Discover six trends that will drive youth culture in 2026, from the cosy comeback and the rise of ‘dark mode’ to polarised approaches to wellness

Elizabeth Tan | 03.10.25 – 15 minute

Need to know

This report identifies six cultural trends that will define youth tastes and behaviours in 2026. It accompanies our Youth Priorities forecast, which provides business strategies for meeting young people’s needs and winning their loyalty in 2026.

Opportunity

In 2026, the oldest Gen Z will be nearing 30 and the oldest Alphas will be entering their teens. Both generations have grown up online – many chronically – so there will be key opportunities for brands to help them slow down and live more intentionally and mindfully.

Brands will also need to develop products, services and experiences that enable young people to move between their tensions – switching easily between digital and physical worlds, and navigating between fandoms (the urge to appreciate culture) and gatekeeping (the urge to preserve and protect the things they love from going mainstream). This will be especially important in a more fragmented youth landscape characterised by polarised consumption (people shopping based on their values), trend tensions (contradictory trends rising rapidly, often at the same time) and niche as the new norm.

STEPIC forecasts: Moral Injury, Glimmers, Yearning, Intentional Tech, Polarised Consumption, World-Building, Fresh Perspectives, Multisensory Interfaces

Strategies

  • Apply new culture codes: embrace two cultural codes: the freedom to use ‘dark mode’ and the pursuit of bold, daring stunts to capture attention
  • Lean into the cosy comeback: promote softer and more intentional ways of living that combat collective feelings of fatigue, stress and burnout
  • Be present in cultural hotspots: invest in emerging tastemakers and retail formats that foster knowledge and cultural exchange
  • Appeal to new approaches to wellness: create brand experiences that appeal to the full spectrum of wellness approaches and engage with the varying care practices that are gaining popularity among young people
  • Work with communities to preserve culture: promote cultural awareness and pride to ensure that communities are respected and prioritised
  • Brace for fragmented personal styles: don’t impose -core aesthetics on trend-fatigued youth; take a more open-minded approach to discovering styles and aesthetics are emerging from the bottom up

Proof points

Apply new culture codes

In 2026 there will be two core cultural codes to appeal to youth: supporting their freedom to disappear into ‘dark mode’, and engaging with them through bold, confident and risque stunts that push creative boundaries.

‘Dark mode’ refers to people going offline and retreating into intimate spaces to engage with people in phone-free environments. In 2026, going offline will be seen as a signifier of luxury, and the desire for OIYK (only if you know) cultural cachet and stealth wealth will drive demand for members-only or invite-only spaces. According to a 2024 report by London-based real estate firm Knight Frank, more private members’ clubs have opened in the past four years than in nearly three decades prior.
At the other end of the spectrum, we will see a need for more overtly bold and confident social media and marketing campaigns to capture the attention of chronically online youth. These consumers are desensitised to mainstream internet memes, humour and shock value, so brands should lean into hyper-niche cultural moments and simple everyday slang terms and phrases to avoid coming off as cringeworthy or inauthentic.

Strategy 1 – Create ‘dark mode’ spaces

  • Go dark on social media to develop a mysterious and elusive brand image that only speaks to your fans. In an era of information overload, being intentional online can garner higher engagement and cut through clutter
  • Create ephemeral experiences via phone-free events, password-accessed sites or events in hidden venues. This will not only drive social capital and hype but also add an element of play and discovery
  • Plan educational and participatory programmes at events to encourage people to switch off their devices and focus on being present. Embrace ‘going dark” as a lifestyle practice that urges consumers to focus on their IRL social life

SAA Brooklyn is a members-only space in New York that is home to Tenny’s Restaurant and the 154SPA for wellness. Individuals must have a membership to view the website and make bookings or attend private events

In action

In Brazil, The Green Room by Heineken is an exclusive event and party that attracts Gen Z attendees. To build mystery and exclusivity, its Instagram page doesn’t have any posts, making it the ultimate OIYK (only if you know) event

2sday Supper Club is a women-only supper club that aims to bring creative minds together through dinners, workshops, talks and exhibitions. It hosted an event called Youth Unlocked, spotlighting artists exploring themes of nostalgia, imagination and the essence of youth through a female lens

Speakeasy bars are becoming increasingly popular in East Asia. On the Chinese social media platform Xiaohongshu, users share their new discoveries, including Bad Coffee & Liquor Club in Hong Kong to HATS&CAPS in Shanghai. This shift signals young people’s search for more niche, unique and quiet hangout spaces

