Why are peptides capturing consumer attention? How are consumers coping with the threat of oil at $200 a barrel? And why are side quests going viral?

Below is our April 2026 cultural signal scan: three trends on our radar this month and their impact on people. By scanning the headlines, keeping tabs on social media conversations and tuning into the zeitgeist, we connect the dots between our trends and the wider world, so you can make sense of what’s happening now and what it means for you.

Key insights

Peptides are a rapidly growing market. The global peptide therapeutics market is forecast to reach around $295 billion by 2033, driven in part by social platforms, cross-border e-commerce and looksmaxxing influencers such as Clavicular.
The Iran conflict is reshaping the global economic outlook in real time: Oxford Economics has revised its 2026 worldwide inflation forecast up from 3.6% to 4.4%, and downgraded GDP growth from 3% to 2.6%, with oil potentially hitting $200 a barrel if Strait of Hormuz disruption persists.
Side quests and “Funmaxxing” represent a cultural shift away from hustle and optimization: The TikTok hashtag “Alyssa Liu Funmaxxing” has accumulated over 80 million posts, reflecting a Gen Z-led rejection of productivity culture in favour of spontaneity and play.

1. The peptide inflection point: From niche to mass

Peptides move from biohacking to mass curiosity

Peptides – short chains of amino acids often marketed for muscle growth, fat loss, skin rejuvenation, and cognitive enhancement – are rapidly shifting from fringe biohacking circles into mainstream awareness. Search interest has surged globally, with Google Trends indicating a sharp uptick over the past 12 months, suggesting growing consumer curiosity and uptake. The chart below compares the relative popularity of searches for peptides to those for collagen and creatine – other well-known and popular supplements in the aesthetic and fitness spaces.

The peptide boom is primarily fueled by social platforms such as Telegram and WhatsApp and cross-border e-commerce, notably via China, which is accelerating access and normalization. But increased accessibility is paired with rising concern. Reports of contaminated or mislabeled products, alongside the proliferation of “DIY” usage, are prompting scrutiny from health authorities and the media. The UK’s Medicines and Healthcare products Regulatory Agency has raided weight-loss medicine and peptide manufacturing sites and described the products as “dangerous” and “unregulated”. There have been similar seizures in Europe and beyond.

In the US, Health and Human Services Secretary Robert F. Kennedy Jr. has signaled plans to expand access to peptides by enabling compounding pharmacies to legally produce substances currently restricted by the FDA, framing deregulation as a way to bring a thriving gray market into safer, regulated channels. Here, peptides are transitioning from an underground and DIY experimentation space to being included within public health policy debates.

Despite regulatory pushback, peptides are being rapidly commercialized. Companies are building business models around personalized peptide stacks – combinations of two or more peptides – positioning them as tools for cognitive, aesthetic and physical optimization. Startup Superpower promises consumers they can become “hotter, smarter, faster” through targeted enhancement. The Enhanced Games – a sporting competition taking place in May 2026 which actively encourages athletes to safely use performance-enhancing drugs – plans to sell peptides directly to consumers via its own platform.

Optimization, masculinity and “quick fix” culture

Peptides sit at the intersection of several powerful cultural factors: the pursuit of aesthetic perfection, the normalization of enhancement – a theme we also explore in our report on tweakments – and a growing appetite for rapid, tangible results. These drivers appear to be increasing consumers’ tolerance to risk, for example by discounting the possible side effects of gray market peptides.

In particular, younger male consumers are emerging as a key audience for peptides. Online looksmaxxing communities – focused on achieving hyper-masculine ideals such as muscularity and angular features – are embracing peptides as tools for accelerated transformation. For example, looksmaxxing influencer Clavicular has discussed his “supplement stack”, including peptides MT-2 (Melanotan II, used to promote tanning) and retatrutide (for weight loss). This reflects a broader expansion of male beauty standards, where optimization is no longer taboo but expected – and seen as a symbol of success and performance, as we explore in our report The male beauty rebrand.

Peptides also align with a wider shift toward “quick fix” wellness culture – where consumers prioritize efficiency over process. Much like the rise of GLP-1 drugs, peptides promise significant results with minimal lifestyle change, appealing to time-poor, outcome-driven individuals.

