‎Consumers will be full of paradoxes in 2026 – Dentsu report

‎Consumers will be full of paradoxes in 2026 - Dentsu report

By Ralph Tathagata

‎Dentsu Creative’s 2026 trends report has shown that marketers would be facing a paradox as consumers both embrace artificial intelligence and simultaneously have a strong desire for a more traditional, unplugged lifestyle.
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‎Dentsu’s “Generative Realities” is based on data from 4,500 consumers across seven markets, including the U.S., UK, India, Spain, Brazil, China and Japan. The research identified trends expected from consumers in 2026 and what they mean for marketers.
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‎“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,” said Yasu Sasaki, global chief creative officer, Dentsu, in press materials.
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‎“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,” he added.
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‎The report stated that consumers will continue to turn toward fantasy and fandoms to escape the trials of modern life, especially as traditional milestones, such as home ownership or career security, feel increasingly out of reach for younger generations.
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‎Dubbed “Escape Velocity”, the report forecast consumers taking comfort in collecting toys and figurines. No longer are these items seen as cute “frivolities,” and instead are points of joy and escape from stress for the consumer.
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‎Another prediction, titled “Electric Dreams,” saw the relationship between people and technology becoming more complex, especially when it comes to AI. More consumers expect AI to act as a confidant, with 32% of respondents saying they sometimes feel the technology understands them better than friends and family. Additionally, 51% are using AI to answer questions that they would have usually asked of those in their lives. At the same time, consumers are more distrustful of generated content and AI influencers.
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‎Perhaps because of digital tech’s growing role, 64% of consumers are feeling more drawn to traditional values and ways of living, laying the basis for the “Trad Lives” trend described in the report. This has manifested in consumers showing an increased interest in fungi and fermentation, along with a resurgence of spirituality and religion. However, while 75% of consumers say they want to spend more time in nature, that doesn’t mean they want to abandon technology altogether, with many bringing technological innovation to traditional farmsteads.
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‎Brands should also be paying attention to the loneliness epidemic, according to the “Alone Together” prediction. Sixty-three percent of consumers say they are spending time alone. However, hobby-lead communities and alternative social gatherings are redefining how people spend time together. Half of consumers are interested in exploring new ways to socialize, which jumps to 58% for Gen Z consumers.
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‎Lastly, marketers should anticipate not being able to reach consumers digitally with the same efficiency they have in the past. Younger generations have shown a mounting interest in analog aesthetics, such as “dumb” phones, according to “Analog Futures.” This reflects a growing desire to switch off online life, with 45% of Gen Z consumers saying the online world feels stressful. This is five percentage points higher than for the overall population.
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‎“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,” said Abbey Klaassen, global brand president, Dentsu Creative.