Strategy 2 – Be bold and risky with messaging

  • Be overt, confident and cheeky to cut through the clutter online. Some Gen Z are chronically online, so they are desensitised to traditional humour and shock-value content. Brands need to ramp up playfulness through messaging and visuals
  • Ramp up risque stunts but do so subtly and through a lens of empowerment. Some women are showing more skin as a symbol of empowerment, tapping into a new wave of feminism. For older youth cohorts in appropriate markets, affirm this sense of freedom and sensuality in your imagery, particularly as young people face self-confidence challenges due to the pandemic’s impact

In the US, State Farm Insurance worked with the cast and crew of the TV series Severance to capture Gen Z audiences, who are adulting and having to deal with purchasing their own coverage. Released and timed after the debut of Severance’s second season, the ad is filmed in the same set as the TV show and is filled with IYKYK references, directly speaking to Severance fans

In action

MAC Cosmetics worked with celebrities such as Martha Stewart, Julia Fox and musician Beabadoobee for its latest campaign, titled I Only Wear MAC. Featuring its new range of 20 nude shades, MAC played on the word “nude” to unveil sensual and risque imagery

In Canada, IKEA directly messaged people on Instagram to promote its new mattress. It sent a late-night message asking followers, “U up?”. The playful tone was suggestive and invited consumers to respond. Some of those who replied to IKEA between 10pm and 5am were rewarded with a free mattress

In China, McDonald’s launched an OOH ad to promote its new cage-free chicken (CFC) dish. The brand strategically placed its OOH ads with “CFC” opposite its fast-food competition, KFC, driving buzz around its new launch

Lean into the cosy comeback

Advocate for softer and more intentional ways of living, both offline and online, to combat the great exhaustion – a collective feeling of fatigue, stress and burnout.

In 2026, youth will opt for slower and more intentional lifestyles to tackle mental health issues, burnout and heightened anxiety driven by geopolitical tensions. Whether they are online or offline, they will want life to feel gentler and more purposeful

This desire for comfort and cosiness is seeping into product design across industries such as tech and sports and outdoor, and will give rise to soft adventure and soft wellness trends in 2026. On TikTok, #cozy has amassed 1.6m posts, with creators and users sharing how to create cosy routines and engage in cosy hobbies such as colouring and gaming. Brands will need to foster softer lifestyles through reminders, experiences and tools that empower young consumers to slow down.

Strategy 1 – Encourage softer living IRL

Craft messages that soothe, support, and encourage consumers to slow down and move at their own pace. Challenge chrono-normativity (the societal expectation to reach life milestones such as marriage, homeownership or parenthood by a specific age) through reminders and stunts that break down societal expectations to reassure youth

Offer more balanced nightlife activities. A UK survey found that 50% of 18-30-year-olds cited that changes in financial circumstances impact how often they engage with nightlife (NTIA). Step in to advocate for budget-friendly lifestyles; alcohol brands can consider ramping up home-friendly cocktail kits, while wellness brands can inspire late-night social activities

Plan regular IRL experiences as young people crave social interaction beyond the screen. A December 2024 survey found that 73% of 18-35-year-olds in the US intend to attend an in-person event in the next six months (Eventbrite/dcdx)

Footwear brand On launched SOFT WINS, a campaign that promotes a gentler approach to running, featuring Elmo from Sesame Street. To introduce the Cloudsurfer 2, one of On’s softest running shoes, the campaign encourages runners to be gentle with themselves, celebrate personal achievements, enjoy running and connect with others

In action

Alcohol brand 818 Tequila partnered with fashion label LESET to unveil a campaign called Big Night In. It featured a limited-edition cocktail attire collection with 818 Tequila cocktails, showcasing how people can have fun and party while being cosy and comfortable at home

In mid-June 2024, Xiaohongshu launched the Slow People Festival in the city of Dali, Yunnan, which is known for its leisurely pace. It hosted musical performances and spiritual workshops, and brands also participated in the event to meet the needs of people embracing slower lifestyles

Racks is a cafe and retail space in Sharjah, UAE, designed as a hangout space for young people. It features board games snacks and drinks to encourage people to spend more time in-store and engage with friends

Strategy 2 – Evoke digital softness online

Adopt a techno-realist mindset, which recognises tech as a tool for ethical endeavours, strategic creativity, and solving real-world pain points. Reach chronically online consumers by creating platforms and tools that allow them to co-create and seek friendship with others

Create with ‘slow punks’ in mind. This group is suffering burnout and stress from being online, and they are looking for a balance between being connected and disconnected. Offer thoughtful and alternative tech tools that enable them to connect and participate in knowledge-sharing