Why it matters

Peptides signal the continued mainstreaming of biohacking, where consumers increasingly view their bodies as systems to be optimized – blurring the lines between healthcare, beauty and performance. We interrogate the drivers behind this and where it will go next in our trend Beyond Human. The global peptide therapeutics market is forecast to reach around $295 billion by 2033, but this figure captures only regulated medical use – meaning the true peptide economy, including gray-market and direct-to-consumer optimization products, is likely to be significantly larger. If other markets follow the US in legitimizing the sector, the brand opportunity for peptides could be significant.
The rise of peptides is a signal of the normalization of injectables and self-administration, alongside GLP-1s. We may see this format expand, for example into at-home vitamin or supplement shots, building on the expansion of IV infusions beyond medical settings. Already there are multiple companies offering at-home NAD (nicotinamide adenine dinucleotide) shots, including social wellness club Remedy Place, which has launched a NAD+ Smart Pen as an accessible, at-home solution. NAD is a coenzyme found in human cells that supports cellular processes and energy.
There is a tension between innovation and risk in the peptides space. The rapid growth of an underregulated market highlights a widening gap between consumer demand for cutting-edge solutions and institutional ability to ensure safety – creating both opportunity and reputational risk for brands entering the space. Consumers are effectively navigating a high-risk, high-reward landscape with limited guidance, and brands may be able to bridge the gap.

2. Energy sobriety supercharged? The financial cost of war in Iran

War in the Middle East sends energy costs soaring

The US/Israel attacks on Iran had an almost immediate impact on the cost of energy, with oil increasing to above $100 a barrel. This led to rises in gas prices at filling stations around the world. Some analysts have suggested that, depending on the length and severity of the disruption to the Strait of Hormuz, oil could reach $200 a barrel. Our economics partner, Oxford Economics (OE), predicts that the price will average $113 a barrel in Q2 2026, before dropping again. This assumes the situation is resolved and oil can flow freely again. Nevertheless, OE has increased its worldwide inflation forecast for 2026 from 3.6% to 4.4%, as well as downgrading its GDP growth estimate for the year from 3% to 2.6%.

Energy rationing is already a reality in some parts of the world

Soon after the start of the conflict, Sri Lanka introduced a four-day working week in order to conserve supplies of fuel and LPG gas amid shortages. In a related development, consumers in India have been buying induction stoves due to shortages of LPG, which is typically used for cooking. This is an example of our trend Building Resilience in action, where consumers adopt a prepper mindset to mitigate risk or harm. Meanwhile, in Australia, hundreds of gas stations have run out of gasoline amid concerns of widespread shortages in the country.

The IEA has issued guidelines to governments and consumers around the world on steps they should take to conserve energy. These include working from home where possible, reducing speed limits on highways to reduce vehicle fuel consumption, and cutting back on air travel. It remains to be seen to what extent such measures will need to be widely implemented. For older consumers in some markets, the situation triggers memories of the oil crisis of 1973, when similar measures had to be introduced, including year-round daylight-saving time in the US.

More recently, the effects of the Russian invasion of Ukraine in 2022 led to the popularization of the term “energy sobriety”, with consumers finding novel ways to save energy. One example of this was the sudden popularity of air fryers as a more efficient alternative to conventional ovens.

Maximizing Value means finding novel ways to save

As always in times of economic difficulty, many consumers are likely to reach for a tried-and-tested playbook of money-saving strategies. We explore this in detail in our Coping with the cost of living report. One potential silver lining is that many people around the world have had to cope with similar situations in the past five years, and so may be better equipped to deal with the effects this time around.

A key trend for brands to activate is Maximizing Value: shoppers invest time and effort – and expect help from brands – in getting the best price or overall value they can. In what turned out to be a timely development, the UK government launched its Fuel Finder app at the start of February. This offers consumers information on prices at nearby gas stations. Given the fluctuations in fuel prices, consumers are using it to shop around, and searches for the term have spiked on Google Trends.

One characteristic of energy price rises is that they tend to have a knock-on effect on other products, because of power used in production or transport. This includes many foodstuffs. In such scenarios, novel money-saving hacks can sometimes go viral on social media. One recent example is “churn and burn”, which sees runners take containers of milk with them when out for a jog, so that their movement shakes the contents and makes butter (rather than them having to buy both milk and butter). Brands could consider whether there are opportunities to promote playful tricks like this that involve their products.

Crisis intensifies the debate on sustainability

Many commentators have heralded the increase in gas prices as a boost for the adoption of electric vehicles (EVs). The crisis has also intensified debate about the implications of net zero policies. In the UK, for instance, industry leaders have called for the government to reverse its policy of curtailing oil and gas drilling in the North Sea. The government, however, says that the situation vindicates its decision to focus on renewables rather than fossil fuels. For consumers, as we explore in our trend Simply Sustainable, planetary concerns are often entwined with economic ones. In times of economic difficulty, sustainable options that cost more are likely to be sidelined, but those that also save cash will be welcomed.

Why it matters

Brands have a role to play in helping consumers to get the best deal. In such times, shoppers look to brands to have their backs and shield them as much as possible from the worst effects of turbulence. Being fully transparent on pricing – and giving consumers the tools to find the best price or value that suits them – is likely to be appreciated. This is arguably the first significant cost-of-living crisis in the era of agentic AI, and consumers may turn to these tools to find the best deals amid a fast-moving picture. We explore this more in our report Branding bypass? Loyalty in a world of agentic AI.

