Looking back to the post-COVID-19 social media world, many found themselves stuck scrolling through bad news in a pattern called Doomscrolling, or swinging to the opposite extreme by using hashtags like #delulu to create a mindset that brings enough happiness to get through daily life.
But this year, with economic uncertainty and a world still full of conflict, TikTok and X feeds in the West are filled with “hope” not tied to grand ambitions, but to small heartfelt feelings known as “Hopecore.”
This phenomenon arises from some young people choosing to transform despair into a survival effort amid declining capitalism, during times when the world hardly allows or opens space to set expectations on big successes.
At Hopecore's core is the idea called Frugal Optimism—an optimistic yet restrained outlook. It rejects large goals like “I must be a millionaire before 30” and instead celebrates small wins known as Micro-joys. Hopecore content on social media presents images to foster optimism, offer comfort, and embrace gentle moments in life.
We see videos of people jumping with joy over perfectly soft-boiled eggs, clips of an elderly man shedding tears of happiness upon learning he will become a grandfather, security guards rushing to help fainting elderly women, or friends shaving their heads to support a cancer-stricken companion.
Additionally, there are montage-style videos using low-resolution or commonly found footage edited together to soothe the mind, often overlaid with retro fonts on cute animal pictures or vintage cartoons bearing encouraging messages.
Hopecore also branches into groups like LGBTQ+ communities who use this style to affirm their gender identities and embrace happiness in their sexuality. Conversely, the Manosphere, which values masculinity, adopts this editing style to motivate fitness workouts.
A popular Hopecore-related trend since early this year is #26goals—setting 26 goals for 2026, with some imposing strict rules like spending no money and avoiding grand ambitions, such as pledging to finish a bottle of water before noon and stop scrolling on the phone at midnight.
The follow-up question is: why is happiness for this generation shrinking?
The answer lies in a sluggish global economy. Gen Z grew up in late-stage capitalism where housing prices soar, wages lag behind inflation, and environmental problems seem beyond repair. Expecting to own a home, a car, or build a complete family feels increasingly distant for many.
This generation's financial behavior thus sharply diverges from previous ones. A recent Fidelity Investments study found over 45% of 18-35-year-olds see no need to save money until the world stabilizes, and 55% admit they abandoned retirement savings plans since the pandemic.
With the bigger world beyond control, the only remaining coping strategy is to shrink hopes and cling to small, controllable things amid a capitalist system that pressures us to constantly generate value from everything.
This aligns with a U.S. Fortune magazine report stating that young people prioritize mental happiness over wealth. Over 73% of Gen Z choose quality of life over large bank balances, and 66% only care about finances when it supports other life interests. They no longer tolerate toxic workplaces just for numbers in their accounts.
Meanwhile, psychologists view Hopecore as a simple form of mental resilience. When we cannot change the world's course, learning to extract happiness from emptiness becomes the most vital survival skill.
Dr. Sophie Mort, a mental health expert from Headspace, explained, “Hopecore represents positivity, warmth, and celebration amid a world bombarded daily by bad news and uncertainty. This trend teaches us to embrace good things in life, no matter how big or small.”
Similarly, psychologist Georgina Stermer sees this concept as a resistance against negativity and pessimism. She noted, “It accepts the reality that Doomscrolling cycles can drag us into depression and anxiety. Hopecore counters this by sharing beautiful, gentle moments powerful enough to uplift the spirit.”
Ultimately, Hopecore may be a lesson from Western Gen Z that in times when social and economic pressures shrink our dreams, it does not mean failure. Instead, it teaches us that happiness need not be expensive or achieved by chasing societal standards.
ReferencesAesthetics Fandom,GQ,Fortune,Advocate
#ThairathPlus #ThairathPlus #Hopecore #FrugalOptimism #26goals #MicroJoys #GenZ #Cozyaesthetic #MentalHealth