Leaning on the concept of collective world-building, Switch-Lit is a platform that allows writers, dreamers and storytellers to write a story with a co-author of their choice or a stranger. The free platform provides writing tools and exercises that help users articulate their ideas, showcasing how intentional tech can lead to positive outputs

News outlet Reuters recreated a soft gaming world, taking readers through a simulated quaint town called Rootersville for its report on the calming and self-care benefits of cosy gaming

BuzzFeed is launching a new social platform aimed at making the internet more joyful and positive, called BF Island. The platform will be an antidote to online content known as SNARF (content based on stakes, novelty, anger, retention and fear)

Designed by Sega Toys in Japan, Emojam is a device designed for tweens to share their emotions with their friends. Instead of texting friends using a smartphone, Emojam allows users to send different combinations of emojis to their friends using wifi

Be present in cultural hotspots

Engage emerging tastemakers and invest in retail locations that serve as incubators where young people can exchange ideas and socialise.

As young people spend more time offline, their inspirations and points of influence will shift. To position your brand as cool among Gen Z and Alphas, it will be essential to cultivate hangout spots. In 2026, look out for the return of the ‘mall rat’ (young people hanging out in malls to socialise and shop) as these retail destinations become a key third space for youth. In a 2023 survey of 1,008 Gen Z, US-based ICSC (International Council of Shopping Centers) found that 60% visited malls to socialise with friends, even if they didn’t need to purchase anything. While malls become hangout spots in the US, APAC youth are opting to spend more time in retail villages with cultural activities and experiences readily available.

Brands should also prioritise creating and maintaining new cultural moments online. Similar to how influencers reigned in the era of social media, socialites and tastemakers will emerge as curation as a service hits the mainstream in 2026. These tastemakers will advocate for niche movements and go against the grain of conventional styles, spotlighting emerging creatives and artists. As such, expect to see a greater focus on creators and collectives that move culture forward, giving emerging voices and talents a platform, and creating spaces that help new ideas and communities to form.

Strategy 1 – Brace for the mall rat revival

Include dwell time as a new metric for in-store success as young people seek hangout spaces

Invest in experiential retail and entertainment-led stores that encourage young shoppers to visit with their friends. Test pop-up formats to monitor foot traffic before opening permanent stores

Develop third spaces within stores that enable young consumers to hang out and socialise with friends. Create inviting and open spaces with comfortable seating and food and drink options to increase time spent in-store and help youth tackle the confidence crisis and loneliness epidemic

Offer cultural initiatives and brand experiences in APAC retail spaces that double up as hangout spots. Brands can test soft-selling store formats in retail compounds to increase dwell time and drive emotional connection

Filipino beauty brand Sunnies Face opened a flagship store in Manila’s World Mall of Asia. Covering 500 square meters, the space invites visitors to meet, drink, and read while exploring a curated selection of products. Interactive features include a coffee shop, listening booths, a library with a donation station, and a reading room.

The TX Huaihai mall in Shanghai is a popular shopping spot for youth. It offers a wide range of contemporary, independent, streetwear and luxury brands, both local and international. The mall is also designed with open spaces to hangout and large store formats to shop with friends

Chamberlain Coffee opened its first store at Westfield Century City in LA, tapping into the rise of cafe culture. As more young people visit malls, explore how you can create hangout spots to boost consumer loyalty and community

Strategy 2 – Pay attention to emerging socialites

Set aside time for social listening, which will be a key tool for marketing and social media teams to stay abreast of the content, collectives, rising talent, third spaces and dining experiences that resonate with younger audiences

Don’t be afraid to work with emerging creators and talent. Despite their lower following, they might garner higher engagement. Consider rolling out strategies that incorporate multiple emerging creators at once

Give emerging talent full creative control to enhance brand engagement and add a ‘cool’ factor to ads and campaigns

Fashion and lifestyle content creator @dahyeshka, based in Jeju, South Korea, influences youth fashion in East and Southeast Asia. With 189k Instagram followers, Dasha inspires young women to find their own sense of style while also driving cultural capital hype for emerging and independent brands like Open YY and Beyond the Vines

The Candid Club in London was founded by three Zoomers who are trying to bring life back to London’s social and nightlife scene. It has become a popular event to discover emerging creatives

Hailing from Singapore, @marxmae is a content creator, creative and co-founder of a creative agency, Magic System, and a talent agency, Stardust World. She pushes creative boundaries through her content and business ventures, spotlighting new talent emerging in APAC