Global "Great Exhaustion" trend prompts search for small joys: study

A growing sense of pervasive fatigue, termed "The Great Exhaustion," is shaping consumer behavior and outlooks, according to a new forecast by WGSN analysts. This trend, identified in their Future Consumer 2026 report, highlights how persistent exhaustion could significantly impact people's lives and choices in the coming years.

The research indicates that this widespread burnout is not solely due to demanding work lives. It is compounded by a "polycrisis" – the simultaneous occurrence of multiple stressors such as the rising cost of living, financial uncertainty, geopolitical tensions, and anxiety over environmental issues. This complex web of crises forces individuals to cope with numerous problems at once, intensifying feelings of instability and making recovery more challenging.

"The Great Exhaustion" affects different demographics unevenly. WGSN's findings reveal that Generation Z, younger millennials, and women are particularly susceptible. Globally, 48% of individuals under 30 reported feeling exhausted at work, while in South Africa, 40% of working women showed signs of burnout. These figures suggest a fundamental shift in how people perceive work, well-being, and their personal capacity to manage stress.

In response to this constant strain, people are increasingly seeking out "glimmers" – small moments of joy and positive emotion. These glimmers, described by psychotherapist Deb Dana, act as a counterbalance to negative emotional triggers, providing comfort and a sense of safety. Analysts believe these small, positive experiences will become a crucial coping strategy for navigating a world grappling with multiple crises. WGSN has identified glimmers as a key consumer sentiment for 2026, suggesting a growing need for accessible sources of comfort and emotional resilience.

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glimmers, small moments of joy and positive emotion.