 'The Gleamers' are redefining success and happiness. They are finding fulfillment in smaller, more achievable goals and everyday moments of joy. The report emphasizes this shift, stating, 'Squeezed between rising living costs and the pressures of hustle culture, The Gleamers are turning their back on traditional life milestones to celebrate smaller pleasures.' This trend presents an opportunity for brands to connect with consumers by acknowledging and celebrating these 'minorstones.'
Context Signals
49% of people would be more likely to purchase from a brand that brings them a sense of joy (VML)
Rise of mindfulness and self-care practices
Increasing social media focus on everyday moments
Edge
Hyper-personalized products and services catering to individual 'minorstones.'
Experiences designed to foster joy and connection in everyday life.
Brands building communities around shared values and 'minorstone' celebrations.