Resilience is another expectation of brands in times of crisis. Beyond just getting a good price, consumers may be worried about whether they will be able to access their favorite products at all. The fragility of global supply chains has again been exposed by crisis. Brands should offer information and reassurance on what steps they are taking to avoid shortages, especially of fuel, by finding alternative sources, supply routes and products.

3. Side quests take center stage: A counter to optimization culture

Side quests are breaking out of the gaming world

Gamers will be familiar with the concept of “side quests”: small, optional missions that people can take in a video game, outside of their main mission. This philosophy is now gaining a life of its own online: a growing wave of side quest content on TikTok is encouraging consumers to introduce tiny, spontaneous moments of novelty to their everyday lives as a break from their “main mission”. Tangible examples include taking an alternative route home from work, signing up for a new activity just because it sounds interesting, or carrying out tasks in a bar besides drinking.

An important driver is the desire to break away from routine and make life more adventurous. TikToker @diaryoflo_, who helped popularize side quests online, has observed: “We focus so much on our main quest that we completely forget that having all these side quests is what makes life so much fun.”

This idea of injecting fun into otherwise structured lives is a manifestation of our trend Surprise Me!, which explores the consumer desire for spontaneity. Another characteristic of side quests is that they are meant to be low stakes pursuits that do not require special skills, significant spending or a huge time commitment. Instead, they offer a playful structure for people who want to feel more present, more amused or simply less stuck in autopilot. As such, they embody our trend Light Relief. This also coincides with the desire to embrace “whimsy” in everyday life.

Funmaxxing, curiosity and play: The new Gen Z playbook for life

Side quests are just one of several signs that consumers may be tiring of hustle culture and the burnout it can bring. After years of optimizing routines for a better self, many consumers are looking for formats that make space for fun without needing to justify it as useful. Two-time Olympic gold-winning figure skater Alyssa Liu, who has become a Gen Z icon, has stated how her mindset when on ice is to simply “have fun”.

“Alyssa Liu Funmaxxing” has more than 80 million posts on TikTok – a testament to how Gen Z is consciously trying to escape online doomerism, and rethink their lives outside the algorithm. In this sense, side quests help consumers Escape the Algorithm and spark everyday joy. They also helps bring a fresh, new perspective to a familiar environment or activity and can create a sense of momentum on days that might otherwise feel flat.

Brands are responding to this appetite for play. QuestCam, for example, is a simple camera that gives users a random mission each time the device is turned on. Examples include “find something tiny” or “photograph a hidden face”. The device’s creator describes how using it puts people into “quest mode”, encouraging them to see their surroundings differently.

A side quest-filled spring

Very much in the spirit of the side quest, Pinterest’s Spring Trend Report for 2026 points to a growing desire for “micro escapes” that fit into real life. Examples include 10-minute garden breaks, renter-friendly balcony makeovers and tiny outdoor sanctuaries. This type of small project may also become more popular as rising energy prices necessitate a squeeze on spending.

Side quests can also have a social aspect: the same report highlights demand for easy, low-pressure gatherings, with searches for “evening garden parties” up 210% and “garden movie night party” up 130%. Street gatherings, “bring-a-bloom” flower parties and other forms of low-key get-together are on the spring agenda. A common theme around these occasions is a desire for connection that is more casual than highly planned social events. Side quests can help bring simplicity back to leisure, removing the pressure of making every activity and gathering Instagrammable.

Why it matters

Side quests highlight how consumers are reintroducing play into everyday life without the pressure of productivity or performance. For brands, this opens up opportunities to create low-barrier activities, products and experiences that encourage spontaneity. How can your brand help consumers enjoy ordinary moments? Consider how your core offering can naturally support the side-quest mindset, rather than forcing fun onto consumers. That said, brands should be wary of over-commodification: how can you seamlessly slot moments of whimsy and fun into people’s lives without taking out the light appeal of side quests?
Consider how the concept of the side quest fits into your industry. For travel brands, for instance, a side quest could mean marketing mini getaways to a new destination as an opportunity for spontaneity. For hospitality brands, a new item on a menu could be marketed as an unexpected way to help diners discover new tastes. And for retail brands, injecting moments of in-store play could meet a consumer desire for whimsy. While there’s no hard-and-fast rule on what comprises a side quest, the opportunity lies in creating pockets of fun for consumers without over-commercializing spontaneity.

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These April 2026 cultural signals are part of a longer report published on Collision, our dynamic trends intelligence platform. Members get access to these reports at the beginning of every month, so they always have a finger on the pulse of consumers and culture. If you’re interested in learning more about Collision and how the platform can make a difference to your business, get in touch today.

Written by David Crosbie

David has worked in the field of consumer trends and futuring for over a decade. He has helped clients in a wide variety of sectors – from food and drink and other FMCG to financial services and more – to plan effectively and create successful future strategies that are firmly embedded in consumer understanding.