In the face of mounting global crises, consumers are turning to a surprising antidote: absurdity. According to trend forecasting firm WGSN, the year 2026 will be defined by an overarching "Unserious Everything" macro-trend, where brands and consumers alike embrace subversive humor, darker comedy, and a general rejection of anything too serious.
The Coping Mechanism of Chaos
What this really means is that as the world grapples with economic upheaval, geopolitical tensions, and ever-accelerating technological change, people are seeking emotional outlets and tools to process the sheer weight of it all. As Vogue reports, "For chronically online groups, this absurd content helps them process their feelings about the heaviness of the world around them. Brain rot can be a coping mechanism amid socioeconomic uncertainty, as it leans into silliness to unlock collective moments of strategic joy."
The bigger picture here is that in the face of a "polycrisis" - a convergence of multiple crises - consumers are gravitating toward the absurd, the irreverent, and the downright silly as a way to find levity and shared experience. As FashionUnited notes, "Unserious Everything" is an evolution of WGSN's previous "Glimmers" trend, which examined the rise of coping mechanisms to combat negative emotions.
From Memes to Maximalism
This shift towards the absurd is manifesting across industries. In fashion, we're seeing a renaissance of maximalist 80s-inspired styles, with Sourcing Journal reporting that "bold gold jewelry" and color-blocking are emerging as key trends. Meanwhile, in the tech world, "Cute Tech" is on the rise, with companies like Retrospekt turning analog devices into "cheerful collectables that invite curiosity."
Even the food and beverage industry is getting in on the act, with WGSN highlighting the popularity of "tiny joys" like pre-meal rituals and "intimate moments of indulgence" that offer joy without excess.
Brands Must Strike a Careful Balance
For brands, navigating this shift towards the unserious will require a deft touch. As FashionUnited notes, there's a fine line between being in tune with consumer sentiment and coming across as tone-deaf. Brands that can strike the right balance between humor, empathy, and authenticity will be the ones that thrive in the age of "Unserious Everything."