US Expressions of Identity: 2026
Mintel's Self-Expressive Target now represents a dominant and growing majority (67%) of the population.
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EXECUTIVE SUMMARY
- What you need to know
- Future outlook for consumer identity and self-expression
- Opportunities
- Strategize around occasions when consumers find it most difficult to embrace their authentic selves
- Offer a counter-narrative to society’s current push for physical perfection
- Provide consumers a trend-tailoring toolkit that fosters customization and personalization opportunities
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THE MARKET
- Rising prices threaten consumer spending on self-expression
- Anti-algorithm sentiment is driving a renewed desire for authentic self-expression
- Amid the Affection Deficit, consumers seek human experiences and everyday connection
- The competitive job market and the threat of AI is also driving the current surge in self-expression
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THE CONSUMER
- The Self-Expressive Target audience
- Authentic self-expression has never been more important
- Graph 1: importance of expressing oneself to the world around them, 2023-26
- Graph 2: importance of outer appearance in self-expression, 2023-26
- As the Self-Expression target grows, brands can offer new and innovative ways for consumers to broadcast their identity
- Despite the overarching surge in self-expression, not all consumer segments prioritize expressing themselves publicly
- The Self-Expressive Target continues to skew young and multicultural
- Graph 3: Self-Expressive target – by select demos, 2026
- Pinterest pushes back against the algorithm and Affection Deficit, urging people to put down their phones and live
- Brands need to facilitate Self-Expressive consumers’ quest for authenticity
- Graph 4: agreement – “Expressing my true self is important to me,” by Self-Expressive Target, 2026
- Graph 5: agreement – “I would rather be authentic than be perfect,” by Self-Expressive Target, 2026
- The building blocks of identity
- Identity is layered: brands must understand consumers’ core values and relationships before embedding themselves in self-expression
- Graph 6: important aspects of personal identity, 2026
- Brands should tailor storytelling and messaging based on how each generation defines and prioritizes identity
- Graph 7: important aspects of personal identity – extremely or very important, by generation, 2026
- To earn multicultural consumers’ trust and loyalty, brands need to invest in authentic, nuanced representation
- Graph 8: important aspects of personal identity – extremely or very important, by race/ethnicity, 2026
- Sephora leans into authentic inclusion and empowerment with its “The Perfect Shade for You” APAC campaign
- Find ways to appeal to consumers’ personal growth and evolving identity
- Graph 9: agreement – “My sense of self continues to change and evolve,” by Self-Expressive Target, 2026
- Graph 10: agreement – “My sense of self continues to change and evolve,” by age, 2026
- For the audio streamer’s 20th anniversary, Spotify invites users to revisit their listening history and their evolving musical persona
- Additional aspects of self-expression
- Music, cooking, media and crafting are avenues through which people express their identity and individuality
- Graph 11: ranking important outlets of expression aside from appearance, 2026
- Younger generations turn to crafts, colors and collectibles to express who they are
- Graph 12: any ranking – ranking important outlets of expression aside from appearance, by generation, 2026
- Trinket trade boxes are bringing a sense of community to trinket collecting
- Alternative modes of self-expression help identify media channels through which brands can reach and engage consumers
- Graph 13: any ranking – ranking important outlets of expression aside from appearance, by race/ethnicity, 2026
- Heineken leverages tech and streaming data to connect Coachella attendees with similar tastes in music
- Self-expression by occasion
- Find inspiration for brand engagements and activations in the occasions when it’s easiest or most challenging for consumers to express themselves
- Graph 14: easiest and most difficult^ occasions for consumers to express their authentic selves – any rank, 2026
- Social media and gaming are critical channels for brands to connect with young and multicultural consumers’ authentic selves
- Graph 15: any rank – ranking of occasions when it’s easiest for consumers to express their authentic selves, by age, 2026
- Graph 16: any rank – ranking of occasions when it’s easiest for consumers to express their authentic selves, by race/ethnicity and LGBTQ+ identity, 2026
- Brands can help empower and support consumers when authentic self-expression is challenging
- Graph 17: ranking occasions when it’s most difficult^ for consumers to express their authentic selves, 2026
- Tinder looks to empower singles with its AI-powered dating game
- Brands can help empower both customers and also employees
- Graph 18: any rank – ranking of occasions when it’s most difficult^ for consumers to express their authentic selves, by race/Hispanic origin and LGBTQ+ identity, 2026
- Coach invites consumers to “Explore Your Story” – through their handbag and accessories
- Role of brands
- Offer a counter-perspective to society’s push for perfection
- Graph 19: agreement – authenticity vs perfection, 2026
- Dove and Netflix’s Bridgerton dare viewers to “let them talk” by embracing their real beauty
- Confidence, self-esteem and embracing personal imperfections are struggles that can affect all groups
- Graph 20: any agree – authenticity vs perfectionism, by gender and generation, 2026
- Nutrafol uses relatable humor to empower men with thinning hair to reclaim their confidence
- Offer inspiration on ways to modify and customize popular trends to best suit different personal style needs
- Offer inspiration on ways to modify and customize popular trends to best suit different personal styles needs
- Customizing trends is an opportunity for brands to appeal to young and multicultural adults
- Graph 21: any agree – adapting and participating in trends, by age, 2026
- Graph 22: any agree – adapting and participating in trends, by race/ethnicity, 2026
- Jack in the Box taps into streetwear culture to celebrate the brand’s 75th anniversary
- Beyond outer appearance, there are many opportunities for brands to offer representation, customization and personalization that empower consumers
- Graph 23: agreement – personalization, individuality, representation, 2026
- Scotch-Brite shows that even cleaning can be an opportunity for aesthetic self-expression
- Black, Hispanic and LGBTQ+ adults in particular are eager for brands to help facilitate unique personalization and authentic representation
- Graph 24: any agree – personalization, individuality, representation, by race/ethnicity and LGBTQ+ identity, 2026
- Johnnie Walker refreshes its “Keep Walking” slogan to embrace individuality and self-expression
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APPENDIX
- Consumer research questions
- Consumer research methodology
- US generation groups
- Abbreviations
Mintel’s Self-Expressive Target now represents a dominant and growing majority (67%) of the population. This segment, skewing young and multicultural, signals a clear expectation for brands to show up in ways that enable identity-building and authentic personal expression. While appearance and personal style remain important, consumers are increasingly diversifying how they express themselves – turning to alternative outlets like music, collectibles and crafts.
However, authentic self-expression is not always easy to sustain. Heightened economic pressures, algorithmic echo chambers and a broader lack of social confidence are making it more difficult for consumers to fully embrace and project their true selves. This tension creates a meaningful opportunity for brands to step in: by celebrating individuality, normalizing imperfection and translating macro trends into accessible, customizable solutions, brands can play a pivotal role in building consumer confidence and reinforcing their sense of self.
This Report Looks at the Following Areas:
- Consumer trends influencing a renewed emphasis on authentic self-expression
- Economic indicators impacting consumers’ discretionary spending and behaviors
- A trended look at Mintel’s Self-Expressive Target consumer segment
- Context behind consumers’ identity and sense of self
- Aspects and outlets for consumers’ self-expression
- Self-expression opportunities and challenges across different occasions
- The role of and opportunities for brands to appeal to consumers’ self-expression and foster empowerment
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