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Who are 'gleamers' and do how they affect consumer behaviour and advertising
Updated On: 30 June, 2024 12:30 PM IST | Mumbai | Sanjeevni Iyer
Leaving a toxic job, being a first-time voter, throwing a divorce party, brands and consumers are now appreciating the small joys of life—the minorstones
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Britannia Good Day, Myntra and Talented collaboratively launched their latest campaign, Bank of Small Wins, celebrating the small wins of life
People oftentimes reward themselves for reaching a milestone. They buy gold or diamonds when they get married or have a baby, or buy a new car after a much-wanted promotion. But, in the race of celebrating the big moments, the small wins of life are often neglected. What about celebrating events like being a first-time voter or quitting a toxic job? The emerging “minorstone” culture is here to change that.
As per a recent study by trend forecasting site WSGN, an emerging set of consumers called Gleamers is gradually changing the face of consumer behaviour and advertising. Turning their back on just celebrating the traditional milestones like marriage or giving birth, these consumers are now branching out to appreciating the minorstones, or the small wins of life, that are more attainable and personal. Predicting them as an important consumer segment for 2026, WSGN states how this shift of celebrating the smaller achievements like leaving a toxic job, divorces, being loan-free, living alone, or even doing a headstand, can open up exciting opportunities for brands to connect with the cohort on a more personal level. As these consumers are drawn to anything that nurtures care, community, and happiness, they expect their brands to design their strategies for their “life stage” rather than their “biological age”, catering to a broader spectrum of life experiences and personal milestones.
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