VML The Future 100: 2026 Lifestyle Trends Redefining How We Live, Spend and Connect

What does a “good life” look like in 2026? For consumers around the world, the answer appears to be changing. Instead of focusing exclusively on traditional measures of success such as wealth, status and material possessions, people are increasingly looking for meaning, connection, wellbeing, joy and experiences that make life feel more fulfilling. That is one of the central ideas behind VML’s The Future 100: 2026, the 12th edition of the global trends report examining 100 developments expected to influence business, culture and consumer behavior. VML’s Lifestyle vertical focuses on 10 major trends covering areas such as wellbeing, social connections, experiences, consumption and the evolving meaning of luxury.

The Search for a More Meaningful Life

The lifestyle landscape in 2026 is being shaped by a world that can often feel overwhelming. Economic uncertainty, constant digital stimulation, environmental concerns and social pressures are influencing how people think about their time and priorities. VML describes the broader mood behind its 2026 report as “dysoptimism” — recognizing that the world faces serious challenges while still looking for opportunities to create something better. This attitude is influencing consumer behavior. Rather than simply searching for convenience or entertainment, consumers are increasingly interested in experiences, products and relationships that provide a stronger sense of purpose.

Transformative Experiences Become More Valuable

One of the standout Lifestyle trends identified by VML is Transformative Experiences. The idea is that experiences are no longer simply about having fun or creating something worth posting on social media. Consumers increasingly want experiences that can change their perspective or make them feel different afterward. VML reports that 88% of people globally want experiences that feel meaningful rather than simply entertaining. This could include travel, wellness retreats, cultural experiences, creative activities or immersive events. The important factor is the emotional impact.

A weekend getaway, for example, can become more valuable when it provides a sense of renewal, discovery or personal growth rather than simply being another trip. For brands, this creates an opportunity to move beyond selling products and instead design experiences that consumers remember.

Social Health Is Becoming Part of Wellbeing

Another important trend is Social Health. For years, conversations about wellbeing have focused heavily on physical fitness, nutrition and mental health. VML's research suggests that human relationships and community are increasingly being recognized as essential parts of overall health. According to VML, 70% of people globally now see loneliness as an epidemic. That statistic highlights a major lifestyle challenge.

People may be more digitally connected than ever, yet many still experience loneliness and social isolation. As a result, communities, friendships and meaningful social interactions are becoming increasingly important. This could influence everything from hospitality and travel to fitness, entertainment, retail and technology. The brands that help people connect in authentic ways may have an advantage in a culture where consumers are increasingly looking for genuine relationships.

“Joyspans”: Living Longer Isn't Enough

One of the more interesting concepts in VML's report is “Joyspans.” The idea builds on the growing interest in longevity but shifts the focus from simply extending life to making those additional years enjoyable and meaningful. VML reports that 85% of people believe the most important measure of a good life is feeling joy and purpose. This represents a broader change in how people think about health and aging.

Longevity is no longer only about living longer. It is increasingly about maintaining the physical, emotional and social ability to enjoy life. That could create new opportunities across wellness, healthcare, fitness, travel, food, technology and lifestyle services.

Luxury Is Changing Too

The traditional definition of luxury is also being challenged. For younger consumers, particularly Gen Z, owning expensive products does not necessarily carry the same status it once did. VML reports that 70% of Gen Z say luxury brands no longer define status in the way they once did, while 65% still aspire to a lifestyle they consider luxurious.

The difference is important. Young consumers may still want luxury, but their definition of luxury can be less about ownership and more about access, experiences, wellbeing and quality of life. This is reflected in VML's concept of Shared Luxury, where consumers may prioritize shared access to premium products or experiences instead of owning everything individually. Luxury could therefore become less about showing what you own and more about demonstrating how you live.

Small Treats Are Becoming a Form of Comfort

Economic pressure is also influencing how people spend. When consumers cannot afford major purchases or expensive experiences as frequently, smaller indulgences can become more attractive. VML calls this trend Treatonomics. The report notes that 30% of Gen Z plans to spend more on small treats, suggesting that consumers may look for affordable moments of pleasure even while being more careful with larger expenses. This can include food, beauty products, entertainment, small upgrades or everyday experiences. The trend demonstrates that conscious spending doesn't necessarily mean eliminating pleasure.

Instead, consumers can become more selective about where they spend their money.

Wellbeing Is Moving Beyond Self-Care

Wellness is another major part of the lifestyle transformation. VML's broader Wellness report describes 2026 as a shift away from wellness as simple pampering and toward resilience — preparing people physically and emotionally to deal with a challenging world. This means wellness can increasingly involve:

• Mental resilience

• Physical fitness

• Better sleep

• Social connection

• Longevity

• Emotional health

• Preventive health

• Transformative experiences

  
  

VML reports that 48% of Gen Z and millennials plan to do more for their mental health, demonstrating the growing importance of wellbeing among younger consumers. The result is a lifestyle market where consumers are not simply looking to “feel good” temporarily. They are increasingly interested in building healthier and more resilient lives.

Consumers Want Experiences That Feel Real

Another theme running throughout VML's research is authenticity. Consumers are increasingly surrounded by digital content, artificial intelligence and algorithmically generated experiences. As technology becomes more capable, genuine human experiences can become more valuable. VML's wider 2026 research describes a growing desire for human connection and predicts stronger demand for immersive, high-impact experiences.

This creates an interesting paradox. The more technology becomes part of everyday life, the more consumers may value experiences that feel physical, personal and human. Travel, live events, community gatherings, wellness experiences and cultural activities can therefore become important outlets.

What These Trends Mean for Brands

VML's Lifestyle trends provide an important message for businesses: consumers are not simply buying products.

They are buying feelings, experiences, identity and meaning. A successful lifestyle brand in 2026 may therefore need to ask different questions.

Instead of asking only:

“What product should we sell?”

Brands may need to ask:

“How can we improve someone's life?”

That could mean creating products that support wellbeing, experiences that encourage connection, services that provide access instead of ownership, or communities that give consumers a stronger sense of belonging.

The Future of Lifestyle Is More Human

VML's The Future 100: 2026 suggests that the future of lifestyle is not necessarily about having more.

It is about having better experiences, stronger relationships and greater purpose. Transformative experiences, social health and Joyspans all point toward the same broader movement: people are reconsidering what makes life valuable. Even consumer spending reflects this change. From small treats to shared luxury, consumers are becoming more intentional about where their money goes and what they receive in return. For brands and businesses, understanding these shifts will be increasingly important. The biggest lifestyle opportunity in 2026 may not be convincing consumers to buy more. It may be helping them live better, connect more deeply and find more joy in everyday life. And that could be one of the defining consumer trends of the years ahead.