The world is both exhausted and exhilarated by change, according to Dentsu Creative’s 2026 Trends Report.
‘Generative Realities’ explores the forces shaping consumer behaviour and the implications of a world where ideas and trends continually collide and regenerate.
The report, led by Dentsu Creative global chief strategy officer Pats McDonald, reveals a rising desire for escape, grounding and reconnection.
It draws upon exclusive global research data, commissioned by Dentsu, from 4,500 consumers across markets, including the US, UK, India, Spain, Brazil, China and Japan.
What is trending?
Escape Velocity
Consistently across global markets, consumers are increasingly turning toward fantasy, fandom and fluffy toys to manage the pressures of modern life.
What once looked like frivolity now functions as emotional infrastructure as traditional milestones such as home ownership, career security and long-term financial stability move further out of reach for younger generations.
People are investing in joy where they can find it, with 70% of consumers saying modern life feels so stressful they need to escape.
Electric Dreams
As AI accelerates beyond our ability to keep pace emotionally, the technology is moving from “utility” to “companion”.
Consumers are forming increasingly personal bonds with chat-based platforms while simultaneously growing more wary of mass-produced content and AI-influencers.
About 32% of respondents sometimes feel that AI understands them better than friends and family, with 51% turning to AI to answer questions they would have previously asked them.
Trad Lives
The report found a widespread desire to reconnect with nature, finding solace in the soil and community in traditional rituals.
It identifies a resurgence of religion and spirituality, an obsession with fungi and fermenting pickles, and a coming together of nature and technology as younger consumers bring technical expertise to traditional family farmsteads.
It shows a coming together of nature and technology as younger consumers bring technical expertise to traditional family farmsteads.
The global research shows that 75% of consumers globally say they feel drawn to spending more time in nature.
Alone Together
As loneliness and social isolation grow, consumers are seeking togetherness through hobby-led communities, alcohol-free socialising and shared experiences that are consciously designed rather than inherited.
Silent book clubs, sober raves and supper clubs reflect an active rebuilding of social infrastructure.
The data showing that 63% of consumers spend a lot of time on their own, with 50% saying they are interested in alternative ways to socialise, rising to 58% among Gen Z.
Analog Futures
There is growing rejection of algorithmic sameness and a sense of digital exhaustion with younger generations seeking friction, tactility and imperfection.
Interest in “dumb” devices, analog aesthetics and all things hand-crafted reflects a desire for texture over polish and a growing desire to switch off, particularly among the youngest generations.
More than 40% of respondents globally agree that “the online world feels so stressful I try to switch off as much as possible.”
Dentsu global chief creative officer Yasu Sasaki said a new balance between acceleration and deceleration is emerging.
“People crave both the hyper-real and the handmade, the digital and the deeply human. Here lies the tension, and the opportunity, for brands at the heart of 2026,” he said.
“Amidst the conflicting frictions, diverse fandoms that had previously remained unseen came to light. With diverse creative talent with deep passion across various fields, we will win the algorithm.”
Global brand president Abbey Klaassen said AI is evolving faster than any technology before it, but human creativity remains the constant.
“The most successful brands in 2026 will be those that blend technological intelligence with emotional intelligence, pairing efficiency with empathy and innovation with imagination,” she said.