The WARC Podcast 2026 trends: the 'vanishing middle' and shifting milestones
7 snips
Nov 13, 2025 Adi Kishore, Inside Director at WARC, shares data-driven insights on the economic challenges shaping consumer trends for 2026. Cathy Taylor, WARC's US commissioning editor, explains how millennials and Gen Z are redefining life milestones amid uncertainty. Cecelia Parrish of Rival discusses the shift towards emotional motivations over traditional milestones, emphasizing the significance of microcultures. Together, they examine the 'vanishing middle' phenomenon, highlighting strategies for brands to adapt, from premiumization to catering to intentional spending.
AI Snips
Chapters
Transcript
Episode notes
Milestones Are No Longer Guaranteed
- Younger generations increasingly delay or reject traditional milestones like having children or university due to economic and cultural factors.
- This shift alters lifelong planning and requires marketers to rethink life-stage assumptions.
Ditch Life-Stage Assumptions
- Rethink segmentation and stop assuming linear life stages when planning campaigns or products.
- Pivot brand platforms to new usage occasions and create packaging or offerings for changing household structures.
The 'Little Treats' Microculture
- Rival identified a 'Little Treats' microculture that prioritises small, emotionally justified indulgences like coffee.
- A CPG brand used this insight to position its product as an accessible reward during cost-cutting periods.